{"id":3084,"date":"2019-04-23T11:00:48","date_gmt":"2019-04-23T10:00:48","guid":{"rendered":"http:\/\/insideintercom.io\/?p=3084"},"modified":"2024-11-15T16:14:36","modified_gmt":"2024-11-15T16:14:36","slug":"strategies-for-onboarding-new-users","status":"publish","type":"post","link":"https:\/\/www.intercom.com\/blog\/strategies-for-onboarding-new-users\/","title":{"rendered":"User onboarding strategies that work – and mistakes to avoid"},"content":{"rendered":"

Simply signing up users means nothing if you’re not helping them understand how they can actually achieve what you’ve promised. Even the strongest customer testimonials won’t prevent churn if people don’t understand how to use your product.<\/p>\n

That\u2019s why we built Product Tours<\/a> to assist with the job of customer onboarding<\/a> within your product, alongside our best-in-class in-app messaging<\/a> and knowledge base<\/a> products. Let’s dig into the best ways to build an effective onboarding flow, plus a few common issues to look out for. <\/a><\/p>\n

But first, let’s start with a quick definition.<\/p>\n

What is user onboarding?<\/h2>\n

User onboarding is the process of introducing new users to your product and helping them get the most out of it. It\u2019s a pivotal experience that, if designed well, results in the user becoming an advocate for your brand and sticking around for the long haul. Done poorly, your hard-won user can quickly become a churn stat.<\/p>\n

Here\u2019s the proof. ProfitWell’s research of almost 500 software products<\/a> shows that customers with a positive perception of their onboarding experience are far less likely to churn within the first 21 days of using a new product.<\/p>\n

“Customers with a positive perception of their onboarding experience are far less likely to churn within the first 21 days of using a new product”<\/p><\/blockquote>\n

The same research also shows that users with a positive onboarding experience are up to 21% more likely to pay for a mobile app. Onboarding isn’t just good for your acquisition strategy \u2014 it’s also good for your wallet. <\/a><\/p>\n

So what makes an onboarding experience positive?<\/h2>\n

You know your product has struck a chord when your users react with an \u201caha!\u201d while using it. But there\u2019s no one-size-fits-all path to that \u201caha\u201d moment \u2014 the approach differs by product and for more complex products, by each user’s goals.<\/p>\n

From our research looking at hundreds of onboarding flows, the best way to identify your product\u2019s unique \u201caha\u201d moments<\/a> is to talk to your users and look for descriptions charged with \u201cpositive emotional energy\u201d as they recall their first experiences with your product. Once you\u2019ve pinpointed these moments of delight, you can build a ramp-up product experience around them.<\/p>\n

Now, much has been written about the recommended UI patterns and components<\/a> for onboarding flows, such as welcome messages, pre-filled empty states and of course, product tours. Just keep in mind that onboarding at its core is a learning process, so use education techniques to teach users and build their confidence, such as the following:<\/p>\n

1. Start simple<\/h3>\n

Introduce concepts and vocabulary that might be new to your users and explain how they bring value to their business. For instance, in Intercom, we use videos to explain the high level steps users will be taking to get their Inbox set up and start chatting with their customers.<\/p>\n

\"Intercom
\nOnboarding guide for Intercom’s Inbox product<\/em><\/span><\/p>\n

2. Show and<\/em> tell<\/h3>\n

Get users to learn by doing by using interactive guides that prompt users to click key areas in your UI. Video is also a powerful medium especially for complex products that require a little more explanation. With Product Tours, you can create interactive guides in minutes as well as video tours that mimic the experience of a live demo.<\/p>\n

\"Product
\nExample of a video tour and click-to-advance functionality<\/em><\/span><\/p>\n

3. Be contextual<\/h3>\n

Consider what your users might have already done in your website or product, and what expectations or prior knowledge they might already possess. These questions will help you step into your user’s shoes:<\/p>\n