acquire new users with better activation
DESCRIPTION
Growth hacking techniques startups are using to onboard and activate new users. Learn more at learn.growhack.comTRANSCRIPT
Growth Hacking acquire new users withbetter activation
What’s one of the biggest bottleneck’s startups face?
OH: The internet is so complicated #OMG”“
Remember first signing up for Twitter?
We dug in and tried to learn what the “aha” moment was for a new user and then rebuilt our entire new user experience to engineer that more quickly.
Josh Elman, Partner at GreyLock and Early Product Lead at Twitter
“
”
While Josh was there, Twitter’s active user base grew 10X
It’s now one of the most influential products today..
Activation, isn’t just for social products.
Uber, Square and DropBox work hard to educate their first time user.
So what exactly is activation?
I’m Conrad Wadowski, a Partner at GrowHack which works with venture backed companies.
I also run an online school which brings together leading practitioners and resources to teach your team user growth.
Some background..
Activation is the process of getting a new user
to a must have experience.
Activation is the process of getting a new user
it’s a set of best practices to get them active.
it’s a set of best practices to get them active.
..and it’s that really common bottleneck.
Activation is similar to “onboarding” although onboarding suggests a process.
The best activation won’t involve too much process.
Instead it mixes selling, educating and using your product.
..without much friction.
When you get it right, what happens is the boundary between trying out a product and using it disappears.Ben Chow, Product Designer
“
”
Good activation also helps protect current users from things like fake accounts and spam.
Why does it work?
Gets new users to understand your product’s value now, instead of later.
Isolates variables to help you understand what motivates or prevents someone from becoming active.
In an ideal world you already know which user to focus on, which is hard.
So how can we learn to do it well?
We actually have the tool chest available to us at all times..
The best way to learn is from other products.
So we went through and documented the best in the industry..over 70 activation flows from homepage to the “must-have”
Here are some tactics pulled out from the best..
Word of CautionMileage will vary by audience, product, stage and resources.
Your most powerful lever, will likely be
motivation.
The right motivation leads us to do crazy things.
Focus on testing these ideas out and actually talking to your end users.
But this will be a happy place to start.
you ready?
Front load your user experience
Minimalism
Simple, clear value proposition
A subheading for more detail
Visuals
Social Sign in, with an option for email
Quora
Say you won’t post on their wall
Embedded form on homepage
Prefilled forms
42%
completiontime
Inline form validation
Pop up navigation, but just because it’s easy to create.
Stick to simple, clear language
Relevant Faces (if not distracting)
Celeb
Customer
Friend
Smiling
Attractive
Female
William Shatner
..Or just an interesting waiting screen
At least tell them to expect a wait
Import contact address books, early on.
You’ll reach a lot more people that way, so test it out.
Step 1
Step 2
Step 3
Step 4
100%
20%
5%
1%
Homepage
Import
Select Category
Rate Books
UsersStep
..the main ones are gmail, yahoo, hotmail
Import phone contacts
Step 2Step 1
“skip this step”
Pre-populate with APIs
Link to confirm email
Use a progress bar
LinkedIn Groupon
Big, clear calls to action
And again scrolling down...
Large, relevant images
(They’re easier to design too)
Say “it’s free”
Consistent calls to action
768 - 800 Pixels
Consistent calls to action, above the fold
Social Proof: Quantity
Social Proof: People
Social Proof: Shares
Social Proof: Press
Social Proof: Customers
Arrow pointing to your call to action
Include nav links in the footer
No footer below the fold for direct URL
Nothing here
30%conversion
Localization
English Spanish
Tailored landing pages
AmazonWillCall
Call-to-action button in the same spot
Call-to-action button in the same spot
Call-to-action button in the same spot
CEO Email
Relevant Email
How about some worst practices?
Auto-carousels
See: shouldiuseacarousel.com
They introduce too many variables so you can’t figure
out what’s working.
IF they can get to it in time, people just click the first
image anyway..
“Carousels are effective at being able to tell
people in Marketing/Senior Management
that their latest idea is on the Home Page.”
-Lee Duddell
Unnecessary form fields. Do you really need all this?
To many, conflicting, calls to action
Horizontal navigation
As soon as we get on a computer, we all start acting like we have a
major case of A.D.D.
Each additional link takes focus away from your most
important call to action.
At a certain point this makes your site pretty much unusable.
Just think deep when you’d like to “cross-sell”
a feature or product.
If you really need to add a link, why not include it in the footer?
And split each into its own page.
When you use weak calls to action..
..like “Submit” you lose an opportunity to teach users
what happens when they click.
?
Who really wants to “submit” anything anyway?
Do as Unbounce.com says and..
Side note..anyone wanna do
a flower startup? :)
Too Strong on Design
Take 3 seconds to figure out what this page is about. ..
While it’s beautifully designed, there just isn’t much being
accomplished here.
Spending too much time on form over function can
cripple your iteration speed.
Explainer video for new product categories
Helps define the problem to a user
DropBox new users didn’t realize they had a problem.
Consider longer form copy for this or for high priced products where it’s difficult to immediately get trust
Let’s talk mobile for a bit
Asking for permission
This is what happens if someone says no
Preface permissions
Poker Friends
Preface permissions
If someone doesn’t FB Connect
Poker Friends
Make what you want someone to do really obvious
SnapChat
Initial Screen and Description
Tinder
Pre Onboarding
Tinder
Learn by doing
Tinder
Focused feature set
Tinder
Tuck away advanced features
SnapChat
click here to learn more about our online school
Thanks!
or find me @conradwa