You may have just finished implementing your growth strategy in order to keep your funnel loaded with new visitors. However, you notice that their conversion rates are much lower than what you had expected, or it may be the case that you want to increase the conversion ratio of visitors to customers. What is it that you need to do?
You guessed right: you need to work on your user onboarding process.
Onboarding is a term used to refer to the process of getting a new member to sign up on your website – regardless of whether it is to buy a product or service, or just to become a member, free or otherwise. You might have been successful in grabbing their attention to get them to sign up. What’s next?
There are numerous ways in which you can get customers to sign up; it usually takes time to find the correct way for your business, but regardless of which path you take: onboarding helps to answer 5 main questions that all entrepreneurs want answered:
1. How to boost customer activation?
When it comes to onboarding new SaaS users, extra effort and care is needed to put forth the service element right from the start. The SaaS field is extremely competitive, and this is another reason to streamline the process for new users to ensure that you gain an edge over your competitors.
Let’s talk about ways in which you can make the onboarding experience easy and appealing for new customers.
- Reduce the Friction Points
You have to make sure that you minimize the number of clicks that stand between your user and the first experience of your product/service. This doesn’t mean that you need to redo the user interface , but don’t forget the fact that an average user goes through a lot of sign up processes on the Internet. For such people, a lengthy sign up process will only lead to a high rate of site abandonment.
The majority of sign up steps include the following:
Main signup screen where details are entered:
- A confirmation through email
- Introduction and Tips
- Getting Started
You may want to do away with Step 2 to speed up the process and to make sure that the user stays on your website.
If the signup process itself is becoming a bottleneck, you will have to seriously consider the number of steps involved in getting users onboard. For instance, as previously mentioned, the email confirmation step can be removed to speed up the signup process.
Free Trial or Freemium is not the same as something that is Free of Charge; don’t make it appear as if it is. Honesty is important when it comes to onboarding. Even if you have the most user-friendly UI along with a fabulous SaaS application, users will still hesitate if you have a reputation of not living up to your promise.
2. How to reduce site abandonment?
Site abandonment is a major factor that needs to be considered when you are trying to onboard new users. There are several things that affect the rate of site abandonment, including site speed, landing pages, site navigation, product pages and the overall user interface.
A high rate of site abandonment will have a huge (negative) impact on your onboarding efforts. In order to reduce site abandonment, ask yourself the following questions and see which things you need to work on:
- How fast does your site load?
- How easy is it for users to navigate around your website?
- Is your signup process lengthy and confusing?
- Are you doing enough to attract the attention of users?
Answering these questions will help you to understand the problems that may be the cause of the high abandonment rates.
3. How to improve customer activation?
User activation is the key to getting more customers onto your bandwagon. The more successful you are at user onboarding, the higher the chances are of your visitors turning into paying customers. Focus on the following to increase the activation rate and get those abandonment rates down:
- Offer Superb Support– Providing support to new users is essential as they may be confused or have questions right after they sign up. A useful thing to do is to tag all those people who have signed up within the last month or so, and provide them priority support.
- Send an automated welcome email – A personalized email sent to the user right after they signup is a great way to keep them onboard. This email can ask them if they need any help or if they have any questions, thus making them feel more comfortable and cared for.
- Create an onboarding flow tutorial – Another way to improve customer activation rate is to provide a onboarding flow tutorial to first time users so that they are aware of each and every step that they are expected to take. This reduces abandonment rates.
- Send out Lifecycle emails – Lifecycle emails are a way of informing users about new features, and can have a huge impact on your website’s activation rates.
4. How to boost Conversion Rate from Trial to Paid User
Providing a free trial is a great way to improve activation rates. It enables users to try out the functionality of a product or service before they actually decide to purchase it. Many times, users sign up for a service and simply forget to use it, and the trial comes to an end.
To solve this problem, and to get the user to try out your service, you should harness the power of email marketing by following the guidelines given below:
- Send out an email immediately – As soon as the user signs up, you should send out a welcome email, as mentioned above. This will immediately increase the chances of them converting into a customer. This can be done by using marketing automation software.
- Provide clear instructions – You must ensure that you provide clear instructions on how the user can start to take advantage of the free trial.
- Include a clear call to action – the main purpose of email marketing is to activate the customer – this is why you must clearly include any calls to action
5. How to reduce churn rate?
Businesses spend a great amount of time trying to convert customers through user onboarding processes. Once they have the users onboard, they attempt to keep the customers happy. Customer churn rate is a marketing term which refers to a process employed by marketers to offer incentives or discounts to those customers that are likely to defect.
Here are some ways in which you can reduce churn rates:
- Meet customer expectations – if you fail to meet your customer’s expectations, especially after promising something, it would be difficult to keep them from going away.
- Send out a good first impression – First impressions are lasting impressions; this is true in many cases. Always make sure you provide your customers a fabulous experience right from the start.
- Continue adding value – Your products and services should evolve to keep up with the changing trends, and the needs of your customers. The improvements will make users stay with you.
User onboarding is an art that needs to be mastered. However, like everything, it takes time and effort, and you will have to learn from trial and error to see what works best in your particular case. Learn to take all the good things from the best SaaS platforms out there, and you will be able to make an irresistible package to offer to your visitors.