Panda Doc is well-known for its high-quality templates. They provide a variety of categories, and news cases, for their templates. And in this episode, we will be digging into these awesome features. We also tapped into how they deal with onboarding with their united teams and prioritize user experience for their customers.

Quotes from this episode

"The fanciest templates are the most popular. They have beautiful cover pages, pricing tables, and sample products, so you can just plug-and-play with those templates."

"Users like to start with something. They don’t want to start with a blank document. So if you show them the template gallery, they are more likely to interact with the application.

Show notes

[3:28] What does onboarding on PandaDoc look like?

[4:28] Onboarding for Panda Doc is about the user experience and how PandaDoc helps them achieve their business goals.

[6:47] Is there a guiding metric that they consider for measuring success?

[9:39] How are they able to unite teams, fuse ideas, and give feedback in each department at PandaDoc?

[12:54] Do they have product-qualified leads?

[16:51] Eugenia explains their process of creating templates and setting up their designs.

[23:06] Eugenia shares some of the potential projects that they are working on.

About Eugenia Brown

Eugenia is hands down one of the backbones of PandaDoc. She always seeks quality outcomes, and her creativity serves as an outlet for the company's potential growth. Eugenia loves to work with her colleagues, helping fast-scaling teams accelerate their ability to create. And one fun fact about her is her love for dogs. She has a dog named Gryffindor who likes to chase butterflies.

Today we have Claudia Pravettoni, Success Growth Lead at Gorgias. Gorgias is an e-commerce help desk that turns your customer service into a profit center. We discuss the role of understanding users' preferences and how Gorgias deals with their team to provide a quality experience for their users. Claudia also highlighted how they provide customers with fast and personalized help.

Quotes from this episode

“Giving users the option to get help from a product specialist is just a quick way to also understand user preferences and kind of highlight any issues or any friction points that our users are having in getting set up.”

Show notes

[2:25] How do they define onboarding in Gorgias?

[5:52] How do they deal with working on multiple teams?

[8:09] How does she let other teams know what tasks she's been working on and when?

[9:35] Context and communication are key, especially when you're working with a team. Your goal with Gorgias in a standardized way Learning by doing is the best way

[11:46] Claudia tackles how to gauge users' interest and how to set up Gorgias

[19:36] What project is she looking forward to?

[22:23] Company size is a big factor in user roles

[25:18] What are some things that surprised her with some of the onboarding that they have set up so far?

About Claudia Pravettoni

Claudia is the Success Growth Lead at Gorgias. She specializes in problem-solving and growth hacking. Claudia transformed Georgias’ dashboard into a digital CSM. She also leads product growth initiatives for. customer service platform for e-commerce brands.

When you’re building functionality and when you’re building experiences, it’s important that you define your voice and what you represent in the market. This way, you can create more value. Today we’re about to learn how to create non-intrusive educational content to help users get and see the value of a product.

Taylor Sell, the Director of Product at Trainual, is speaking with us. Trainual is a leading SaaS platform that is transforming the way businesses onboard, train, and scale teams.

Quotes from this episode

“With hotspots that show the value behind that area of the product , some of our activation metrics went up by 100% and conversion rate grew by 80%”

Show notes

[2:23] How does he define onboarding at Trainual?

[3:18] Is there one person who owns onboarding in his company or is it more of a cross-functional ownership?

[5:32] When they’re splitting up post purchase and pre-purchase onboarding, does he notice a huge difference in the behavior within the flow or the actions that he wants his fellow cohorts to drive into?

[10:13] Does he know what his best sources are or what their most highly activated cohorts are?

[24:06] What kind of experiments and tests are they trying out next?

About Taylor Sell

As the Director of Product at Trainual, Taylor is trained and experienced in delivering value and solving user needs in the SAAS landscape.

Every business with an incredible product starts with a problem. But the catch here is that you have to understand the problem first and let your creativity follow. Andrew Capland, the former head of growth at Wistia as well as PostScript, always uses his creativity and strategic planning to ultimately grow his companies faster. He is now the massive brain behind Delivering Value and works with B2B leaders to celebrate their careers and early-stage SaaS founders to scale their businesses.

In this episode of Behind The Experience, let's learn about Andrew's proven frameworks and methods that led him to fast growth.

Quotes from this episode

“You don’t know what you don’t know until you really get close to understanding the problem and the customer. Then, all of a sudden, ideas for growth experiments just appear.”

“A lot of SaaS companies have this blank screen problem. It’s like looking at a Google Doc and there’s a blinking cursor with no words, and you’re like, “Well, I don’t know what to write”, and it feels overwhelming. If you don’t solve this, everything will be so much harder.”

“At its core, user onboarding is about delivering value to people inside of your product for the first time.”

“Your customers are just looking at your tool as a way to accomplish a goal.”

Show notes

[5:49] How do they measure onboarding success?

[8:22] Andrew gives his framework on how to narrow down value points.

[10:51] How does he disseminate the framework that he has back to his team and how do they work cross-functionally?

[18:03] Andrew shares his experiences working on onboarding as the Head of Growth at Wistia.

[23:59] What are the learning lessons that Andrew encountered while he was doing data collection?

[26:30] The idea of making brand video templates for the company so that users could shortcut the experience while still gaining value from the product.

[31:40] Andrew shares his future projects and ideas that he’s currently working on for his company.

About Andrew Capland

Andrew's core competencies include analyzing funnel data, running a/b tests, solving user acquisition challenges, new user onboarding, and managing high-volume product-led growth businesses. But his real passion lies in helping people around him scale up their careers by teaching them his systems and frameworks.

Celebrating your customers' achievements is one of the best ways to create momentum and build a connection between their success and your own. That's where thoughtful and useful success state screens come in. In this episode of Behind The Experience, Jessica Andrews shares Copper's magical success state screen.

Quotes from this episode

"When we applied the jobs-to-be-done framework to our onboarding, we saw a big spike of 15% improvement. It’s had downstream effects already!"

"We assume that our users know so much more than they do. So we use big words that may not make much sense to them."

Show notes

[01:15] How they define onboarding at Copper

[07:02] What does the onboarding success metric at Copper?

[10:46] How does Jessica work cross-fuctionally to improve user onboarding

[16:56] The Jobs-to-be-Done framework in Copper’s onboarding

[20:00] Segmenting users based on their industry knowledge.

[26:52] An easy way to add contacts to Copper from Gmail

[28:57] Copper’s magical success screen that gets 25% of new users to install their Chrome extension

[33:32] What is Jessica excited to try out next

[37:20] Where can people find Jessica Andrews online

About Jessica Andrews

Jessica Andrews, leads product marketing at Copper, the CRM for Google Workspace. She is based out of Toronto, Canada.

A proven strategy to improve your onboarding is to ensure it drives users toward specific, key actions that will help them achieve their unique goals. Kareem Mayan, Founder of Savio and Conversion Consultant at TrialToPaid.com, knows this all to well. He’s worked with companies like ESPN, Predictable Revenue, and Headphones.com to improve their free-to-paid conversion rates.

In this episode of Behind The Experience, Kareem breaks down the strategy behind Savio’s goal-oriented onboarding flow.

Quotes from this episode

"The trialer has a goal they're dissatisfied with the current state of the world. Your marketing site has sold them the dream about what the world is going to look like when they sign up for their service. If your app doesn't deliver on that promise, they'll be disappointed."

"Look at your converted and churn customers and what they did do and didn't do. This gives you a nice heuristic about the key actions in your app that customers need to take."

Show notes

[01:15] Why is knowing your free-to-paid conversion rate so important?

[02:31] Benchmarks for free-to-paid conversion rate

[04:46] Common reasons for low free-to-paid conversion rate

[07:36] Kareem’s process for improve the free-to-paid conversion rate

[11:57] How often should you update your onboarding experience?

[16:33] Savio’s goal-oriented onboarding flow

[29:11] Kareem’s advice to anyone looking to improve their free-to-paid conversion rate

[30:16] Where can you find Kareem online?

About Kareem Mayan

Kareem Mayan helps growing product-led B2B SaaS companies increase trial to paid conversion. He is previously the Product Manager of ESPN.com’s Insider business (a seven-figure ARR product). By focusing on conversion, he grew revenue by 25% in 6 months. He now works with clients like Predictable Revenue, Headphones.com, ESPN, Ecamm, and more.

In the first episode of Behind The Experience, learn how Lyla Rozelle, Director of Customer Enablement at Appcues, increased checklist completion rates from 2% to 25% by breaking it up into multiple bite-sized lists. She'll also share wins and lessons learned as she worked with a cross-functional team to improve onboarding.

Quotes from this episode

“Personalization isn’t just dropping a first name and company name. It’s experiences-based, triggered-based, behavioral-based.”

“Be very aware of the language that you're using. You don't want to alienate people or make them feel like they don't belong in your product, when they do.”

Show notes

[01:19] Why we're excited about Behind The Experience

[06:30] What success looks like for new users at Appcues

[10:31] How Lyla works with other teams to improve onboarding

[16:50] Reviewing Appcues' welcome modal for new users

[18:21] How personalization reduced Appcues' activation rate by 20%

[21:46] Appcues uses onboarding patterns to onboard new users

[22:42] An experiment to get new users to install the Appcues Chrome extension

[24:16] Breaking up the onboarding into a two-step checklist improved completion rates

[25:38] Other experiments around improving checklist completion rates

[31:04] Don't assume that new users know all the terms and acronyms

[32:03] What Lyla is excited to try next

[34:55] An invite to join Behind The Experience

[35:18] Where you can find Ramli and Lyla online

About Lyla Rozelle

Lyla Rozelle is the Director of Customer Enablement at Appcues. She is the resident Appcues expert at Appcues, designing our in-app flows.

Links

Appcues website

Made with Appcues

GoodUX

Profiles

Lyla on LinkedIn

Ramli on LinkedIn