This document provides tips for successfully onboarding end-clients to a B2B platform. It notes that 40-60% of software users only open an app once and 70-80% never use a mobile app again after onboarding. To improve onboarding, it recommends: 1. Understanding users through personas and research to ensure features meet needs. 2. Mapping real use cases to include crucial features. 3. Providing an "initial success" or "aha moment" as soon as possible to demonstrate value. 4. Using a progressive, step-by-step onboarding process to avoid cliffs and show small successes.

1. How to successfully onboard
end-clients to a B2B Platform

2. Tom Karwatka
CEO | Divante
@tomik99

3. Why this is such a huge problem
40–60% of software users will open an
app once, and never login again.
70–80% of users never use the mobile
app again 72 hours after onboarding.
When a voice application acquires a
user, there is only a 3% chance that the
user will be active in the second week.

4. Know your Client first!
Personas
User research — field research
Mobile app for construction workers?
A persona is a fictional identity that reflects one of
the user groups we design for.
Every time our team imagined a new feature — we
asked ourselves:
Will Henry like this and will he be able to use
this?

5. Map the real use-cases
...one day a consultant found an order for
100 light bulbs and a huge utility pole....
Missing crucial features
„If in eCommerce I can’t use my B2B
discounts, I feel like a loser and I don’t like
to use this system anymore.”

6. The most important success scenario
Provide the first glimpses of value as soon as
possible.
AKA the “initial success”, “wow” or the “aha”
moment.
The initial success for email marketing?
Send the first email campaign.
When does your client achieve initial
success?

7. Avoid Cliffs, Use Stairways Instead
Show a user a small successes
Progressive app onboarding - let the user discover the app step by step

8. Trial Period
We should give the user as much time as he
needs to achieve his first success.
Dynamic trial period - ProdPad
7-day trial… but the more you use ProdPad,
the longer your trial becomes.
They were able to increase trial-2-buy
conversion 300%

9. Data
People really hate to input data
manually.
People are much more likely to
complete something that’s already 60%
done.
Use NLP and ML to automatically
capture all data directly from e-mails
and upload them to the Client Account
in Magento.

10. Mix channels to support users
You must create support channels
Live integration between eCommerce,
Reco-engine and CRM
Call centers should help clients use the
eCommerce System - not do the work for them.
Bots or chats could also be a good idea for
immediate help. But remember that for B2B
clients, you should be really careful about the
quality of responses. So use bots with caution.
But I’m still just a bot. Sorry!

11. Sales Team can be the best onboarding tool
New goal for your Sales Reps:
Visit as many clients as possible and onboard them manually
during the meeting.
Convert sales reps into sales consultants.

12. Physical means safe
Old-school flyers with step by step instructions on how to make
an order
AOV can be in the millions - people are really afraid of making a
mistake

13. Demo account
Familiarize with the system without being afraid of the
consequences
The biggest problem - to get people really engaged
(„aha” moment)
Part of your safety net

14. Documentation, slides, movies
Users prefer acting to reading and watching
Progressive Onboarding - send users bits of
education while they are using system
Create some proof of value
Video streaming directly from the warehouse

15. eCommerce half way
B2B clients are afraid of distribution conflicts.
Onboard the most sensitive clients to
non-transactional systems first.
- Product Information Solution (Pimcore)
- Loyalty Solution (OpenLoyalty)
Build a digital bond with B2B clients.
You can register clients in the system - the first
step in their eCommerce journey.

16. Sources
https://research.google.com/pubs/pub38315.html
https://library.gv.com/how-to-choose-the-right-ux-metrics-for-your-product-5f46359ab5be
https://cloudcraze.com/wp-content/uploads/2017/11/Why-Digital-Will-Become-the-Primary-Channel-for-B2B-Engagement_Study.pdf
https://www.prodpad.com/blog/our-new-user-onboarding-process-ux/
https://www.madkudu.com/blog/how-to-accelerate-saas-sales-with-behavior-based-conversions-part-13/
https://sixteenventures.com/customer-onboarding
https://sixteenventures.com/desired-outcome
https://hbr.org/resources/pdfs/comm/northhighland/BringingValueOnboard.pdf

17. Thanks!
tkarwatka@divante.co www.divante.co @tomik99