rates, cost per click, cost per lead, conversion rate, cost per acquisition and more.
They wade through the data looking for easy tweaks, hoping that changing a red button green, or adding words like “Free” and “Now” to landing page headlines will add another 0.01% to their funnel. At best this Fisher-Price psychology gets them a few quick wins. At worst they spin their wheels for weeks pushing complexity around from one screen to another, all in the hope of growing signups. “What happens to the users who sign up?” you ask. Well that’s the funny thing: most of them disappear, but that gets less attention in this game of Whack-a-Metric. It’s worth remembering that recovering a lost signup is worth just as much as capturing a new one. Of the hundreds of Intercom customers I’ve spoken with, they all have a variation of this problem: people sign up, click around, and disappear. That’s where user onboarding comes in – turning new signups into loyal and engaged customers. With each successive generation of onboarding the focus has shifted slightly fromwhat the business wants to what the customer needs. Early onboarding was outside of the product where help manuals, and later websites, were offered to users – externally and out of context – in the hopes they would use them instead of contacting support. Since then, onboarding has slowly moved inside the product.
Signs on signs on signs: onboarding 1.0
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