Table of Contents
- Timestamps
- 02:58 Tactic #1: Lay Out The Critical Pathway
- 09:00 Tactic #2: Enhance The Critical Pathway (WIIFM)
- 12:06 Set Expectations On Two Levels
- 15:28 Against Activating Using An "Aha Moment"
- 21:56 Tactic #3: Progress-Oriented Lifecycle Emails
- 26:16 Tactic #4: User Timeline-Informed Invitations
- References
- WIIFM
- Mapping Out The Critical Pathway
- Lifecycle emails
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If you're looking for impactful Self-Serve tactics that you can put to work immediately, here are a few no-brainers.
Timestamps
02:58 Tactic #1: Lay Out The Critical Pathway
09:00 Tactic #2: Enhance The Critical Pathway (WIIFM)
12:06 Set Expectations On Two Levels
15:28 Against Activating Using An "Aha Moment"
21:56 Tactic #3: Progress-Oriented Lifecycle Emails
26:16 Tactic #4: User Timeline-Informed Invitations
References
WIIFM
Here's an example of Waze tying a key step in their onboarding flow back to user value ("The Cathedral"). WIIFM in action.
Check out the full teardown here: https://www.useronboard.com/how-waze-onboards-new-users/
Mapping Out The Critical Pathway
Instead of creating a model (like a User Journey Map) of what users have to experience between Sign Up and Becoming A Customer, we recommend laying out the screens and looking at drop-off rates from one screen to the next.
Here's an example of what that might look like:
Check out how many screen branch away from the main path, and how many of those secondary paths lead users to a dead end (rather than back to the main flow).
Lifecycle emails
Samuel wrote a post on Lifecycle Emails that's rich with insights on how to get them right: https://medium.com/help-scout/why-lifecycle-emails-are-magic-pixie-dust-for-user-onboarding-472614bc0d53
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