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10 A/B Tests to Onboard More Users

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10 A/B Tests You Can Run to Onboard More Users


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Why Onboarding Matters From AndrewChen.co TqbslQbhf


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About Me: Peter Tanham Co-founder & CEO of SparkPage MD Amp Communications Product Marketing @ Vodafone TqbslQbhf


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This Talk User messaging - focus on email for mobile companies Techniques & Best Practices Case studies How to do it TqbslQbhf


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1. Get Focused AKA The Perfect Welcome TqbslQbhf


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Welcome Emails - One CTA TqbslQbhf


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Optimizely - 13.3% more clicks TqbslQbhf


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2. Get Amped AKA The Power of Motivation TqbslQbhf


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Motivation TqbslQbhf


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“Onboard the user, not the product” TqbslQbhf


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3: Preventative Maintenance AKA How to Remove Barriers TqbslQbhf


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Removing Barriers 1. Find friction points - qualitatively or quantitatively 2. Pre-emptively address them TqbslQbhf


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Quant - Look at Analytics TqbslQbhf


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Qual - Ask Questions TqbslQbhf


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Removing Barriers TqbslQbhf


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4. The Waltz AKA How to Perfect Timing TqbslQbhf


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Testing Timing The typical gmail user gets ~5 emails per day “At the end, we had 18 or 20 writers going at this stuff for as many hours a day as they could stay awake. The data didn’t show any negative consequences to sending more.” - Toby Fallsgraff, Obama for America TqbslQbhf


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Testing Timing 7 emails over 7 Days 7 emails vs over 7 weeks TqbslQbhf


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5. Surprise! AKA The Art of Unexpected Value TqbslQbhf


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Before After TqbslQbhf


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6. Hurry! The Urgent Ask TqbslQbhf


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Testing Timing Urgency added an additional day’s worth of revenue each month. TqbslQbhf


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7. One Question AKA Get More Personal TqbslQbhf


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Split The Audience in Two TqbslQbhf


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Split The Audience in Two TqbslQbhf


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Paper Style - + 224% Open Rate TqbslQbhf


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8. Tell Me Why? AKA Annie Lennox Gets Insight TqbslQbhf


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How Groove asks for feedback TqbslQbhf


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“This email gets a 41% response rate and has given us more business insight than any email we’ve ever sent.” TqbslQbhf


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9. Endowed Progress AKA You’re In Too Deep Now TqbslQbhf


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10. It Ain’t Over Onboarding Winback TqbslQbhf


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Onboarding Winback TqbslQbhf


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Onboarding Winback TqbslQbhf


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Onboarding Winback Groove’s 90 Day Email Had 2% Conversion Rate TqbslQbhf


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Your Next Steps Get Insight Make Hypothesis Test TqbslQbhf


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Q&A Free 30 day trial @ sparkpage.com TqbslQbhf


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