World Class Onboarding - Conversion Conference Berlin
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World Class Onboarding Berlin
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Transcript of World Class Onboarding - Conversion Conference Berlin
World Class Onboarding
Berlin
A juggernaut, in current English usage, is a
literal or metaphorical force regarded as
mercilessly destructive and unstoppable.
Onboard like a Juggernaut
”I started Conversionista”
John Ekman
3
✓ Conversion Jam x 5 ✓ Conversion Manager x 150
✓ Over 500 projects ✓ 19+ employees
A lot has happened since….
5
The brag slide
Media E-handel B2C B2B
?
We need a redesign. By Monday.
That’d be great.
Are you looking in the right direction?
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SaaS customer lifecycle model
Acquisition
VisitorRegistered Prospect
ActiveUser
PayingCustomer
StayingCustomer
ReturningCustomer
Churned Customer
Referred Prospects
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SaaS customer lifecycle model
Acquisition
VisitorRegistered Prospect
ActiveProspect
PayingMember
StayingMember
ReturningMember
Churned Member
Registration Conversion
Optimization
Retention Program
Payment Conversion
Optimization
Activation Program
Reactivation
Program
Step 1
Get them to try = register
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Test summary
1. No-one looked at the down arrow
2. No-one scrolled
3. No-one understood Jack Sh*t
Three test persons:
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So, we’re now getting this
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The Brief
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What they came back with Konvertering - Gör besökare till kunder
Hur vill du förbättra din konvertering?
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Can you spot the errors?
“We think people know you can scroll these days”
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One of Sweden’s biggest online stores
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How are we doing ourselves?
77%
40%
34%
Bounce rate 50%
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Can you spot the errors?
“We think people know you can scroll these days”
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What goes “above the fold”?
Which by the way doen’t exist
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Case
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“Here’s how it works”
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Put it above the fold
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The results
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What conclusion should we draw from this?
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The wrong conclusion
“Since there is no fold no more - I, lazy designer, do not have to worry about
this scroll stuff anymore.”
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Waddabout this?
“We have looked into data to see if users scroll and
how our design can make them scroll (if that’s what
we want?)”
People will act on “Expected design
patterns”
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The F pattern
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Remember this?
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The F pattern
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Why “the fold is a myth” is a myth
John Ekman
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My next blog post
What if?
The video hero shot is the new carousel!!!!
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The results
But John,
Airbnb does it!!!
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“Don’t copy your competitors.
They don’t know what there’re doing either”
Peep Laja - ConversionXL
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The video hero shot sucks because…
1. It distracts from the conversion goal
2. It messes up readability
3. “Text on image” is interpreted as “image”
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This shit is hot!
These guys are doing something right, let’s find out what!
1. Started June 2014
2. Beta September 2014 - ended April 2015
3. After one year: 32,620 users.
4. 50% of these are active users
5. 200 signups per day
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David Darmanin of Hotjar
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49
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Step 2
Get them to use the damn thing
= Activation
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The biggest problem of them all
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Ok we got a new user, let’s……
Hit him in the head with our
newsletter!
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April’s newsletter from CouldNotCareLess.com
Click here to view this newsletter on the Web. Unsubcribe here. News abou…
We are proud to announce CloudApp 2.1!
Some inward looking text a bout a new feature nobody really gives a sh-t about.
See us in Chicago
We are going to the CloudSummitWhatever - Meet us there
New Customers
Bapple. Moogle. Cakebook - These our just some of our new customers this month
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Climb up the ladder
Newsletter
Sit on frog’s *ss
Activation series of email*
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The Beta in numbers...
Users joining the Beta
18,003 7,321
Active Beta Users
6,646 Conversations with the Hotjar Team
Sites setup in Hotjar
951 GB
Hotjar Database
681FeatureSuggestions
7Length of Hotjar Beta in months
231 Bugs Addressed
45,283 Lines of code
69 Requested Features
SHIPPED43,332 Heatmaps
424,250 Polls & SurveysResponses
12,280,811 Recordings
TOOL USAGE
22,803
5,457 Funnels
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Other Good stuff
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Climb up the ladder
Newsletter
Sit on frog’s *ss
Activation series of email*
Targeted Activation series
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What influences activity, conversion & retention?
ActiveUser
PayingCustomer
StayingCustomer
Something that goes on
here will make this happen
Something that goes on
here will make this happen
RegisteredProspect
Something that goes on
here will make this happen
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9 key features/activities = 9 emails
”Conversion happens when your and your visitors goals meet”
John Ekman
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The first law of conversion
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Find your Aha moment!
Dropbox
Zynga
Growth hacking: leading indicators of engaged users
Follow 30 people
At least one file upload
Coming back the day after download
7 friends within 10 days
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Just when I thought I had it all figured out……
Lincoln Murphy
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Climb up the ladder
Newsletter
Sit on frog’s *ss
Activation series of email*
Targeted Activation series
Triggered
Triggered
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Event based personalisation using Mixpanel
> 10 minutes turkish Channels
Ok, now they’re active users.
Let’s see if we can get paid.
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Free version or not?
Yes
Nos
3%
97%
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Life’s Complicated
Definite Yes
Definite Nos
No-maybes
Maybe-Nos
Maybe-Yes
Yes-Maybes
These are people who will:
Use your service & Never pay
Not Use your service & Never pay
Thanks Tim Ash
When should we ask for the
credit card?
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The data
Neil Patel: How to market to customers when the free trial is over
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Somewhere on the kiss metrics blog
?Start trial Start free trial+20%
0%
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Moving your bottlenecks
Registered PayingActive Staying
CASE
Spotify Premium Free trial
Premium trial for US market
High Dropoff rate
Original
You must leave your credit card details in order to start your 30 day free trial
WHY?
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Input to the hypothesisWe made a short exit survey.
The main reason stated:
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“I don’t want to leave my credit card details for something that is free”!
Hypothesis:Give the user “A reason why”
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We only use this to verify your account, you won't be charged anything for your trial
We need this just in case you decide to stay Premium after your free month
We need this because our music deals only allow free trials for users that are credit card or PayPal holders
A
B
C
The result
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Original
“We only use this to verify…”
Blame the record companies
“In case you decide to stay…”
Global vs Local maximum
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Refinement vs Exploration
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Cohort Analysis
Whoaahh!!!
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Last step
Please don’t leave me now!
CASE
Spotify Cancellation
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Original
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Variation
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Switch tofree?
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Trying to save money
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The final push
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The results
Are you looking in the right direction?
Getting them to actually use your service is your biggest challenge.
Sum
mar
y
Make them use it in the RIGHT way!
Find your AHA moment. Always be testing - But beware
of “Moving Bottlenecks”
conversionista.se
@conversionista
taCk!Always Be Converting!
http://bit.ly/ConvBoard
