Your acquisition efforts are a fail if you don’t get onboarding right
If you’re a marketer, you probably spend a huge amount of your time slaying your acquisition strategy. The usual story goes something like this: You go behind a myriad of channels, spend heaps of dollars, craft the perfect message and call-to-action and wait for your potential buyers to land on your website. Several optimizations, personalizations, and conversations later, the visitor converts into a user. Happy ending? Too early. In a span of one week, around 86% of converted leads drop off and never come back. [12.18] Two words that can prevent this leakage from happening – Great Onboarding.
Let’s look at some non-vanity metrics that can translate your acquisition costs into ROI – Activation, Retention, Revenue, and Referral. They are all by-products of one single thing – Onboarding. Limited to tooltips, siloed help centers, and transaction mailers, onboarding today has been tossed between customer success, product management, and product marketing. And most often, that one crucial metric that can have the biggest impact of onboarding goes unmeasured and unoptimized.
Tune in to this action-packed episode to learn more about the growth metric that is neither acquisition or retention, the analogy onboarding shares with dating, the right owner for onboarding, and more.
