Hi Lars!

1. KISSmetrics
Audit of signup flow
!
Outline any major problems
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Identify places to improve conversions
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Generate ideas for getting users ready for the sales team

2. My Approach
After running through the onboarding process once through to activation, I
identified the users I believe the process is designed for.
!
With those people in mind, I was able to take a step back and look at the
onboarding experience from the perspective of each segment.
!
Because the stage of commitment for each segment is different, they have
different paths to activation.
!
Once I had a better understanding of the people and their experience, I
looked for opportunities to connect those leads with the sales team.
!

3. 1. ONBOARDING FLOW BREAKDOWN
• Home page
• Segments
• Activation
2. EXPERIMENTS
3. NEXT STEPS
CONTENTS

4. Onboarding flow
breakdown

5. SIGN UP FLOW
SEGMENT 2: USER ISN’T READY
TO ACTIVATE
HOME PAGE
SEGMENT 1 : USER IS READY TO
ACTIVATE
USER OPENS ACCOUNT USER CLICKS FOR MORE INFO
USER CONTACTS SALES
ACTIVATION

6. Homepage

8. It’s nice this image
draws line of sight
around the page to the
CTA.

9. It’s nice this image
draws line of sight
around the page to the
CTA.

10. It’s nice this image
draws line of sight
around the page to the
CTA.

11. It’s nice this image
draws line of sight
around the page to the
CTA.

12. And great that visitors know they
can quickly learn more

13. Strong, resonating message that
hits pain points and differentiates
the product.

14. Log In button is the CTA, and the
other actions are clearly separated,
makes for one clear action to take.

15. Segment 1 : user is
ready to activate

16. SIGN UP FLOW
USER ISN’T READY TO CONVERT
HOME PAGE
USER IS READY TO ACTIVATE
USER OPENS ACCOUNT USER CLICKS FOR MORE INFO
USER CONTACTS SALES
ACTIVATION

17. Hint to type in user website
is makes it very clear what
to do here.

18. Logging in with Google

20. Yay auto-fill! Very appreciated!

21. I also appreciate knowing the
onboarding is almost done.

22. But there is nothing indicating
these fields are required until
trying to submit form. Maybe try
variations of indicators for required
fields?

23. And there was no message letting
users know the password criteria
until a mistake is made.
To get users through this form
faster, maybe use dynamic hints for
password criteria?

24. Possibly look into speeding up the
form-entry process by testing
larger font size for form-field-labels
and more white space between
fields?
Maybe test copy for ‘..start my free
KISSmetrics Trial’?

25. Segment 2 : user isn’t
ready to activate

26. SIGN UP FLOW
USER ISN’T READY TO ACTIVATE
HOME PAGE
USER IS READY TO ACTIVATE
USER OPENS ACCOUNT USER CLICKS FOR MORE INFO
USER CONTACTS SALES
ACTIVATION

27. Probably intentional so people
gravitate to the CTA, but this line is
almost invisible and if users are
looking for more information they
might not see this soon enough.

28. Builds trust to offer to have an
actual person do a demo with user

29. Builds trust to offer to have an
actual person do a demo with user
And another way to speak with
someone, yay!

30. Strong value proposition clearly
posted.

31. Black side bar could probably be
utilized more

32. Two conflicting calls to action can
make users hesitate

33. Activation

35. Love that you are pushing!
visitors to get up!
and running!
as fast as possible!
with clear actions!
to take

36. Just 2 Next Steps to
take, no guessing.
Embed code OR
email developer.

37. Just 2 Next Steps to
take, no guessing.
Embed code OR
email developer.
Might want to test putting both
actions side by side rather than
stacked. But I’m assuming you
want users to choose the code
embed for faster activation.

38. Nice to see days left
in trial period. No
surprises, serves as a
reminder and
implies the trial
period countdown
has started.

39. Initial reaction.
“Whow, OK. That’s
startling! You want
me to do what?!?”
Maybe look at other
event-based tracking
platforms to see if
they have better
ways to present this
step.

40. Great way to ask for
feedback on this
potentially scary
page. Also alerts the
user you understand
things may look
confusing and you
are interested in
what they think.

41. Thank you message
shows feedback has
been sent.

42. LOVE THIS!!!
Contacting the
developer has never
been easier!!

43. Very nice submission
form that allows for
more than one email.
Would like to see a
message to letting
user know they have
sent an email (like
there is for the
feedback form)

44. Hmm, what is ‘this’
referring to? Is there
a better place to be
than this page?

45. Hmm, what is ‘this’
referring to? Is there
a better place to be
than this page?
And what is meant
by ‘all’? As a user
I’m questioning if
this free trial allows
me access to all
KISSmetrics features.

46. Hmm, what is ‘this’
referring to? Is there
a better place to be
than this page?
And what is meant
by ‘all’? As a user
I’m questioning if
this free trial allows
me access to all
KISSmetrics features.
Isn’t that what I
just did by signing
up with Google?

47. This is a clickable
button that appears
to only refresh the
existing page
This is not intuitive
as the next place to
click to start using
KISSmetrics.
I’ve embedded the code and have come back to
this get-started page. There are no clear
indicators on what to do next.!
!
Even worse, I feel like I am stuck on the page
with no where to really go. Users may be
wondering where to go to start using
KISSmetrics.!

48. !!
After some clicking around, users discover they
could be waiting 2-4 hours before data starts
coming in, IF things are set things up properly.!

49. Experiments

50. EXPERIMENTS FOR USERS NOT
READY TO ACTIVATE
Assumptions : there are two types of visitors coming
to the KISSmetric homepage.
1. Users who know KISSmetrics and are ready to
activate!
2. Users who know KISSmetrics and want to
activate, but are hesitant!
!
I also assume that the homepage bounce rate is
largely attributed to Segment 2.!
!
To reduce bounce rate, and improve click-through
rate of the three minute overview, we could look at
the following experiments.

51. EXPERIMENTS FOR USERS NOT
READY TO ACTIVATE
HIGH IMPACT MEDIUM IMPACT LOW IMPACT
Test emphasis of the three-minute-overview-
button.!
!
Experiment with font size, enclosing
layout and other variations that
could make it more visible while at
the same time not interfering with
primary CTA. For example, try
moving it to underneath the Log In
button.
A/B tests have shown
experimenting with variations of the
image can produce surprising
results, or no results.!
!
Try replacing man with!
* cute animal!
* woman!
* animation
Test requiring a credit card to sign
up for the free trial.!
!
While this is counter-intuitive,
requiring a payment method up
front may result in people valuing
the free trial more.!
!
It may also incline users to make
sure they are activated and using
the product sooner.

52. Below the fold rather
than on a different
page.
I’m sure you’ve tested this but I
thought it’s worth a mention.!
If users are not ready to activate it
might be because they want more
information. !
!
The segment of users who want to
know more before signing up may
naturally scroll down the page. Test
to see if links and information are
more visible when placed below the
main landing page content, and
separate from it.

53. HIGH IMPACT
Test adding a ‘Get A Call Back’
button in the sidebar as a rescue for
those feeling stuck on the page. This
can be tested against the phone
number in the footer.!
!
Some people may hesitate to place
phone calls thinking it’ll be a time-suck,
but they might be receptive to
receiving a call.!
!
Using a service like DemandBase
could allow IP addresses associated
with the phone number to be
flagged as high-quality or high-interest
leads that KISSmetrics can
respond to within minutes.

54. Verify Installation
Documentation
HIGH IMPACT
Once installation is validated we
could progressively disclose some
next steps.!
!
Choose whichever step gets the
customer closer to the “wow
moment” faster.!
!
That might simply be setting up
some parameters ahead of time.!
“Need help” seems too vague.!
Experiment with interactions that
set clear expectations as to what will
happen when the button is clicked.!
!
Opportunities to offer specific kinds
of support for this page may help
activation.!
Test different ways to get users to
next steps faster.!
!
If technically feasible, validating
that the script is in the site would be
nice, even if it’s not pulling actual
data yet. A simple yes/no will do.!
!
Adding a documentation link may
also help get users to next steps
quicker.!
MEDIUM IMPACT LOW IMPACT

55. HIGH IMPACT
Experiment with a limited time
offers, money-back guarantees, and
discounted introductory packages.!
!
For those who have time to make a
decision and collect data, forced
scarcity may drive better
conversation rates.!
!
Implement an offer that is only good
for a certain amount of time. Make it
a count down.
MEDIUM IMPACT LOW IMPACT
Test ‘Get in touch’ as opposed to
‘Start free trial’.!
!
Help potential customers get the
information they need by providing
an easy way for them to receive a
call back.!
!
A simple form field that captures
the users phone number is an
extremely low amount of friction.!
Test additional feature blurbs.!
!
Test if long form copy will convert
better for people that are looking for
more information or specific
information.!
!
Currently, the documentation is
buried under ‘More’. Exposing it
may re-assure visitors that are
higher up the lead generation
funnel.!

56. Next Steps

57. I stopped the onboarding experience at Activation (embedding the snippet).
Mainly because it didn’t seem I had installed it properly. However, if I had
more time I’d dive deeper in these areas.
1. Analyze emails and suggest experiments for content to improve click
through rates.
2. Click through all the actions on the features page and look opportunities
for improvement.

58. 3. Dive more into the data for this page to determine what percentage of
activated users create My First Product, and create experiments around
improving that metric.

59. 4. And analyze the mobile site, looking for opportunities to improve the
experience.

60. End
power pose!