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13 Onboarding Fast Facts To Stop You Losing User Before They Convert презентация
Содержание
- 2. “What can I do to
- 3. Here, at SparkPage, we get asked
- 4. To help, we’ve come up with
- 6. What is the purpose of a welcome message? www.sparkpage.com
- 7. That’s a lot to ask
- 8. Ask yourself:
- 9. Social networking app Nextdoor has an awesome example of this... www.sparkpage.com
- 10. Their welcome email has one, simple CTA: “Create Your Neighborhood” www.sparkpage.com
- 11. It encourages the user to complete the
- 13. Welcome emails seem like a
- 14. In fact: www.sparkpage.com
- 15. Think your customer is going to
- 16. Pocket is an app that’s
- 17. Within 5 minutes of signing
- 18. Remember! The risk of
- 20. Onboarding isn’t about selling
- 21. So avoid the sales talk.
- 22. Motivation can come in many forms
- 23. Let’s look at an
- 24. They include testimonials of customers that show their successes. www.sparkpage.com
- 25. It perfectly appeals to what Perfect
- 27. Onboarding messages are traditionally one
- 28. Sending an email saying: “What
- 29. Groove decided to ask their
- 30. Groove got a 41% response rate and
- 31. Users got a sense Groove was
- 33. There is always a
- 34. You don’t want to drive users
- 35. But how? Try tapping into
- 36. Netflix is a great
- 37. They send an email with
- 38. It is filled with suggestions
- 40. Message frequency can be tricky
- 41. One tip to figure out frequency
- 42. Buffer is an expert
- 43. It is only when a
- 44. No annoyances, or over emailing. Just thoughtful, engaging messages. www.sparkpage.com
- 46. Bombarding your users with messages
- 47. Shying away from sending emails
- 48. Aviva, an insurance business, has some
- 49. They decided to double the amount of
- 50. However, Finding the right message
- 52. Businesses can seem cold and
- 53. Try: Using a less formal tone
- 54. HubSpot added a little
- 55. They tested two emails:
- 56. The team member email got 31% more
- 57. That’s some impressive results for such a simple change! www.sparkpage.com
- 59. It’s only natural that interactions with your
- 60. Try using data. Track user
- 61. KickStarter has done a great job
- 62. Kickstarter is clever and don’t let
- 63. They recognised that this is
- 65. We bet during a free trial
- 66. Why not use this knowledge to
- 67. Like SquareSpace. They don’t wait around
- 68. Just 4 days into a
- 69. They aren’t afraid to jump
- 71. Keeping users motivated and then moving
- 72. Urgency makes users feel
- 74. It’s an effective push
- 76. Some users will start the sign-up
- 77. They could still be interested
- 78. Virgin America is a business
- 79. It’s simple email that reminds
- 80. It’s a gentle nudge
- 82. Not everyone converts. It’s
- 83. You create an effective win-back campaign.
- 84. Netflix is relentless in their
- 85. The first email arrives a month
- 86. If the first email fails, they
- 87. Netflix never gives up
- 89. These 13 tips may seem daunting.
- 90. And don’t forget to: Test,
Слайд 2
“What can I do to make my user onboarding messages better
and get the most conversions?”
Слайд 3
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.
App marketers want to know how to move downloads to users and passive users to long-term customers.
www.sparkpage.com
Слайд 4
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 7
That’s a lot to ask of one message!
So what do you
do?
Try a single call to action.
Try a single call to action.
www.sparkpage.com
Слайд 11It 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!
There is
no confusion,
no choice
no oversell
Just simple, straightforward and clickable!
www.sparkpage.com
Слайд 13
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 15
Think your customer is going to remember you after 3 weeks
of no contact?
Probably not...
A welcome message should be your top priority!
Probably not...
A welcome message should be your top priority!
www.sparkpage.com
Слайд 18
Remember!
The risk of being forgotten is almost always bigger than the
risk of over communicating.
www.sparkpage.com
Слайд 20
Onboarding isn’t about selling or showing off.
It’s about getting users engaged
with your app.
www.sparkpage.com
Слайд 21
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 22
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.
The goal is to show that you, as a marketer, understand your customer’s needs.
www.sparkpage.com
Слайд 23
Let’s look at an example from Perfect Audience to see motivation
in action.
www.sparkpage.com
Слайд 25
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
shows they understand their user’s goal
motivates them to get there
www.sparkpage.com
Слайд 27
Onboarding messages are traditionally one sided.
But what happens when you ask
for a reply?
Great things!
Great things!
www.sparkpage.com
Слайд 28
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 29
Groove decided to ask their users “Why did you sign up?”
And amazingly their users talked.
www.sparkpage.com
Слайд 31
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!
Great results for such a simple message!
www.sparkpage.com
Слайд 34
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.
You need to find the right way of sending marketing emails.
www.sparkpage.com
Слайд 35
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!
And use this to cross and upsell!
www.sparkpage.com
Слайд 38
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.
It’s much more likely to appeal to a customer because it is based on their interests.
www.sparkpage.com
Слайд 40
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.
It’s a delicate balance.
www.sparkpage.com
Слайд 41
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.
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 42
Buffer is an expert at leaving their users alone as engaged
users receive minimal messages.
www.sparkpage.com
Слайд 43
It is only when a user’s feed is empty that they
get a prompt to...
“Go to Buffer and add more posts”
“Go to Buffer and add more posts”
www.sparkpage.com
Слайд 46
Bombarding your users with messages all of the time is a
big mistake.
But not engaging users at all can be even worse.
But not engaging users at all can be even worse.
www.sparkpage.com
Слайд 47
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 48
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.
They had been contacting customers only once a month encouraging policy renewals.
And it wasn’t working.
www.sparkpage.com
Слайд 49They decided to double the amount of messages they were sending
per month.
And…
It lead to a 292% rise in engagement!
And…
It lead to a 292% rise in engagement!
www.sparkpage.com
Слайд 50
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.
A/B test your frequency to find the optimum amount and optimize your campaigns.
www.sparkpage.com
Слайд 52
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 53Try:
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.
It comes across as friendly, more enjoyable to read and more clickable.
www.sparkpage.com
Слайд 54
HubSpot added a little bit of a human touch and
personality to their emails.
And the results were amazingly positive.
And the results were amazingly positive.
www.sparkpage.com
Слайд 55They tested two emails:
One with the sender
“Hubspot”.
One with the sender
being a team member.
“Hubspot”.
One with the sender
being a team member.
www.sparkpage.com
Слайд 59It’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.
Then drop to once a week…
Then drop to once a month...
Then churn.
www.sparkpage.com
Слайд 60
Try using data.
Track user behavior and target them with tailored messages.
It’s
clever way to prevent churn.
www.sparkpage.com
Слайд 61
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.
After a user is finished with a campaign, it is common to find drop offs.
www.sparkpage.com
Слайд 62
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 63
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.
It’s a great one to add to your onboarding campaign.
www.sparkpage.com
Слайд 65
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.
They display certain behaviors that that gives away the likelihood of them converting to a paying customer.
www.sparkpage.com
Слайд 66
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.
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 67Like 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.
When they see a customer enjoying their product they ask them to upgrade.
www.sparkpage.com
Слайд 69
They aren’t afraid to jump at the opportunity to ask if
a user is ready to upgrade.
And you shouldn’t either.
And you shouldn’t either.
www.sparkpage.com
Слайд 71
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.
There is a tactic you can use to nudge users to convert – urgency.
www.sparkpage.com
Слайд 72
Urgency makes users feel as though they are missing out on
something great.
And implies “act now or your chance is gone”.
And implies “act now or your chance is gone”.
www.sparkpage.com
Слайд 73
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 74
It’s an effective push that says to your user
“You need
to act now. Your time is running out!”
www.sparkpage.com
Слайд 76
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.
But just because they failed to complete sign-up doesn’t mean they are a lost cause.
www.sparkpage.com
Слайд 77
They could still be interested in your business.
So taking a cue
from eCommerce and start sending abandoned cart emails.
www.sparkpage.com
Слайд 78
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.
They send a compelling reminder email that encourages them to come back.
www.sparkpage.com
Слайд 79
It’s simple email that reminds a user they are still there,
waiting for them their return.
www.sparkpage.com
Слайд 80
It’s a gentle nudge to get a customer to come back
in a friendly, non-obtrusive way.
www.sparkpage.com
Слайд 82
Not everyone converts.
It’s a fact of business.
The question is – what
do you do?
www.sparkpage.com
Слайд 83
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 84
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 85
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 86
If the first email fails, they send another and another.
Culminating in
a big final push – another free trial.
www.sparkpage.com
Слайд 89
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 90
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
