Complex Customer Onboarding Made Simple
Supersapiens is a fast-paced tech startup offering an award-winning CGM app (continuous glucose monitor). They're one of the first to market this technology for populations outside of Diabetes. Being one of the first to market with an emerging technology presents a big opportunity and equal challenges. One of the primary problems we set out so solve was overcoming onboarding hurdles for new customers.
The Challenges
New users needed a lot of education on:
- glucose itself
- how to apply the hardware (biosensor wearable)
- how to navigate the app
- how to interpret the data
That's a lot.
Delivering all of this information at once would drown users. We had to get creative about when to deliver which pieces of information. Then figure out the tech to support the content strategy.
The Solution
We defined behavior-based triggers for different segments of onboarding. We can't give away all the secrets, but for example:
Trigger: When user pairs first biosensor. This could be days, weeks, or months after purchase. We set up a webhook that tags users in Klaviyo when they pair their device, so we could start delivering information within minutes.
Content: This trigger launched a 14-day daily Pro Tip series (because each sensor lasts 14 days). We broke the whole process down into bite-sized pieces and gave users one key action to conquer each day. So after 14 days users felt confident that they had learned and were ready to pair the next biosensor.
The Results
The result was a lot of emails that customers loved and appreciated.
We know what you're thinking -- customers loving emails? Really?
Two stats to prove it:
- According to customer surveys, 93% of users found the onboarding emails helpful.
- The email that is sent on Day 28 of onboarding boasts a 74% open rate and 15% click through rate. That's after nearly a month of receiving steady emails.
Retention like that only happens when the content is working.
