Improving user onboarding.
Leveraging analytics to increase adoption and satisfaction with admin onboarding process.
For every 10 users who started our onboarding process, only two followed the happy path.
When reviewing NPS scores for our new admins, I found they were 15 points lower than our average new user. I leveraged Pendo to look at all new admins over the course of a quarter, looking at their experience setting up the organization for their team. I reviewed the onboarding funnel with 87 admins.
22% completed the process during the first session.
20% completed part of the process before dropping and completing it later.
48% ended up in a completely different part of our platform and dropped off - half of them came back and completed later.
10% logged in, started the process, dropped, and never came back.
In addition, it was taking an average of three weeks to complete the process, the operations team was averaging 3 calls per admin to answer questions or nudge them to complete the process.
Conducted in-depth interviews with 8 admins to learn about their onboarding experience.
Steps to the why
Reviewed Pendo pathways to track where admins were going when they first logged in.
Reviewed help metrics to see if users were seeking support. This included: help docs, click rates on onboarding emails, and support logs.
Watched session replays to determine what users were doing upon login.
Study findings:
Findings:
Users were not being sent to the onboarding page upon their first login. They were being sent to a main dashboard, and had to figure out where to go to get set up.
Users were unclear on the steps they needed to take to complete their organization’s profile.
Users thought they had completed the process by saving their organization’s information, and were missing the final step of clicking the submit button.
I worked with the PM and engineers to redirect admins to the onboadring page upon login, and constrain them from doing anything else until onboarding was complete.
Solutions:
I leveraged a Pendo guide to test three different feature walkthroughs to determine the best way to guide them.
I partnered with customer success to align a series of onboarding emails with the happy path, encouraging admins to complete the process in a timely manner.
I partnered with the designer to recommend a solution that included a visual cue of keeping the submit button grey and then converting it to a CTA when the organization was saved.
I also recommended either placing two submit buttons on the page - one at the top and one at the bottom - or keeping the submit button visible for the users when they scrolled.
Outcomes
More users completed:
The number of admins that completed the workflow in their first session increased by 60%.
Time to complete decreased:
The average time to complete the workflow dropped from three weeks to one.
Users were more satisfied:
We saw an immediate 5 point increase in NPS within the first month after release.