Onboarding
The purpose of an Onboarding is to offer a smooth and pleasant introduction to the product, service or feature, as well as promoting the knowledge and confidence needed to start using the product effectively.
60% of people consider a bad experience with Onboarding a serious problem.
70% of people need to watch a video tutorial to understand how the product works.
Source: Verloop.io
To do or not to do an Onboarding? That's the question...
After day zero, product retention rates tend to drop sharply. The first contact with the product or feature is decisive to stimulate engagement, increase sales or guarantee an upgrade.
A good Onboarding is essential to generate a perception of value in the user, mitigate error scenarios and speed up the journey. It's a way of helping the person to start using the product efficiently.
Why doesn't the onboarding always work?
1. Because people want to use the product or feature right away.
No one wants to waste time studying how to use something. The interruption is almost always unwanted in the experience - and it is almost always ignored and closed as soon as it shows up. Before you do it, ask yourself: is it really necessary? Is the interruption worth it?
2. Because guidance, while useful and important, is hard to remember later.
Normally, the Onboarding is displayed outside the context of use, forcing the person to memorize the information to use it later. In addition to that, it can bother anyone who is looking for a completely different task at the moment.
3. Because it distracts and bothers.
Breaking down the Onboarding experience and the format of the Onboarding are done in order to grab attention visually. The effort that the person makes to close or cut the interruption of the experience often ends up having the opposite effect (more hindering than helping).
Onboarding is often ineffective because it interrupts the user's task, overloads their mind, and is still not memorable. One-off help, tooltips, and instructions are recommended instead of Onboarding in most situations. Worth the thought!
Onboarding components
You can use the Modal component to apply the Onboarding on the product, service or feature. To know more about how to use this component, access the documentation.
Writing the Onboarding
Step 1
Imagine that the user is a beloved visitor who has arrived at your home. You are going to walk through the rooms, showing them around and highlighting the main points of each space.
You are taking this person by the hand and guiding them to the places they should visit.
Step 2
Plan the number of screens and the themes/objectives of each one. The onboarding should present the product or feature in an easy way and with little information.
Don't overload the person with too much content, just because you think it is all important.
Tip: Highlight the main and fundamental points to start using and getting to know the product.
Step 3
Write the welcome screen. This does not mean that it has to say "welcome" or "hello". Imagine how tedious it would be if every time you contacted a different onboarding person you found the same message every time?
Use your creativity and get away from the commonplace!
Title
In the title, put a direct and objective text that contextualizes why the person has that interruption.
Why does she need to stop everything to read that? What is so important to tell them?
Be brief and avoid flowery text. Don't mentally overwhelm the person who is reading.
Examples of titles:
- This is the [feature]!
- This is the [product]!
- Get to know the [new feature] of RD Station CRM
- Discover the advantages of using [feature]!
Long description or supporting text
In the descriptive text, highlight the main value of the product, feature, or service that is the subject of the onboarding.
Why is it important? How can it help the person using it? Why does the person need it? What pain does it solve?
Another way is to just summarize the product or feature with a brief explanation, highlighting its main value or solved pain.
Examples of descriptive text:
Now it just got easier to analyze your marketing campaigns. Just put the items together in [feature] and see all the data in one place.
Digital Marketing Automation and Management. Attract visitors to your site, increase your base of Leads and connect with them until you close deals.
With [functionality] you organize the sales process of the company and ensure that no step is forgotten by the sales team.
Dont forget the basics: always consider the tone of voice of the message you are writing!
- Is the onboarding displayed in a moment of joy and excitement? If so, the text then allows for a certain animation (no exaggeration, ok?!).
- Do the screens talk about configuration? Make the text more educational and with timely information.
- Could the person be worried, tense or in a hurry at the moment? Remember this and adjust the text to soften negative feelings and emotions.
Good practices
Focus on the person's goal
Understand who the customer is and what their ambitions, desires and motivations are.
- What are the perspectives of the user?
- What are the problems through this perspective?
Remove frictions
The experience should be easy to understand and perform.
- Does it help the user to achieve their goal?
- Does it help to solve a product problem?
Customize the Onboarding
Understand behaviors and needs, customizing the journey according to each profile.
- Is it exclusive to that person?
- Does the content generate identification and build confidence in those reading it?
Create few steps, but be clear
First impression remains. Minimize cognitive effort and skill level in the first few steps.
- What are the necessary steps to take the first actions on the product or feature?
- Why does the person need to do this action? Is there a purpose?
Antecipate the wow moment
Take advantage of Onboarding to create a positive feeling in the person.
- What is the first thing the product or feature can do to generate positive emotions?
- What small interaction or reward is possible at this moment to create a positive relationship?