Boosting Trial Conversions
A Strategic Overhaul of Leadpages’ Onboarding Customer Journey 🤩
PROBLEM:
Leadpages sought to improve its customer onboarding process with the goal of increasing free trials, eliminating purchase obstacles, and driving higher conversions to paid plans. The existing flow presented several challenges:
High friction in the payment process: Users were required to complete multiple steps before finalizing payment, which led to drop-offs.
Generic onboarding experience: There was no personalization, which resulted in users not receiving relevant guidance or resources for their specific needs.
Email verification bottleneck: The email verification process was cumbersome, causing delays and potential disengagement.
Lack of clear guidance for new users: Once inside the platform, users were not immediately presented with actionable next steps, leading to confusion and abandonment.
SOLUTION:
Our redesign of the Leadpages onboarding flow focused on reducing friction and personalizing the user experience:
Added Testimonials on the Signup Page: To build trust and reduce hesitation, testimonials from satisfied customers were added to the first signup page. This helped to reassure users and motivate them to complete the signup process.
Streamlined Payment Process: Steps required to enter payment information were reduced, making it easier and quicker for users to complete the process and start their trial. By eliminating unnecessary steps, users faced fewer obstacles, leading to higher conversion rates.
Improved Email Verification Flow: The email verification process was streamlined to be less intrusive, allowing users to quickly confirm their accounts without unnecessary delays. This helped maintain user engagement during a critical step in onboarding.
Personalized Onboarding Based on Use Case: During onboarding, users were asked how they intended to use Leadpages (e.g., Paid Ad Campaigns, Organic Traffic, eCommerce, or other). Based on their selection, they received customized prompts such as “Connect your Ad Account” or tailored suggestions for how to proceed. This personalized approach improved the relevance of the onboarding experience.
Tailored Templates and Resources: Based on the user’s selected use case, four landing page or website templates were suggested that matched their needs. This eliminated decision fatigue and ensured users were provided with resources directly relevant to their goals.
Customized In-App Dashboard: The initial in-app dashboard was redesigned to feature a checklist based on the user’s selected use case. This provided clear, actionable steps aligned with their specific objectives, guiding them to success faster and more efficiently.
RESULTS:
The redesigned onboarding flow successfully reduced friction in the signup process, improved user engagement through personalization, and increased conversions to paid plans by providing users with a more intuitive and tailored experience.