On-boarding New Users (Class Notes)
Understanding: It's not enough to just explain your product. You have to 'take their hands' and show them
1 grab hands and guide them
-- big arrow pointing to what they should do
-- Progress bar
2 sell your value proposition
3 get personal -- give personalized info/results as fast as possible
4 invite friends and make it make sense (give users a reason to invite)
5 help set up
6 measure performance, optimize funnel
What do you want the user to do every time they use the product? The users want the same thing!
Tell ppl what you do, how you do it, and tell the how they will use it. Think of all the reasons someone would say no and not use it, and preemptively address those
the thing we want to do is build habit. Get ppl coming back frequently. And every time they come back, show them something awesome
Videos do a great job informing but they are passive. Users need to start clicking and doing to build those habits. Not a big believer in using videos in the on-boarding flow because they take a lot of time. The user should move very quickly. Keep them moving and doing.
5-second rule: you have the users attention for 5 seconds. Give them something interesting to do/click every 5 seconds while on-boarding...each time they click, they are giving you another 5 seconds of their attention span.
Confusion, apathy, and time
If they're confused, if they're bored, if they are not getting something quick, they're gone
Most users who are trying your app want to love it. So give them something to love.
"how does this product fit in my life?" contextualize for your users. Explain how you fit, how best they can use, etc
Get contact info as soon as possible. Eg get their email before their CC. That way if you lose someone before they complete a purchase you can contact them and offer a free trial or otherwise get another shot at converting them
Email marketing: back off the frequency every time they don't click on your email, otherwise you risk them unsubscribing.