Free Growth Marketing Training | E-commercemanagers.com

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Making Your Funnel Work
Conversion Onboarding
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Conversion Onboarding
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CONVERSION

• ONBOARDING
• Content
• Helpcenter
• FAQ
• Product videos
• Webinars
• Lessons / educational content
• Screenshots
• Chat
• Process / flow
• Product tour (optional flow)
• Screen sequences (forced flow)
• Visual pointers
• Trial content
• Checklists
• E-mail support
• Product Analytics
• Marketing automation flows

• Conversion
• Payment methods
• Invoicing
• Guarantees
• Return policies
• Monthly / Yearly contract
• Monthly / Yearly payment
• B2B readable TC
• Security standards
• Member Organizations
• GDPR Proccessing Agreement

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PAYMENT METHODS

• In the UK over 45 of shoppers have abandoned a
  purchase because of payment-related issues
  (AdYen)
• 42 of US users to payment methods into
  consideration when they decide where to shop.
• Redirect your checkout where relevant
• Let shoppers pay with different payment options
• Make sure your checkout works on different
  devices
• Add loyalty and more incentives for your shoppers
• Stay on top of your risk management setup
• Current account
• Some merchants offer a kind of current account
  facility. You buy everything on credit, you have
  some returns, and once a month it balances out.

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INVOICING (especially B2B)

• Fast
• Reminderflow
• Credit days
• Risk Management
• Invoice upfront or after payment

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GUARANTEES / WARRANT

• Money back guarantee
• Risk free guarantee
• 100 satisfaction guarantee
• Lowest price guarantee

49 increase conversion rate
Extra warranty as an upsell Some brands offer the
possibility to buy extra months/years of warranty
for a small amount.
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RETURN POLICIES
The use of an interactive returns portal,
offering pre-paid return labels and the ability
to look up past purchases are some of the ways
online merchants can make the process more
enjoyable.
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MONTH / YEAR

• Contract Year, Pay upfront a year
• Contract Year, Pay per month
• Contract Month, Pay per month
• ? Pricing (what discount)
• ? Customer satisfaction ( imagine a year upfront
  and after a few months no more usage / value)

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ONBOARDING CONTENT

• Content
• Helpcenter
• FAQ
• Product videos
• Webinars
• Lessons / educational content
• Screenshots
• Chat
• Process / flow
• Product tour (optional flow)
• Screen sequences (forced flow)
• Visual pointers
• Trial content
• Checklists
• E-mail support
• Product Analytics
• Marketing automation flows

• Simple tip
• Change every question you ever get from a
  customer in a piece of content

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PRODUCT ANALYTICS

• CCA Common Conversion Activities
• ? During trial period, but also after conversion
  The things most/all paying customers do during
  trial Our definition
• What is the minimum of activities (conversion
  goals) a new customer has to complete to
  experience benefits from your product?
• Extended
• What are the activities that at least 80 of your
  loyal customers complete?
• Watch
• Usage / logins
• Data import
• Integrations / connections with other tools

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MAIN FLOW FOR SUPPORT

• Knowledge center (articles, videos) ()
• E-mail () 3. Chat()
• ? With e-mail, put them through a form flow,
  where they will see suggestions from
• your content library, making sure you are not
  wasting precious labor hours

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E-MAIL ONBOARDING SEQUENCES

1. Welcome series
2. Minimal effort general tips for usage (guide
   them through the CCA Common Conversion
   Activities)
3. Surf/behaviour / usage based sequences

Source Atlassian
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VISUAL POINTERS / PROGRESS BAR / CHECKLIST
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VISUAL POINTERS / PROGRESS BAR / CHECKLIST
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WARNING INDICATORS

• Not logging in anymore
• Not finishing functions not returning soon (24
  hrs max/1 workday)
• Not finishing the CCA Common Conversion
  Activities
• Visiting the same help page several times in a
  short time
• Low reviews

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THE END

• Next session about
• 7A Customer succes

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