Most SaaS products use automated onboarding tools like product tours and in-app pop-ups to welcome new users and showcase basic functionality and product features. Although those tools are built to scale, they also create user fatigue and, in many cases, will be ignored while users try to figure out things on their own. That's precisely when a human touch is needed. This scenario sets the stage for your customer success people to introduce themselves. Rather than doing so outside of the product, why not do it inside?
Customer journeys begin with a great onboarding experience. Users are introduced to the product, familiarized with the interface, and guided toward achieving their first goal. The onboarding process is one of the most overlooked parts of SaaS. Most SaaS products fail to create a delightful onboarding experience, resulting in low retention rates and high costs due to low sales volume.
There are many ways to onboard new users. A product tour is a common approach, which works well when you have an existing product with a UI (or UI prototype) to showcase all the relevant features. In a B2B scenario, a product tour can be a simple walkthrough of the product and its main features. Sometimes it can be a more in-depth presentation that looks like a product video but is actually in the product itself. Tours can be introduced at different stages of the onboarding process. The tour can begin when the user logs in or be triggered when the user reaches a specific page.
Product tours and in-app pop-ups can break because the users skip them or because they are confused by them. When users miss the introduction and don't click through the steps, they won't discover the essential features to experience the value of your product. This can lead to frustration, a poor user experience, and unplanned churn.
A human approach to onboarding can be very effective in helping new customers get the most out of your product. It enables your support team to reach out to customers when they start using the product. In-app communication can take many forms, such as pop-ups, live chat, emails, and text messages. It all depends on the product and the customer journey. Customers need to know their options and find the best way to get help when they need it. Pop-ups are great for onboarding new users because they organically integrate into the user experience. Pop-ups can appear while the user is using your product or while they are navigating the UI. If your product is freemium, use pop-ups to upsell. If your product is paid, use pop-ups to promote available discounts and special offers. If you have a B2B product, consider an in-app help section that puts your support team at the user’s fingertips. In-app help can be about product features, pricing, or other relevant topics. If you manage a B2C product, consider an in-app chat option that puts your customer success team at the user’s fingertips. Customer success should be the ultimate source of product information and support.
Customer retention starts with an exceptional onboarding experience. The best way to create this experience is to identify your customers’ goals and provide effortless and contextual onboarding. Start by understanding your customer’s needs by speaking with them and using surveys. Next, create a user journey map to identify the best order in which to present your product features. Finally, don't forget to let your customers know their options for getting help exactly when and where they need it.
To learn more about how in-app collaboration can grow your product, schedule a demo or contact us to learn more.
