Throughout the last 4 lessons, we discussed how to establish your process, philosophy, and onboarding team; how to map your onboarding journey; how to brainstorm your user onboarding tests; and how to execute those tests.
Now, we’re at the end of our EMBED framework—D—so it’s time to do it again.
Today, we’ll cover measuring your user onboarding tests, how to double down on successes, sharing your results with your team, and where to go from here. As Samuel Hulick said, “Onboarding is not ‘set it and forget it’.”
Let’s dive in!
Measure each test
If you went the Appcues route, the targeting and goals you set for your test will have made it easy to analyze your results. Otherwise, you might have to do a bit more digging. Look back at your analytics tool to see if your test made a dent in the completion rates of your bottlenecked flows.
When you find that a test moves the needle—by that we mean it increases the completion rate ~10% or more—we recommend doubling down on it to try to lift it another 1-2%. Doubling down might mean testing the copy or the design to see if you can squeeze a little more juice out of it. At this point, use qualitative feedback—think FullStory or user interviews—to figure out where to make the adjustments.
When measuring your tests, make sure you’re tracking trailing Pirate Metrics—like retention and revenue—too. Truly good onboarding changes will affect those as well.
Making sharing with your team a habit
It is so important that you socialize your process, progress, and learnings with your team.
Sharing your success with your team will do a few things. First, it excites your teammates (and executive team) about onboarding. It also is a great way to create teamwide empathy with your users and remind your team that they work they do have real significance in people’s lives. Last but certainly not least, sharing your successes and the actualized business value of onboarding will ensure that you’ll be able to continue to dedicate company resources to the project.
How you socialize your process is entirely up to you, but here are a few things to try:
A dedicated Slack channel
A slide deck in a shared folder
An ongoing lunch and learn program
Monthly or quarterly meeting
Teamwide FYI emails
Onboarding never ends
Samuel Hulick said, “If you think of onboarding not as pointing out the weak parts in your interface, but instead as the holistic approach to delivering more value to more signups, then it becomes extremely clear that your onboarding experience must keep pace with the evolution of your product and the evolution of the market it serves.”
We couldn’t have said it better ourselves.
In this way, user onboarding actually happens at lots of different points throughout the user’s lifecycle/journey. After users get the initial aha from your product, you have to continue providing and revealing value to keep them engaged.
To do so, apply the same EMBED process to later steps in the user journey. Here are some common places to consider when looking for where to improve next:
Different entry points to your product will require different onboarding. Ask yourself: What have folks seen already in their user journey? What do they still need to know?
Different user types will also require different and personalized onboarding. We find that successful teams think in terms of jobs to be done (JTBD) rather than personas.
Invited users should be treated differently than someone who found your product organically. They’ll need additional education on why they are being invited and why they should use your product.
New UI changes for existing users should be communicated in a thoughtful manner. Some of your most engaged users will be the most resistant to change.
Lesson 5 wrap-up
Congratulations! You’ve made it through the EMBED framework for user onboarding.
As you might have realized, EMBED doesn’t just stand for Establish, Map, Brainstorm, Execute, and Do it again. It also stands for where user onboarding should fit into your product and team.
The most successful teams embed onboarding into the very fabric of their product design and development process. It’s not a separate action the team does once or a simply a box to check off—it’s a process vital to the success of your product, and ultimately, your business.
But even more than that, when user onboarding is done right, users get to the ‘aha moment’ of your product quicker and are happy—even delighted—to use it. They become embedded with your product—the power users you wanted them to be.
Invite your teammates to the Academy!