Onboarding is an important part of any user experience, especially for B2B companies. It’s often the first impression a customer has of your brand, so it’s crucial to set the right tone. Here are three strategies to consider when designing your onboarding flow.
Five ways to improve the user experience of your top products
- Make sure your product is easy to use. Duh, right? It sounds obvious, but this is what distinguishes a product-led company vs. a sales-driven business. The focus is on the product. So ask yourself – point blank – is your product making someone’s life easier and if it is (which we know it is), then ask yourself does the onboarding reflect that sentiment.
If customers struggle with using your product, they will likely abandon it before they even start using it.
2. Create a clear value proposition. This should be something that makes people feel good about buying your product. This is less about what you think and more about what your clients think and feel about your true value proposition. It sounds counterintuitive, but the reality is that many small businesses think the core value of their product is one thing, while clients will communicate that it is actually something else. Lean into the feedback from the end user’s perspective and set up landing pages or behavioral campaigns for A/B testing and remarketing to hone in on what works best. And give it a little time. Just like unicorns are rare, you need to see a pattern, and that can take 60-90 days.
3. Include a call to action (CTA) at the end of your onboarding flow. A CTA is a prompt that encourages users to take some kind of action. We know, we know – another obvious one right? But is the CTA fit for the user and the action? Often it isn’t or even worse there are 3+ CTAs which can create confusion for the customer.
Onboarding should be about guiding the user to take the actions you want them to take so they better engage and understand your product. And since every user is different or learns differently it is important to have a versatile onboarding process and flow. With that comes personalization and specific CTAs based on user behavior patterns. The big question is do you have these insights? If not, we’ve got a recommendation (hint, hint).
4. Provide a clear path through your onboarding flow. You should make it as simple as possible for users to complete each step. Again – it’s critical to personalize this path based on how you have defined your user profiles. It could be by region, language or ICP, or whatever you deem critical. The important thing is to define these details when building your flow.
5. Test different variations of your onboarding flow to see what works best. Test, test, and test again. The onboarding process is a living and breathing part of your business. It should be monitored and updated at least once a quarter. Think about it, products and services evolve and so should your customer onboarding.
Tips to Improve Customer Experience
Create an Appealing Landing Page
An effective landing page will help you attract more visitors who are interested in your products. It should contain a compelling headline, a strong call to action, and a clear description of what the visitor will receive when they complete the form. And, you should consider a few variations based on your buyer persona or ICP. Think about the nuances of what is compelling to, for instance, a Product Manager vs. a Marketing Manager or a CTO vs. a CEO. We aren’t saying to create a huge amount of new landing pages, but adding 2-3 based on your target audience is great for not just acquisition and onboarding, but also SEO. A win/win!
Add Social Proof
One of the most powerful ways to improve the user experience of your top products is by adding social proof. This means showing people how other customers have benefited from using your product. You can do this with testimonials, case studies, and videos of happy customers. If you are focused on key verticals be sure to highlight your case study vertical. The best part, sales loves testimonials so if your team is small you’ve created multi-purpose content.
Customer Experience is Personal
Think of every customer as a snowflake. How they engage and educate themselves about products will vary, so make sure you have a versatile toolkit. Clients may prefer to onboard with a Knowledge Base or articles, others might prefer product flows that guide them to take step-by-step actions. Some may prefer in-app messages or product demos.
Yet one thing remains the same – your goal – to create power users of your product who will talk to their colleagues and peers about the value of your solution. And with every personalized approach don’t forget….a clear CTA!! We want to say it again – CTAs help guide users through the steps required to complete an action. They should be clear and concise so that users understand what they need to do next. Please don’t make us say this again…
One more time…Provide a Clear Value Proposition
A good value proposition will make sure that users understand why they need your product and why they must use it. It should answer questions such as “Why should I use this instead of my current solution?” and “What value am I getting by using this?”, but the most important aspect that they really want to see is “how will it make my life easier.”
It’s clear that onboarding is critical to the sustainability of any subscription or SaaS-based business model. With a clear focus and understanding that your process will always evolve just as your business does – you will see results whether it is retention or with your MRR.
We know this because our clients on average see their onboarding improve by 27%. This translates into not so much as reducing churn, but immediately taking steps to prevent it.
Want to learn more about FROGED’s robust customer lifecycle-focused platform? Book a demo with us today.