Product Training, Onboarding, Help Documentation & Microlearning

UX Tips: How to Improve User Conversion Rates

Most people have used a software or web-based product that was designed with the best of features, but lacked a decent user interface. The products are difficult to use and unless the provider has a monopoly on the technology, they face poor user conversion rates and are eventually relegated to the bottom of the product list.

Without a good user interface, users find the product difficult to use from the onset and everything from implementation to user onboarding and acceptance become more difficult or may even fail altogether. Conversion optimization begins with the design of the user interface and includes all aspects from signup and tutorials to site navigation and feature implementation.

ux tips to improve conversion rates

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The Biggest e-Commerce Shopping Cart Bottlenecks

A concern to all e-commerce shopping sites is the user who adds products to the shopping cart and then leaves the site without making a purchase. Of particular issue is the potential customer that makes it to the “Pay” screen and then abandons their cart.

If one considers the ease with which a customer can make a purchase in a brick and mortar storefront as opposed to an e-commerce site, perhaps it is not surprising that users give up when confronted with a complex payment process and leave a site to visit the local mall or other store. Predictive analytics can help reduce the number of users who leave a website by providing insight into the reasons why they may have left, which allows conversion optimization to improve sales.

reduce shopping cart abandonment

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Customer Service Tells: SaaS Onboarding Through Nuances

We’ve written before about the critical role of customer service in the onboarding process. Customer service is a tricky, elusive factor in your customer success plan – on one hand, the customer service usually revolves around responsive interaction (responding to needs). On the other hand – it has been scientifically proven that companies sending long feedback forms to their customers, thereby creating work for them instead of alleviating the pressure – are annoying.

It’s time to delve into what we at Iridize like to call “customer service tells”, that will give you a better indication of where you stand with your customers, in terms of customer service, and where that is on the via dolorosa that leads to conversion.

customer service tells

 

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“Onboarding”. You keep using that word.

The term ‘onboarding’ is most commonly used by UX experts and web designers to define those first 3-4 screens meant to orient new users in an app. Those are definitely part of the onboarding process, but the onboarding process is much lengthier and more complex than two or three actions can accommodate. This may seem like “Onboarding 101”, but we find it is important to get back to basics every now and then, to revisit the base principles and check in with industry standards.

 

onboarding you keep using that word

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Why you need Onboarding optimization

Honestly, these things just write themselves.

why you need an onboarding solutoinImage source

 

How to Increase SaaS Customer Conversion Rates

Potential customers become paying customers when they are satisfied that the service is worth the money and provides them with a greater return than the investment required. Converting free trial users on a SaaS platform Is more of a marathon than a sprint – it requires long term attentiveness to their demands, both in terms of customer service and analytics.

saas customer service

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A Quick Microlearning Lesson from LinkedIn

As we’ve said before, microlearning is becoming an increasingly popular tool for onboarding and software adoption. What you don’t know, is that it has been around for a while, even before it started gaining popularity. Back when you could only afford to develop microlearning tools if you had 300 million users.

 

This micro-example is from May 2014, when LinkedIn launched a 3-tooltips-long tutorial, introducing their “Who’s Viewed Your Profile” feature. The funny thing is that feature had been around for months before the tutorial suddenly popped up. LinkedIn just decided to highlight it as part of a marketing campaign to increase conversions from free to paid plans.

 

linkedin microlearning example tutorial

 

When you think about it, it’s the perfect solution for agile product teams releasing frequent product updates – embedding short, relevant tidbits that help the user manage the UI changes. The medium’s flexibility makes it possible to weave it into the user interface and address only the latest, most relevant product updates and features.

 

This example teaches us a few things about embedding microlearning in products:

 

1. Microlearning can serve not only first time users. The “tutorialness” adds a fresh vibe and can sometimes serve to re-wrap and deliver old features in a way that makes them seem new.

 

2. The line between help content and marketing is blurrier than ever. The tutorial was designed to highlight a feature, educate users and invite them into the premium zone, all at once.

 

3. Calls-to-action matter in microlearning, perhaps more than in regular help documentation. They are the engine that helps navigate the tooltips/text snippets, moving the process forward, turning the content into an actionable learning opportunity.

 

linkedin microlearning example CTA_

 

 Learn more about embedding microlearning in your software

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