As a SaaS company, we know how important the on-boarding process is to help new users capture the full value of what we offer. As the familiar adage reminds us, there’s no second chance to make a first impression. This is especially true when it comes to a SaaS product, where users are expected to navigate on their own. This first experience with the product is critical in a time of intense competition for the attention and time of users.
For our team at EverThere, we had a lot of explaining to do because the concept and the company are new to people. After reviewing our less-than-impressive on-boarding completion rates, we dove into an optimization effort. Here’s how we did it some product dev. insights along the way:
Clear begins and finite ends.
Understand where your on-boarding begins and where it ends. Generally, the beginning is pretty clear. The end of the process, however, can be a bit tricker to identify. For our team, the onboarding process is complete when users create their first campaign. It is here they can begin generating qualified leads and can clearly see the value of our offering.
Winston Churchill once said, “Facts are better than dreams”, and the team at EverThere, we’re believers. We aligned our on-boarding process with our funnel and dug into the analytics to understand where completion rates currently stood and where users were getting stuck. From here, we outlined an objective. Though objective setting can feel like trial and error at the beginning, it should not be neglected. We understood our onboarding completion rates to be 15% and we aimed to increase this by 7%.
With a measurable objective set, a clear understanding of the problem, and a UX-oriented team, we began exploring solutions.
We know how important it is for users to have their expectations met when they’re walking through a new experience. We dug into the current flow and designed a wizard to inform the users of where they were and where they were going.
We knew we were asking for too much information upfront and wanted to simplify the process to streamline the experience for users. Our team sat together and fought over every element in the flow, trying to eliminate anything that was a distraction and not necessary for completion of the first campaign. This meant less flexibility and less distraction.
Come back to it.
We added a checklist for users to know exactly what they still needed to do and to reward them from their progress along the way. We allowed them to save their campaign and return to it later.
Small doses of persuasion.
We featured a list of highly relevant upcoming events throughout the campaign creation process to remind users what they were designing for and to inspire urgency. This helped focus the user and create a greater sense of trust. Think of it as a gentle push to your friend as he climbs that lingering hill at the end of the hike.
After these changes were in place, we went back to review the analytics. In only three months, we saw an improvement of 10% in our onboarding completion rates.
We made major improvements, as you can see, though we’re still testing, learning, and optimizing our user’s experience with the software. With a completion rate we’re happier with, we now shift our focus to shortening our users path to understanding the true benefits of our software.
EverThere users and non-users, we’d love to hear your thoughts and your team’s product dev. insights.
To learn more about Everthere Product Development, email me at: firstname.lastname@example.org