Conversational Onboarding Experiment at AdRoll
Conversational Onboarding Experiment
I managed the product team responsible for creating the self-service interface by which any customer who created campaigns on their own, without the assistance of an internal account manager, would experience AdRoll. The onboarding flow for a new self-service customer was obviously a very important funnel for us, since these customers wouldn't have the benefit of a manager to help them if they got stuck. The existing onboarding flow was this page that you see here — our belief was that it would be clear to the customer, there were no surprises, and honestly, it was just easier to build this way all on one page.
But we wanted to improve the signup-to-launch rate, or the rate of people who signed up for a new AdRoll account and then launched their first campaign. Our hypothesis was that rather than it being simple for a customer to see everything they needed to do on one page, they actually found it overwhelming and they would leave the onboarding experience. So to test that hypothesis, we built a new onboarding flow called “conversational onboarding,” since it proceeds like a conversation, and we ran an A/B test with 50-50 randomized traffic.
We saw an immediate 20% uplift in sign-up to launch rate, and ended up expanding the experience to 100% traffic a month earlier than we had planned since the winner was so obvious.