From Signed up to Satisfied - Des Traynor, Co-founder of Intercom
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The document emphasizes the importance of effective onboarding in converting users to satisfied customers and achieving long-term success. It highlights the need to adapt onboarding strategies based on user goals, product changes, and to avoid minor optimizations that detract from major redesigns. Additionally, it outlines key principles for creating a successful onboarding experience that aligns with the evolving definition of success for users.
From Signed up to Satisfied - Des Traynor, Co-founder of Intercom
- 1. From signed up to satisfied @destraynor, @intercom
- 8. Sign up now Sign up now
- 9. Sign up now Sign up now
- 10. Sign up now Sign up now
- 13. ✔ Top of funnel ✔ Landing page design
- 21. There are dozens of ways to get your first 10,100,1000 users
- 24. The next funnel
- 26. 1,000,000 sign-ups after 4 days or 1,000,000 active users after 16 months
- 27. How do we get from signed up, to success?
- 28. 🚀
- 32. Content / SEO Advertisi ng Virality Word of Mouth Media/P R Homepage Signs up Onboarding Happy Customer
- 33. Content / SEO Advertisi ng Virality Word of Mouth Media/P R Homepage Signs up Onboarding Happy Customer
- 34. Content / SEO Advertisi ng Virality Word of Mouth Media/P R Homepage Signs up Onboarding Happy Customer Former customer Happy Customer Of Another Product 💩
- 35. You have to work very hard to stop it all going to
- 36. Onboarding is the new “conversion”
- 37. What makes a successful onboarding?
- 40. WHAT IS CUSTOMER Onboarding? Trying it out Buying and paying for it Getting set up for success Buying more over time Learning about changes
- 43. Every time you change your product your definition of success should change too
- 44. “Signing up for your app is the one thing every user is guaranteed to do”
- 45. Most product owners sign up for their product once.
- 46. mysql> CREATE USER 'monty'@'localhost' IDENTIFIED BY 'some_pass'; mysql> GRANT ALL PRIVILEGES ON *.* TO 'monty'@'localhost' -> WITH GRANT OPTION; mysql> CREATE USER 'monty'@'%' IDENTIFIED BY 'some_pass'; mysql> GRANT ALL PRIVILEGES ON *.* TO 'monty'@'%' -> WITH GRANT OPTION; mysql> CREATE USER 'admin'@'localhost' IDENTIFIED BY 'admin_pass'; mysql> GRANT RELOAD,PROCESS ON *.* TO 'admin'@'localhost'; mysql> CREATE USER 'dummy'@'localhost'; And when they signed up, it probably looked like this
- 47. 1. Product tour is out of date 2. Help docs are out of date 3. Welcome email is out of date 4. Product video is out of date What most people get wrong
- 48. 💡 Neglected onboarding is net negative over time
- 49. Statement / Section Title
- 50. Statement / Section Title Real dogfooding means opening a new tin every day. Never stop signing up for your product
- 51. The current generation of billion dollar businesses have obsessed over onboarding
- 54. You can’t onboard everyone
- 55. Capability
- 56. Capability Need it. Want it. Can’t make progress
- 57. Capability Want it. Can make progress Don’t need it
- 58. Capability Need it Can make progress Don’t want it.
- 59. The first wave of onboarding focussed mostly on pointing out UI
- 60. The second wave of onboarding followed Gamification principles
- 61. Modern onboarding requires you to understand your user’s definition of success, and break down barriers to get them there.
- 62. “Top Tips” & tweaks won’t get you there…
- 65. Don't get sucked into black hole of tiny optimizations. Know when to reset.
- 70. <script> window.intercomSettings = { app_id: "c3lidf39", name: "Nikola Tesla", // Full name email: "nikola@example.com", // Email address created_at: 1312182000 // Signup date }; </script>
- 71. <script> window.intercomSettings = { app_id: "c3lidf39", name: <%= user.name %>, email: <%= user.email %>, created_at: <%= user.signup_date.to_i %> }; </script>
- 72. HOW TO HELP AS MANY CUSTOMERS AS POSSIBLE TO Install the JavaScript correctly
- 73. 2011
- 74. 2012
- 75. 2013
- 76. 2014
- 79. The product had changed, so the onboarding should change
- 80. HOW TO HELP AS MANY CUSTOMERS AS POSSIBLE TO Install the JavaScript correctly
- 81. HOW TO HELP AS MANY CUSTOMERS AS POSSIBLE TO Get their users into Intercom
- 83. 0% 10% 20% 30% 40% 50% May June July August September October November Email address to new app conversion rate CSV signup launch ~30% ~45%
- 84. May June July August September October November New apps by signup type Imports JS installs
- 85. Capability Need it. Want it. Can’t make progress
- 86. Capability Need it. Want it. Can make progress
- 87. Relentless focus on high impact work
- 90. 1. Billion dollar businesses are now built on great onboarding 2. Great onboarding is built on a great understanding of your customer’s goals 3. Your onboarding must improve as your product improves 4. No snacking.
- 91. Thank you @destraynor, @intercom Slides? des-slides@intercom.io
Editor's Notes
- #3: So, since moving into marketing at Intercom, I’ve naturally been thinking a lot about traction, about growth, and about the funnel itself. Intercom wasn’t our first business, it was our 3rd or 4th, and within Intercom we’ve launched multiple products, so I’ve experienced how getting traction has changed.
- #4: In 2007-2010, when we launched our first few businesses, top of funnel was literally the hardest challenge we faced. How on earth can we “get the word out” when building non-viral B2B products.
- #5: The tools, tactics, tips, and techniques gradually uncovered themselves, and whilst top-of-funnel will never be “solved”, we know, at least, what solutions look like for certain businesses, and we know that we need to pick one that works for our skill set, budget, and market.
- #6: No sooner had we learned that there’s no magic bullet for growing traffic, other than graft, so we moved onto the next level, the website. We asked ourselves “Did this work as well as it could have?“
- #7: So we entered an era of optimisation, finding the most effective way to get people to sign up when they arrive through our funnel tactics.
- #8: In 2010 Optimizely launched, and A/B testing landing pages was their defining feature.
- #9: We learned that bright green and bright buttons work better than their muted counterparts, and other such shocks. Overall we learned that, once again, there’s no real “tricks” to designing effective landing pages.
- #12: We spent quite a lot of time searching for one of these
- #13: When in reality we just needed lots of these.
- #14: So, we knew there were no shortcuts in either top of funnel, or landing page design, but we also knew what type of hard work would do it.
- #15: In early 2014 Product Hunt launched, literally the “App Store for the Web”. It was the crack cocaine dealer we refreshed every day. And as a result distribution became so much easier
- #16: YO had a million users in a couple days
- #18: Meerkat had 2M users
- #20: Whisper hit 20M Users
- #22: There’s no one way, but there are dozens, and the best apps find theirs
- #24: In an era of hyper distribution, retention is the new key.
- #25: Given that we understand the past, today I’m going to talk about the the next funnel,.
- #26: If you want a lot of hype, hack the first funnel. If you want a billion dollar business, solve the second one.
- #27: Given that we understand the past, today I’m going to talk about the the next funnel,.
- #28: That is, what happens post sign-up and what can we do about it.
- #29: Intercom has been quite a journey, here’s our homepage traffic as one example. Sadly I guess the axis just got cut off :)
- #30: So as we learned, traffic can go to shit, and we learned to design better product marketing and landing pages to fix this
- #31: But sign-ups can go to shit too
- #32: So we use onboarding
- #33: to make happy customers.
- #34: to make happy customers.
- #35: to make happy customers.
- #36: Or it goes to shit. I
- #41: Part of the problem with onboarding is that everyone has a different definition of it
- #42: If you’re anything like us, your product team is constantly shipping changes to your product
- #43: and they’re shipping a lot. What are they shipping?
- #57: Selling to the wrong person. e.g. Me walking into a Rolls Royce garage
- #58: Me looking Oculus Rift
- #59: Me looking at a dentist appointment
- #64: There’s a bad bias toward the tweaking
- #67: Top right: New opportunities can unlock new potential
- #68: Bottom left: Get to good performance faster by redesigning
- #69: STEPHEN NEXT
- #71: The core of an Intercom installation
- #77: We had tweaked the living hell out of this idea
- #78: But in product land this was happening
- #79: Could the importer be used to help people sign up?
- #81: Shift in context: our audience
- #82: STEPHEN NEXT
- #86: Selling to the wrong person. e.g. Me walking into a Rolls Royce garage
- #87: Selling to the wrong person. e.g. Me walking into a Rolls Royce garage
- #88: I could literally fire out dozens of examples like this, not all would be as high impact, but there’s a core theme. Only work on things that have the potential to be high impact.