A quick note on the qualifying questions. I also pondered this topic with the team. My conclusion is that if someone has high intent to buy your product or sign up for a free trial, they won't mind answering a few questions. The real question is - Do you want tons of leads, or do you want less volume, but higher quality of leads?
Thanks, Stefan, and great point. IMO you won’t sacrifice many leads at all, but you will be able to segment and personalize the experience for everyone - which is a huge win.
Hey Rodrigo! Honestly how good right ;) I'm from Candu and have lots of examples of companies that do this (have a few new faves since this post came out) and happy to share them with you - will ping you on LinkedIn!
Thanks for the tip on the signup form, in terms of questions to ask. That's always been a hot debate in the organizations I've worked in. Curious if you have data from the companies you surveyed on how accurate the information is from the data captured during the signup process - or if the accuracy of the information decreases as you add more questions.
I don't have any hard data on this, but anecdotally I haven't seen too many issues as long as:
- People believe there's something in it for them by answering the onboarding questions (i.e. it's not for data collection, it's for having a better experience)
- The questions are multiple choice / non-invasive rather than asking for more sensitive data like a phone number
Sent to my product team. Excellent post!
A quick note on the qualifying questions. I also pondered this topic with the team. My conclusion is that if someone has high intent to buy your product or sign up for a free trial, they won't mind answering a few questions. The real question is - Do you want tons of leads, or do you want less volume, but higher quality of leads?
Thanks, Stefan, and great point. IMO you won’t sacrifice many leads at all, but you will be able to segment and personalize the experience for everyone - which is a huge win.
Hi Kyle!
The login page as a piece of real estate blew my mind! 🤯
¿Is there any drawbacks in doing this??
It sounds so 'obvious'.. but I think I haven't seen it much 🤔..
Hey Rodrigo! Honestly how good right ;) I'm from Candu and have lots of examples of companies that do this (have a few new faves since this post came out) and happy to share them with you - will ping you on LinkedIn!
Thanks for the tip on the signup form, in terms of questions to ask. That's always been a hot debate in the organizations I've worked in. Curious if you have data from the companies you surveyed on how accurate the information is from the data captured during the signup process - or if the accuracy of the information decreases as you add more questions.
I don't have any hard data on this, but anecdotally I haven't seen too many issues as long as:
- People believe there's something in it for them by answering the onboarding questions (i.e. it's not for data collection, it's for having a better experience)
- The questions are multiple choice / non-invasive rather than asking for more sensitive data like a phone number
I’m particularly interested in what kind of evidence was seen:
“We’ve found little evidence for a big drop-off at this phase of the user journey”
This implies there was a drop off. At what rate? This is helpful for calming concerns around the impact to lead/signup conversion.
I think there’s a typo in the TLDR title - “9” instead of “19”.
Absolutely love this list! Another amazing article.
Glad you found it useful!
Sorry for the confusion on the numbering. We were adding up all of the sub-points (1a, 1b, etc) which gets to the 19 number.