Marketing, Onboarding
Shotgun is a sticky product, but has a steep learning curve. I mapped out the customer journey and identified the pain points and where in the trial users got stuck. Then I wrote, designed, implemented, and launched an onboarding sequence for new users.
The goal was to deliver “just in time” content so customers could find the value in Shotgun, and convert from trial to paid. They did this through three key quick wins:
- Created a project
- Added their own data to the project
- Invited people to their team
Onboarding metrics were tracked via Intercom and Amplitude.
Results
Iterations
To give customers the best experience, I did an A/B test on the initial custom bot to determine the type of content is most useful. Below is what Test A looked like:
Test B was a shorter version of Test A, and I found that more people preferred to engage with Test B.
For the next round, I used Intercom’s Series feature to map out a more robust onboarding sequence, where I could use interactive, guided product tours. After the first quarter, 61% of trial admin users took part in the sequence and created their first project and engaged further with tutorial videos.
Below is an example of a product tour:
Details of the full onboarding workflow:
Additionally, I worked on an onboarding campaign, a mix of in-app and email messages, for new users to make sure they get the most out of Shotgun. This campaign has an average open rate of 54%.
Below is an example of one of the emails, targeted to customers in the automotive industry:
