新規ユーザーの「これは何？」という疑問
No matter how intuitive you think your product is, you can’t simply drop new users into the platform and hope for the best. Not to mention different types of users will leverage your software in different ways, so a one-size-fits-all approach won’t work either. With Pendo, you can easily personalize this crucial first experience with your product.
多くの同業他社と同様に、Splash社は既存の機能をアップデートし、新しい機能を開発することで、お客様のためにソリューションを継続的に改善してきました。しかし、新規ユーザーは、利用可能な機能を深く学ぶための追加の方法を求めていました。SplashのシニアプロダクトマーケティングマネージャーであるPete Richardson氏は次のように述べています。「私たちは、イベントをもっと成功させ、作業が楽になるプラットフォームの新たな主要分野をお客様が発見できるように、プロダクト内ガイダンスを提供する機会を見出しました。」
The Splash team needed a better way to communicate directly with users and ensure they were getting the most out of the platform, right off the bat. They turned to Pendo’s in-app guides, largely because they could customize guides in two key ways: to make them look and feel like an organic part of the Splash product, and to tailor messaging to different groups in their user base. Pendo’s analytics capabilities also added an important layer of data-driven insights. As Richardson put it, “The icing on the cake was the ability to see how often users were actually interacting with the guides. This helped us learn which parts of the product were working best and which parts we could improve upon, so we can continue constructing a thoughtful product roadmap.”
オンボーディング、そしてその先へ
Richardson’s first order of business with Pendo was to personalize their app’s onboarding experience to display different messaging (and encourage different workflows) for different user roles. “Designers should be directed to a portion of the product where they can establish their brand, whereas on-site specialists need to know about our guestlist functionality,” he explained. “We’ve found that keeping people in their funnel and not distracting them with an immense amount of information that may or not be relevant creates more efficiency for teams.”
In addition to creating role-specific welcome guides (for example, one targeted to Splash admins), Richardson leveraged the Resource Center in Pendo to extend this personalized in-app guidance beyond a user’s first login. “The Resource Center is a one-click entity that allows users to get all the support they need in one place,” Richardson noted.
Splash’s Resource Center includes direct access to their Zendesk-powered help center, onboarding walkthroughs, details for upcoming webinars and events, on-demand educational courses, and information about how to get involved in the Splash community. There’s also summaries of what’s new in the platform, including videos users can play right inside the Resource Center itself. To make the experience even more personalized, the suggested help center articles update based on where a user is in the product.
Pendoを活用したアプリ内オンボーディングを実装した後、その成功の証拠はプロダクトデータにありました。「イベントを作成する新規ユーザーが急増しており、これは弊社のオンボーディング資料が機能していることを示しています」とRichardson氏は話しました。
Beyond the initial onboarding experience, Richardson also used Pendo guides for ongoing education to direct users to new features and other improvements in the product. “Our marketing and sales teams do an excellent job communicating what’s new and improved, but we can be even more effective helping users in-flow,” he said. “We’ve found that actually embedding guides inside the product has been the most impactful for ensuring adoption.” When it comes to measuring the effectiveness of these guides, Richardson explained how the fewer clicks, the better. “If we see users clicking a badge icon to launch a help guide often, it tells us that we need to improve that part of the product. That’s really useful information that we probably wouldn’t have discovered otherwise.”
In other cases, Richardson definitely does want users interacting with a guide, for example the guides he creates to promote upcoming webinars. In addition to making sure these guides are clean and simple, Richardson explained how personalization comes into play here, too. “We’ve been able to experiment with segmentation so that we’re only showing [the guides] to certain users to avoid being too invasive to a user’s workflow in the product.” And this strategy has proven successful: “When we promote a webinar using a Pendo guide, we see an increase of about 10-15% in terms of attendees coming directly from that guide. And that’s been really huge for us.”
