This video was an attempt to get people acquainted with our video player even more immediately, finding a way to make the loaner video contribute to customer success even more directly. Why just entertain new users with Lenny, when we could entertain them with Chris L. and introduce them to our product at the same time?
We learned that this new video succeeded across the board: it increased conversion from free trials, decreased the frequency of basic support requests, and increased engagement with our product (as measured by the number of customers who completed a workflow).
Metrics can easily swamp your vision for your company and product, but that shouldn't scare you away from them. Establish a data-informed, not data-driven, strategy. Pick a higher-level goal — “I will use onboarding to introduce myself to my customers”—and then use metrics to measure your creative efforts to implement that strategy.
- A/B test the churn rates of customers who receive a personalized welcome video.
- If you use Wistia for video hosting, use our analytics to see how many users fully watch an onboarding video with personal anecdotes from employees about the product, versus a video focused solely on demoing the product. If many users stop watching one of your videos at a certain point, see how you can make that specific part of your video more engaging.
- A/B test the conversion rates of free-trial users who are sent a personalized video message asking how their experience with the product can be improved.
In the right context, metrics can be incredibly powerful. Just remember that your end-goal is getting users familiar with yourself and your product, not increasing one metric or another.
Make onboarding personal
Running a company in the digital age can be intimidating. Sure, you can reach huge audiences efficiently, but it's true what people say: the internet can eliminate real, human interaction. That can have direct implications for the long-run success of onboarding customers to your product.
Thankfully, just because the internet can be impersonal in this way doesn't mean it has to be. It's so easy to make videos now, and adding video content into your onboarding process can put human interaction front-and-center, while still capturing all the benefits of scale that the internet provides.
The key to success with video onboarding is using it to introduce your customer to the people who care about her success with your product. Don't be satisfied with your first attempt at a welcome or support video: get creative, iterate, and measure how well your efforts are paying off.
Before long, videos can make you an onboarding master.