Making Your Funnel Work
Conversion & Onboarding
Conversion &
Onboarding
Conversion & Onboarding
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CONVERSION ONBOARDING
Conversion Content
▪ Payment methods ▪ Helpcenter
▪ Invoicing ▪ FAQ
▪ Guarantees ▪ Product video’s
▪ Return policies ▪ Webinars
▪ Monthly / Yearly contract ▪ Lessons / educational content
▪ Monthly / Yearly payment ▪ Screenshots
▪ B2B: readable T&C ▪ Chat
▪ Security standards Process / flow
▪ Member Organizations ▪ Product tour (optional flow)
▪ GDPR Proccessing Agreement ▪ Screen sequences (forced flow)
▪ Visual pointers
▪ Trial content
▪ Checklists
▪ E-mail support
▪ Product Analytics
▪ Marketing automation flows
Conversion & Onboarding
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PAYMENT METHODS
In the UK over 45% of shoppers have abandoned a purchase because of
payment-related issues (AdYen)
42% of US users to payment methods into consideration when they decide
where to shop.
▪ Redirect your checkout where relevant
▪ Let shoppers pay with different payment options
▪ Make sure your checkout works on different devices
▪ Add loyalty and more incentives for your shoppers
▪ Stay on top of your risk management setup
Current account
Some merchants offer a kind of current account facility. You buy everything on
credit, you have some returns, and once a month it balances out.
Conversion & Onboarding
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INVOICING (especially B2B)
▪ Fast
▪ Reminderflow
▪ Credit days
▪ Risk Management
▪ Invoice upfront or after payment
Conversion & Onboarding
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GUARANTEES / WARRANT
▪ Money back guarantee
▪ Risk free guarantee
▪ 100% satisfaction guarantee 49% increase
▪ Lowest price guarantee conversion
rate
Extra warranty as an upsell
Some brands offer the possibility to buy extra months/years of warranty for a
small amount.
Conversion & Onboarding
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RETURN POLICIES
The use of an interactive returns portal, offering pre-paid return
labels and the ability to look up past purchases are some of the
ways online merchants can make the process more enjoyable.
Conversion & Onboarding
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MONTH / YEAR
▪ Contract Year, Pay upfront a year
▪ Contract Year, Pay per month
▪ Contract Month, Pay per month
→ Pricing (what % discount)
→ Customer satisfaction ( imagine: a year upfront and after a few months no
more usage / value)
Conversion & Onboarding
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ONBOARDING CONTENT
Content Simple tip
▪ Helpcenter ▪ Change every question you ever
▪ FAQ get from a customer in a piece of
▪ Product video’s content
▪ Webinars
▪ Lessons / educational content
▪ Screenshots
▪ Chat
Process / flow
▪ Product tour (optional flow)
▪ Screen sequences (forced flow)
▪ Visual pointers
▪ Trial content
▪ Checklists
▪ E-mail support
▪ Product Analytics
▪ Marketing automation flows
Conversion & Onboarding
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PRODUCT ANALYTICS
CCA = Common Conversion Activities
→ During trial period, but also after conversion
The things most/all paying customers do during trial
Our definition:
What is the minimum of activities (=conversion goals) a new customer has to complete
to experience benefits from your product?
Extended
What are the activities that at least 80% of your loyal customers complete?
Watch
▪ Usage / logins
▪ Data import
▪ Integrations / connections with other tools
Conversion & Onboarding
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MAIN FLOW FOR SUPPORT
1. Knowledge center (articles, video’s) ($)
2. E-mail ($$)
3. Chat($$$)
→ With e-mail, put them through a form flow, where they will see suggestions from
your content library, making sure you are not wasting precious labor hours
Conversion & Onboarding
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E-MAIL ONBOARDING SEQUENCES
1. Welcome series
2. Minimal effort + general tips for usage (guide them through the CCA = Common
Conversion Activities)
3. Surf/behaviour / usage based sequences
Source:
Atlassian
Conversion & Onboarding
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VISUAL POINTERS / PROGRESS BAR / CHECKLIST
Conversion & Onboarding
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VISUAL POINTERS / PROGRESS BAR / CHECKLIST
Conversion & Onboarding
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WARNING INDICATORS
▪ Not logging in anymore
▪ Not finishing functions + not returning soon (24 hrs max/1 workday)
▪ Not finishing the CCA = Common Conversion Activities
▪ Visiting the same help page several times in a short time
▪ Low reviews
Conversion & Onboarding
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THE END
▪ Next session about:
▪ 7A: Customer succes
Conversion & Onboarding
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