Project Tour: In-App Onboarding at Salesforce
At a transformative moment in Salesforce’s growth, I was tasked as Content Strategist for the In-App Onboarding experience. An omni-channel customer journey utilized the early building blocks of AI through automations to help customers find the exact experience they needed to successfully, and quickly, onboard to the product.
Leveraging content from across Help, Trailhead learning platform, customer resources, and more, I set the vision, roadmap, and architecture for the content strategy. The culminating product was the In-App Checklist. An interactive tool that guided customers through pivotal onboarding steps and connected them to the right resource at the right time.
In-App Checklist helps demo and new customers make the most of the product faster with interactive product feature.
SALESFORCE ONBOARDING CHALLENGES:
Not targeted to audience personae
Started post-trial
Not focused on value drivers
Disjointed and scattered
… resulting in slower setups and higher likelihood of attrition
PROJECT GOALS:
Enable Customers to onboard immediately and engage with product
Improve CSAT
Increase use of self-serve resources
Increase demo-to-customer conversions when enabling experience in demo
OBJECTIVE:
Create an in-app onboarding experience for new customers spinning up a trial. The experience authentically reaches its audience, and helps customers realize value from their investment quickly.
STAKEHOLDERS
Executive sponsor, business analysts, developers, designer, project managers, subject matter experts, agency partners.
STRATEGY ROLE:
Content Strategist creating the experience flow of subject matter expertise (what steps customers need to take), user experience (how and when we give them the information), and overseeing copy production.
SUCCESS METRICS
+78% Engagement
4.6 / 5 CSAT
+8% increase in lead-to-opportunity conversions
Process from conception to launch for Sales Cloud spanned 8 months before scaling to other products.
RESULTS
New Product Features
In-App Checklist
In-App Prompts
Pre-configured Dashboards
Integrated Campaign
Email
Webinar
Video
Print
Measurable Results
7% increase in valid lead to opportunity
78% engagement in-app
Shorter timeframe
Audience Expansion
Admin
Executive Sponsor
End User
Once proven in Sales Cloud, experience scaled to other products. In addition to Checklist, in-app features connected customers to contextually relevant resources.