{"id":10785,"date":"2016-10-28T12:18:06","date_gmt":"2016-10-28T11:18:06","guid":{"rendered":"http:\/\/blog.intercom.com\/?p=10785"},"modified":"2020-07-30T12:59:15","modified_gmt":"2020-07-30T11:59:15","slug":"yesterdays-signup-wont-work-today","status":"publish","type":"post","link":"https:\/\/www.intercom.com\/blog\/yesterdays-signup-wont-work-today\/","title":{"rendered":"Yesterday&#8217;s signup flow won&#8217;t work today"},"content":{"rendered":"<p class=\"opening_paragraph\">Even if your customer onboarding has a solid foundation and a proven thesis, it\u2019s important to continually assess the contexts that informed the design in the first place.<\/p>\n<p>Your customers don\u2019t stay the same, so neither should your onboarding.<\/p>\n<p>Nowhere is this clearer than the signup flow. Getting a savvy, technical engineer to sign up is completely different than getting whole teams of marketers, engineers and customer support reps, all of differing abilities, signed up to your product.<\/p>\n<p>To illustrate this, I thought it would be useful to bring you through how our customers have evolved over time, how we adapted the design of the our signup flow to match these changes, and what we learned along the way.<\/p>\n<h2 id=\"1-moving-beyond-a-technical-customer-base\">1. Moving beyond a technical customer base<\/h2>\n<p><img decoding=\"async\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2016\/10\/1_phase-one.png\" alt=\"\" \/><\/p>\n<p><span style=\"font-size: small;\"><em>By letting people import data via CSV, as well as JavaScript, we minimised the friction of non-technical users signing up.<\/em><\/span><\/p>\n<p class=\"quote\">When customers sign up, it\u2019s almost always better to let people keep moving and exploring.<\/p>\n<p>For several years, signup with Intercom centered on one action: installing a snippet of JavaScript on a website or app. At that time, we had an almost entirely technical user base of developers and startups signing up, and JavaScript was the clearest and simplest way to get their data into Intercom.<\/p>\n<p>Fast forward a few years, and our customers were changing. They were marketers or product managers, and they found it much harder to install the JavaScript required to create data. So we brought a simple CSV importer upfront in the sign-up flow, allowing non-technical users to get up and running with Intercom.<\/p>\n<p>In the three months following this change, our conversion rate from marketing page to account creation rose dramatically \u2013 from 30% to 45%. By comparing users who signed up with JavaScript in the same timeframe, we discovered we were getting a totally new audience we\u2019d previously been neglecting.<\/p>\n<p>Now that we had excellent data to show our CSV importer was working, we added even more ways for users to get started with Intercom \u2013 with Mailchimp, Mixpanel, Stripe, Segment etc, with our conversion rate continuing to grow over the following months.<\/p>\n<h3>Takeaway:<\/h3>\n<ul>\n<li><strong>Define clear metrics and review them often.<\/strong> Weekly meetings with data analysts allow you to review the performance of the signup flow continually and use the insights to inform your design decisions.<\/li>\n<li><strong>But be skeptical about your data.<\/strong> Our data showed we had good results, but we could have missed some really important details \u2013 CSV importing could have cannibalised the JavaScript customers. Casting a critical eye over your data helps you understand if your improvements are truly a success.<\/li>\n<li><strong>Your customer support team is a great resource to understand your users.<\/strong> Without digging deep into customer conversations, there\u2019s no way to find the blind spots in your signup flow. By diving into customer conversations, you\u2019ll find find powerful and useful insights to work with.<\/li>\n<\/ul>\n<h2 id=\"2-accounting-for-a-more-diverse-user-base\">2. Accounting for a more diverse user base<\/h2>\n<p><img decoding=\"async\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2016\/10\/v4_new.gif\" alt=\"\" \/><\/p>\n<p><span style=\"font-size: small;\"><em>Not everyone has the ability to complete every step. Unblock them by providing ways to loop in colleagues and teammates.<\/em><\/span><\/p>\n<p class=\"quote\">Asking a VP of Marketing for a CSV file is unlikely to be a successful signup path<\/p>\n<p><a href=\"https:\/\/www.intercom.com\/blog\/onboarding-groups\/\" target=\"_blank\" rel=\"noopener noreferrer\">Getting a company to sign up<\/a> for your product is different from getting an individual user to sign up \u2013 it requires many people across departments to get set up and to start seeing the value your product can provide.<\/p>\n<p>As larger, more complex teams signed up, we needed to design new ways to accommodate their workflow. We redesigned our \u201cAsk a colleague to install\u201d flow (where non-engineers could send installation instructions to a colleague) so that new signups could:<\/p>\n<ul>\n<li>create a secret link and invite any teammate via any communication channel (Slack, Hipchat, Google Hangouts, mailing lists)<\/li>\n<li>open it up to a group, a role, or even the whole company, and didn\u2019t have to to know exactly which individual to invite<\/li>\n<li>send teammates directly to a specific setup guide step that needs to be completed instead of letting them figure it out themselves<\/li>\n<\/ul>\n<h3>Takeaway:<\/h3>\n<ul>\n<li><strong>Understand people\u2019s behavior with user research.<\/strong> Don\u2019t just focus on quantitative data about new signups \u2013 understand the \u201cwhy\u201d too. In one research session, a user would copy and paste the Javascript to a text file, then post to a Trello board for a developer to access. Observing these existing workflows helped us understand the the low success rate of our old \u201cAsk a colleague to install\u201d method.<\/li>\n<li><strong>Onboard a whole company instead of just individual users.<\/strong> For big companies, asking a VP of Marketing for a CSV file is unlikely to be a successful signup path: he won\u2019t have the CSV file, and he may not even have the company credit card to finish the sign up. By enabling the collaboration of the whole team in signing up, you can unblock people from tasks they can\u2019t finish and allow people choose their own ways to collaborate with teammates.<\/li>\n<\/ul>\n<h2 id=\"3-showing-people-value-as-early-as-possible\">3. Showing people value as early as possible<\/h2>\n<p><img decoding=\"async\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2016\/10\/v5_new.gif\" alt=\"\" \/><\/p>\n<p><span style=\"font-size: small;\"><em>By letting people experience Intercom right away, we gave new users that first taste of success so they kept coming back.<\/em><\/span><\/p>\n<p>Our signup process has always followed a familiar path: install Intercom and import data, start a trial, create an account, and start using the product.<\/p>\n<p>But as our customer base evolved, the people signing up <em>were increasingly not the right people<\/em> to perform the install or import options \u2013 they may want to explore Intercom and play around on their own first. For them, the signup experience was a significant roadblock.<\/p>\n<p>We redesigned our signup flow so that, after entering an email address on our marketing site, people could jump straight to creating an account and start their free trial. Once they\u2019ve selected a product and entered their credit card, they\u2019re invited to continue to the setup guide. From there, they can play around with the product and invite their teammates to finish any task they couldn\u2019t.<\/p>\n<h3>Takeaway:<\/h3>\n<ul>\n<li><strong>Learning by experience.<\/strong> When customers sign up to your product, it\u2019s almost always better to let people keep moving and exploring. Don\u2019t just tell people what to do. Give them the keys, and let them experience your product in their own time.<\/li>\n<li><strong>Create a platform that people can keep learning about your product.<\/strong> Tell your customers to complete every step at once, and they\u2019re sure to stop listening. Instead, design a platform that your customers can come back to and learn more about your product. (We built our setup guide to aid the customer\u2019s overall progress and comprehension of our product).<\/li>\n<li><strong>Identify customers who successfully onboarded.<\/strong> Talk to successful new signups (obviously <a href=\"https:\/\/www.intercom.com\/blog\/customer-feedback\">Intercom is great for this<\/a> ? ) about what worked well for them and see if it can scale for others. What issues did they work around? Why were they so highly motivated?<\/li>\n<\/ul>\n<hr \/>\n<p>The temptation for any startup is to design a signup flow, ship it, and ultimately neglect it. But remember, <a href=\"https:\/\/www.intercom.com\/blog\/shipping-is-the-beginning\/\" target=\"_blank\" rel=\"noopener noreferrer\">shipping is only the start of the process<\/a>. As we\u2019ve seen, what worked for yesterday\u2019s signups won\u2019t always work for tomorrow\u2019s. Your product is evolving and your customer base is changing, so make sure your signup flow is continually keeping pace.<\/p>\n<p>Enjoyed this post? You might enjoy this book we published all about onboarding.<\/p>\n<p><a href=\"https:\/\/www.intercom.com\/blog\/books\/onboarding\"><img decoding=\"async\" class=\"small\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2016\/09\/book-5-blog-article-ad.png\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Even if your customer onboarding has a solid foundation and a proven thesis, it\u2019s important to continually assess the contexts that informed the design in the first place. Your customers don\u2019t stay the same, so neither&hellip;<\/p>\n","protected":false},"author":215,"featured_media":10789,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"category":[5],"tags":[205,153],"coauthors":[477],"class_list":["post-10785","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-product-and-design","tag-onboarding","tag-product-design"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Yesterday&#039;s signup flow won&#039;t work today - The Intercom Blog<\/title>\n<meta name=\"description\" content=\"Getting new users to signup is the most important part of your product. 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