Webinar slides: What is user onboarding?
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At Inline Manual, we define user onboarding as the process through which users are introduced to a service over time, to ensure they reach the goals you promised them when they signed up. You need to guide users to the benefits you promised ASAP. In this presentation, we look at the big picture of user onboarding. We also give practical advice you can apply right now to your SaaS application using in-app guidance with Inline Manual.
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Webinar slides: What is user onboarding?
- 1. SaaS Success: What is user onboarding? Watch the recording here “What is User Onboarding?” With Heather McNamee Customer Success at Inline Manual https://inlinemanual.com/blog/what-is-user-onboarding
- 2. Check out the full guide on our blog: What is User Onboarding?
- 4. Prague Czech Republic London United Kingdom We're Inline Manual. We have customers in more than 1251 cities.
- 5. In this webinar 1. Context 2. Tools 3. Planning
- 7. User onboarding How you guide users to become more powerful or capable by using your application, to increase adoption and retention.
- 8. The onboarding concept Staff onboarding: Improve employee retention by increasing employee engagement Speed up time to productivity Checklists and signed compliance agreements
- 9. What’s changed? BEFORE Software distributed on disks Classroom training. Printed manuals. Documentation. NOW BYOD bring your own device. SaaS software. Just in time training. In-context.
- 10. What do you want out of user onboarding? Improve conversion of trial users. Reduce churn - After sales service “Land and expand” - improve feature adoption, upsell.
- 11. User onboarding happens throughout the customer lifecycle
- 12. When are users onboarding? Evaluating alternatives? Already made a purchase? Colleague invites them? After a major update?
- 14. Decision Making Process Model
- 15. Take away? Onboarding is continuous Initial configuration Colleagues join teams New features added Consider the lifecycle Customer adoption. Product lifecycle. (next)
- 16. User onboarding evolves through your product lifecycle
- 17. Bass diffusion model - Wikimedia commons
- 18. See Intercom https://youtu.be/g61V5LCvSPQ 2011 - Early adopters, tech savvy. Have direct access to the application.
- 19. See Intercom https://youtu.be/g61V5LCvSPQ 2014 - “non tech” audience growing. The questions users ask are changing.
- 20. Acquire product. Doesn’t require user data. Start communicating through the application. 2016 - Completely change the assumption of the application What changed? 2011 - Install script as quickly as possible. 2014 - Import users as quickly as possible. 2016 - Experience power of Intercom as quickly as possible
- 21. Take away for SaaS? Change is the constant Audience will change. Application will adapt. Onboarding goals evolve. Start Small. Start now. Listen to customers. “SMART” goals. Evaluate and respond.
- 23. Tools for good onboarding Processes Application design DRIP email campaigns Documentation In-app guidance
- 24. Empathy in UX Users feel real fear. Even an application design can’t improve everything.
- 25. Creates an account Benefit 2Benefit 1 Make offer Follow up Drip campaigns - Time or behavior triggers
- 26. In-app guidance compared to documentation Documentation is the map. - Lacks orientation - Can overwhelm Guidance is the tour. - Important landmarks - Expert knowledge - Must-see highlights
- 27. Split attention Problem when users have to go between the application AND the guidance.
- 28. Example: Virtua Gym in-app user onboarding - Integrated instruction
- 30. Planning Identify where users need help Experiment - start small Analyze Iterate and improve.
- 31. Hotjar - to analyse user behaviour hotjar.com/action-plan
- 32. Points of friction Personal information First-time configuration Changing configuration Access control Sending Publishing Uploading Inviting someone Live interaction
- 33. Mailchimp This will always be a point of friction.
- 34. Funnel Analytics Step 1 Step 2 Step 3 Step 4 Where are users dropping off? How many users make it to the later steps? Improve the walkthrough. Increase motivation. Clarify the offer. Make the steps clear.
- 35. Patterns for in-app guidance
- 36. Patterns: Modal Images Click-through like a slideshow Embed video
- 37. Walkthrough Interactive. Respond to clicks to “advance” the tour. Can have multiple triggers and end points.
- 38. Tooltip Additional info without clutter Activate or keep hidden Multiple tooltips - like “coachscreens”
- 40. Apply the tools ● Reduce support requests? ○ In-context Articles and walkthroughs. ● Upgrade or convert? ○ Launchers to highlight features ● New feature adoption by loyal users? ○ Trigger based on login. Offer them a walkthrough.
- 44. Simplify Benefit Steps to get it done Result!
- 45. Onboarding isn’t set it and forget it. Start Small. Start Now. Identify points of friction. Consider the other tools at your disposal.
- 46. Q&A
- 47. For more tips and advice go to: What is User Onboarding?
Notas do Editor
- Hello! I’m Marek, co-founder of Inline Manual. I’m going to talk with you about first time users - and what works to make sure they get value out of your software as soon as possible.
- Few words about us, Inline Manual. We‘re self-funded and bootstrapped business. We developed Inline Manual originally in 2012 to solve a common problem. As web development agency, after we built web applications, we needed a way to train our clients for a smooth handover. We knew there had to be something better than painful PDFs with screenshots or screencasts. So, we came up with an idea of interactive inline help which evolved into a full service. Anyone can create their own guides for their customers on top of their web application.
- To start we’ll look at User onboarding in context. Then we’ll look at all of the tools you’ll be using, and what they are best at. Then we’ll focus on what you can do within the application.
- Onboarding is something you will constantly be tweaking User onboarding is not “set it and forget it”
- The purpose of user onboarding is to help users be more powerful. And in that way, they will adopt your application, refer it, and continue to grow with it.
- The concept came from human resources “Employee onboarding” The difference is that HR has a captive audience. They can force users to complete a tutorial or training, because they have to.
- It’s good to think about how software training and onboarding has changed in the last decade. These changes affect how your users expectations have changed.
- What do you want out of user onboarding? To improve conversion. To reduce churn? To upsell? To land and expand?
- If you’re coming from a marketing background the classic Marketing Funnel will be familiar to you. It doesn’t take into account however what happens POST purchase!
- User onboarding happens all throughout the decision making process.
- The Bass diffusion model describes the process of how new products get adopted in a population. Bass found that his model fit the data for almost all product introductions Your product lifecycle will affect how you approach user onboarding. Are you in a new market with a new product attracting innovators? Are you in an established market where you have late adopters, trying established applications?
- Let’s look at this example from Intercom. In 2011, intercom’s onboarding process included this info right on their front page. A tech savvy community of developers saw how “easy” it was to add this into their application.
- Overtime, their audience changed. People were coming from Marketing teams who wanted to evaluate Intercom. Letting them import users from CSV made it possible. But the assumption was still the same.
- In 2016, they completely changed the assumption. Now they don’t need user information at all.
- Key takeaway? Change is constant with SaaS applications. Your application is not static, your audience isn’t even static.
- Processes. Easy purchase and sign up.Smooth process Application design.User experience. Align features with needs DRIP email campaigns. Engage users. CTAs, reinforce message DocumentationMap of the territory. Clear purpose to each page In-app guidanceReduce friction(show next)
- Your development and user experience team are focused on users needs throughout the application. They cannot account for users prior experience, and needs for tailored guidance. Even the best UIs cannot overcome the real feart users have. Using a walkthrough you could guide your users through some of the trickier steps to offer assurance and encouragement at each stage. The nice thing is, it won’t clutter up your UI for users who are more confident. That’s how you can make your UI more empathic with in-app guidance.
- You may be using email already. Perhaps scheduled over time. Or triggered by action or inaction. What if you could also draw users back into your application, and deliver on a promise. AND track how they respond?
- Good documentation is thorough like a map. It’s required. However it doesn’t solve all the problems users have. CLICK and then guidance is the tour. It’s time-saving, it’s worth paying more for.
- split attention principle in multimedia learning. Integrated instructions.so that working memory resources do not need to be used for mental integration.
- Here’s Virtua Gym. This is onboarding for theB2B clients. Totally different from their B2C clients. This is a goal-driven guide. Where the advance is integrated into the application.
- Hotjar reveals the online behaviour and voice of your users. By combining both A) Analysis and B) Feedback tools, Hotjar gives you the 'big picture' of how to improve your site's user experience and performance (conversion rates). Other tools such as Mouseflow
- With funnel analytics measure a user’s progress through the tour by looking at the completion of each step. Make efforts to improve the experience or communication at that stage.
- Here we see another welcome screen, this time by Freshdesk. You’ve seen lots of variation with design and style because of the flexibility we have. You can use the style editor, or input your own custom CSS. As you’ve seen you can embed media such as images, or video hosted on platforms like YouTube or Wistia. This welcome screen is a nice pattern to set up. With new users you’re showing them around, with your long term users you can announce new features or opportunities and offers. Great way to start, and great way to continue.
- And you can provide click-by-click walkthroughs where people learn while getting something done. Here we can see an element is highlighted and to take the next action they can click the element, or they can skip the tour. It’s always nice to let people opt out. But that is why the Widget is helpful. They can get back to topics they didn’t need before.
- You’re giving them the tools to reach their goals. This keeps motivation high to complete the task. Keep users hooked into your app by reminding them of the benefits with their rewards.
- Respond to questions.
- Contact us! Always happy to help!