June 22 & 23, 2016 at http://tractionconf.io.

1. From signed up to satisfied
@destraynor, @intercom

4. Ads
SEO
SEM
SocialWOM

8. Sign up now Sign up now

9. Sign up now
Sign up now

10. Sign up now Sign up now

13. ✔ Top of funnel
✔ Landing page design

21. There are dozens of ways to get
your first 10,100,1000 users

24. The next funnel

26. 1,000,000 sign-ups after 4 days
or
1,000,000 active users after 16 months

27. How do we get from signed up, to success?

28. 🚀

29. Content /
SEO
Advertising
Virality
Word of
Mouth
Media/PR
Homepage
💩

30. Content /
SEO
Advertising
Virality
Word of
Mouth
Media/PR
Homepage
💩Signs up

31. Content /
SEO
Advertising
Virality
Word of
Mouth
Media/PR
Homepage
💩Signs up Onboarding

32. Content /
SEO
Advertising
Virality
Word of
Mouth
Media/PR
Homepage Signs up Onboarding
Happy
Customer

33. Content /
SEO
Advertising
Virality
Word of
Mouth
Media/PR
Homepage Signs up Onboarding
Happy
Customer

34. Content /
SEO
Advertising
Virality
Word of
Mouth
Media/PR
Homepage Signs up Onboarding
Happy
Customer
Former
customer
Happy Customer
Of Another Product
💩

35. 💩
You have to work very hard to stop it all going to

36. Onboarding is the new “conversion”

37. What makes a successful
onboarding?

40. WHAT IS CUSTOMER
Onboarding?
Trying it out
Buying and paying for it
Getting set up for success
Buying more over time
Learning about changes

43. Every time you change your
product your definition of
success should change too

44. “Signing up for your app is the one
thing every user is guaranteed to do”

45. Most product owners sign up
for their product once.

46. mysql> CREATE USER 'monty'@'localhost' IDENTIFIED BY 'some_pass';
mysql> GRANT ALL PRIVILEGES ON *.* TO 'monty'@'localhost'
-> WITH GRANT OPTION;
mysql> CREATE USER 'monty'@'%' IDENTIFIED BY 'some_pass';
mysql> GRANT ALL PRIVILEGES ON *.* TO 'monty'@'%'
-> WITH GRANT OPTION;
mysql> CREATE USER 'admin'@'localhost' IDENTIFIED BY 'admin_pass';
mysql> GRANT RELOAD,PROCESS ON *.* TO 'admin'@'localhost';
mysql> CREATE USER 'dummy'@'localhost';
And when they signed up, it probably looked like this

47. 1. Product tour is out of date
2. Help docs are out of date
3. Welcome email is out of date
4. Product video is out of date
What most people get wrong

48. 💡
Neglected onboarding is net negative
over time

49. Statement / Section Title

50. Statement / Section Title
Real dogfooding means
opening a new tin every day.
Never stop signing up for your
product

51. The current generation of billion
dollar businesses have obsessed
over onboarding

54. You can’t onboard everyone

55. Need
Desire
Capability

56. Need
Desire
Capability
Need it.
Want it.
Can’t make progress

57. Need
Desire
Capability
Want it.
Can make progress
Don’t need it

58. Need
Desire
Capability
Need it
Can make progress
Don’t want it.

59. The first wave of onboarding focussed mostly on pointing out UI

60. The second wave of onboarding followed Gamification principles

61. Modern onboarding requires you to
understand your user’s definition of success,
and break down barriers to get them there.

62. “Top Tips” & tweaks won’t get you there…

63. Optimizing
vs.
Redesigning

65. Don't get sucked into black hole of tiny
optimizations. Know when to reset.

66. Optimize ?
Redesign?
Change in
product
LotsLittle
Performance
Good
Bad

67. Optimize Redesign
Redesign?
Change in
product
LotsLittle
Performance
Good
Bad

68. Optimize Redesign
RedesignRedesign
Change in
product
LotsLittle
Performance
Good
Bad

69. An Intercom example

70. <script>
window.intercomSettings = {
app_id: "c3lidf39",
name: "Nikola Tesla", // Full name
email: "nikola@example.com", // Email address
created_at: 1312182000 // Signup date
};
</script>

71. <script>
window.intercomSettings = {
app_id: "c3lidf39",
name: <%= user.name %>,
email: <%= user.email %>,
created_at: <%= user.signup_date.to_i %>
};
</script>

72. HOW TO HELP AS MANY CUSTOMERS AS POSSIBLE TO
Install the JavaScript correctly

73. 2011

74. 2012

75. 2013

76. 2014

79. The product had changed, so
the onboarding should change

80. HOW TO HELP AS MANY CUSTOMERS AS POSSIBLE TO
Install the JavaScript correctly

81. HOW TO HELP AS MANY CUSTOMERS AS POSSIBLE TO
Get their users into Intercom

83. Email address to new app conversion rate
0%
10%
20%
30%
40%
50%
May June July August September October November
CSV signup
launch
~30%
~45%

84. New apps by signup type
May June July August September October November
JS installs
Imports

85. Need
Desire
Capability
Need it.
Want it.
Can’t make progress

86. Need
Desire
Capability
Need it.
Want it.
Can make progress

87. Relentless focus on high impact work

90. 1. Billion dollar businesses are now built on
great onboarding
2. Great onboarding is built on a great
understanding of your customer’s goals
3. Your onboarding must improve as your
product improves
4. No snacking.

91. Thank you
@destraynor, @intercom
Slides? des-slides@intercom.io