July 28, 2020
Autopilot’s tips for using reward-based onboarding
Make your onboarding remarkable
We all know the basic process of onboarding a new trial contact: sign them up, deliver insights and information about their account on a regular basis, and nurture them until they buy. Whilst this is a relatively simple concept, that doesn’t mean your onboarding should be ordinary. An effective customer onboarding process flow should be extraordinary. Instead of delivering generic content, it should demonstrate the benefits of your product to each contact’s individual business. And, as importantly, it should incentivise the contact to fully explore your product as early as possible.
The question then is how to achieve this at scale when each contact or organisation that signs up is unique.
Making your onboarding relevant is based on two factors:
- Internal reflection - in looking at your product, what is the unique value proposition that a new contact has engaged with?
- External information - using data to understand who is reviewing your product.
Taking Autopilot as the example, we know that ultimately our trialists are looking for a solution to a particular marketing problem or problems. These ‘problems’ are more accurately described as business goals, and typically focus on improving the quality and volume of communication with their various stakeholders and audiences. Accordingly, our onboarding process highlights the key aspects of our product that enable multi-channel communication that is personalized and effective, and can be achieved at scale through automated customer journeys.
The second step in creating great onboarding is to use the information you have about each trialist to highlight what is most relevant to them, and incentivise them to take action. Onboarding shouldn’t be so general that a business can’t identify how your product helps them, but at the same time it shouldn’t be offering solutions to problems that business doesn’t have. For instance, an e-commerce shop is unlikely to engage with content around how to boost their trial numbers.
Using data and talking to your customers, you’ll gain an understanding of who is reviewing your product, and what their needs are, and accordingly you can start to build up a library of resources. You can then take all those valuable resources and work them into your onboarding, to demonstrate to your customers that your product represents the solution they're looking for (or didn’t know they needed).
At Autopilot, we have multiple onboarding journeys based on the above considerations and refined over the last 7 years. However we wanted to highlight our reward based onboarding journey to give you one idea for how you can incentivise leads to take action. In this article we’ll take you through how we’ve set this journey up, and what we look to include content wise. We’ve even made this onboarding journey a template, so you can implement it in your marketing today.
Let’s take a look!
We kick off this journey when a new contact is added to our ‘Onboarding’ list. In our sign-ups journey, we sort new contacts into lists, based on factors including industry type, to ensure they are added to the right onboarding list. For the purpose of this example, we’ve kept the name general, but you can be as specific as you like with your list names. We then break this journey down into each day for the length of our trial period. We have a very generous 30 day free trial so we’ll be sending our contacts content for most of these days, to ensure they’re kept up to date with their account status and make the most of their trial.
In the first week of the trial, we kick off our reward based-onboarding emails. In these emails, we’ll use some reward incentives to motivate the contact to start setting up their account. We’ve set up these pathways to check a contacts product score, which will increase based on the actions they take in their account. These are actions we deem essential for success in Autopilot, like adding the tracking code, importing contacts, and capturing your first form. If the contact hasn’t collected enough points by the end of day 7, we’ll give them a second chance to make it to the reward, by adding them to our ‘Extra Time’ list and following them up in the separate pathway.
For days 10 to 15, we’ll send the trialist supporting information that will encourage them to learn as much as possible, and reassure them that our team is always on standby if they need our help.
Day 16 through to 22 are all designed to encourage the trialist to take any actions they haven’t yet completed. It’s important to note the use of the Check Field conditions here, as they’ll check to see whether or not the contact has completed this action, as if they have they will not continue on the pathway to receive that email. If they haven't completed this task, we then send out our support documentation on each of these critical actions to ensure the contact has all the information they could need to complete these steps on their own.
Throughout the whole journey, we’ll be consistently updating 3 fields. These will ensure we datestamp the last onboarding email a contact was sent, as well as the number of onboarding emails they’ve been sent and that they’ve opened. By doing this, we can ensure we’re tracking the engagement of our trialists, and when they’ve received an email, so we can make sure they don’t receive any other emails from other journeys at the same time.
In the last week of their trial, we’ll be sending the contact account reviews and alerts about what will happen when their trial ends, and encouraging them to sign up for a paid plan to keep automating their marketing. On day 23 we’ll filter the trialists by the amount of contacts they selected they would need on signup, and send them a targeted email for the paid plan that matches this number.
If their trial expires and they haven’t made any action toward purchasing, we’ll send them one final email that is a survey to get feedback on the onboarding process and the product itself, before being added to our ‘Post Trial Nurture’ list. We can then follow them up in another journey, and retarget them in future campaigns.
If at any point in the journey the trialist becomes a paying customer, or unsubscribes from our emails, they’ll be immediately ejected.
Start using the template in your marketing today!
You can add this template to your Autopilot account and upgrade your onboarding today. If you don’t have an Autopilot account, sign up for a free 30 day trial, and experience our remarkable onboarding first hand.