As your product and service offering evolves and changes over time, you’ll invest money and time in new features, big product launches and expensive release cycles. But beware: the vast majority of new features flop – because they never get used. Fun fact: when Microsoft asked their users what they wanted added to Office, they found 90% of the requested features were already there. They had just done a terrible job of onboarding the right users on to the right features at the right time. “New improvements” sit unappreciated, unused, and are eventually cast aside. You need to fight for usage, by onboarding your current customers to your new features. But done wrong, you run the risk of annoying more customers than you delight.
When we think about onboarding we usually don’t think beyond signup. In reality, your onboarding is just getting started. You haven’t turned users into experts, and they haven’t yet given up all the other products they used before yours. If you only focus your onboarding efforts on new signups, you’re leaving a massive opportunity on the table – passionate, engaged customers.
Made with FlippingBook - Online magazine maker