How can you transform your visitors into happy customers ? 1- Users must care --> Be unique --> Define your excitement features --> Understand your users 2- Users must test --> Increase trust --> Reduce fears --> Trigger an action 3- Users must use --> Define the final goal --> Determine the Aha moment --> Define the mandatory steps --> Guide users to avoid empty spaces 4- Users must pay --> Transform free users into premium users --> Define your prices --> Display your prices correctly --> Make payment easier

1. User
Onboarding
Startup
Launchpad
Feb 28th, 2019
Marie-Rose Tripault
Product & Conversion Consultant

2. How can you transform your
visitors into happy customers ?

3. 2005
2007
Pixmania - Webanalytics and Conversion
2014
Photobox – Senior Web Product Manager
2015
2017
Geneanet – Senior Web Product Manager
Habitatpresto – Head of Product
Independant – Product & Conversion Consultant
@MarieTripault
Marie-Rose Tripault
Hi,
I’m Marie-Rose
www.tripault.com
marie-rose@tripault.com

4. 4 topics
What’s in it
for me
Activation Retention Revenue

5. What’s in
it for me
Activation Retention Revenue

6. 1. What’s in it for me
1. Unique Value Proposition
2. Personas
Why should users care?

7. 1. What’s in it for me
1. Unique Value Proposition
2. Personas
Why should users care?

8. Be unique

9. Be unique
Product
Instagram filters

10. Be unique
Product Service
Instagram filters Free return for
100 days

11. Be unique
Product Service Tone
Instagram filters Free return for
100 days
High five
Mailchimp monkey

12. Be unique
Product Service Tone Ethics
Instagram filters Free return for
100 days
High five
Mailchimp monkey
Plant trees with
Ecosia search engine

13. Kano model

14. Kano Model
• Basic features
• Performance features
• Excitement features
• Features evolve over time

15. Competitive analysis
Competitor 1 Competitor 2 Competitor 3 YOU
Basic feature 1 Yes Yes Yes Yes
Basic feature 2 Yes Yes Yes Yes
Performance feature 1 High Medium Low Low
Performance feature 2 Low High Medium Medium
Performance feature 3 Low Low High High
Excitement feature 1 Yes - - -
Excitement feature 2 - - - Yes

16. Practical exercise
• Define the Basic features, Performance features, and Excitement
features you and your competitors have
• Make sure you have all basic features
• Make sure you have at least one high performance feature
• Make sure you have one excitement feature

17. 1. What’s in it for me
1. Unique Value Proposition
2. Personas
Why should users care?

18. Personas
at the core

19. Personas at the core
• User fictive representation
• Creates empathy
• Product
• Marketing
• Sales…

20. Understand
them

21. Understand them
• Goal
• Demographics
• Work
• Family
• Interests
• Market knowledge
• Expectations
• Obstacles

22. Find information

23. Find information
• Google Analytics
• Facebook Ads
• Surveys
• Market studies

25. Practical exercise
• Define the goal of your main persona
• Why does he have this goal, what’s his problem, his motivation?
• What are his age, gender, city?
• What’s his knowledge, experience of your market?
• Which competitors, alternatives has he already tried?
• Has he already used your product?
• What’s the main obstacle that prevents him to use your product?
• What’s his family / social circle?
• What are his interests? Job? Salary?
• What could be his proverb?
• What’s his name?

26. What’s in it
for me
Activation Retention Revenue

27. 1. Increase trust
2. Reduce fears
3. Trigger an action
4. Adapt the site according to the offer
2. Activation
Encourage users to test the product / service

28. 1. Increase trust
2. Reduce fears
3. Trigger an action
4. Adapt the site according to the offer
2. Activation
Encourage users to test the product / service

29. Clear Value
Proposition

30. Clear Value Prop.
• Benefits understood in < 6 sec
• Unique
• Keep it simple

31. Clear Value Prop.
• Catchy title
• 1 short sentence
• Final benefit
• Sub-title (or paragraph)
• 2-3 sentences
• Info about the product
• Bullet points (optional)
• 3 bullet points
• Features
• Visual
• Product
• Message

32. Boosters
• Free
• Fast
• Simple
• Personalisation

33. Practical exercise
• Can one of these boosters be applied to your offer?
• Free
• Fast
• Simple
• Personalisation
• How can you enhance your value proposition with it?
• Headline
• Sub-title

34. Professional
design

35. Professional design
• Uncluttered
• Spaces between elements
• Alignment
• Easy reading

36. Colors impact
• Message understanding and emotion
Passion
Energy
Trust
Calm
Optimism
Playful
Trust
Force
Happiness
Power
Elegance
Nature
Harmony
Purity
Virtue
Premium
Creativity
Neutrality
Professional

37. Testimonials

38. Testimonials
• Message reinforcement
• Must be true
• How feedback is collected
• Who is allow to give feedback
• Author details

39. Testimonials
https://www.purelydiamonds.co.uk

40. Testimonials
https://www.bizzabo.com/customers

41. Testimonials
https://www.tripault.com

42. Celebrity endorsement
• Testimony from famous customers

43. Practical exercise
• Describe how you will collect your testimonials: which channels will
you use?
• What are the conditions to leave a testimonial?
• How are you going to improve their credibility?
• Which information will be provided for each testimonial?

44. Medias

45. Medias
• Logos
• Support: PDF, sound, video
• More info: date, quotation…

46. Numbers

47. Numbers
• Customers
• Fans / followers
• Subscribers
• Projects…
https://www.hubspot.com

48. Sympathy

49. Sympathy
• Make users smile (not laugh)
• Be clever
• Be clear
• Be consistent

50. Be clever and clear: example
Original Variation
+18%

51. Be consistent: example
Happiness

52. 1. Increase trust
2. Reduce fears
3. Trigger an action
4. Adapt the site according to the offer
2. Activation
Encourage users to test the product / service

53. Forms

54. Forms
• Reduce number of fields
• 1 column
• Prefill the fields if possible
• Big font and spaces
• Social login
invisionapp.com

55. Reduce the pain
• Cut the form in several steps
• Fun / icons
+12%
www.habitatpresto.com

56. Forms validation
• Show tips during data entry
• Validate fields during data
entry

57. Forms: explain
• Explain why some fields
are necessary

58. Forms on Mobile
• Open keyboard according to
the type of field

59. Forms on Mobile
• Focus the field being edited

60. Practical exercise
• List the fields that are mandatory to use your product / service
• Can they be replaced by a social login? Does it make sense
regarding your persona?
• Do some fields require further explanation? Precise them
• Draw this form on a paper

61. Reassurance

62. Rewards
• Awards
• Quality label
• Certificates

63. Contacts
• Show contact details:
• Mail
• Phone number
• Chat…

64. Humanize
• About us
• Founders photos
• Employees
• Suppliers
• Partners

65. Updates
• Update the site
• Calendar events

66. Practical exercise
• Which rewards should you aim to have?
• Rewards that many of your competitors have
• Specific rewards that will affect your users
• How can you humanize your site? Who can you highlight?
• Which calendar event can be important or symbolic for your
business? How can you use it?

67. Page speed

68. Page speed
• Load pages < 3 sec
• Image
• Code
• CSS
• Cache

69. Continuity

70. Continuity
• Same words and design
• Find answer quickly

71. Continuity
« Flowers » not seen
at first glance

72. Continuity
Photos and texts contain flowers +
« Same day delivery » promise.

73. 1. Increase trust
2. Reduce fears
3. Trigger an action
4. Adapt the site according to the offer
2. Activation
Encourage users to test the product / service

74. Call to action

75. Call to action
• One main goal
• Wording:
• Action
• Gain
• Booster
• Color:
• Unique
• Contrast

76. Power of “Free”

77. Power of “Free”
• “Free” is the most powerful
word in conversion

78. Power of “Free”
Lindt truffles Hershey
Experiment 1 :
Major offer
15 cents 1 cent
73% 27%

79. Power of “Free”
Lindt truffles Hershey
Experiment 1 :
Major offer
15 cents 1 cent
73% 27%
Lindt truffles Hershey
Experiment 2 :
-1 cent
14 cents Free
31% 69%

80. The “penny gap”
• High impact between 0€ and
0,01€ on the demand

81. 1. Increase trust
2. Reduce fears
3. Trigger an action
4. Adapt the site according to the offer
2. Activation
Encourage users to test the product / service

82. Different offers

83. Different offers
Simple
offer
Technical
offer
Simple and fast choice Lots of explanations

84. Different offers
Physical
product
Virtual
product
Photo quality, 360°
preview, videos…
Product representation:
symbols,
materialisation

85. Different offers
Several
products
Unique
product
Focus on navigation,
search engine,
categories…
Very high expectation
of the product:
description, demo…

86. Different offers
Premium Low-Cost
Reassurance,
social proof
Psychological price,
special offers

87. Different offers
Rational Emotional
Price, comparisons,
product info…
Storytelling,
influencers…

88. What’s in it
for me
Activation Retention Revenue

89. 1. First usage
2. Recurring usage
3. Retention
Encourage users to use the product / service

90. 1. First usage
2. Recurring usage
3. Retention
Encourage users to use the product / service

91. Final goal

92. Final goal
• Value for the user
• In which frequency

93. Example
• Value for the user:
• Photo consultation?
• Find easy websites?
• Photo save?
• => Photo save brings more value and
satisfaction
• In which frequency:
• Magazine analogy
• Monthly or Weekly
• => Started with monthly goal frequency,
and then weekly

94. Practical exercise
• Define the benefit the user will gain from your product / service. It
can be:
• Functional (time…)
• Emotional (feel better…)
• Social (recognition…)
• In which frequency should your users use it? Why?

95. Aha moment

96. Aha moment
• The user becomes addict
• Calculate it with behavioural
data of first users

97. Aha moment
Examples:
• Facebook: 7 friends in 10
days
• Twitter: at least 30 followers

98. Mandatory
steps

99. Mandatory steps
• Actions to be done to reach
the goal
• Start by the end
• Use Aha moment data
• First action must be easy

100. Mandatory steps
• Example: accounting app:
• Final goal:
• Have clean finance
• Mandatory steps:
• Save last transaction
• Invite accountant to collaborate
• Connect bank account with credit card

101. Practical exercise
• Define all mandatory steps needed to reach the goal
• Sequence them in a logical way, starting with the easiest one
(each step must encourage to do the next one)
• Try to find a sequence which doesn’t start with subscription, and
see if it could work

102. Fill the blank

103. Fill the blank
• Guide users to do the actions
• Prefill pages
• Remove distractions

104. Example

105. Example

106. Example

107. Practical exercise
• Draw each mandatory step on a paper
• Show the final screen with prefilled elements on a paper

108. 1. First usage
2. Recurring usage
3. Retention
Encourage users to use the product / service

109. Gamification

110. What’s Gamification
• Game mechanism to increase
motivation and usage
• Rewards

111. Why Gamification
• Sympathy
• Valorisation
• Trust
• Symbiosis

112. Success messages
• Congratulate after a success
• Motivate users
• Show your personality

113. Scoring
• Adds value to users
• Classify users
• Track each action done
• Apply badges after X points

114. Practical exercise
• Which of the mandatory steps can be rewarded?
• What kind of reward can the user receive? (success message, score)

115. Contextual
messages

116. Contextual messages
• Messages in the right moment
• Informational messages
• Authorization requests

117. External
channels

118. External channels
• Bring back the user
• E-mails
• Push notifications

119. Bring value
• Traffic, whether
• News, sport results
• Flight info, bank account
alerts
• Shipment confirmation,
product available

120. Onboarding journey
• Welcome
• Remind the value
• Congratulate for actions
already made
• Encourage for next actions

121. What’s in it
for me
Activation Retention Revenue

122. 1. From Freemium to Premium
2. Price definition
3. Price display
4. Make payment easier
4. Revenue
Generate $$$

123. 1. From Freemium to Premium
2. Price definition
3. Price display
4. Make payment easier
4. Revenue
Generate $$$

124. From Freemium
to Premium

125. Trial vs. Freemium
• Freemium is difficult:
• The free product must be good
enough
• The gap must be big enough to
encourage users to pay
• Success conditions:
• Low costs for a new user
• Free offer is believable
• Value increases with time
• Virality of the product

126. Free to Premium
• Free version must be used
• Push premium on the right time
• Free trial of the complete
version
• Easy transition
• Review premium conditions:
features vs. quotas

127. 1. From Freemium to Premium
2. Price definition
3. Price display
4. Make payment easier
4. Revenue
Generate $$$

128. Define the
prices

129. Functional needs
• Low value perception
• Excellent service/products
• Very low price
• Be different
• Test small price increases

130. Emotional needs
• High value perception
• Storytelling
• Mission (“Why”)
• Test big price increases

131. Practical exercise
• What kind of need do you want to fulfill? (Functional / Emotional)
• If functional: how are you going to propose the best product /
service?
• If emotional: how are you going to enhance your mission /
storytelling?
• What will be your price at the beginning? Why?

132. 1. From Freemium to Premium
2. Price definition
3. Price display
4. Make payment easier
4. Revenue
Generate $$$

133. Price display

134. Price display
• Psychological prices
• Number of offers (3 or 4)
• Highlight an offer

135. Example: 3 offers

136. Example: 4 offers

137. Test order

138. 1. From Freemium to Premium
2. Price definition
3. Price display
4. Make payment easier
4. Revenue
Generate $$$

139. Make payment
easier

140. Easy payment
• Adapt payment methods to
the personas
• Paypal
• Google Pay
• Virtual money…
• Reduce constraints:
• Direct debits
• Electronic signature
• Allow users to save credit
card

141. Conclusion

142. 1. Users must care
• Be unique
• Define your excitement
features
• Understand your users

143. 2. Users must test
• Increase trust:
• Value proposition understood <6 sec
• Professional design
• Testimonials
• Medias
• Numbers
• Sympathy

144. 2. Users must test
• Reduce fears:
• Simple forms
• Reassurance
• Page speed
• Continuity
• Trigger an action
• Call to Action
• Power of “Free”
• Adapt the site to the offer

145. 3. Users must use
• Define the final goal
• Determine the Aha moment
• Define the mandatory steps
• Guide users to avoid empty
spaces

146. 4. Users must pay
• Transform free users into
premium users
• Define your prices
• Display your prices correctly
• Make payment easier

147. Appendix

148. Books
• You should test that – Chris Goward
• Lean Analytics – Alistair Croll
• https://www.useronboard.com
• https://conversionxl.com/blog/
• https://blog.conversionfanatics.com/
• https://www.tripault.com/blog/ - my personal blog ;-) (in French)
Sites