When a prospect decides to try your web application, your number one priority is to ensure he or she has a positive experience. This includes making sure the prospect understands what they need to do to get the most out of your solution. When the user first logs in, you can present him or her with on-boarding instructions that will lead to a successful experience. Furthermore, asking timely questions can also help you tailor the user’s experience and provide your sales team with important insights that can aid in the sales process.
This example uses several segments – one for each stage a prospect moves through.
The goal of this message is to get a prospect to complete certain on-boarding steps. Provided there are two steps in this example, you could use global goals like “watched video” and “answered survey” to measure results. Since getting the prospect to convert to a paying customer is the ultimate objective, this should be included as a global goal too. It’s always a good idea to test this campaign against a control to determine how the campaign compares with those who do not see the messages.