Most businesses work on execution of marketing strategies that often don’t result in as high conversions as expected. The biggest reason behind this isn’t a faulty strategy, but the lack of an onboarding process.
User onboarding has become a must in today’s digital world, that is constantly getting updated technologically; the simple reason being, it isn’t everyone’s cup of tea to understand how a certain thing works.
Onboarding typically refers to the process of getting a new customer to sign up on your platform to either buy a product/ service or become a member.
There are several ways to welcome new customers, and it might take some time for your business to recognize one that works the best for you. However, there are a few basic practices that you must follow irrespective of what your strategy is.
Ensure that you make the signing up process on your website extremely easy to follow right from the start. Keep the information you need from the customer to the basics and cut out the miscellaneous – strip down the form to the bare minimum. This makes the process easy for your customer, who might be otherwise running short of time and patience filling in details that are not even relevant.
No matter what your business sells, chances are there is already a lot of competition you got in the market. So how do you stand out? You pick out your USP and use it on your landing page with a catchy tagline that nudges the reader to click on that CTA you included right away!
Looking for inspiration? Here are 15 great landing page design examples you need to see.
Need to test your existing/ new landing page without getting into too much IT? Try Unbounce.
No one likes wasting their time, especially on work days; then why consume a considerable chunk of your customer’s time on various registration/ signup processes? Include social log-ins on your site – at least for the most popular ones like Facebook, Twitter, and LinkedIn; and for those who wouldn’t want to use this option, you can always add an email signup for them.
What is the point of driving in more customers when you don’t have a welcoming process in place? Sure you send them a thank you email, but make onboarding an integral part of their welcoming too. You don’t want them to sign up and waste hours figuring out what to do, ending up picking something simpler to understand over your products/ services.
For starts, create a thank you email if you don’t have one in place and a quick interactive how-to guide using tools like Whatfix that lets them use your products/ services simultaneously. Make sure you have included the link to this at the end of your email, or it gets played automatically post signup on your website.
If you don’t have a retention plan in place, be sure of losing out on a major section of your customers to your competitors. And if you do have one, such as rewards/ loyalty programs, membership, etc, make sure you mention it to your customers every now and then with lucrative offers that are bound to keep them happily engaged with your business.
As desperate as it may sound, word of mouth is by far the best way of promoting businesses amongst your targeted audience. Include the ability to refer friends in your onboarding process, that lets your customers bring in more people from their circles who they might think your product/ service could be useful too. Referrals are also a great way to fill up your growth funnel, without having to spend hours looking for your audience on various platforms and pitching them your services.
Looking for an example? Head over to your favorite social platform, Facebook, right away!
You might have the simplest onboarding process ready to go live, but what if it isn’t all that easy from your customer’s point of view? Before going live, invest some time and money into streamlining the whole process and testing it on those who aren’t already aware of how things work on your website.
There are two ways of doing this – ask your friends and family to go through the entire process and send in their feedback, or hire testers who could do the same for you.
The bottom line is – if your welcome process doesn’t make your customer feel comfortable working around your products/ services, you’re probably going to lose them in less than a week.
“It takes months to find a customer, and only seconds to lose one.”
Is there a hard and fast onboarding rule that has worked well for your business, and you don’t mind sharing? Feel free to add to these practices by dropping a comment in the box below!