ONBOARDING 101 DESIGN FOR CONVERSION 4.0 – GROWTH HACKING
Overview Ge$ng started • What is onboarding? • What it looks like, and why it ma8ers?
Planning Your User Onboarding Experience • Discovery to sign up journey mapping • When, what & how to communicate? – Onboarding Emails • Piecing it together – objecGve + content + design
Mini Exercises • Map out your user/customer onboarding flow (5mins) • Design & test your email (5mins)
What is ‘onboarding’?
“Onboarding is your first date with your user — you don’t want to talk their ear off and you want to be as charming as possible. Simply put: tell the user only what they need to know, in as few words as you can, to make them like you. And be as wi8y or delighYul as
you can while doing it.” – MK Cook, dtelepathy
Why do I need it?
Approaches
“Everything at once” Approach (walkthrough)
“Setup” Approach
“Do Something” Approach
Great user onboarding is, necessary.
Map out your user onboarding flow -‐ Think about what ma8ers most to your users. Results, not features.
-‐ Consider all touch points, and the overall experience. -‐ Communicate. Let your users know what to expect.
Map out the flow..
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Communica]ons
Here’s some ways: -‐ Email; follow-‐up aher registraGon/sign up, outreach to inform what more they can do with your product/service & engage.
-‐ In-‐ app noGficaGons; walkthrough interesGng features to help users perform their tasks & meet their objecGve
-‐ -‐ Tool Gps or other hover over UI elements e.g. light boxes to elaborate on funcGonaliGes.
Post sign-‐up light box
Post sign-‐up pop-‐up
Post sign–up emails 1: Verify
Post sign–up email 2: Welcome & Engage
Post sign–up email 3: Reten]on/Conversion
Tips & tricks (final notes) 1 If it’s tricky, spell it out – don’t skip any step! if longer
the onboarding, show end is insight. 2 Be opportunis7c – aher first impression, think of
opportuniGes to deeply engage your user. 3 Make it fun – delight your users!
Mini Exercises You work for a file sharing service startup. You have just launched a website where users can learn more about features and sign up. Your sign up requires users to create an account before starGng to use your service. Upon sign up, users can access your file sharing dashboard. You are a bit concerned your users do not know how to navigate inside the dashboard, and as such you have also set up support center and knowledge base arGcles. You want to inform your users how to get started, and communicate that you are available via email or hotline should they require assistance. To do: 1. Map out your user onboarding flow 2. Design your email copy
Great user onboarding is, necessary.
Map out your user onboarding flow -‐ Think about what ma8ers most to your users. Results, not features.
-‐ Consider all touch points, and the overall experience. -‐ Communicate. Let your users know what to expect.
Resources (to help you keep hacking!)
User Onboarding h8p://www.useronboard.com/
GrowHack.comh8p://www.growhack.com/
Resources (to help you keep hacking!)
UX Archive -‐ Onboarding Mobile uxarchive.com/tasks/onboarding
Other useful links Zapier’s Blog h8ps://zapier.com/blog/user-‐onboarding-‐user-‐interface-‐inspiraGon/ Conversion XL on Onboarding Emails h8p://conversionxl.com/onboarding-‐emails/#. Appcues Onboarding Academy h8p://appcues.com/academy/intro/ Get Response Web Form Builder h8p://www.getresponse.com/features/form-‐builder.html
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