We know that customers who go through the Onboarding program vest at a significantly higher rate (44-48%) in comparison to those who do not (18%). Our current approach to the Onboarding program is passive, leading to only 9% of monthly free trials going through the program.
Currently, to promote this program we either use plain text or iconography. It’s sterile and doesn’t build trust. There’s an opportunity to make this program approachable and add personality by showing CS team members.
Authenticity is key. How we visualise and create content for the CS onboarding plan should look and feel like Moz. It should have personality and feel engaging.
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Spotlighting the onboarding team members on social media will increase awareness of the onboarding program and deepen our relationships with our future customers.
Customers need to understand what the value is in exchange for their time when committing to an onboarding session. We’ll communicate the value of onboarding on our website prior to conversion in order to enable customers to start the free trial with the motivation to sign-up for a onboarding walkthrough.
