Some background

The goals which were defined to the onboarding flow were to guide users through the registration process, provide an exciting 1st landing in the portal, improve their experience of the service and eventually convert them into paying customers.

The onboarding stages are:

  1. Receive an invitation email
  2. Complete registration
  3. Onboard 1st endpoint
  4. Trigger a demo alert

Conversion rate before the redesign

Audit, insights and recommendation

Step 1: Test the current onboarding experience

I started the audit by completing it by myself and documenting the journey with a screen recording software while thinking out loud and narrating my actions.

Selected screenshots from the audit

Step 2: Divide the flow into steps

I defined a step either as an environment change or change in a request from the user:

The steps are:

  1. Receive the trial email
  2. Read the email
  3. Fill the registration forms
  4. Finish and transition to personal tenant
  5. Set up preferences
  6. 1st impression
  7. Trigger alert on endpoint
  8. Wait for the alert to show in the portal
Step 3: Analyze the screens in each step and provide suggestions for improvement

Except the insights and the recommendations per each page that appear in the slides I also found issues with:

  • • Lack of information in the welcome email
  • • Switching too many environments
  • • Cumbersome forms with repeating questions,
  • • Slow loading
  • • Confusing steps inside the wizard
  • • Lack of feedback such as summary page and email
  • • Incompatibility to screens smaller than Full HD
Step 4: Rank the experience along the flow

I gave a score to each of the steps, based on my own experience, spanning from -5 to +5. Parts which I found to be more delightful received a higher score and parts which I found to have poor experience, received a negative score.

This is how it looks:

Poor experience has a price

I wanted to run an experience and to check whether there is a correlation between poor experience and customer drop-off at the same points. So I took the conversion funnel and placed it over the onboarding flow map.

Well, it’s probably not the most empirical method to correlate between user experience and conversion. But it resulted in a strong visual that puts them both on the same graph and implies that one has effect on the other.

I included this graph together with the full video capture in a presentation for the group’s executives and PMs, which helped me to make a point that poor experience translates to poor business performance.

Planning and execution

Aiming efforts to the right spots

Following my presentation and based on the audit’s findings, The following items were set as the top priority tasks.

  • • Make the welcome email more explanatory
  • • Guide users to onboard first endpoint and run a demo attack.
  • • Improve the overall look of a newly created portal, before it gets any data to create an amazing 1st impression.

1st landing experience before and after

The result

Tripling the conversion rate

After redesigning these three items and measuring the new conversion rates for two more weeks, we saw a significant improvement with overall conversion rate more than tripled from 11% to 35%.

Conversion rate before the redesign

Conversion rate after the redesign