Why great User Onboarding can increase Conversions 300%
We increased conversions by exactly 367% in just 12 weeks. I'm not talking about signups. I'm talking cold hard cash. I'm talking conversion of Trial Users to become Paying Customers on a monthly subscription inside 30 days. And that's money in the bank, this month, next month, every month. Wanna know how we managed that? Read on..
TL;DR (in a hurry?)
Change your thinking. Help people become successful in their job, help make it easy for them, and if you can do that - then they'll become your customer as a natural consequence. Even better, you'll have customers that you've invested time in and you'll build lasting relationships.
Our (Failed) User Onboarding Master Plan
In retrospect it seems simple - as all things do in retrospect. Like riding a bike or driving a car. And the most interesting thing is that what we changed wasn't a new channel, and it wasn't a new feature, it was ...a NEW way of thinking.
For context, let's take a quick peek at our product - an inexpensive SaaS product that exists to enable marketers to leverage marketing analytics tools without depending on developers, with a starting price under $50/mo. So, low cost highly automated software - maybe you'll see why we thought a "low touch, self-service online automated user onboarding and sales process" was appropriate. (How wrong we were..)
So, here was our master plan (based on some flawed assumptions)..
- STEP 1: New customers would discover us via our marketing channel and Sign up for a 30 Day unlimited Free Trial.
- STEP 2: Clearly with our product being so awesome, we wouldn't need us to work hard at user-onboarding - it would be a simple case of after 30 days trial new users would willingly pay for the privilege of having our awesome software. (Or so we thought...)
This was a process that had "appeared" to serve us well as we exited private beta and took $$$ hundreds in revenue in our first month.
We weren't actively helping our customers succeed.
Gradually, after exiting beta, we noticed this process stopped working and trial-to-paid conversion rates were dropping. It happened gradually as our Beta cohorts passed through and new cohorts came through. (If that doesn't make sense, ask me in the comments below and I'll expand.)
Even though our product was getting better and better every single day, we went through this incredibly frustrating phase of user trials that didn't convert so well. Our trial-to-paid conversion rate just wasn't cutting it - and worse we just couldn't understand why.
Different channels didn't seem to help. Frankly, we felt stuck, frustrated, confused. It made no sense! Every week our product got better, but our conversions weren't improving, it felt like they were going backwards. What on earth was going on???
When you're Ready, the (Onboarding) Messenger Arrives :)
In our case the messenger arrived on a Saturday morning, in the form of a facebook message from my girlfriend that contained a link to an awesome video, full of amazing insights on sales by Steli Efti on Growthacker.TV.
Steli Efti has helped many companies (like Foursquare and General Assembly) scale their business via sales efforts. And in that video, Steli really emphasised how effective and essential sales is to growth. I must have watched it 20 times or more.
So, we had a big team talk the following week and we got really inspired and excited about "selling" and how we'd start driving new customers via inside sales. Heck yeah! Hoo-ahh!!
BUT... as we talked more about how we would start a new sales channel, about the new processes and tests we'd need to incorporate, the new tools to track and manage leads (p.s if you ARE looking to a tool, Steli's company Close.io as well as PipeDrive are worth a look), we began to worry that this would require precious limited resources from other work we were doing - and we REALLY didn't want to take resources away form other work. (In a startup - you rarely have unlimited resources. So you have to steal resources from one area to apply in another area. Something else always suffers.)
Customer Onboarding starts with a New Thinking
BOOM it hit us: "Sales wasn't a new channel. Sales was a new behavior!" We didn't need to change channels, we just needed to change our thinking about our user onboarding process.
The key element of Steli's message wasn't just about "sales" - it was about reaching out and working 1-on-1 with leads/early users to really help them be successful with your product. THAT was the lesson. THAT was what we had forgotten to do.
THAT was the lesson. THAT was what we had forgotten to do.
Sales isn't a new channel. Sales is a new behavior!
We realised that we already had all these users taking a free trial every week and we were collecting a bunch of leads per week just from our online demo version. These were red hot leads!! - self-selecting potential customers who - by their very action (of trying our demo or starting a free trial) were expressing a clear desire to improve their marketing analytics stack without depending on developers - a problem that we happen to solve incredibly well. We didn't need to go create new customers to sell to, we didn't need a new channel - we had a steady stream - but we needed a new way of thinking - a new way of thinking that leads to a new way of acting!
So we said "let's work with each and every one of these users and help them become successful in achieving their goals by using our product". And so we began...
In retrospect, its obvious now that this was EXACTLY what we had been doing with our earlier customers during Private Beta. Hand-holding, getting personal, deep 1-on-1s, tweaking code, feeding useful info, spending hours on Skype - whatever it took. At that time our conversation was oriented around ensuring a great product customer fit. That was the reason we had exited Private Beta so strongly and taken $$$'s in our first month.
"let's help each and every user become successful in achieving their goals by using our product"
So, inspired by the advice of Steli Efti, we figured if we could help new users be successful, if we could show them how to use the product best, if we could teach them how to build a great marketing analytics stack, if we could talk them through how to set up a funnel in Woopra or Mixpanel or Kissmetrics, or how to send behaviour driven automated messages to individual users from Customer.io or Intercom.io, if we could show them how to use Google Analytics event based goals to know which channels drove more Signups or Revenue, if they got real value, not just access to a tool, then we would build strong customers.
Sales isn't a channel, sales is a behaviour.
Sales isn't a channel, sales is a behaviour. It's a way of personally helping your customer get real value. And that starts with your user onboarding process.
I followed up with Janet Choi (Marketing Manager at Customer.io) an she added that "like all good human relationships — you don't just stop making an effort after saying hello. You have to keep in touch and just as engaged in [new users] to build trust."
Here's a great article from Customer.io on how a change to their onboarding process doubled their conversion rate.
In summary, if there's one key lesson I wanted to share, its this:
Build your customer onboarding process with the single goal of helping users become successful in their job, help make it easy for them, and if you can do that - then they'll become your customer as a natural consequence. Even better, you'll have customers that you've invested time in and started building a trusting relationship that should last a long time - as both yours and their business grows.
So, how to improve your onboarding process?
So what specific steps can you take today with your onboarding process to start help your customers become more successful? That's a great question, and one I'll answer in one of my next posts, so make sure you signup for the mailing list so you don't miss out!
And if you're setting up your own marketing analytics stack (be it setting up your automated emails in Customer.io or Intercom.io or tracking a conversion funnel in Mixpanel or Wooprawe can help you without depending on developers.
Was this post helpful? Leave me a message in the comments below. I'd love to hear how you onboard your customers.
p.s. Hat tip to https://mytips.co for the image!