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:
The next four are optional. The first one is product tours. Now, when I say optional, I'm saying it really depends on the situation. For most, it is critical, but product tours are direction for your users to take, giving them step-by-step instruction as to what's next to get them really to that aha moment. There's a few things to keep in mind here, and we're going to talk a little bit more about this, is that you don't want to overdo it with product tours. And that's what I often see with mistakes with this, but let me go through the good stuff first.
Ramli John:
Now, if I go back through, if you can take away one thing from this program, the one thing you can take away is make sure that you segment your onboarding. And this is what Wave does. This is the reason why Wave is literally one of my favorite onboarding experiences. Right when you sign up they ask you, "What would you like to do today in Wave?" And they focus their options around customer jobs for the product. The first one is send professional invoices. Second is manage your accounting. Third is run effortless payroll. And fourth is not sure yet. So they are tying to figure out what success is for you. What is your customer job? If it's sending invoices, sending that first invoice is the first strike. If it's managing your accounting, it's connecting your accounting and seeing your income and expenses come through for the first time. If it's running payroll effortlessly, it's sending the first payroll.
Ramli John:
This is what I love about this, is because when you click on one of these, there's two things they do. First, they give you a different product walkthrough than all the other options. The second thing they do, which we'll talk about next week, is they actually send you a different onboarding email based on that. But it's so important to realize that segmented onboarding is definitely conversion steroids. I've said this two weeks ago, I'm going to say it again, anything you can do to 10X your conversion is segment your onboarding, especially if you're serving different segments.
Ramli John:
The idea that I have for this is if here have Disney, you're going to Disneyland. Imagine if somebody tells you, "Hey Ramli, here's the tour for Disneyland and everybody has to go through it. Doesn't matter who you are." Imagine people with kids. What they would say to that Disneyland cast member or employee, they'd say, "You're crazy. My kids just want to go to Mickey's Toontown." Now, if you have teenagers, they'd probably be like, "I don't want to go to the Toontown. I don't need a tour of that. I really just want to go to the Haunted Mansion." So having a one size fits all tour or onboarding experience will just not cut it, you have to segment the experience. That is one takeaway that I'm going to give to you is make sure that that is there.
Ramli John:
The other thing I really love about what Wave does is that they get you to invest. And this is the fourth step to habit-forming products. Is throughout your tour, how do you get users to invest their time, their money, and information or effort throughout that? One thing that Wave has done really well is when they're going through that walkthrough, they ask me to upload my logo. But what they did is they picked out the colors of ProductLed and updated the template of my invoice based on that automatically. I really love that, because you're getting users to invest, make a commitment to the product. Because once the logo's in it feels more real, there's more skin in the game, right? So how can you put skin in the game for your product.
