Keyhole is a social listening and influencer marketing platform that wanted to increase its trial to paid conversions to improve business metrics.
They’ve used UserGuiding, and specifically, UserGuiding’s onboarding checklists feature to increase the number of conversions by 550%.
Here’s the story behind their success and highlights from our interview with Keyhole’s product manager, Myra Yip:
What makes users more likely to buy?
The answer to this question can vary a lot depending on your product and your users.
For Keyhole, this meant having multiple answers to this question since their product acted as different solutions for different user segments. In cases like this, it’s better to start from the largest segment which usually brings the most value to the business, and move from there.
Once you’ve got your target segment of users and their use case figured out, it becomes just a little easier to define variables that influence their conversion.
You can focus on analyzing the behavior and journey of this segment, understand how each action affects their overall experience, and if it contributes to conversion or not.
Although you might have some general ideas, in theory, you can encounter some surprising insights when you dig deep.
Myra, when analyzing the behavior of this specific segment, found one of these insights:
“Before UserGuiding, we saw that users who’ve seen a sample dashboard that we’ve created ourselves with our tool were more likely to upgrade to a paid plan. This gave us confidence that building something similar into our onboarding experience would be worth the investment.”
Myra Yip – Product @ Keyhole
When you think about it, this makes sense.
Educating users about what’s possible with your product and the best practices of certain use cases can be a great way to help them adopt your product quickly.
Especially since around 55% of people are likely to return/churn from a product because they didn’t fully understand how to use it.
With the confidence and insights they had from their analysis, the team of Keyhole decided to improve a certain aspect of the product’s UX:
“We wanted to better onboard these trials and show them the value of Keyhole.”
Myra Yip – Product @ Keyhole
They’ve decided that the feature that would have the same impact as the dashboard they’ve displayed to their users would naturally be pre-made templates. These templates would help users get from signup to their Aha moments in just a few clicks compared to building dashboards from scratch.
Isn’t there a quicker way?
As the new “Templates” feature seemed like the obvious thing to do, now was the time to start planning. From prototyping to design and to development, there was a lot of work to do.
Work that would take them at least a few months to get to the final product.
At that point, while they’ve started to develop this new feature, Myra’s focus was to achieve a similar effect in the quickest way possible. And they had an idea:
“We were confident that an onboarding checklist would bring value, we were looking for a quick way to set it up.”
Myra Yip – Product @ Keyhole
An onboarding checklist can help users see where they are in their journey to achieve value, and see what steps they need to take next. It can show them their progress and the remaining journey at the same time.
Developing this user onboarding pattern can take minutes or weeks; depending on the method you’ve chosen.
Myra stated that they’ve tried various tools to help them quickly develop this UX element, and ended up with one specific solution:
They’ve found UserGuiding
“UserGuiding came in as a no-code way to show our users the value and the potential capabilities of Keyhole, to help them get set up faster during the trial.”
Myra Yip – Product @ Keyhole
They’ve come across UserGuiding through our article on Product Adoption, and after giving it a chance decided that this was what they were looking for.
With UserGuiding, Myra and her team were able to create a fully functional user onboarding checklist with a full set of interactive guides in it, in a matter of minutes.
Here’s the first iteration of the checklist they’ve displayed to their trial users: 👇
Once they’ve created this checklist, they’ve set it live for the users whose focus was the brand monitoring feature.
After a while, they’ve seen insane improvements in conversions: users who have seen the checklist were 550% more likely to buy than the users who didn’t.
Emphasis on “seen”, because most of the users who became more likely to become paid users didn’t view the guides on the checklist.
“For most of the users, just seeing the benefits of the product listed out in a checklist was enough to do the trick. They didn’t even have to complete the guides in it.”
Myra Yip – Product @ Keyhole
“Just seeing the benefits of the product listed out in a checklist was enough to do the trick.”
For some products, users don’t need to be hand-held through the set-up process. Just seeing the next steps all the way to success is enough for them to get through the journey, which is exactly what happened for Keyhole.
Alongside improvements in conversion rates, metrics such as session time and unique product pages viewed increased as well, meaning these users were dramatically more engaged.
But even though most users didn’t view their guides and tooltips on the checklist, Keyhole’s on-screen guidance models are worth a mention because of how simple and effective they are.
▶ Here’s the one that explains users how to create reports and comparisons:
▶ And here’s the modal that encourages users to add a social channel:
UserGuiding, with just a few simple elements, was able to literally skyrocket conversions for Keyhole.
Ready to skyrocket conversion rates, just like Keyhole did? 🚀
UserGuiding, as a no-code user onboarding platform, gives you the power to eliminate the need for developers in creating interactive content that boosts user engagement and conversions.
In a matter of minutes, UserGuiding lets you can create:
- interactive product tours,
- tooltips,
- hotspots,
- user onboarding checklists,
- in-app resource centers,
- and NPS surveys.
Don’t believe me?