Onboarding: features of implementation and analysis that never fail

9 Dec. 2022

Onboarding succeeds if it turns the client into a happy and devoted user. Numerous elements, like the wording of calls to action and the interface's color scheme, might affect the effectiveness of this marketing strategy.


Key features of good onboarding

  • Always begin by identifying your target market. Do not mix the idealized version of your target consumer with the actual person who is considering buying your goods. After that, base your marketing plan on the traits of the target market. The requests for a company executive or top management will be very different from those for teens.
  • When showcasing a product and its benefits, it's crucial to know which of its features the client values the most and what problems he hopes to solve with them. All the information must be considered, including whether the application is used for personal or business purposes, and the user's profession and area of expertise, among other things.
  • In order for the client to accomplish his objectives as effectively as possible, it is vital to anticipate which product characteristics will be most beneficial to him. During onboarding, these features should be introduced first.
  • Like a competent guide, quality onboarding gets the customer to their destination as quickly as possible, saving them time and preventing them from wasting it on unimportant side activities. The goal of onboarding is to show off how easy and convenient the service is.
  • The user should see the personal value of the function he used, how it aided him in carrying out the task, and how it enhanced his life, from the very first usage of the product.

Results of good onboarding

What results can be used to evaluate the quality of onboarding? Conversion is the key indicator of good onboarding. If we talk, for example, about the learning platform, then it will be indicative of how many users who have registered on it have purchased courses and finished them. It is important to track at what point people quit. What did they lack? Feedback? Facilities? Work speeds?

The following parameters will enable the evaluation of onboarding's trial-stage efficacy:

  • Conversion: the proportion of users who downloaded a trial version and subscribed. Or, more generally, those who learned about the product, those who made the decision to buy it, paid for this or that tool, and so on.
  • Customer retention rate. How many users became so interested in the product that they used it again?
  • Audience loss. How many users stopped using the service, at what stage, and for what reason?
  • The amount of profit. What kinds of onboarding brought in customers who made specific actions (such as purchases, subscriptions, etc.), and how much money they brought in for the business?

The only way to succeed with onboarding is to try different methods. Much depends on the specifics of the digital product and the target audience.


Mistakes in onboarding

Let's cover some things you should avoid if you want your onboarding to be successful.

  • Request personal data on the first page of the website. This frequently turns off users who are using your service for the first time.
  • Offer to make an important choice at the stage of getting to know the application. For example, decide on the duration of the subscription. An exception may be unobtrusive questions, for example, about the color of the theme.
  • Make useful information mandatory to read. Informational/educational content can be very appropriate and work for the purpose of onboarding, but only if it is not forced. For instance, a knowledge test on the area where a person purchases a tour will appear excellent on a job application, but only if you can skip it and come back to it later.
  • Overload the customer when they are learning about the service. Everyone is aware of the issue with a modern person's decreased ability to focus their attention. To select the ideal amount of swipes and/or clips for onboarding, pay attention to KPIs. There are typically no more than 4-5.
  • Turn your service into a marketplace where users should purchase everything at once at a discount. A person feels uncomfortable if they perceive that they are being exploited as a tool for financial advantage. Everyone is aware that purchasing a product requires payment; these are commodity-money interactions. Nevertheless, we must make an effort to pass them off as cordial exchanges where you provide the user the same amount—or perhaps more—as they give you.

Today, onboarding is a crucial link in the marketing process. The time for introduction and acquaintance, getting acclimated to and growing the user's compassion for the service, comes after the target audience has been defined, the product has been built, and it has been released onto the market. This is under the purview of the onboarding procedure. You can boost the level of customer retention and conversion, and consequently profitability, thanks to its excellent organization.

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