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.
Instead of having one massive checklist, Lyla Rozelle split the list out across post-purchase and trial, creating separate lists for each phase of the experience.
The first checklist now focuses on installing the Appcues Builder. Once the first checklist has been completed, that triggers the second checklist, which includes 3 items: create a flow, track an event, and create a goal.
“The concept is to daisy-chain the checklists together,” Rozelle explains, “so that folks don’t have a 45-page to-do list. They have just a couple little setup tasks—truly bite-sized tasks; teeny little things. This makes each step more palatable and easy to complete.”
This simple change resulted in an enormous improvement in the checklist competition rate.
“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.”
[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 the ReallyGoodUX Show
[35:18] Where you can find Ramli and Lyla online
Lyla Rozelle is Director of Customer Enablement at Appcues. She is the resident Appcues expert at Appcues, designing our in-app flows.