"highway to the wow effect: golden rules of activation" by côme courteault
TRANSCRIPT
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HIGHWAY TO THE WOW EFFECT: GOLDEN RULES OF ACTIVATION
CÔME COURTEAULT GROWTH HACKER AT THEFAMILY @C2PRODS
AARRR AcquisitionActivationRetentionReferralRevenue
IT’S A GAME OF VALUE Value to users: save time & learn
how to use the productValue to companies: turn visitors into
buyers & increased loyalty
THERE ARE TWO PARTS TO ACTIVATION
SignupOnboarding
1. SIGNUP
WHAT’S YOUR VALUE? UVP: Unique Value Proposition
Relevant, clear, different - but not a slogan!Are you a pain killer (save time, save
money) or vitamins (feel better)?
BUILD DESIRE Have a promise
Fight fears of the userYou can also add social proof ;-)
HOW DO YOU LOOK?
Be clear! 1 section = 1 ideaCall to action: visible, understandable & sexy
value proposition: clear and appealing
visual explanation: how does it work?
call to action: obtain great benefits from signing up
SIGNUP FORM Two options: long form or short form
FRICTION OR NOT? “The quality of users tends to decrease slightly when you require less fields or less pieces of information from them.”- Matthew Berman, Distribution Hacker at 500 Startups.
“If setting up an account, listing a service, and being up and running to start selling take more than five minutes then there is something wrong.”- Micha Kaufman, CEO at Fiverr.
THE BEST SOLUTION? It depends on your business!
In generalVolume => short form
Niche => long form
LONG FORM => CHAT? A possible alternative to long form: chats
You can emulate a chat with typeform.comCheck out Facebook bots! (chatfuel.com)
SOCIAL LOGINS In Europe: Facebook = 75% market shareGreat way to reduce friction but always let
an alternative to the users ;-)
2. ONBOARDING
NEXT! The user signed up. Now, the goal is to provide a positive first experience
Achieve the “wow” effect
TWO OPTIONS Guided tour
Assistant
GUIDED TOUR Easy to implement
Great way to go over many featuresBUT: poor experience Not involving, not care
Tool: introjs.com
ASSISTANT Take the user by hand and helphim set up the app properly while
showing him how it worksBut: more complicated to develop
COMMIT THE USER Don’t overwhelm the user with ALL your features. FOCUS on the important ones!
Get him to commit: to do at least 1 action
THE HOOK MODEL Because the user will invest (for instance comment on a photo on Pinterest), he will
come back (to see answers, etc…)Read: Nir Eyal’s Hooked
THINK ABOUT THE FLOW! Take a white board and list every step
through which a user goesCheck useronboard.com
THE TWITTER EXAMPLE What are the metrics that separate active
users from inactive ones?For Twitter it was: follow 30 accounts
So they built their onboarding around that!
(Check @SeanEllis’ presentation: http://unbounce.com/cta-conf/Sean_Ellis_CTAConf2014.pdf)
IT’S ALL ABOUT CULTURE If you’re a community-driven business, onboarding is where you give the right
culture to your users!(For instance: AirBnB)
TRACKING IS VITAL Tracking will help you identify:(a) Gaps in your onboarding
(b) Red flag metrics(c) Qualitative data on users
GAPS IN THE FUNNEL See where the conversion rate is low and
experiment to make it betterHave a “macro” funnel you monitor continuously
+ sub-funnels you can check when you need
RED FLAGS METRICS Are there early signs that user will not be active in the future?Can you detect when a user is about to churn?For instance: staying less than 5 minute on the onboarding can be a red flag
QUALITATIVE DATA With tools like hotjar.com, you can get heat maps and screen recordings helping you understand how users
behave on your website / app.
DRIP CAMPAIGNS Email is your friend! Measure the behaviour of your users and send
emails accordingly ;-)For instance, if they don’t complete the signup and/or onboarding, send
them emails to reactivate them!Tools: mixpanel.com, intercom.io,
getdrip.com…
CHECKLIST Start with a general funnel
Zoom-in where you have low conversion rates
Run qualitative analysesRemember: a good onboarding
is key to a good retention!
LET’S TALK!
SEE YOU SOON! LOVE. THEFAMILY.CO