10 a/b tests to onboard more users
TRANSCRIPT
10 A/B Tests You Can Run to Onboard More Users
About Me: Peter Tanham
Co-founder & CEO of SparkPage
MD Amp Communications
Product Marketing @ Vodafone
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This Talk
User messaging - focus on email for mobile companies
Techniques & Best Practices
Case studies
How to do it
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1. Get Focused AKA The Perfect Welcome
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Welcome Emails - One CTA
TqbslQbhfOptimizely - 13.3% more clicks
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2. Get Amped AKA The Power of Motivation
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Motivation
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“Onboard the user, not the product”
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3: Preventative Maintenance AKA How to Remove Barriers
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Removing Barriers
1. Find friction points - qualitatively or quantitatively
2. Pre-emptively address them
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Quant - Look at Analytics
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Qual - Ask Questions
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Removing Barriers
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4. The Waltz AKA How to Perfect Timing
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Testing Timing
The typical gmail user gets ~5 emails per day
“At the end, we had 18 or 20 writers going at this stuff for as many hours a day as they could stay awake. The data didn’t show any negative consequences to sending more.” - Toby Fallsgraff, Obama for America
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Testing Timing
7 emails over
7 Days
7 emails over
7 weeksvs
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5. Surprise! AKA The Art of Unexpected Value
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Before
After
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6. Hurry! The Urgent Ask
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Urgency added an additional day’s worth of revenue each month.
Testing Timing
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7. One Question AKA Get More Personal
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Split The Audience in Two
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Split The Audience in Two
TqbslQbhfPaper Style - + 224% Open Rate
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8. Tell Me Why? AKA Annie Lennox Gets Insight
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How Groove asks for feedback
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“This email gets a 41% response rate and has given
us more business insight than any email we’ve ever sent.”
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9. Endowed Progress AKA You’re In Too Deep Now
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10. It Ain’t Over Onboarding Winback
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Onboarding Winback
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Onboarding Winback
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Onboarding Winback
Groove’s 90 Day Email Had 2% Conversion Rate
Get Insight
Make Hypothesis
Test
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Your Next Steps
