Make Customer Onboarding longer not shorter

Credit: N/A

I have been thinking ….that there are 2 additional approaches to consider when designing Customer Onboarding, which most companies neglect. You should have more not fewer steps in your onboarding-flow & you have one major chance of utilizing your newly acquired user’s attention. Make sure you use it wisely.

You should have more not fewer steps in your customer onboarding-flow

The first point is that we have unquestionably develop a short attention span. That doesn’t mean, however, that your onboarding has to necessarily be as short and few steps as possible. Especially not if that means sacrificing to explain certain vital features or the entire value proposition of your product in detail. What this means is that we are craving more interaction and change. In the context of onboarding this means that the worst one could do is to only have 1–2 onboarding screens or steps which however are extremely dense in information and will take considerable time to comprehend. Instead it might be more favorable to design onboarding as increasing more interactive and multi step flow. Less information per screen/step and instead more steps/screens. The time needed to run through the onboarding flow might be the same as before. However, instead of having only two steps very dense in information you instead break it up into 4 or 6 steps. (if you are afraid that to many different screens on an app or pages on a website might be overwhelming in your case, try to integrate on page/screen interactions as an alternative)

You have one major chance. Make sure you use it wisely.

Josh Elman who was the early product lead at twitter said at the “Habbit Summit” that most companies try to rush their newly acquired users through the onboarding process out of fear of losing their attention or interest during the process and thereby loosing too many leads. Same was in fact the case for twitter early on. Twitter had around 2 onboarding screens from there the new user was quickly led onto the main product page. What the team at twitter however realized was that that initial moment and interaction is the single moment during which you probably have the most interest and attention of your user. More than you will likely ever be able to get from them ever in the future. Given that, you should take as much time as needed to truly get your new user to a stage where they truly understand your platform and what he/she is able to accomplish with it.

Lets keep it short and get you back to actually working on your customer onboarding instead of reading 10x blog posts about it!

Goal of post: To provoke. Obviously longitudinal onboarding and other approaches are also amazing effective. Different things work for different companies.

Truly, Jeldrik

This is my opinion as off the 01/05/2016, remember it might already have changed the day after. Always keep learning