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Reduce churn through sticky onboarding experiences

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The seeds of churn are planted early as 75% of new users are lost within the first week. Our attention spans in the digital space are so short that if you don’t understand how to use something within the first few minutes or seconds, you give up. I’ve seen so many SAAS companies out there literally dump new users into their tool with little or no onboarding. It’s a problem because so much time and money is spent convincing someone to sign up…only to see them churn shortly after. Learn about the importance of customer onboarding and how to do it right.

Reduce churn through sticky onboarding experiences

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Sticky
Onboarding
As a means to driving
customer retention
Customer Growth &
Success Consultant
I work with startups to help them grow
revenue by acquiring new customers and
keeping them.
Hey! I’m Dusan 👋
The Seeds Of Churn
Are Planted Early
Why Onboarding Is Key
You’ll lose 75% of your new users within
the first week
Source: Hubspot
Why Onboarding Is Key
You’ll lose 75% of your new users within
the first week
40 - 60% of free trial users will use your
product once and never comeback
Source: Hubspot
Why Onboarding Is Key
You’ll lose 75% of your new users within
the first week
40 - 60% of free trial users will use your
product once and never comeback
It’s also hard and costly to acquire
customers, only to see them churn
Source: Hubspot

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Reduce churn through sticky onboarding experiences

  • 1. Sticky Onboarding As a means to driving customer retention
  • 2. Customer Growth & Success Consultant I work with startups to help them grow revenue by acquiring new customers and keeping them. Hey! I’m Dusan 👋
  • 3. The Seeds Of Churn Are Planted Early
  • 4. Why Onboarding Is Key You’ll lose 75% of your new users within the first week Source: Hubspot
  • 5. Why Onboarding Is Key You’ll lose 75% of your new users within the first week 40 - 60% of free trial users will use your product once and never comeback Source: Hubspot
  • 6. Why Onboarding Is Key You’ll lose 75% of your new users within the first week 40 - 60% of free trial users will use your product once and never comeback It’s also hard and costly to acquire customers, only to see them churn Source: Hubspot
  • 7. Where In The Customer Journey? ACQUISITION ACTIVATION RE TENTION REF ER RAL REVENUE How quickly can you get your customer’s to the “Aha-Moment”?
  • 8. “Customer Success is when your customers achieve their desired outcome through their interactions with your company.” - Lincoln Murphy
  • 10. Onboarding is getting your customers to achieve a first “taste” of their desired outcome using your product. It’s kind of like your first date.
  • 12. Types of Onboarding • Self serve • Automated • Typically lower priced, simpler to use SAAS • Examples: Netflix, Slack, Duolingo Low Touch =
  • 13. Types of Onboarding • People assisted • Concierge, white glove • Higher priced Enterprise, complex products • Examples: Salesforce, Tableau High Touch = Aaron Clearfield Customer Success Rep • A blend of both! Hybrid
  • 15. What Does Success Look Like? • Understand what your customers are trying to accomplish using your tool • Key distinction: it’s what THEY want, not what YOU want Connect with people and ideas Simplify communication with my team Manage my files from anywhere
  • 16. What Is The First Instance of That Success? Connect with people and ideas Follows a minimum of 10 profiles Simplify communication with my team 2,000 team messages sent Manage my files from anywhere 1 file added to 1 device and shared it
  • 17. WARNING: Onboarding is not a “show-all”!
  • 18. Example: A real estate CRM company Way too much to do!
  • 19. Example: A real estate CRM company Way too much to do!
  • 20. Example: A real estate CRM company Way too much to do!
  • 22. Identify The First Milestone… First Milestone! P RO T I P: ST UDY YOU R POWE R U S ERS
  • 23. 1 2 3 5 4 …And Reverse Engineer It First Milestone!
  • 24. example • Start with the first milestone: launch an e-commerce store LAUNCH STOR E
  • 25. example SIGN UP 1 • Start with the first milestone: launch an e-commerce store • Work backwards to map out the macro steps a customer will need to take to reach their first milestone LAUNCH STOR E
  • 26. example SIGN UP 1 SE TUP BILLING 2 • Start with the first milestone: launch an e-commerce store • Work backwards to map out the macro steps a customer will need to take to reach their first milestone LAUNCH STOR E
  • 27. example SIGN UP 1 SE TUP BILLING 2 CUSTO MIZE STORE 3 • Start with the first milestone: launch an e-commerce store • Work backwards to map out the macro steps a customer will need to take to reach their first milestone LAUNCH STOR E
  • 28. example SIGN UP 1 SE TUP BILLING 2 CUSTO MIZE STORE 3 ADD PRODUCTS 4 • Work backwards to map out the macro steps a customer will need to take to reach their first milestone • Within each macro step, there are a series of micro steps. For example under Sign Up: • Complete sign up form • Activate account • Log in • Start with the first milestone: launch an e-commerce store LAUNCH STOR E
  • 30. WHAT ’ S A GOOD S UBJ ECT LI N E ? HOW WILL MY CLI E NTS SEE THIS ? I’M NOT A DESIGNER! Sending your first email to customers
  • 31. WHAT ’ S A GOOD S UBJ ECT LI N E ? HOW WILL MY CLI E NTS SEE THIS ? I’M NOT A DESIGNER! Sending your first email to customers SEND A TEST EMA I L USE OUR EMAIL TEMPLATE! MAK E S UR E YO UR S UBJ ECT LI N ES ARE LES S TH AN 9 WO RD S
  • 32. Catch Those That Fall • “Nudge” them to get back on track • DO: send in-app notifications, automated emails, account outreaches based on their progress reaching value milestones (targeted) • DON’T: set up timed autoresponder sequence with no regard to their progress (not targeted - day 1, day 15, etc)
  • 34. Find The Biggest Opportunity • Map out your value milestones as goals and measure to see where highest drop off occurs • This is where you’ll need to test and iterate your growth experiments • Use quantitive and qualitative sources to derive insights (product analytics, customer interviews/ surveys)
  • 35. Continue To Iterate % of customers that achieve customer value by month of tenure Source: Mark Roberge, Former CRO @ Hubspot • You don’t have to wait until renewal to manage churn, rely on leading indicators • Refer to the value milestones as your metrics, ie. % of customers that accomplished X • Observable in weeks, months not quarters or years You want to be here
  • 36. Summary of Framework Identify Success Map Out Milestones 1 2 Find Friction & Clear It3 Measure & Optimize4