A Sign-up is Not a Conversion: 4 Ways to Evaluate Conversion
Tags: Internet Marketing
While concentrating on conversion rates, digital marketers are losing out on the original purpose. It is assumed that when you optimize for sign ups, the routine experience a customer has of a product or service will be enough to make them stay. However these are not accurate predictors of future engagement in the long term.
What is Onboarding ?
Onboarding is the difference between getting an email address and creating a customer.
Here are a few tips to move from conversions to onboarding:
1. Eliminate elaborate sign up
The need for registration and account creation is over emphasized. The first step is to improve your own onboarding process to eliminate the need for accounts or use an alternative model for capturing user information. Think deeply and ask yourself as to why you need a registration process in the first place. Do you want to drive future engagement or is it tied to providing security?
Square’s Cash and TripIt allow users to begin without registering first. This can help in user engagement without much technical complexity.
2. Where sign-up processes are the only way out, use login
When there is a clash between account creation and registration, one easy way out is to drop the social login. When you allow users to select their preferred service to use with your own, it makes it easy. You can also gain access to additional information about the user in line with the service they use to sign-up with. If your service is on the professional side, use LinkedIn. Implementing social login to your site can be made easier by third-party plugins, such as OneAll.
3. Progressively profile
When your product or service requires a particularly large amount of information from your users, progressive profiling is useful. It breaks the information into several units, which are related to unlocking different types of functionality.
For example, ask the minimum amount of information instead of a 10-step sign-up process. Once they sign up, later they can unlock more features and further information. One of the main benefits is preferences engagement over conversion. Retaining the users attention is easier than gaining it in the first place.
4. Retention strategy that targets onboarding
When you visualize your onboarding process as being bigger than sign ups, you will value the relationship you have with each user as an asset. One should effectively communicate with users at select points in the onboarding journey. This can be an effective strategy and blurs the line between user acquisition and retention. Few tools such as intercom can be used to develop more personalized relationships with potential customers, through tailored communication.