13 Onboarding Fast Facts To Stop You Losing User Before They Convert

Понравилась презентация – покажи это...

Слайд 0

Слайд 1

“What can I do to make my user onboarding messages better and get the most conversions?” www.sparkpage.com

Слайд 2

Here, at SparkPage, we get asked this question all of the time. App marketers want to know how to move downloads to users and passive users to long-term customers. www.sparkpage.com

Слайд 3

To help, we’ve come up with 13 onboarding fast-facts. They will help you onboard, activate and convert your users and grow faster than ever before. www.sparkpage.com

Слайд 4

Слайд 5

What is the purpose of a welcome message? www.sparkpage.com

Слайд 6

That’s a lot to ask of one message! So what do you do? Try a single call to action. www.sparkpage.com

Слайд 7

Ask yourself: And make that your single call to action www.sparkpage.com

Слайд 8

Social networking app Nextdoor has an awesome example of this... www.sparkpage.com

Слайд 9

Their welcome email has one, simple CTA: “Create Your Neighborhood” www.sparkpage.com

Слайд 10

It encourages the user to complete the next step in their onboarding journey There is no confusion, no choice no oversell Just simple, straightforward and clickable! www.sparkpage.com

Слайд 11

Слайд 12

Welcome emails seem like a no-brainer, Right? Yet, an astonishingly high number of apps aren’t bothering to send them! www.sparkpage.com

Слайд 13

In fact: www.sparkpage.com

Слайд 14

Think your customer is going to remember you after 3 weeks of no contact? Probably not... A welcome message should be your top priority! www.sparkpage.com

Слайд 15

Pocket is an app that’s on the ball when it comes to welcome messages... www.sparkpage.com

Слайд 16

Within 5 minutes of signing up, a user gets a “Welcome to Pocket!” email. www.sparkpage.com

Слайд 17

Remember! The risk of being forgotten is almost always bigger than the risk of over communicating. www.sparkpage.com

Слайд 18

Слайд 19

Onboarding isn’t about selling or showing off. It’s about getting users engaged with your app. www.sparkpage.com

Слайд 20

So avoid the sales talk. And use Motivation. Tailoring your emails towards user interests and reminding them why they signed up for your product. www.sparkpage.com

Слайд 21

Motivation can come in many forms including: social proof case studies emotive content The goal is to show that you, as a marketer, understand your customer’s needs. www.sparkpage.com

Слайд 22

Let’s look at an example from Perfect Audience to see motivation in action. www.sparkpage.com

Слайд 23

They include testimonials of customers that show their successes. www.sparkpage.com

Слайд 24

It perfectly appeals to what Perfect Audience’s users want - a high return on their investment shows they understand their user’s goal motivates them to get there www.sparkpage.com

Слайд 25

Слайд 26

Onboarding messages are traditionally one sided. But what happens when you ask for a reply? Great things! www.sparkpage.com

Слайд 27

Sending an email saying: “What are you struggling with?” Can get you lots of great quantitative data and give you a competitive edge. www.sparkpage.com

Слайд 28

Groove decided to ask their users “Why did you sign up?” And amazingly their users talked. www.sparkpage.com

Слайд 29

Groove got a 41% response rate and lots of valuable feedback. www.sparkpage.com

Слайд 30

Users got a sense Groove was listening. And Groove got lots of valuable insights about how to better their product. Great results for such a simple message! www.sparkpage.com

Слайд 31

Слайд 32

There is always a fine line between badgering, motivating and suggesting. www.sparkpage.com

Слайд 33

You don’t want to drive users away. But you also don’t want users to miss out on what you’re offering. You need to find the right way of sending marketing emails. www.sparkpage.com

Слайд 34

But how? Try tapping into user data. Find out what similar users do, what they like and what they use. And use this to cross and upsell! www.sparkpage.com

Слайд 35

Netflix is a great example of how to cross sell to your users. www.sparkpage.com

Слайд 36

They send an email with the subject line: “we think you might like…” www.sparkpage.com

Слайд 37

It is filled with suggestions based on what similar users have enjoyed. It’s much more likely to appeal to a customer because it is based on their interests. www.sparkpage.com

Слайд 38

Слайд 39

Message frequency can be tricky to get right. Too many messages is annoying, make them unsubscribe, or be seen as SPAM. It’s a delicate balance. www.sparkpage.com

Слайд 40

One tip to figure out frequency is to measure a user’s interaction with your product. If they are regularly engaged and considered to be successful, don’t email them as much. They are happy, using your product, you already have them hooked. www.sparkpage.com

Слайд 41

Buffer is an expert at leaving their users alone as engaged users receive minimal messages. www.sparkpage.com

Слайд 42

It is only when a user’s feed is empty that they get a prompt to... “Go to Buffer and add more posts” www.sparkpage.com

Слайд 43

No annoyances, or over emailing. Just thoughtful, engaging messages. www.sparkpage.com

Слайд 44

Слайд 45

Bombarding your users with messages all of the time is a big mistake. But not engaging users at all can be even worse. www.sparkpage.com

Слайд 46

Shying away from sending emails can be detrimental for your growth. And long periods of silence gives users time to forget you and move on from your business. www.sparkpage.com

Слайд 47

Aviva, an insurance business, has some interesting results when they started sending more emails. They had been contacting customers only once a month encouraging policy renewals. And it wasn’t working. www.sparkpage.com

Слайд 48

They decided to double the amount of messages they were sending per month. And… It lead to a 292% rise in engagement! www.sparkpage.com

Слайд 49

However, Finding the right message frequency is something that will be specific to your users. A/B test your frequency to find the optimum amount and optimize your campaigns. www.sparkpage.com

Слайд 50

Слайд 51

Businesses can seem cold and faceless. And welcome messages can be the perfect way to say “hey, we’re human too!” www.sparkpage.com

Слайд 52

Try: Using a less formal tone making emails more fun And use “I” and “we” It comes across as friendly, more enjoyable to read and more clickable. www.sparkpage.com

Слайд 53

HubSpot added a little bit of a human touch and personality to their emails. And the results were amazingly positive. www.sparkpage.com

Слайд 54

They tested two emails: One with the sender “Hubspot”. One with the sender being a team member. www.sparkpage.com

Слайд 55

The team member email got 31% more clicks than the one just from HubSpot. www.sparkpage.com

Слайд 56

That’s some impressive results for such a simple change! www.sparkpage.com

Слайд 57

Слайд 58

It’s only natural that interactions with your business will fluctuate. A user might use your product everyday... Then drop to once a week… Then drop to once a month... Then churn. www.sparkpage.com

Слайд 59

Try using data. Track user behavior and target them with tailored messages. It’s clever way to prevent churn. www.sparkpage.com

Слайд 60

KickStarter has done a great job at not letting customers go easily. After a user is finished with a campaign, it is common to find drop offs. www.sparkpage.com

Слайд 61

Kickstarter is clever and don’t let the customer fade away without reminding them that they still have something to offer. www.sparkpage.com

Слайд 62

They recognised that this is a drop off point and expertly planned an encouraging email to stop customers from slipping away. It’s a great one to add to your onboarding campaign. www.sparkpage.com

Слайд 63

Слайд 64

We bet during a free trial you can predict the users which will convert and which ones will churn. They display certain behaviors that that gives away the likelihood of them converting to a paying customer. www.sparkpage.com

Слайд 65

Why not use this knowledge to get positive looking customers to convert faster? Sending an email when they are most engaged and seeing the value is the best time to ask them to convert. www.sparkpage.com

Слайд 66

Like SquareSpace. They don’t wait around for a user to finish their free trial to ask them to convert. When they see a customer enjoying their product they ask them to upgrade. www.sparkpage.com

Слайд 67

Just 4 days into a 14 day free trial they send an invite to upgrade now. www.sparkpage.com

Слайд 68

They aren’t afraid to jump at the opportunity to ask if a user is ready to upgrade. And you shouldn’t either. www.sparkpage.com

Слайд 69

Слайд 70

Keeping users motivated and then moving them to convert can be challenging. There is a tactic you can use to nudge users to convert – urgency. www.sparkpage.com

Слайд 71

Urgency makes users feel as though they are missing out on something great. And implies “act now or your chance is gone”. www.sparkpage.com

Слайд 72

Shopify use urgency by telling users they only They use big bold copy to inform their customer “Your free trial is about to end” www.sparkpage.com

Слайд 73

It’s an effective push that says to your user “You need to act now. Your time is running out!” www.sparkpage.com

Слайд 74

Слайд 75

Some users will start the sign-up process and fail to complete it. But just because they failed to complete sign-up doesn’t mean they are a lost cause. www.sparkpage.com

Слайд 76

They could still be interested in your business. So taking a cue from eCommerce and start sending abandoned cart emails. www.sparkpage.com

Слайд 77

Virgin America is a business that don’t let their customers just walk away. They send a compelling reminder email that encourages them to come back. www.sparkpage.com

Слайд 78

It’s simple email that reminds a user they are still there, waiting for them their return. www.sparkpage.com

Слайд 79

It’s a gentle nudge to get a customer to come back in a friendly, non-obtrusive way. www.sparkpage.com

Слайд 80

Слайд 81

Not everyone converts. It’s a fact of business. The question is – what do you do? www.sparkpage.com

Слайд 82

You create an effective win-back campaign. Remember! Just because a user decided not to become a customer now, doesn’t mean they won’t again. www.sparkpage.com

Слайд 83

Netflix is relentless in their win-back campaigns. Over the course of a year, they send 9 emails to encourage a user to come back. www.sparkpage.com

Слайд 84

The first email arrives a month after the user has left. It’s a gentle reminder that Netflix is still there. www.sparkpage.com

Слайд 85

If the first email fails, they send another and another. Culminating in a big final push – another free trial. www.sparkpage.com

Слайд 86

Netflix never gives up on past customers. And neither should you! www.sparkpage.com

Слайд 87

Слайд 88

These 13 tips may seem daunting. So be thoughtful. Incorporate each email one or two at a time and soon you will have an awesome onboarding flow. www.sparkpage.com

Слайд 89

And don’t forget to: Test, Monitor and Measure. It’s the best way to find how to onboard, activate and convert your users. www.sparkpage.com

Слайд 90