This course is like a crash course in dissecting what the top 1% of SaaS companies are doing when onboarding their users — so that you get inspired and drive incredible activation and free-to-paid conversions in your own organization.
In this course, you will:
Ramli John:
All right. So we are back here. We are going to do a tear down of Canva's sign up and onboarding process. We're going to be looking particularly at the product bumpers that you use. So this is what you'll see if you get into canva.com. right now. I did this last week. I've actually provided the slides. This is not a live thing. I've taken screenshots of all of the different steps to get into the first strike or the aha moment, and even after that. So the slides are already available. You should see this somewhere in the learning portal, but let's get going. I'm going to click on sign up here. And this is what you see. It says, "Get started with Canva. Create an account. It's free. Canva is loved by beginners and experts, teams, and individuals."
Ramli John:
What do you love and don't love about this? So for me, the first thing I love that they provided options to sign up with Google or Facebook. I'm sure that removes friction if that's necessary to sign up with email, it's easier if you already logged in. I personally prefer signing up with email just because I don't want my Facebook attached to anything or even Google. So let's say get started. I love that when I typed in the password, they were saying that was strong or not. So that's one thing when you're entering password for your app, is that one of the frustration that somebody might have is they enter a password and they click on get started, and your app says, "Wrong! Your password is not secure, or you need to use this and this. You need to exclamation mark."
Ramli John:
So you don't want that. That's a bad experience. One thing that Canva does well, is as you're typing the password, it's actually telling you if it's weak, if it's a strong or medium. And one little thing I can change about that is making even clearer what they're looking for. I believe they did show that, where like, "Make sure to add an exclamation mark or some kind of character that's not alphanumeric." Let's click on get started. So as soon as you log in, first thing you see is, "What will you be using Canva for?" Love this. Essentially they're segmenting who you are so that they can target you better and segment you hopefully with onboarding email. You'll see they actually segment you into a particular type of visual design that you're probably looking for. Here, I'm going to click on small business. Right away they say, "Try Canva for free. More productivity, more power. Try out our most love features." It gives you all the different features you'll get. "Try it free for 30 days." What do you love or don't love about this?
Ramli John:
I love that it's contextual, that this probably changes base on small business. And this is something that small businesses care about. Never pay for images, videos, professional [inaudible 00:03:06] set. I'm not entirely sure if it's the right time, because it feels very salesy, but not too hard, but not too soft either. I'm guessing that the reason why they put this is they're seeing a lot of people are getting to aha moment without paying, but also at the same time, including this in there and getting people to convert at this point to a free trial, a free 30 day trial. So let me just say maybe later. What do you love or don't love about this? Showed my card there for a second. I don't particularly love this. I think who's on your team, sure. It goes back to the four progress making forces that we talk about, that this creates anxiety. I don't want to invite my team. I don't even know if it's good yet. Why would I invite people into this, my colleagues, if it's going to turn out like a terrible app? So this is something that I would probably tag yellow or delay until later in terms of the straight line onboarding.
Ramli John:
So as soon as you do maybe later, here's what you see. "Start your first design. Popular for small business." What do you love or don't love about this? Well, for me, I love that they've catered this for small business. This is what happens when you segment your onboarding experience. They tell you Instagram posts, logo, Facebook posts, Facebook cover, video. These are the top five things, and you can actually scroll to the right to other things. Here, what's popular for you. And that's great. Probably people signing up Instagram posts. It makes it super easy. It goes back to that principle, reducing mental effort. You're making it easy for me to do what's next. I don't have to think. You've already helped me think. You've already talked for me because you've given me the easy stuff and you've done the hard stuff for me.
Ramli John:
So I'm going to click on Instagram posts, and here's a tooltip tour. Let me know what you think about it. The first is choose a template, drag a template into the canvas to get started. Click on next. Next is editing, two out of four. To edit an element, click on it. A toolbar will appear above. Next, add your own photos and videos. Upload. Tap to add your own pictures and videos, drag and drop them to the canvas from your desktop. And then the last is publishing. That will share your social media. Order professional prints and more. Got it. What do you think about this? What do you love or don't love about this, this just tooltip tour?
Ramli John:
Well, for me, what I love about it, for me, in my opinion, it's the four minimum steps. It's the minimum required things. It's the least things that I need to know to do what I sign up for. This case, I said for Instagram. They made it easy. Here's the templates. Once you click on it, here's where you'll edit it. Here's where you can upload photos. Logically, these are the logical questions you'll ask. What are the templates? How do I edit? How do I add my photos? How do I publish? Four easy ways they have provided answers. It is the minimum required tour, the minimum viable tour, and VT made that up, for this, in my opinion. Is there other ways to do this other than just tooltip tours? Yeah. I'm sure. I'm sure videos could work, but for me, this is great.
Ramli John:
So I'm going to pick a template. It I'm going to edit. And then I'm going to click on publish. As soon as you click on publish at the top, it says, "Save time by scheduling your posts." Once again, they try to upsell you into the paid free trial. What are your thoughts about this? Good, bad, ugly? For me, I love this. I love this because it's contextual. It's telling you what you can do. This is something that would save you time. It's telling you the value. It's going back to the four progress making forces. This is really pulling you towards this new solution. Whatever you're doing right now, you're going to have to download this photo and then you're going to have to schedule it and publish it on your social media. Here, you can save time by scheduling this and streamlining your process so that it goes automatically to Instagram or wherever you want to post it. I love this. For me, this is a great thing, really driving home the value off Canva versus something like Photoshop or other visual tool.
Ramli John:
So once you're done with that, that's pretty much it. That's the whole process. Let me know what you think about this. I really would appreciate it. And as we go through this, also share it with the rest of the class.
