How these 10 Trendsetting Companies use Product Tutorials to Activate EACH AND EVERY Sign Up

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional
13 min read

If you’re seeking to take your organization to another level and help your products stick out, you can’t afford to disregard the power of product tutorials.

Ever tried to employ a product without the instructions? It’s not just a fun process, could it be?

Product tutorials solve that problem by helping current and future customers understand the worthiness of what you’re selling since they showcase just how to utilize it.

But whenever a product tutorial is too lengthy, too complicated, or doesn’t appear to be something your customer needs, they could find yourself abandoning everything together.

And that’s wii sales technique for anyone.

Because the finish goal isn’t to get a person, it’s to keep a person.

And which means developing a product tutorial that means it is a breeze for a fresh customer to start out using—and succeed at using—your product.

So much in order that they want to continue using it. You understand, forever.

Here certainly are a few companies that did that.

1. Buffer keeps it simple

The global average for cart abandonment across desktop, tablet, and cellular devices is really a staggering 77.24%.

cart abandonment rates across devices

That means there’s an exceptionally likely chance you’ll lose your hard-won customers before they even ensure it is through the onboarding process.

Avoid this classic pitfall by maintaining your product tutorial super simple. Exactly like Buffer.

To begin, you just need to connect your social network accounts.

connect a social account on buffer

And compose your first social media post.

compose a post on buffer

Buffer sends a number of onboarding emails to customers to greatly help them navigate their service, you start with this welcome email:

welcome to buffer onboarding email

The email cross-promotes the Buffer browser extension and a brief break down of why it’s useful.

A couple of days later, the business sends a similar email that explains their Android and iOS app.

take buffer with you onboarding email

The entire signup process takes significantly less than 5 minutes and is virtually foolproof. The onboarding email series guides customers on the way without overwhelming them.

The Co-Founder of Buffer, Leo Widrich, explained it best in this Chargify blog post:

“As entrepreneurs we’re often so worked up about the options of our product that people feel like we have to show our customers everything the next they join our product.

Instead to do that, at Buffer we centered on going for a step back and consider what probably the most successful customers did if they first joined Buffer.”

Try an identical approach with some short onboarding emails about your services and products.

Mint breaks their product tutorials into small tasks to help keep things simple, transparent, and easy.

2. Mint breaks it into smaller tasks

The goal of several online products would be to make a thing that is ordinarily complex, simple.

Mint, a financial services company, allows customers to see all their banking accounts, bank cards, loans, investment accounts, and properties in a single place.

But to see all this information in a single spot, a user first must sort through all their accounts, remember usernames and passwords, and upload them to Mint.

As imaginable, this is often a rather arduous task.

That’s why Mint breaks up a fairly lengthy onboarding process into just one single task: Put in a bank-account.

That’s it. Just one bank account.

see your cash in a single place mint.com

Once a person has added a merchant account, they are able to already visit a small picture of these finances.

They curently have a taste of success.

It’s so easy—therefore gratifying—that it creates them wish to accomplish it again. And again.

And the onboarding emails sent by Mint are among the many explanations why the company grew to at least one 1.5 million users in only 2 yrs.

Once customers join the service, Mint sends out a welcome email to greatly help users “manage their money” in five short steps.

mint onboarding email

From there, users receive customized weekly emails summarizing their account activity.

mint heres how you're doing

By simplifying a complex process into smaller, more manageable steps, you’ll raise the likelihood your customer will hang in there to perform them.

It doesn’t hurt to get a little fun through the entire process.

3. Canva helps it be fun

Virgin America rocked the airline industry if they introduced a safety video people actually wished to watch.

It was so excellent that a lot more than 12 million people voluntarily watched it on YouTube—without ever stepping foot on an airplane.

Your product tutorial could possibly be the fun part. Take Canva for instance. Their growth process is easy, fun, and proven to work.

canvas growth process

Once the client opens this program, they’re immediately taken through the procedure of fabricating their first Canva design.

The customer can pick what they would like to utilize the design platform for.

canva onboarding

And what they would like to design.

canva i wish to develop a

Then Canva uses animation showing them how exactly to create design elements.

As the client works their way through the look process, they are able to pick the colors, fonts, graphics, and design elements they would like to create almost anything.

The fun, personalized product tutorial led to a 10% boost in activation for the business.

Canva’s emails are simply as fun. They list which “Canva member number” that all new user is:

canva thanks to be amazing

You will get similar success by creating exciting product tutorials and onboarding emails.

4. Evernote gets one to start now

As Ankit Jain puts it, “The main element to [product tutorial] success would be to obtain the users hooked throughout that critical first 3-7 day period.”

That means your customer must experience a taste of what your product provides as fast as possible.

That’s just what Evernote does.

The note-taking program gives customers a chance to stay organized while monitoring their meeting notes.

To get customers hooked, Evernote wants their customers to create their first notes immediately.

So the next the client signs-up there exists a note there looking forward to them.

evernote starting out

It tells them how exactly to compose their first note and all of the fun things they are able to do with it.
After the customer starts taking notes, they’ll be hooked.

In fact, they could eventually have so many notes that they have to pay for reduced Evernote account.

That’s probably why more than 220 million users use Evernote.

Evernote introduces new users with their service with a series of onboarding emails that teach them how exactly to utilize the service to its full potential.

evernote tips

The series starts with a greetings email that wastes virtually no time at all. There exists a “Download Evernote” button right in the e-mail body.

download evernote email

Cut to the chase quicker, exactly like Evernote, to activate more of one’s sign-ups.

5. Maven helps it be personal

We understand that email marketing is a lot more effective when it’s personalized. Why aren’t our product tutorials personalized aswell?

For example, remember when doctors used to create house calls? Yeah me neither.

Despite the truth that house calls were way before my time, I still yearn for that degree of personalized care.

I don’t desire to research answers to my health challenges online. That does nothing to reassure me.

And I don’t desire to head to an urgent care clinic where no-one knows me. They’ll just prescribe me something I don’t need.

Instead, I wish to feel heard. I would like to feel as if I’m looked after.

And that’s just what Maven Clinic taps into.

maven homepage in 2018

Maven Clinic allows customers to schedule video appointments with doctors, physical therapists, and mental medical researchers.

Even though it operates entirely online, it still feels personal, plus they reinforce that degree of intimacy through the entire entire product tutorial process.

And the company’s emails follow the very same tone.

welcome to maven

Maven’s founder, Kate Ryder, says that personal touch is why is the company this type of success.

“The responses we get from clients after launching Maven are fantastic — they get great feedback from their workers about how exactly this sends a confident message about supporting a family-friendly culture.”

The second a person signs-up they get a welcome note from their very own personal wellness coordinator.

maven email

The note provides customer the chance to feel welcome, to feel taken care, also to feel as if there’s someone open to look after their needs.

This degree of personalization is essential. Especially in a field as intimate as healthcare.

Customers desire to feel as if they are section of something bigger. They would like to feel linked to the planet around them.

They don’t desire to feel as if all of them are alone on earth.

And companies are reaping the huge benefits. One Maven client offered unlimited maternity leave to employees.

But with the non-public features provided by Maven, the longest leave taken was only 7.5 months.

Tap into that emotionality by personalizing your product tutorial.

Customers that feel included will build relationships what you’ve designed for them.

6. Asana enables you to customize

The point of something tutorial isn’t to obtain more customers, it’s to greatly help your visitors use—and love—your product.

If your customer undergoes your product tutorial and then discover that it doesn’t meet their needs, they’re never likely to utilize it again.

But if you are using the merchandise tutorial for your visitors to customize the knowledge of one’s product, that’s a win-win.

Asana, a project management tool, does this brilliantly, that is probably why the business is worth over $600 million.

And since there is thousands of reasons a team may need a project management tool, the very first thing Asana does is ask the client to customize it with their needs.

asana signup form

It asks about their teams:

asana onboarding step two 2

Their first project:

asana onboarding name of project

And how they need that project organized.

asana project layout choice onboarding steps

From there, the client can begin adding tasks with their projects.

And by the finish of the merchandise tutorial, the client will have something that’s specifically catered with their needs.

Asana’s welcome emails are simply as effective. The headline reads: “What do you should have finished today?”

asana greetings email

The result is that the client always gets what they need.

And that’s always an absolute strategy.

7. Timely has two fields

How many fields you don’t need your visitors to complete?

Historically speaking, analysts have recommended using no a lot more than three form fields on a website landing page.

Yet so many onboarding processes require a significant amount of information. You don’t need your customer’s first name? Last name? Contact number?

Every field you ask your customer to complete is another chance they could not hang in there to obtain through it.

This can be an era of instant gratification we’re surviving in.

If you don’t require a field, don’t require it.

In the case of time management software Timely, they only require two fields.

timely signup questions

From there the client can get to managing their time.

timely managing time

And should they need more info, there’s a contact for that.

timely greetings email

Timely understands what their customers are searching for plus they only need two bits of information to provide it in their mind.

A good product tutorial must do exactly the same. Ask limited to what’s most crucial to getting the customer into your product and engaged with it.

Anything extra is merely giving your customer a straightforward out.

8. Slack offers you the basics

I know. You need to teach your visitors about your product.

After all, you created all those amazing features and benefits simply for them.

But if your product is a bit more complicated to utilize, please don’t make an effort to teach your customer everything they are able to do with it simultaneously.

Instead, focus on just the fundamentals. Give your customer the smallest amount of functionality they have to begin.

Once they’re hooked, it is possible to teach them more. But in the beginning, the final thing you need is for the customer to obtain overwhelmed and quit.

Take Slack for instance. The business has over 5 million daily active users and 1.5 million paid users.

slack 5 million active users

The workplace communication service was made to roll email, instant messenger, and video chat into one app. Plus they even achieve this a lot more than that.

But they don’t let you know that all simultaneously. Instead, they let you know the three most elementary actions you can take making use of their app.

They let you know about channels:

slack onboarding develop a channel

Messages:

slack post a note

And uploads:

slack upload a document

Once you have the fundamentals mastered, Slack lets you know ways to learn about the others when you’re ready:

slack nice work onboarding

Slack CEO Stewart Butterfield explained this plan in an interview:

He said, “It’s less (about) features which are ahead of where in fact the users are and attempting to understand” [the need of the customers].

Slack’s onboarding emails keep it basic, too. Their welcome emails are sleek, simple, and move on to the point immediately.

welcome to slack onboarding email

By keeping to the fundamentals, Slack users will get to work studying their channels, sending messages with their co-workers, and uploading important documents.

Once they start to see the value of one’s product, they’ll keep coming back for more.

Until then, provide them with the smallest amount they have to succeed.

9. MailChimp hides their advanced functionality

Most businesses don’t begin with 100,000 customers. Actually, most businesses begin with just one single.

Over time they grow and scale and need a many more functionality than they used to.

But in the beginning, they don’t need all that functionality.

More likely than not, they want only the standard functionality.

MailChimp gets that. The e-mail platform has every bell and whistle you should possibly imagine.

That’s probably why the company made a lot more than $400 million in 2016 and grew their user base from 12 million to six million in only twelve months.

They have A/B testing, integration with Salesforce, newsletter sign-up forms, and complex analytics.

But when you’re just getting started, you don’t need some of that.

In fact, when you’re just getting started, all you have to is usually to be in a position to email your visitors.

That’s where Tiny Letter will come in.

mailchimp tinyletter

Tiny Letter is MailChimp’s lite program. Whatever you do is sign-up, upload your existing customers, and send them a contact.

That’s all there’s to it.

compose message on tinyletter

There’s no analytics. There’s no A/B testing. You can find no embedded forms. You can find no design elements.

It’s only a simple method for your organization to send a contact to everyone you need to send a contact to.

You will keep using Tiny Letter and soon you have 5,000 subscribers. But at that time you’ll probably desire to put in a bell or whistle or two.

That’s when MailChimp pulls back the curtain and enables you to see all your deepest desires.

But not just a moment before you’re prepared to see them.

MailChimp emails are created to serve the same purpose.

mailchimp welcome to the party onboarding email

Online training, an understanding base, marketing guides, and a blog are listed to greatly help users become familiar with the service before diving in deeper toward advanced functions.

10. Expensify helps it be easy

In some cases, it’s not too difficult for a person to want your product and also to sign-up for this, but they battle to roll it out for his or her employees.

The product tutorial may be the perfect chance of one to address those concerns.

Take Expensify, who doubled their customer base in six months, for instance.

Expensify lets employees submit their expense reports and obtain reimbursed for them.

But getting employees to start out utilizing the program means rendering it as easy as pie.

expensify dashboard

Expensify simply asks who it will submit receipts to.

expensify who should submit receipts

And if they ought to be submitted every week.

expensify when ought to be submitted

That’s it! The employee can immediately start uploading pictures of these receipts.

expensify upload images of receipts

And Expensify can do all of the rest.

expensify upload images of receipts

The brand doesn’t even require users to produce a password initially. Instead, users can make a password after they receive a greetings email. The entire subscribe process is practically infallible.

expensify email confirmation

The easier it really is for companies to roll your product out with their employees, the much more likely they’re to bridge the gap from purchaser to loyal customer.
Mind the gap. Ensure it is easy.

Conclusion

You ought to be considering your customer and what they want from your own product. Period.

Find methods to make your product tutorial simple and engaging. Give your visitors what they came for. And fast.

Your product tutorial ought to be very easy and intuitive that anyone will get started. Even your grandmother.

Encourage your visitors to take (a minumum of one) action immediately, like sending a contact.

They’ll have the ability to see what your product can perform. And whether they prefer your product to some other one.

Keep tutorials simple like Buffer or break things into actionable, smaller steps like Mint.

Spice tutorials up and make sure they are fun like Canva or make users begin immediately like Evernote.

Be personable like Maven or let users customize their experience like Asana.

Timely only has two required fields, that could assist you to keep onboard customers better. Slack only gives users the fundamentals, which will keep them from becoming overwhelmed.

MailChimp hides advanced functions until users are a lot more experienced, while Expensify makes it simple to join up because of their service immediately.

As an outcome, users of the services will get addicted to using these services and products monthly, weekly, or daily.

That’s just what a successful product tutorial must do. It shouldn’t turn your subscribers into churners. It will turn your subscribers into users.

How perhaps you have used product tutorials to activate your sign-ups?

About the writer: Neil Patel may be the cofounder of Neil Patel Digital.

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional

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