[3 proven ways to increase funnel conversion]
It takes 30 seconds or less for your customer to decide if they want to stick with your product or move on. If you want to increase traffic conversion, you can’t afford not to work on user onboarding, this means crafting an exceptional experience for new users. Scott Belsky, founder of Behance, who also advised Uber, Periscope, and Pinterest with their onboarding, recommends startups to spend up to 30% of their energy allocated to the “first mile” of your product, especially if you have aggressive growth aspirations. During your customer’s “first mile” experience, make sure they understand:
1. [Why they are there]
You are here to find out how to increase conversions, so you keep reading right? Do the same for your customers, reiterate their purpose so they stay engaged and interested in their why. Your customers will leave as soon as they feel alienated or when their actions drifts from their why. By reassuring their doubt about investing time in your product, you have successfully convinced them to stay.
2. [What they can accomplish]
Scott and his team saw a 14% increase in conversion after improving Behance’s onboarding, this had a greater impact on growth than any other new feature for Behance that year. Show the results of your product to your customer. Think beautiful mockups for Sketch, eye catching marketing material for Canva. It’s important to demonstrate what can be accomplished to keep interest, engagement, and commitment for what's to come.
3. [What to do next]
Great! Now you understand how to set up your customer for success, all that is left to do is give clear instructions on the next few steps. They don’t need to know how to use your entire product right away, your goal here is to keep it simple so users can feel successful quickly. Demonstrate your product’s “Aha” moment, bonus points if your onboarding empowers your customers to achieve something rather than showing (how-to videos) or explain (blog post) to them how to use your product. Let your users actually progress towards their goal, let them feel successful and they’ll stick around.
It’s important to keep iterating your “first mile” experience as your audience change from innovators to early adopters and beyond. It’s about being conscious in understanding your new users needs, and design your product experience as it grows beyond power users. New users are not the same over time, you’ll need to address different cohorts of users if you want to successfully cross the chasm.
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- Jack An
Analyst, AppWorks
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