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#TFWORKSHOP
HIGHWAY TO THE WOW EFFECT:

GOLDEN RULES OF ACTIVATION
CÔME COURTEAULT

GROWTH HACKER
AT THEFAMILY
@C2PRODS
AARRR
Acquisition
Activation
Retention
Referral
Revenue
IT’S A GAME OF VALUE
Value to users: save time & learn
how to use the product
Value to companies: turn visitors into
buyer...
THERE ARE TWO PARTS
TO ACTIVATION
Signup
Onboarding
1. SIGNUP
WHAT’S YOUR VALUE?
UVP: Unique Value Proposition
Relevant, clear, different - but not a slogan!
Are you a pain killer (sav...
BUILD DESIRE
Have a promise
Fight fears of the user
You can also add social proof ;-)
HOW DO YOU
LOOK?
Be clear! 1 section = 1 idea
Call to action: visible,
understandable & sexy
value proposition: clear and appealing
visual explanation: how does it work?
call to action: obtain great benefits from sig...
SIGNUP FORM
Two options: long form or short form
FRICTION OR NOT?
“The quality of users tends to decrease slightly when you
require less fields or less pieces of informatio...
jerevedunemaison.com
THE BEST SOLUTION?
It depends on your business!
In general

Volume => short form

Niche => long form
LONG FORM => CHAT?
A possible alternative to long form: chats
You can emulate a chat with typeform.com
Check out Facebook ...
SOCIAL LOGINS
In Europe: Facebook = 75% market share
Great way to reduce friction but always let
an alternative to the use...
2. ONBOARDING
NEXT!
The user signed up. Now, the goal is
to provide a positive first experience
Achieve the “wow” effect
TWO OPTIONS
Guided tour
Assistant
GUIDED TOUR
Easy to implement

Great way to go over many features
BUT: poor experience

Not involving, not care
Tool: intr...
ASSISTANT
Take the user by hand and help

him set up the app properly while
showing him how it works
But: more complicated...
COMMIT THE USER
Don’t overwhelm the user with ALL your
features. FOCUS on the important ones!
Get him to commit: to do at ...
THE HOOK MODEL
Because the user will invest (for instance
comment on a photo on Pinterest), he will
come back (to see answ...
THINK ABOUT THE FLOW!
Take a white board and list every step
through which a user goes
Check useronboard.com
www.useronboard.com
www.useronboard.com
www.useronboard.com
THE TWITTER EXAMPLE
What are the metrics that separate active
users from inactive ones?
For Twitter it was: follow 30 acco...
IT’S ALL ABOUT CULTURE
If you’re a community-driven business,
onboarding is where you give the right
culture to your users...
TRACKING IS VITAL
Tracking will help you identify:

(a) Gaps in your onboarding

(b) Red flag metrics

(c) Qualitative data...
GAPS IN THE FUNNEL
See where the conversion rate is low and
experiment to make it better
Have a “macro” funnel you monitor...
RED FLAGS METRICS
Are there early signs that user
will not be active in the future?
Can you detect when a user is
about to...
QUALITATIVE DATA
With tools like hotjar.com, you can get
heat maps and screen recordings
helping you understand how users
...
DRIP CAMPAIGNS
Email is your friend! Measure the
behaviour of your users and send
emails accordingly ;-)
For instance, if ...
CHECKLIST
Start with a general funnel
Zoom-in where you have low
conversion rates
Run qualitative analyses
Remember: a goo...
LET’S TALK!
SEE YOU SOON!
LOVE.
THEFAMILY.CO

"Highway to the Wow Effect: golden rules of activation" by Côme Courteault
"Highway to the Wow Effect: golden rules of activation" by Côme Courteault
"Highway to the Wow Effect: golden rules of activation" by Côme Courteault
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"Highway to the Wow Effect: golden rules of activation" by Côme Courteault

The activation is one of the most crucial step in your product, it’s the moment when a simple visitor becomes a full user. But beware! it’s not just about making your website or your app convert well, it’s also about having the best-in-class first experience.

During this 45 min. workshop, Côme will give you the tips and tricks to improve your on-boarding experience and your activation rates ;)

"Highway to the Wow Effect: golden rules of activation" by Côme Courteault

  1. 1. #TFWORKSHOP HIGHWAY TO THE WOW EFFECT:
 GOLDEN RULES OF ACTIVATION CÔME COURTEAULT
 GROWTH HACKER AT THEFAMILY @C2PRODS
  2. 2. AARRR Acquisition Activation Retention Referral Revenue
  3. 3. IT’S A GAME OF VALUE Value to users: save time & learn how to use the product Value to companies: turn visitors into buyers & increased loyalty
  4. 4. THERE ARE TWO PARTS TO ACTIVATION Signup Onboarding
  5. 5. 1. SIGNUP
  6. 6. WHAT’S YOUR VALUE? UVP: Unique Value Proposition Relevant, clear, different - but not a slogan! Are you a pain killer (save time, save money) or vitamins (feel better)?
  7. 7. BUILD DESIRE Have a promise Fight fears of the user You can also add social proof ;-)
  8. 8. HOW DO YOU LOOK? Be clear! 1 section = 1 idea Call to action: visible, understandable & sexy
  9. 9. value proposition: clear and appealing visual explanation: how does it work? call to action: obtain great benefits from signing up
  10. 10. SIGNUP FORM Two options: long form or short form
  11. 11. FRICTION OR NOT? “The quality of users tends to decrease slightly when you require less fields or less pieces of information from them.”
 - Matthew Berman, Distribution Hacker at 500 Startups. “If setting up an account, listing a service, and being up and running to start selling take more than five minutes then there is something wrong.”
 - Micha Kaufman, CEO at Fiverr.
  12. 12. jerevedunemaison.com
  13. 13. THE BEST SOLUTION? It depends on your business! In general
 Volume => short form
 Niche => long form
  14. 14. LONG FORM => CHAT? A possible alternative to long form: chats You can emulate a chat with typeform.com Check out Facebook bots! (chatfuel.com)
  15. 15. SOCIAL LOGINS In Europe: Facebook = 75% market share Great way to reduce friction but always let an alternative to the users ;-)
  16. 16. 2. ONBOARDING
  17. 17. NEXT! The user signed up. Now, the goal is to provide a positive first experience Achieve the “wow” effect
  18. 18. TWO OPTIONS Guided tour Assistant
  19. 19. GUIDED TOUR Easy to implement
 Great way to go over many features BUT: poor experience
 Not involving, not care Tool: introjs.com
  20. 20. ASSISTANT Take the user by hand and help
 him set up the app properly while showing him how it works But: more complicated to develop
  21. 21. COMMIT THE USER Don’t overwhelm the user with ALL your features. FOCUS on the important ones! Get him to commit: to do at least 1 action
  22. 22. THE HOOK MODEL Because the user will invest (for instance comment on a photo on Pinterest), he will come back (to see answers, etc…) Read: Nir Eyal’s Hooked
  23. 23. THINK ABOUT THE FLOW! Take a white board and list every step through which a user goes Check useronboard.com
  24. 24. www.useronboard.com
  25. 25. www.useronboard.com
  26. 26. www.useronboard.com
  27. 27. THE TWITTER EXAMPLE What are the metrics that separate active users from inactive ones? For Twitter it was: follow 30 accounts So they built their onboarding around that! (Check @SeanEllis’ presentation: http://unbounce.com/cta-conf/ Sean_Ellis_CTAConf2014.pdf)
  28. 28. IT’S ALL ABOUT CULTURE If you’re a community-driven business, onboarding is where you give the right culture to your users! (For instance: AirBnB)
  29. 29. TRACKING IS VITAL Tracking will help you identify:
 (a) Gaps in your onboarding
 (b) Red flag metrics
 (c) Qualitative data on users
  30. 30. GAPS IN THE FUNNEL See where the conversion rate is low and experiment to make it better Have a “macro” funnel you monitor continuously 
 + sub-funnels you can check when you need
  31. 31. RED FLAGS METRICS Are there early signs that user will not be active in the future? Can you detect when a user is about to churn? For instance: staying less than 5 minute on the onboarding can be a red flag
  32. 32. QUALITATIVE DATA With tools like hotjar.com, you can get heat maps and screen recordings helping you understand how users behave on your website / app.
  33. 33. DRIP CAMPAIGNS Email is your friend! Measure the behaviour of your users and send emails accordingly ;-) For instance, if they don’t complete the signup and/or onboarding, send them emails to reactivate them! Tools: mixpanel.com, intercom.io, getdrip.com…
  34. 34. CHECKLIST Start with a general funnel Zoom-in where you have low conversion rates Run qualitative analyses Remember: a good onboarding is key to a good retention!
  35. 35. LET’S TALK!
  36. 36. SEE YOU SOON! LOVE. THEFAMILY.CO


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