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Unlocking Advocacy With Effective Customer Onboarding

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Sean Ellis, CEO of GrowthHackers Today’s fastest growing companies are obsessed with delivering a great customer experience before new users give up on a service. This requires unprecedented cross-functional cooperation. In this presentation, Sean will explain how companies can break through organizational inertia to focus on faster and better value delivery to new customers—who are then primed to become raving fans and advocates.

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Sean Ellis CEO GrowthHackers UNLOCKING ADVOCACY WITH EFFECTIVE CUSTOMER ONBOARDING
Overview • How user experience drives advocacy • How optimizing onboarding unlocks advocacy • Overcoming organizational inertia for growth
Who Advocates? ü Have a great experience ü Remain active customer ü Proud of association USE AN IMAGE, ICON(s), ANIMATED GIF, VIDEO
Gateway to Advocacy is Onboarding Goal: Deliver a great experience – quickly “Invest 50% of your product development resources into new customer onboarding” James Currier Managing Partner at NFX Guild
LogMeIn Example Goal: Fix ROI issues & broken onboarding • Presented data case to CEO • CEO drove undivided focus on onboarding Result: Hockey stick growth • $1M+/month spending with positive ROI • 80% of new users via word of mouth $6B Company
Dropbox Example Goal: Eliminate external growth dependencies • Obsessive about optimizing onboarding • Implemented incentivized referrals • Built early cross-functional growth culture Result: 100% of new users via referral
Growth Process to Improve Onboarding • Analyze to understand onboarding issues • Ideas to improve onboarding • Prioritize top scoring ideas to test first • Test to impact onboarding objective • Repeat (analyze for impact)
More Testing – Faster Improvement • Set weekly test launch target • Fix what prevents testing • Add resources to improve throughput
Challenge: Organizational Inertia • Marketing drives visits or signups • Product builds great core experience • No one focuses on first user experience Marketing Product / Engineering Onboarding (no man’s land)
Breaking through Organizational Inertia • Executive offsite to break through inertia • Define team’s mission based on impact • Measure impact with a North Star Metric • Define who and how to optimize onboarding Request recommended agenda for offsite sellis@growthhackers.com
North Star Metric • Reflects expansion of value delivered to all customers • Provides lens for measuring growth • Every winning experiment improves North Star Metric
Experience Drives Advocacy Facebook Core benefit: See friends’ updates NSM: Grow Daily Active Users (DAU) AHA Moment: 7 friends in 10 days Advocacy: To enhance great experience
3 Key TakeAways • Advocacy key to sustainable growth • Experience drives advocacy • Obsessively optimize onboarding

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Unlocking Advocacy With Effective Customer Onboarding

  • 1. Sean Ellis CEO GrowthHackers UNLOCKING ADVOCACY WITH EFFECTIVE CUSTOMER ONBOARDING
  • 2. Overview • How user experience drives advocacy • How optimizing onboarding unlocks advocacy • Overcoming organizational inertia for growth
  • 3. Who Advocates? ü Have a great experience ü Remain active customer ü Proud of association USE AN IMAGE, ICON(s), ANIMATED GIF, VIDEO
  • 4. Gateway to Advocacy is Onboarding Goal: Deliver a great experience – quickly “Invest 50% of your product development resources into new customer onboarding” James Currier Managing Partner at NFX Guild
  • 5. LogMeIn Example Goal: Fix ROI issues & broken onboarding • Presented data case to CEO • CEO drove undivided focus on onboarding Result: Hockey stick growth • $1M+/month spending with positive ROI • 80% of new users via word of mouth $6B Company
  • 6. Dropbox Example Goal: Eliminate external growth dependencies • Obsessive about optimizing onboarding • Implemented incentivized referrals • Built early cross-functional growth culture Result: 100% of new users via referral
  • 7. Growth Process to Improve Onboarding • Analyze to understand onboarding issues • Ideas to improve onboarding • Prioritize top scoring ideas to test first • Test to impact onboarding objective • Repeat (analyze for impact)
  • 8. More Testing – Faster Improvement • Set weekly test launch target • Fix what prevents testing • Add resources to improve throughput
  • 9. Challenge: Organizational Inertia • Marketing drives visits or signups • Product builds great core experience • No one focuses on first user experience Marketing Product / Engineering Onboarding (no man’s land)
  • 10. Breaking through Organizational Inertia • Executive offsite to break through inertia • Define team’s mission based on impact • Measure impact with a North Star Metric • Define who and how to optimize onboarding Request recommended agenda for offsite sellis@growthhackers.com
  • 11. North Star Metric • Reflects expansion of value delivered to all customers • Provides lens for measuring growth • Every winning experiment improves North Star Metric
  • 12. Experience Drives Advocacy Facebook Core benefit: See friends’ updates NSM: Grow Daily Active Users (DAU) AHA Moment: 7 friends in 10 days Advocacy: To enhance great experience
  • 13. 3 Key TakeAways • Advocacy key to sustainable growth • Experience drives advocacy • Obsessively optimize onboarding