Onboarding users is filled with possibilities and challenges. Not only are you showing the user how to use your product, but it's also a chance to connect with them and understand their needs. Of course, it’s crucial to have a good onboarding experience to drive your activation metrics. Quality onboarding is the first step towards turning a newly acquired user into a repeat user. If you're looking to optimize your onboarding to improve your activation metrics, this webinar is for you. Ruben Ugarte will be focusing on how to improve all aspects of onboarding experiences by understanding how your current onboarding process is stacking up, and giving you the tools to prioritize what to try changing. With improved onboarding, you'll see less drop-off and a happier user experience.

1. Using Data & Messaging to Drive Product
Activation
Ruben Ugarte Hannah Flynn
With: Moderated by:
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2. Revulytics gives any software producers deep and actionable insight into
who is using their software products and how they are being used, and the
out-of-box analytics that enable them to grow incremental revenue, convert
and retain customers, and make decisions about licensing and cloud
transformation strategies.

3. Click on the Questions panel to
interact with the presenters
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4. About Ruben Ugarte
Ruben Ugarte is the founder of Practico Analytics which helps companies use analytics data to grow their web and
mobile products. They specialize in helping you discover the best KPIs, implement the right tools and create relevant
dashboards for your business.
About Hannah Flynn
Hannah went to The University of Chicago, where she majored in Environmental Studies with a concentration in
Economics and Policy. She now works with Aggregage on social media strategy and webinar production on sites
such as Product Management Today, B2B Marketing Zone, and Customer Experience Update.

5. Using Data & Messaging to
Drive Product Activation
October 18, 2018

6. Here’s What
You’re Going to
Learn Today
1. Techniques for measuring
improvements to your onboarding
process
2. Balancing qualitative and
quantitative data for the whole
picture
3. How to track the impact of your
messaging efforts

7. About Me
Ruben Ugarte, Founder Practico Analytics
Specialize in helping
companies use analytics
data to grow their web and
mobile apps.
Frontend developer but
spent most of time in
marketing. Pandas are
my favorite animal.

8. 5 Years Ago Today

9. 3 Keys to a 24%
Improvement in an
Onboarding Flow (Case
Study)

10. “Activation [onboarding]
takes place when users
first achieve the value you
promised [within the
minutes/days]”
Source: Appcues Blog

11. Key 1: Understand Current
Onboarding Performance

12. How would you rate your
current analytics setup on a
1-5 scale?

13. The Goal is a Funnel Report
65%
11%
46%
38%
Drop Off Rates

14. You Also Need to Segment This Funnel
View Landing
Page
Sign Up Account
Verified
Profile
Created
Photo
Uploaded
Facebook
Ads 100% 50% 93% 62% 67%
Google Ads
100% 30% 90% 35% 54%
Twitter Ads
100% 20% 92% 55% 34%
Instagram
Ads 100% 10% 90% 45% 35%
Average 100% 33% 92% 53% 61%

15. Establishing a
Baseline
Performance
1. Is the data accurate?
2. What is the average conversion
rate?
3. How long does it take to complete
the onboarding?
4. Are users skipping steps?
5. How does the conversion rate
change across segments?
6. How do our best users perform?

16. Key 2: Determining What
Experiments to Run

17. Understanding Drop Offs Between Steps
Technical
Example:
Chrome vs
Internet
Explorer
browsers.
Mobile UX
Example:
Mobile vs
Desktop
experiences
Expectations
Example:
Ask for phone
number when it
isn’t needed
Marketing
Traffic
Example:
Groupon traffic
vs organic
traffic
Commitment
Filters
Example:
Ask for credit
card during the
sign up
process.

18. Let’s Come Back to Our Funnel Report
65%
11%
46%
38%
Drop Off Rates

19. Key 3: Measuring
Experiments and Messaging

20. Tracking Experiments in Your Data
● Account verified event:
■ A/B Experiment Name: No Phone Flow
● User attribute:
○ A/B Experiment Name: No Phone Flow, No Credit Card Flow, No
Verification Flow
View Landing
Page
Sign Up Account
Verified
Profile
Created
Photo
Uploaded
No Phone
Flow 100% 30% 90% 50% 30%
Regular Flow 100% 30% 90% 40% 30%
Total 100% 30% 90% 45% 30%

21. Cohort Users For Long Term Impact
Users Month 1 Month 2 Month 3 Month 4 Month 5
No Phone Flow 1000 80% 75% 70% 65% 60%
Regular Flow 1000 85% 80% 78% 75% 73%

22. Do you currently use product
messaging to drive
activation?

23. Using Messaging to Drive Onboarding
● Use messages to answer common questions and point users to the
appropriate next step.
● Types of messages:
○ Email
○ SMS
○ Push notification
○ In-app (web or mobile)
● Be careful when testing messaging changes AND flow changes (A/B
testing). The tracking here can get complex very quickly.

24. Basic Messaging - Sequential Based on Dates
Day 1
Welcome message
How to use the
product
Day 3
Day 5
Common use cases
Day 7
Advanced use cases
Day 9
Going forward
and next steps

25. Advanced Messaging - Behavioral Based
Welcome Message
Hasn’t verified
account - Verify
account reminder
Verified account -
How to use product
Profile created -
Common use cases
Profile not created -
Create profile
Profile created -
Common use cases
Profile not created -
Create profile
Photo uploaded -
Advanced use cases
Photo not uploaded -
Upload photo
Photo uploaded -
Advanced use cases
Photo not uploaded -
Upload photo
Profile not created -
create profile

26. Tracking the Impact of Messaging
● Use events to track when messages are sent, opened and clicked.
● These events can be built into funnel that have a short window e.g.
○ Step 1: Users who clicked the reminder message to create profile
○ Step 2: Profile created event
○ Time window: 1 hour
● Initial testing can be at the micro level (A/B testing messages) and
eventually at the macro level.

27. Tracking the Impact of Messaging
Sends Open Rate Click Rate Conversion Rate
Message 1 1200 35% 5% 2%
Message 2 1145 32% 4% 2.5%
● Conversion Rate = action that you want users to take and tracked through an event.
● Conversion window should be appropriate for action e.g 5 minutes

28. Conclusion

29. Bringing It All Together
1. Make your data tracking is accurate and you have a good baseline for your
existing onboarding performance.
2. Determine what to test based on biggest opportunities and difficulty of
issue.
3. Track improvements through the data.
4. Use messaging to further improve the overall conversion rate of your
onboarding.

30. Q&A
Hannah Flynn
With: Moderated by:
Founder, Practico Analytics
Ruben Ugarte
Site editor, Product Management Today
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