Streamline Your Workflow with Saas Conversion Funnel in Onboarding Forms

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- In the last video I shared how to use the BJ Fogg behavior model to improve user onboarding. If users are falling off during the user onboarding the BJ Fogg behavior model provides a framework to boost those numbers with three questions. First, is the new behavior as easy to do? Second, are users motivated to perform the behavior? And third, are the prompts inside and outside the product to help users perform the desired behavior to complete the user onboarding? I want to give to you in this video, five practical examples of how you can apply this to get more users to become lifelong users. By the way, my name is Ramli John, Managing Director at ProductLed, and the content that you're about to watch is from a new book that Wes Bush and I wrote called Product-Led Onboarding. If you want to know more about this book and download the first chapter for free you can go to onboardingbook.com. Don't forget to follow me on Twitter as well @ramlijohn or LinkedIn, to get more tips about onboarding and product line marketing. Let's jump in! First is to speak to your user's desires. Often onboarding teams approach the content of cyber screens and onboarding elements like tool tips and prouduct tours as low priority. And it shows. Even if it's well-written it's usually focused on product features rather than communicating the value of those features. And this is a huge mistake. The ultimate motivation really is to show users how the product can help improve their lives. Every word in that entire user onboarding experience is an opportunity to speak to users needs and desires. You need to use content to amplify the solution to their current pain points, calm their anxieties and remind them that they can overcome their existing habits. For example, the third step in the signup process with Wave reminds new users of the value of their invoicing software. Copyrights here, send professional invoices designed to get you paid three times faster with over 24 billion in invoices sent each year. A Wave team knows that new users are still skeptical. So use social proof to convince them that Wave is the right tool for them. After all, who doesn't want to get paid three times faster? So, for your onboarding, does the content speak to the user's desires and needs or do they also address the concerns, anxieties and objections in your copy? Second is show them progress. Like a workout partner pushing you to complete one more rep. You need to encourage more users to complete the signup, setup and onboarding process by showing them their progress. Use progress indicators to inform users of their status of completion. For example, percentage of steps that are left to complete. Chances are you've seen this in action before. Canva uses an indicator in the product tour to indicate where a user is in their four step product tour. It then uses a progress bar to show how to improve your profile strength. Now progress indicators appear mostly in the side of flows like in this three-step signup process from Full Story. Now, what do you want to do with this is place them wherever it is appropriate and what GrowthHacker adds it as an onboarding checklist during the account setup. Now progress indicators work so well because humans are wired to set goals. And we feel inherently good when we accomplish them. It does help that when you finish a complex task your brain releases massive quantities of endorphins and you just get happy. There's also an internal tension that occurs when a checklist or progress bar appears incomplete. This is called the Zeigarnik Effect. When people feel the need to finish and complete a task. This is a massive win for user onboarding. Simply framing to do items or assign a process as incomplete can be a huge win. We tell users how far along they are in completing a set of tasks with progress indicators during the signup, account setup and user onboarding of your product. Third is welcome new users. Usually we're more likely to say yes to requests from people we like and are attracted to, whether they're our closest friends or strangers. What exactly causes attraction? (indistinct) social science tells us that there are three important factors. We like people who are similar to us, who pay us compliments and people who cooperate with us to obtain mutual goals. And one way to harness this powerful principle in the user onboarding is to welcome new users. Many believe that this introduction is a massive waste of time. But if you create a common bond, build a connection, relate to a shared mission, it can be an enormous boost of motivation for new users. It doesn't need to be anything fancy at all. We had a short video from Three Founders. User lists creates a bond with users thanks to the personal message. Now, many products ignore this critical step. But imagine walking into a dinner party without the host greeting you at all and giving you a tour. Most likely you feel snubbed and hurt. And welcome messages also set the tone. They give customers a sense of how they'll be treated during their relationship with the product. Now, personal videos are really great at humanizing the experience while implying someone is personally involved in the user's success. Number four is provide visual cues to guide users to the next step in the onboarding. At times, new users need a small clue on what to do next, like cues or context changes can encourage users to make a certain decision. Now, this can be as simple as an image that points user to the next step. Basecamp adds some fun to their onboarding by using a cartoon character to point out where users complete the sign up form. Visual cues can be product bumpers that guide new users to achieve their desired outcome. Here's what several product bumpers could look like in your product or other products that you've seen. First our product tours. They help orient new users and help them find a fastest path to their first moment of value. Tours often walk users through a critical workflow or point a few key steps that you just might otherwise miss. Tool Tips is the second one. They isolate elements such as form fields or buttons to guide a user through the account setup. Once a user completes a step, they are referred to the next one. Third is hotspots. They're often used to give a bit of contextual help to encourage your users to activate certain product elements or features. They can have a unique pulsing animation to catch a user's eye. Hotspots are a nice alternative to tool tips because they're less invasive to users. They don't open automatically and can be easily ignored. These three things are just a few examples of product bumpers. Others include checklists, product indicators and welcome messages that I talked about above. When using product bumpers, tours are usually a better bet than unending blasts of tool tips to help users achieve the desired outcome through action instead of memorization. Canva does a good job of this by guiding users through four step to download their first design. Now, I have to warn you, be careful using product bumpers as a band-aid for bad user experience. One of my biggest pet peeves of all time with product tours is that it's often used to point out all the bells and whistles of an app. They tell you what the button or feature does. Click here to do X, and not explain why they are important to helping users achieve their desired outcome. When they're added on as an afterthought, product tours can do more damage by disrupting the momentum for users rather than getting them excited to use a product. Regrettably, they have become deeply associated with user onboarding to the point that many companies believe that the way to improve onboarding is to just add a product tour. This is flat out wrong. Ironically, it's often a sign that someone just slapped on onboarding experience without much talk or strategy. Number five is, show a helpful empty state. When users are just starting out, they'll often see pages within a product without any activity, history or data because it's their first time interacting with it. These moments are called empty states. Empty States are often overlooked as a helpful way to guide users to achieving their desired outcome. This happens because interfaces are typically designed with data already in place. So, the layout looks clean and organized. So when you used to sign up for the first time it can be heartbreaking to see a bunch of zeros and placeholder images on the main page, which is what you see when you sign up in the beginning for MailChimp. They've since changed this. Instead, you want to paint a picture of what it will look like once a user is actively using a product. Emphasize the value of taking action. Go beyond showing users the benefit of your app. Direct them to the desired action as well. Take a look at Dropbox Paper's empty state. It describes how it can help you brainstorm, review design, manage task, or run meetings. There's a clear primary call to action to direct users to begin using Dropbox Paper. A word of warning here, though, avoid using dummy data to generate d activity and statistics into empty areas. (indistinct) attempting to cover empty states with data to bring the dashboard to life. It presents an entirely new problem of over warming users. You're opening up the door to questions such as, am I supposed to do something here, or do I just look at this? Where did this data come from? Where do I put in my data? How do I know it's my stuff that I'm looking at? There are times when dummy data can work. When it actively instructs instead of merely being seen. Basecamp does an excellent job of doing this, to explain how the product works. Each piece actively guides you through using the product. And in summary, the five tips to improve your user onboarding experience: Using the BJ Fogg behavior model is, first speak to your user's desire. That really does help motivate users. Second, show them progress. This makes it easy for people to know what's gonna come up next. Third is welcome new users. That really does build a bond and builds once again, that motivation. Four, provide visual cues. Lost users are users that will run away. (laughs) And fifth, show a helpful empty state. Once again, if it looks sad and boring and heartbreaking, people will walk away. Make sure it's empty and it's guiding them to the next step. Now, if you found this valuable, kindly share it with your colleague. Don't forget to also subscribe so you don't miss out on new videos to help you grow your business faster with Product-Led. Once again, the content from this video it's an excerpt from an upcoming book that I've written with Wes Bush called Product-Led Onboarding. You can download the first chapter for free and join the wait list now at onboardingbook.com. Well, that's all for this video. This is Ramli John, Managing Director at Product-Led. Happy growing and see you in the next video. Bye.