Using Video and Smart VX for Better Customer Onboardingby QArea Expert on August 21, 2018
Getting customers or users through the journey and motions of getting “up and running” with a product is how most organizations see their onboarding process. Customer onboarding is an essential part of the user journey and a valuable milestone so it’s necessary to think beyond these motions.
Poor onboarding experiences will cause churn and can pretty much kill your growth. Great onboarding experience is not the means to prevent churn but it does help ensure that your customer completes the desired goal. And from this, retention grows.
Emotion Entices Action – Adding Value to Your Customer Experience
People are emotional beings – our decisions are fueled by emotions we have at the moment we are making them. And our emotions entice action. Throughout the whole customer journey from discovery to user acquisition, referral and beyond, people go through various emotional states that drive specific actions along the way. We use a combination of visuals and text to design experiences/tell stories on various device types and screen sizes.
Reducing friction in a user’s journey means to distort the flow as less as possible and minimize the confusion for the user. Customer onboarding is a critical event for value distribution and your customers first genuine experience with the product so it’s necessary to make it as frictionless as possible.
The Power of the Video
The video stands out from interactive design elements as it captures the user’s attention without the need for any or additional interaction. Videos provide great onboarding experiences as they allow you to communicate your emotions and clarify the message behind your brand. And this helps strengthen the connection with your customers and bring value to your brand.
Whether it’s motion graphics, micro-narratives and explainers, animation merging with UI elements or real-time data generated video – It’s a continuum embedded in the customer journey not only as a medium to bring more users to your brand, but to enhance the brand itself. Video can be used to guide the customer, embody your brand’s personality and make the customer journey and onboarding clear, personal and authentic over the digital landscape.
Ensuring Great VX
Your customers will engage in more channels with your brand. They will be using several channels, screen sizes and sizes and device types. Each of these devices has their own rules and limitations that influence the user’s behavior and usability. In order to create a functional and engaging onboarding experience for your customer, you will need to work on the adaptation of message and scenario across all devices. Not only can this be time-consuming but challenging as well as you will most often find technical limitations to achieve the scenario with the same desired outcome.
Video enables you the same viewer experience across most devices as they support the video file format whereas code driven animations and functionalities are not. The VX presents new challenges for brands as no clear standardized strategies are set. The video presents a holistic brand experience for the user – it’s part of the visual package that may include hero videos, moving graphics and animations, tutorials, social media snippets – all of varying production values. It goes beyond the customer onboarding process and helps improve retention.
How to do it Right?
To ensure great VX, you need to consider the customer/user from every angle and stage of production. You need to know the viewer to empathize with the situation. Who are your customers, what are their needs and goals and can you find patterns in their behavior? Establishing a customer persona and drawing storyboards of how, when and where your product fits their everyday lives, what problems does it solve and what question does it answer helps you visualize and tailor the experience. This requires a lot of attention to details and analysis so it’s best for you to seek out a digital marketing agency that will help setup tracking and advise you on your audience segmentation and patterns in their engagement and behavior.
Any assumption based on the outcome of these answers has to be researched and tested. Just like in UX frameworks, you can ideate scenarios, messaging, styles and formats to create mockups, prototype them and test them in real-world conditions. You achieve this with A/B/n and multivariate tests, user testing with focus groups, eye tracking studies and more.
With a VX approach, you will need to go beyond that and find ways to measure, analyze and make appropriate adjustments where necessary. Until recently, video creation has been driven by a lot of assumptions and guesswork. A video is equal part art and science – it’s where design meets psychology and where every detail is crafted with intent and set out to invoke the specific reaction from the user.
(V)X marks the spot
A personalized video is a great medium to simplify complex messaging and topics.
With video as a medium, you can go beyond discovery and distribution. You can leverage it for improving customer retention by providing guides and support where needed. By forming video libraries for Q&A and tutorials, you encourage your customers to continuously seek out and interact with your brand.
And you may apply the same UX methodologies to video creation to ensure a positive viewer experience with the desired outcome across all distribution channels.