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5 steps to better user engagement

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If you develop SaaS products, you know how challenging it is to convert free or trial users to paid customers. Luckily there are a few ways to improve that conversion rate. This presentation shows …

If you develop SaaS products, you know how challenging it is to convert free or trial users to paid customers. Luckily there are a few ways to improve that conversion rate. This presentation shows five ways to do that.

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  • 1. 5 Steps To Better User EngagementSiddharta Govindarajsiddharta@silverstripesoftware.comhttp://tourmyapp.com@tourmyapphttp://facebook.com/tourmyapp
  • 2. Measure, measure, measureYou have to know what your users are doing before you can come upwith an engagement strategy. How many people are signed up andnever logged in? How many are highly engaged? What are the keyactivities a use must perform in order to start getting engaged?
  • 3. Measure, measure, measure Metrics will tell you exactly how a person has used your product. The dashboard on the left shows one of the test users of Tour My App. We know when this account was created, when the user last logged in, how much activity the user has done in our app, whether they have created a tour or not. With this information, we can get a better picture of app usage. Every app must have a dashboard like this
  • 4. Eliminate humps for new usersSignup → Confirmation Email → Login Confirmation Email is a hump for new users. They might type their email address wrong and never get the email. Their ISP might block the email. It might go into Spam/Junk. Even if they get it, the act of leaving your app, and switching over to their email software is a speed breaker. By that time, they may decide to check out your app later and never do it. A large % of users will sign up and never login. Signup → Login → Confirm Later
  • 5. Eliminate humps for new users Signup → Integrate → Experience When building Tour My App, we needed the user to perform an integration in order to create and run tours. Until the integration was done, you couldnt use the app. Integration was dead simple, but it meant the user (usually marketing person) giving it to a developer, getting it approved, and deployed. The process could take weeks! Guess what, many didnt go through and experience the product. Signup → Experience → Integrate We built a custom Google Chrome extension just to eliminate this hump. The extension enabled the user to start using Tour My App without having to do the integration. After they signed up, they used the product immediately. Once hooked, they are much more likely to expedite the integration.
  • 6. Getting Started Process Twitter uses a wizard onboarding process. A wizard is a separate set of pages solely for onboarding a new user. When you sign up for a Twitter account, youll get a screen like the one on the left. The Twitter Teacher will tell you what twitter is all about and will help you quickly find users to follow based on your location, interests and friends already on Twitter
  • 7. Getting Started Process Suggested followers based on location
  • 8. Getting Started Process Shopify is a site that allows anybody to set up a shop and sell items online. Most people who want to sell are non-technical. Yet, there is a significant amount of setup to be done before a shop can be created. Unlike Twitter, which uses a wizard, Shopify uses in-application tours to guide the users.
  • 9. Getting Started Process
  • 10. Getting Started ProcessGuided pop-ups show what you need to do to complete each taskAs you complete tasks, the tutorial bar at the bottom shows you whatyou have completed and what you need to do next
  • 11. Getting Started ProcessShopify could have taken the user directly to the theme page whenthey clicked the link on the tutorial bar. Instead they show where thelink is located on the navigation.The next time the user wants tochange the theme, they know exactly where to look for it.
  • 12. Lifecycle Drip Marketing Lifecycle drip marketing is basically sending out a number of small, relevant emails over the course of a users lifetime with the product. The email on the left is an example of a signup lifecycle campaign. It is sent out when the user first signs up. Followup emails may be automatically sent every few days after signup.
  • 13. Lifecycle Drip Marketing This email on from fiverr is an example of inactivity lifecycle campaign. The email is sent when a user is inactive for a certain period of time. Follow emails may be sent as the inactivity period grows, eg: first when the user is inactive for a week, another when inactive for a month, another when inactive for 3 months and so on. The idea is to help users get started, get re-engaged or bring back inactive users.
  • 14. Lifecycle Drip MarketingThis email from google is a behaviour lifecycle campaign. Theyanalyse their users usage and find features they havent used. Theemail campaign targets unused features to try and make basic usersstart using advanced features, thereby hooking them into the productfurther.
  • 15. In Application NotificationsIn-application notifications can be used to show users how to performtasks in you application, or highlight features that the user might beinterested in. They can be simple single-box notifications, or complexmulti-step tours. Here is an example from Microsofts new outlook.com
  • 16. In Application NotificationsFacebook is a big user of in-application notifications. They use it almosteverywhere
  • 17. In Application ToursIn application tours are a more general case of in-applicationnotifications. Instead of just a single notification box, guided toursconsist of multiple steps. Tours can be purely informative, or interactive(wait for the user to perform an action before continuing)Here is a walk through of a tour that Google used in YouTube
  • 18. In Application ToursAs you click Next, the tour shows different elements on the page with an explanation ofthe element
  • 19. In Application Tours
  • 20. facebook.com/tourmyappIf you are interested in the topics presented here, go to facebook.com/tourmyapp andLike the page. We share tons of content on conversion optimisation, trial conversion,user engagement, drip marketing, onboarding, and related themes
  • 21. Tour My AppTour My App is a tool that allows any web app developer to integrate in-applicationguided tours, getting started tours, and in-app notifications into their product.If you looked at the examples of Shopify, outlook.com, Facebook, YouTube and Googleand thought I wish I could do this in my app, then Tour My App is for you.Free 30 day trial and plans starting at just $5/month.Sign up today at http://tourmyapp.com
  • 22. SequenceSequence is a tool for drip marketing campaigns. Easily integrate with your analyticsdata and create signup, inactivity and behaviour driven lifecycle campaigns withinminutes.All the cool stuff that we showed you from Skillshare, Fiverr, and Google Analytics cannow be done by you.Sequence is currently in development. You can sign up as an early customer to getaccess to the application pre-beta. Sign up at http://sequencemyapp.com