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User Onboarding - Startup Launchpad - Masterclass 2019

How can you transform your visitors into happy customers ?

1- Users must care
--> Be unique
--> Define your excitement features
--> Understand your users

2- Users must test
--> Increase trust
--> Reduce fears
--> Trigger an action

3- Users must use
--> Define the final goal
--> Determine the Aha moment
--> Define the mandatory steps
--> Guide users to avoid empty spaces

4- Users must pay
--> Transform free users into premium users
--> Define your prices
--> Display your prices correctly
--> Make payment easier

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User Onboarding - Startup Launchpad - Masterclass 2019

  1. 1. User Onboarding Startup Launchpad Feb 28th, 2019 Marie-Rose Tripault Product & Conversion Consultant
  2. 2. How can you transform your visitors into happy customers ?
  3. 3. 2005 2007 Pixmania - Webanalytics and Conversion 2014 Photobox – Senior Web Product Manager 2015 2017 Geneanet – Senior Web Product Manager Habitatpresto – Head of Product Independant – Product & Conversion Consultant @MarieTripault Marie-Rose Tripault Hi, I’m Marie-Rose www.tripault.com marie-rose@tripault.com
  4. 4. 4 topics What’s in it for me Activation Retention Revenue
  5. 5. What’s in it for me Activation Retention Revenue
  6. 6. 1. What’s in it for me 1. Unique Value Proposition 2. Personas Why should users care?
  7. 7. 1. What’s in it for me 1. Unique Value Proposition 2. Personas Why should users care?
  8. 8. Be unique
  9. 9. Be unique Product Instagram filters
  10. 10. Be unique Product Service Instagram filters Free return for 100 days
  11. 11. Be unique Product Service Tone Instagram filters Free return for 100 days High five Mailchimp monkey
  12. 12. Be unique Product Service Tone Ethics Instagram filters Free return for 100 days High five Mailchimp monkey Plant trees with Ecosia search engine
  13. 13. Kano model
  14. 14. Kano Model • Basic features • Performance features • Excitement features • Features evolve over time
  15. 15. Competitive analysis Competitor 1 Competitor 2 Competitor 3 YOU Basic feature 1 Yes Yes Yes Yes Basic feature 2 Yes Yes Yes Yes Performance feature 1 High Medium Low Low Performance feature 2 Low High Medium Medium Performance feature 3 Low Low High High Excitement feature 1 Yes - - - Excitement feature 2 - - - Yes
  16. 16. Practical exercise • Define the Basic features, Performance features, and Excitement features you and your competitors have • Make sure you have all basic features • Make sure you have at least one high performance feature • Make sure you have one excitement feature
  17. 17. 1. What’s in it for me 1. Unique Value Proposition 2. Personas Why should users care?
  18. 18. Personas at the core
  19. 19. Personas at the core • User fictive representation • Creates empathy • Product • Marketing • Sales…
  20. 20. Understand them
  21. 21. Understand them • Goal • Demographics • Work • Family • Interests • Market knowledge • Expectations • Obstacles
  22. 22. Find information
  23. 23. Find information • Google Analytics • Facebook Ads • Surveys • Market studies
  24. 24. Practical exercise • Define the goal of your main persona • Why does he have this goal, what’s his problem, his motivation? • What are his age, gender, city? • What’s his knowledge, experience of your market? • Which competitors, alternatives has he already tried? • Has he already used your product? • What’s the main obstacle that prevents him to use your product? • What’s his family / social circle? • What are his interests? Job? Salary? • What could be his proverb? • What’s his name?
  25. 25. What’s in it for me Activation Retention Revenue
  26. 26. 1. Increase trust 2. Reduce fears 3. Trigger an action 4. Adapt the site according to the offer 2. Activation Encourage users to test the product / service
  27. 27. 1. Increase trust 2. Reduce fears 3. Trigger an action 4. Adapt the site according to the offer 2. Activation Encourage users to test the product / service
  28. 28. Clear Value Proposition
  29. 29. Clear Value Prop. • Benefits understood in < 6 sec • Unique • Keep it simple
  30. 30. Clear Value Prop. • Catchy title • 1 short sentence • Final benefit • Sub-title (or paragraph) • 2-3 sentences • Info about the product • Bullet points (optional) • 3 bullet points • Features • Visual • Product • Message
  31. 31. Boosters • Free • Fast • Simple • Personalisation
  32. 32. Practical exercise • Can one of these boosters be applied to your offer? • Free • Fast • Simple • Personalisation • How can you enhance your value proposition with it? • Headline • Sub-title
  33. 33. Professional design
  34. 34. Professional design • Uncluttered • Spaces between elements • Alignment • Easy reading
  35. 35. Colors impact • Message understanding and emotion Passion Energy Trust Calm Optimism Playful Trust Force Happiness Power Elegance Nature Harmony Purity Virtue Premium Creativity Neutrality Professional
  36. 36. Testimonials
  37. 37. Testimonials • Message reinforcement • Must be true • How feedback is collected • Who is allow to give feedback • Author details
  38. 38. Testimonials https://www.purelydiamonds.co.uk
  39. 39. Testimonials https://www.bizzabo.com/customers
  40. 40. Testimonials https://www.tripault.com
  41. 41. Celebrity endorsement • Testimony from famous customers
  42. 42. Practical exercise • Describe how you will collect your testimonials: which channels will you use? • What are the conditions to leave a testimonial? • How are you going to improve their credibility? • Which information will be provided for each testimonial?
  43. 43. Medias
  44. 44. Medias • Logos • Support: PDF, sound, video • More info: date, quotation…
  45. 45. Numbers
  46. 46. Numbers • Customers • Fans / followers • Subscribers • Projects… https://www.hubspot.com
  47. 47. Sympathy
  48. 48. Sympathy • Make users smile (not laugh) • Be clever • Be clear • Be consistent
  49. 49. Be clever and clear: example Original Variation +18%
  50. 50. Be consistent: example Happiness
  51. 51. 1. Increase trust 2. Reduce fears 3. Trigger an action 4. Adapt the site according to the offer 2. Activation Encourage users to test the product / service
  52. 52. Forms
  53. 53. Forms • Reduce number of fields • 1 column • Prefill the fields if possible • Big font and spaces • Social login invisionapp.com
  54. 54. Reduce the pain • Cut the form in several steps • Fun / icons +12% www.habitatpresto.com
  55. 55. Forms validation • Show tips during data entry • Validate fields during data entry
  56. 56. Forms: explain • Explain why some fields are necessary
  57. 57. Forms on Mobile • Open keyboard according to the type of field
  58. 58. Forms on Mobile • Focus the field being edited
  59. 59. Practical exercise • List the fields that are mandatory to use your product / service • Can they be replaced by a social login? Does it make sense regarding your persona? • Do some fields require further explanation? Precise them • Draw this form on a paper
  60. 60. Reassurance
  61. 61. Rewards • Awards • Quality label • Certificates
  62. 62. Contacts • Show contact details: • Mail • Phone number • Chat…
  63. 63. Humanize • About us • Founders photos • Employees • Suppliers • Partners
  64. 64. Updates • Update the site • Calendar events
  65. 65. Practical exercise • Which rewards should you aim to have? • Rewards that many of your competitors have • Specific rewards that will affect your users • How can you humanize your site? Who can you highlight? • Which calendar event can be important or symbolic for your business? How can you use it?
  66. 66. Page speed
  67. 67. Page speed • Load pages < 3 sec • Image • Code • CSS • Cache
  68. 68. Continuity
  69. 69. Continuity • Same words and design • Find answer quickly
  70. 70. Continuity « Flowers » not seen at first glance
  71. 71. Continuity Photos and texts contain flowers + « Same day delivery » promise.
  72. 72. 1. Increase trust 2. Reduce fears 3. Trigger an action 4. Adapt the site according to the offer 2. Activation Encourage users to test the product / service
  73. 73. Call to action
  74. 74. Call to action • One main goal • Wording: • Action • Gain • Booster • Color: • Unique • Contrast
  75. 75. Power of “Free”
  76. 76. Power of “Free” • “Free” is the most powerful word in conversion
  77. 77. Power of “Free” Lindt truffles Hershey Experiment 1 : Major offer 15 cents 1 cent 73% 27%
  78. 78. Power of “Free” Lindt truffles Hershey Experiment 1 : Major offer 15 cents 1 cent 73% 27% Lindt truffles Hershey Experiment 2 : -1 cent 14 cents Free 31% 69%
  79. 79. The “penny gap” • High impact between 0€ and 0,01€ on the demand
  80. 80. 1. Increase trust 2. Reduce fears 3. Trigger an action 4. Adapt the site according to the offer 2. Activation Encourage users to test the product / service
  81. 81. Different offers
  82. 82. Different offers Simple offer Technical offer Simple and fast choice Lots of explanations
  83. 83. Different offers Physical product Virtual product Photo quality, 360° preview, videos… Product representation: symbols, materialisation
  84. 84. Different offers Several products Unique product Focus on navigation, search engine, categories… Very high expectation of the product: description, demo…
  85. 85. Different offers Premium Low-Cost Reassurance, social proof Psychological price, special offers
  86. 86. Different offers Rational Emotional Price, comparisons, product info… Storytelling, influencers…
  87. 87. What’s in it for me Activation Retention Revenue
  88. 88. 1. First usage 2. Recurring usage 3. Retention Encourage users to use the product / service
  89. 89. 1. First usage 2. Recurring usage 3. Retention Encourage users to use the product / service
  90. 90. Final goal
  91. 91. Final goal • Value for the user • In which frequency
  92. 92. Example • Value for the user: • Photo consultation? • Find easy websites? • Photo save? • => Photo save brings more value and satisfaction • In which frequency: • Magazine analogy • Monthly or Weekly • => Started with monthly goal frequency, and then weekly
  93. 93. Practical exercise • Define the benefit the user will gain from your product / service. It can be: • Functional (time…) • Emotional (feel better…) • Social (recognition…) • In which frequency should your users use it? Why?
  94. 94. Aha moment
  95. 95. Aha moment • The user becomes addict • Calculate it with behavioural data of first users
  96. 96. Aha moment Examples: • Facebook: 7 friends in 10 days • Twitter: at least 30 followers
  97. 97. Mandatory steps
  98. 98. Mandatory steps • Actions to be done to reach the goal • Start by the end • Use Aha moment data • First action must be easy
  99. 99. Mandatory steps • Example: accounting app: • Final goal: • Have clean finance • Mandatory steps: • Save last transaction • Invite accountant to collaborate • Connect bank account with credit card
  100. 100. Practical exercise • Define all mandatory steps needed to reach the goal • Sequence them in a logical way, starting with the easiest one (each step must encourage to do the next one) • Try to find a sequence which doesn’t start with subscription, and see if it could work
  101. 101. Fill the blank
  102. 102. Fill the blank • Guide users to do the actions • Prefill pages • Remove distractions
  103. 103. Example
  104. 104. Example
  105. 105. Example
  106. 106. Practical exercise • Draw each mandatory step on a paper • Show the final screen with prefilled elements on a paper
  107. 107. 1. First usage 2. Recurring usage 3. Retention Encourage users to use the product / service
  108. 108. Gamification
  109. 109. What’s Gamification • Game mechanism to increase motivation and usage • Rewards
  110. 110. Why Gamification • Sympathy • Valorisation • Trust • Symbiosis
  111. 111. Success messages • Congratulate after a success • Motivate users • Show your personality
  112. 112. Scoring • Adds value to users • Classify users • Track each action done • Apply badges after X points
  113. 113. Practical exercise • Which of the mandatory steps can be rewarded? • What kind of reward can the user receive? (success message, score)
  114. 114. Contextual messages
  115. 115. Contextual messages • Messages in the right moment • Informational messages • Authorization requests
  116. 116. External channels
  117. 117. External channels • Bring back the user • E-mails • Push notifications
  118. 118. Bring value • Traffic, whether • News, sport results • Flight info, bank account alerts • Shipment confirmation, product available
  119. 119. Onboarding journey • Welcome • Remind the value • Congratulate for actions already made • Encourage for next actions
  120. 120. What’s in it for me Activation Retention Revenue
  121. 121. 1. From Freemium to Premium 2. Price definition 3. Price display 4. Make payment easier 4. Revenue Generate $$$
  122. 122. 1. From Freemium to Premium 2. Price definition 3. Price display 4. Make payment easier 4. Revenue Generate $$$
  123. 123. From Freemium to Premium
  124. 124. Trial vs. Freemium • Freemium is difficult: • The free product must be good enough • The gap must be big enough to encourage users to pay • Success conditions: • Low costs for a new user • Free offer is believable • Value increases with time • Virality of the product
  125. 125. Free to Premium • Free version must be used • Push premium on the right time • Free trial of the complete version • Easy transition • Review premium conditions: features vs. quotas
  126. 126. 1. From Freemium to Premium 2. Price definition 3. Price display 4. Make payment easier 4. Revenue Generate $$$
  127. 127. Define the prices
  128. 128. Functional needs • Low value perception • Excellent service/products • Very low price • Be different • Test small price increases
  129. 129. Emotional needs • High value perception • Storytelling • Mission (“Why”) • Test big price increases
  130. 130. Practical exercise • What kind of need do you want to fulfill? (Functional / Emotional) • If functional: how are you going to propose the best product / service? • If emotional: how are you going to enhance your mission / storytelling? • What will be your price at the beginning? Why?
  131. 131. 1. From Freemium to Premium 2. Price definition 3. Price display 4. Make payment easier 4. Revenue Generate $$$
  132. 132. Price display
  133. 133. Price display • Psychological prices • Number of offers (3 or 4) • Highlight an offer
  134. 134. Example: 3 offers
  135. 135. Example: 4 offers
  136. 136. Test order
  137. 137. 1. From Freemium to Premium 2. Price definition 3. Price display 4. Make payment easier 4. Revenue Generate $$$
  138. 138. Make payment easier
  139. 139. Easy payment • Adapt payment methods to the personas • Paypal • Google Pay • Virtual money… • Reduce constraints: • Direct debits • Electronic signature • Allow users to save credit card
  140. 140. Conclusion
  141. 141. 1. Users must care • Be unique • Define your excitement features • Understand your users
  142. 142. 2. Users must test • Increase trust: • Value proposition understood <6 sec • Professional design • Testimonials • Medias • Numbers • Sympathy
  143. 143. 2. Users must test • Reduce fears: • Simple forms • Reassurance • Page speed • Continuity • Trigger an action • Call to Action • Power of “Free” • Adapt the site to the offer
  144. 144. 3. Users must use • Define the final goal • Determine the Aha moment • Define the mandatory steps • Guide users to avoid empty spaces
  145. 145. 4. Users must pay • Transform free users into premium users • Define your prices • Display your prices correctly • Make payment easier
  146. 146. Appendix
  147. 147. Books • You should test that – Chris Goward • Lean Analytics – Alistair Croll • https://www.useronboard.com • https://conversionxl.com/blog/ • https://blog.conversionfanatics.com/ • https://www.tripault.com/blog/ - my personal blog ;-) (in French) Sites

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