Blip, formerly, Take, is a Brazil-based conversational platform company that helps businesses across the globe automate their customer communications. They created BLiP, a platform that facilitates the end-to-end creation, management, and evolution of chatbots. Blip helps companies introduce their brands on leading messaging applications — including Facebook Messenger, WhatsApp, Skype, Telegram, email, and web.
Like many product-led organizations, Blip faced challenges optimizing the onboarding funnel for their chatbot builder platform, BLiP. Despite successfully attracting users to create a chatbot on BLiP, many dropped out at the "create chatbot" and "test chatbot" stages in the activation funnel. The overall new user activation rate was a modest 28.45%, indicating a need to better guide users through key steps to help them quickly realize the platform's value.
“We knew that the aha moment or activation criteria for our users was publishing and testing their chatbot. The problem for us was that the users were not creating and publishing their flows in the first session. They were exposed to a lot of features in our platform and they did not have a clear path.”
Guilherme Valadares enhanced the onboarding experience and reduced the time it took users to find value in BLiP. Using Appcues, Guilherme implemented a multi-step flow to provide personalized walkthroughs, addressing specific stages in the activation funnel.
Starting with the basics, the first step greets users and sets clear expectations from the start.
To guide users to create a chatbot, a tooltip was used to draw attention to the 'create chatbot' button. Users were then prompted to name their chatbot and add an image, ensuring they completed these crucial steps.
After users did that, they were directed to a screen with various options. However, the most critical step at this stage was to create the first conversation flow. To guide users, Guilherme added another tooltip, drawing their attention to the builder where they could accomplish this task.
The flow keeps users on track by using extra tooltips to show them where to add content, publish, and test their chatbot—reducing the chances of them dropping out.
The final step in the flow was a slideout that encouraged users to keep going and explore their chatbot further.
Within two months of publishing their Appcues flow, the dropout rate at the "publish the bot" stage dropped from 55% to less than 11%. Additionally, the dropout rate at the final “test chatbot” stage was reduced to almost 1% from 14%.
Overall, the funnel completion rate rose from 28.4% to 63.74%—a 124% increase. Wow!
That’s not all the Blip team noticed. They also realized a significant decrease in time to value. Prior to Appcues, users spent a median of 1.1 hours completing all funnel steps. After implementation, the median time to funnel completion was reduced to just 6.8 minutes—a 9.7X reduction in time to value!
“The best thing about Appcues is that we can iterate on our experiences without wasting any time. We can clearly see what our users are engaging with and that helps us create experiences that guide them to value faster.”
As user attention spans shrink, achieving rapid time to value is paramount for product-led organizations. We have to find ways to optimize the time it takes for customers to sign up for a product, have success, and immediately see value. Cheers to Blip for doing just that!