Thread by @ccmarce_writes, A Complete Look at Improving Onboarding How to Keep Your Customers / [...]

A Complete Look at Improving Onboarding
How to Keep Your Customers / Users
+ Reduce Churn

(A thread)

https://abs.twimg.com/emoji/v2/... draggable="false" alt="👇" title="Rückhand Zeigefinger nach unten" aria-label="Emoji: Rückhand Zeigefinger nach unten">

1/ Onboarding matters because it touches every single one of your users/customers.

At its simplest, it’s defined as the experience between signing up and becoming a user.

2/ With most products, time & attention are often inversely proportional: as time goes on, users are less interested in spending active time w/ your product.

The onboarding phase (when they first begin to use the product) marks peak levels of attention, engagement & enthusiasm

3/ There are 2 types of onboarding:

Active (ex: white-glove experiences to get a user started)

Passive (actual design features that affect UX)

Both @Superhuman and @yac provide examples of active onboarding processes by directly engaging new users w/ personalized communication

4/ Onboarding is your chance to leave the BEST 1st impression.

When onboarding is designed well, it increases the chance of successful adoption, and can drive growth and retention.

Primary determinants of product retention rate are user experience & behavior during onboarding.

5/ Acc to @HubSpot, there are 3 phases of retention:

https://abs.twimg.com/emoji/v2/... draggable="false" alt="1️⃣" title="Tastenkappe Ziffer 1" aria-label="Emoji: Tastenkappe Ziffer 1"> Short-term (Week 1): Use product more than once

https://abs.twimg.com/emoji/v2/... draggable="false" alt="2️⃣" title="Tastenkappe Ziffer 2" aria-label="Emoji: Tastenkappe Ziffer 2"> Mid-term (Weeks 1 - 4): Establish pattern of usage

https://abs.twimg.com/emoji/v2/... draggable="false" alt="3️⃣" title="Tastenkappe Ziffer 3" aria-label="Emoji: Tastenkappe Ziffer 3"> Long-term (Week 4+): Rely on product as indispensable

5/ Acc to @HubSpot, there are 3 phases of retention:https://abs.twimg.com/emoji/v2/... draggable=

Short-term (Week 1): Use product more than oncehttps://abs.twimg.com/emoji/v2/... draggable="false" alt="2️⃣" title="Tastenkappe Ziffer 2" aria-label="Emoji: Tastenkappe Ziffer 2"> Mid-term (Weeks 1 - 4): Establish pattern of usagehttps://abs.twimg.com/emoji/v2/... draggable="false" alt="3️⃣" title="Tastenkappe Ziffer 3" aria-label="Emoji: Tastenkappe Ziffer 3"> Long-term (Week 4+): Rely on product as indispensable" title="5/ Acc to @HubSpot, there are 3 phases of retention:https://abs.twimg.com/emoji/v2/... draggable="false" alt="1️⃣" title="Tastenkappe Ziffer 1" aria-label="Emoji: Tastenkappe Ziffer 1"> Short-term (Week 1): Use product more than oncehttps://abs.twimg.com/emoji/v2/... draggable="false" alt="2️⃣" title="Tastenkappe Ziffer 2" aria-label="Emoji: Tastenkappe Ziffer 2"> Mid-term (Weeks 1 - 4): Establish pattern of usagehttps://abs.twimg.com/emoji/v2/... draggable="false" alt="3️⃣" title="Tastenkappe Ziffer 3" aria-label="Emoji: Tastenkappe Ziffer 3"> Long-term (Week 4+): Rely on product as indispensable" class="img-responsive" style="max-width:100%;"/>

6/ The biggest drop in product retention is usually in the short-term phase, or during onboarding, which makes it the best target for improvements.

User experience and behavior during onboarding can also be used to predict long-term retention.

Let’s use Facebook as an example.

7/ The Facebook growth team split users into 2 groups: those who became engaged and those who didn’t.

They discovered engaged users added at minimum 7 friends within 10 days of signing up.

That number became their activation metric and helped drive # of platform users to 1B+

8/ A major step toward improving retention is defining the “Aha!” moment.

Acc to @BostonVC, the Aha! moment is “where your buyer suddenly sees the benefit they get from using your product, and says to themselves ‘Wow! This is great!’”

9/ Your job is to figure out the Aha! moment, not to assume.

https://abs.twimg.com/emoji/v2/... draggable="false" alt="1️⃣" title="Tastenkappe Ziffer 1" aria-label="Emoji: Tastenkappe Ziffer 1"> Define a performance metric that will indicate success (ex: long-term retention)

https://abs.twimg.com/emoji/v2/... draggable="false" alt="2️⃣" title="Tastenkappe Ziffer 2" aria-label="Emoji: Tastenkappe Ziffer 2"> List out all user metrics you track during onboarding

https://abs.twimg.com/emoji/v2/... draggable="false" alt="3️⃣" title="Tastenkappe Ziffer 3" aria-label="Emoji: Tastenkappe Ziffer 3"> Perform regression analysis to figure out relationship b/n metrics

10/ Let’s review onboarding best practices.

1st emphasize the Aha! moment or product value.

Here’s an example of what users see when signing into @BookCameo for the first time. This video that creates a visual of the emotional impact & benefits. https://twitter.com/jmj/status/1169713091744956416?s=20">https://twitter.com/jmj/statu...

https://twitter.com/jmj/status/1169713091744956416?s=20

11/ Next, clearly define your activation metric.

For example, the Aha! moment for Drift is setting up the first bot, which is also tied to long-term user retention.

So simplifying the setup process was essential, which they addressed with a basic, step-by-step walkthrough.

12/ Third, keep it simple and brief.

With @SlackHQ, they set up a process that is not only brief, but also highlights key features.

In-app prompts quickly introduce new users to different aspects of the platform + encourage interaction (note the gamification elements!).

13/ Finally, personalize the experience.

@Flipboard is a great example of this. They let users select what kind of content they want to see in the app to create a more individualized content experience.

14/ Another great onboarding experience that is personalized and simple:

@public

(They even incentivize completion and retention by giving users free stock from one of a select group of high-profile companies)

15/ This thread is based on and inspired by content from @gaby_goldberg, @jacksonjonson, @uxcam - thank you!

Here& #39;s an analysis on Fiverr growth to a $5B valuation this year: https://twitter.com/ccmarce_writes/status/1313441482012065796?s=20">https://twitter.com/ccmarce_w...

https://twitter.com/ccmarce_writes/status/1313441482012065796?s=20

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