Edited excerpt from Customer success is important, but sometimes it’s just too late by Boris Wertz:
One of my portfolio companies recently discovered through a variety of a/b tests that user engagement within the first 10 minutes is crucial for their product, as there’s an exponential drop-off in engagement after that time. Given the amount of products, services, and technology competing for our attention, I imagine this is a similar trend across the SaaS space. If the benefits aren’t immediately obvious, it’s easy to move on to something else.
Another take-away from those A/B tests was that there is a huge difference in conversions depending on the initial page shown during the onboarding process: people who were shown a page that was most relevant to solving their problems viewed more pages early on in their account life, completed more goals, and ultimately converted to a paid account at a higher rate.
The big question for you is how can you hook a customer in the first 10 minutes? If you want to increase goal completion, customer success emails and sales outreach might be too late and reactive. Users need to get hooked early, or they’re gone.
(1) On generating initial engagement, see Getting users up the engagement ladder.
(2) See also Identifying the moment a user becomes truly engaged.