December 23, 2014 at 15:13Do you make these 5 errors when connecting clients?
Attracting customers is not an easy task, but many companies lose their conquered users immediately after the first launch of the system. How not to become one of them?
Let's look at some common mistakes when connecting clients that can ruin your business.
In the software business, there is a phenomenon called the “I take it!” Moment. This is the moment when the value of the product becomes crystal clear for the client, and he says "Ohh, okay, I'm taking it now!". The “take it all!” Moment often comes too late, because users have to tinker with the interface to understand the merits of the product.
You do not begin to knead the dough according to the instructions and simmer the sauce in the hope that it will turn into pizza - to complete what you started, it is better to familiarize yourself with the context in advance. In your case, the context is how much the user's life will improve with the appearance of your product in it.
Having received “yes!” Before signing the contract, you juggle the cards, doubling the profit. Firstly, you orient the client towards the meaningful completion of subsequent actions in the indicated direction. Secondly, awareness of the benefits of the product greatly enhances motivation - much more than just curiosity. Light the client before he leaves and does not register. This will lead to the fact that much more people will understand your product and the first experience of interacting with it will be more productive.
Extra tip:Contact a potential client and try to convince him to use the product, using only information from the site. If this is not enough, consider what else needs to be said to seal the transaction and add it to the materials.
On one inspiration from “I’ll take it!” You won’t go far until users actually experience first-hand amazement. So far, “aha” may reflect that people only understand the future benefits that you provide. Give them a “wow moment” so that they experience these benefits. In order for you to have confirmation that people really get the promised benefits from the product, track success rates.
Measuring activity, companies find that about 50% of users who register in the application logged in once and never returned. This is a sobering reality: you have invested so much in attracting new users, only to lose half of them immediately after the first visit. How to slow this bleeding?
Josh Elmandoes this: he takes 20 registered users and tracks each of their actions step by step to see what made them switch from potential customers to existing ones. Understanding the steps leading up to the conversion will allow you to push users towards the final goal. Use the webview tool in Yandex.Metrica for this .
You know that real cooperation does not begin when a new user is activated, but when he returns.
Extra tip. Measure the time it took users to successfully complete key steps. Time is more precious than ever in the first minutes of a user getting to know a product.
During the system startup, make it clear to the client that you are improving his life, and not just set a number of tasks.
New users will not subscribe to the product, because they are super-impressed by the beautiful buttons in the interface. They sign up because they are interested in the values that you provide. Your goal is to let them try out the value, directing it in the simplest way straight to the first small victory.
May this victory be related to the benefits of the product. By letting users taste the sweet life with your product - even a little bit - you increase the likelihood that they will return.
The next step is to get rid of what prevents users from achieving their goal. Leave only the required steps and trim everything that can be done later. Onboarding is not the time to throw a bunch of things on the wall and see what sticks. In the end, users can become frightened if you put in front of them one hundred functions of the application in the first stage. Make it so that in the minds of the user to configure and start working with the product it is a) just b) fast.
Additional advice: Motivate the client to move on: offer him an additional function as a reward in 3 completed steps or extend the trial period.
Imagine how cool it is to finish all the things on the list, to crumple a boring piece of paper, toss it in the trash and in the pose of a super-hero to look far into the sky. Let customers feel the same when they get to the first significant mark.
Users challenge fate and through thorns overcome the first frontier - it is strange that companies are in no hurry to be around to celebrate success together. The moment when the user has completed an important task, this is a good chance to establish a positive emotional contact with him.
Look for the moment when the client raises his hand in a victory gesture, and prepare something special for him. It’s not necessary to make a grand gesture, even the timely “Good job!” Can work wonders.
Additional advice: Write on your own. Template letters are annoying because they look like spam, even if written in the case. Once again broadcast to the client the idea that the benefit that the client will receive from the product is important for you, and not how much money he will pay you. You are personally interested in its success, and your success is the result of joint work with the client.
So, you explained to the users the benefits of the product, found out what steps to take and congratulated them on achieving their first successes. Perfectly! What else? The answer is simple: make them come back and do more!
Grab the collar in the old-fashioned way: timely, standing letters in the mailbox.
You started with the letter “Blah blah, welcome”, and after 2 weeks sent “Your trial period is coming to an end”. Do you think this is enough for the user to get the most out of the application? Believe me, it’s not worth the risk. Instead, make a to-do list that is worth completing and write a series of letters for those who have not yet completed a certain part of the progress. Meet the user, ask what his interests and goals are. Show how a particular function of the product will help him with a specific example.
Extra tip: Advise, not command. For example, if you have a dating application, don’t tell users: “Please upload some photos.” Ask: “Do you know that people with several photos are 60% more likely to receive a date request during the day?” Who doesn't want more dates?
Creating a software business is difficult. The time to keep the attention of busy people less and less, and competitors are pressing on all sides. First impressions are the foundation of a customer acquisition strategy.
You want to share a really cool product with the world. Do not let the effort go to waste due to the careless attitude to the first stage of the connection. Do everything in your power to improve onboarding and get users who come back.
Let's look at some common mistakes when connecting clients that can ruin your business.
1. Bet on the interface when describing the value of a product
In the software business, there is a phenomenon called the “I take it!” Moment. This is the moment when the value of the product becomes crystal clear for the client, and he says "Ohh, okay, I'm taking it now!". The “take it all!” Moment often comes too late, because users have to tinker with the interface to understand the merits of the product.
Finding out the value of a product by exploring the interface is like following a recipe when you don’t have the slightest idea of a dish that you will eventually cook.
You do not begin to knead the dough according to the instructions and simmer the sauce in the hope that it will turn into pizza - to complete what you started, it is better to familiarize yourself with the context in advance. In your case, the context is how much the user's life will improve with the appearance of your product in it.
Having received “yes!” Before signing the contract, you juggle the cards, doubling the profit. Firstly, you orient the client towards the meaningful completion of subsequent actions in the indicated direction. Secondly, awareness of the benefits of the product greatly enhances motivation - much more than just curiosity. Light the client before he leaves and does not register. This will lead to the fact that much more people will understand your product and the first experience of interacting with it will be more productive.
Extra tip:Contact a potential client and try to convince him to use the product, using only information from the site. If this is not enough, consider what else needs to be said to seal the transaction and add it to the materials.
2. Do not know what to do to increase conversion
On one inspiration from “I’ll take it!” You won’t go far until users actually experience first-hand amazement. So far, “aha” may reflect that people only understand the future benefits that you provide. Give them a “wow moment” so that they experience these benefits. In order for you to have confirmation that people really get the promised benefits from the product, track success rates.
Measuring activity, companies find that about 50% of users who register in the application logged in once and never returned. This is a sobering reality: you have invested so much in attracting new users, only to lose half of them immediately after the first visit. How to slow this bleeding?
Josh Elmandoes this: he takes 20 registered users and tracks each of their actions step by step to see what made them switch from potential customers to existing ones. Understanding the steps leading up to the conversion will allow you to push users towards the final goal. Use the webview tool in Yandex.Metrica for this .
To get the user, do not focus on getting to know the interface, clicks here and there on the site will not work. It is necessary to help the client complete significant tasks leading to mutual success.
You know that real cooperation does not begin when a new user is activated, but when he returns.
Extra tip. Measure the time it took users to successfully complete key steps. Time is more precious than ever in the first minutes of a user getting to know a product.
3. Kill the moment of the "first visit"
During the system startup, make it clear to the client that you are improving his life, and not just set a number of tasks.
New users will not subscribe to the product, because they are super-impressed by the beautiful buttons in the interface. They sign up because they are interested in the values that you provide. Your goal is to let them try out the value, directing it in the simplest way straight to the first small victory.
May this victory be related to the benefits of the product. By letting users taste the sweet life with your product - even a little bit - you increase the likelihood that they will return.
The next step is to get rid of what prevents users from achieving their goal. Leave only the required steps and trim everything that can be done later. Onboarding is not the time to throw a bunch of things on the wall and see what sticks. In the end, users can become frightened if you put in front of them one hundred functions of the application in the first stage. Make it so that in the minds of the user to configure and start working with the product it is a) just b) fast.
Additional advice: Motivate the client to move on: offer him an additional function as a reward in 3 completed steps or extend the trial period.
4. Do not share success with the user
Imagine how cool it is to finish all the things on the list, to crumple a boring piece of paper, toss it in the trash and in the pose of a super-hero to look far into the sky. Let customers feel the same when they get to the first significant mark.
Users challenge fate and through thorns overcome the first frontier - it is strange that companies are in no hurry to be around to celebrate success together. The moment when the user has completed an important task, this is a good chance to establish a positive emotional contact with him.
Let the client know that you appreciate his work, and come up with some kind of symbolic “five” after the successful completion of an important stage.
Look for the moment when the client raises his hand in a victory gesture, and prepare something special for him. It’s not necessary to make a grand gesture, even the timely “Good job!” Can work wonders.
Additional advice: Write on your own. Template letters are annoying because they look like spam, even if written in the case. Once again broadcast to the client the idea that the benefit that the client will receive from the product is important for you, and not how much money he will pay you. You are personally interested in its success, and your success is the result of joint work with the client.
5. Do not keep in touch after system startup is complete
So, you explained to the users the benefits of the product, found out what steps to take and congratulated them on achieving their first successes. Perfectly! What else? The answer is simple: make them come back and do more!
Grab the collar in the old-fashioned way: timely, standing letters in the mailbox.
You started with the letter “Blah blah, welcome”, and after 2 weeks sent “Your trial period is coming to an end”. Do you think this is enough for the user to get the most out of the application? Believe me, it’s not worth the risk. Instead, make a to-do list that is worth completing and write a series of letters for those who have not yet completed a certain part of the progress. Meet the user, ask what his interests and goals are. Show how a particular function of the product will help him with a specific example.
Extra tip: Advise, not command. For example, if you have a dating application, don’t tell users: “Please upload some photos.” Ask: “Do you know that people with several photos are 60% more likely to receive a date request during the day?” Who doesn't want more dates?
The system startup phase will lead to success or ruin your business.
Creating a software business is difficult. The time to keep the attention of busy people less and less, and competitors are pressing on all sides. First impressions are the foundation of a customer acquisition strategy.
You want to share a really cool product with the world. Do not let the effort go to waste due to the careless attitude to the first stage of the connection. Do everything in your power to improve onboarding and get users who come back.