Onboarding Flow (Old vs New)

🤔
Current Onboarding Flow:
  • 11 steps long, with some redundant screens
  • No AHA moment before the entire setup is completed
  • AHA moment occurs post-configuration or when exploring Demo Site (difficult to discover)
  • Sub-product setup is pushed at the wrong moment, leaving the user confused
 
✅
Proposed Onboarding Flow:
  • Reduced to 8 steps, consistent CVP during all
  • Increased discoverability of Demo Site enabling mini AHA before asking for information
  • Reduced overall onboarding time and potentially lesser drop-offs
  • Better visibility of Support
 
Comparison of the Old and New Onboarding Flow
Best viewed in fullscreen

Proposed Onboarding Flow (Detailed View)

 

Click Through Prototype

 
Copy for new onboarding based on messaging on increased Revenue growth -
Page 3 - Title: "Your Secret Weapon for Revenue Growth" Content: "The all-in-one platform for digital experience insights and behavior analysis. With Hotjar, you can uncover hidden opportunities for revenue growth by optimizing your website's user experience."
Page 4 - Title: "Join the Ranks of Successful Businesses" Content: "Trusted by 1,148,546 websites in 180+ countries. By choosing Hotjar, you're joining a community of businesses worldwide who have seen significant growth in their bottom line."
 

Nudges for Free Trial Ending

Trigger for Nudge
Type of Nudge
Where to Nudge
Content to Trigger
When they view their 5th screen recording
Result Based
In-app, Email
When they hit a paywall for the filters feature
Feature-Based
In-app,Email
Exploring filters for your screen-recording and heatmaps? Upgrade to Observe Plus at at special offer with 45% discount. Sign-up today
During their free trial, on the 7th day
Time Based
In-app, Email
3 Days Left - Don't Miss the Opportunity!Hey there, legend! You're halfway through your free trial and diving deep into user insights. Remember, with our paid plans, you can unlock even more ways to boost your bottom line. Ready to take the leap?
During their free trial on the 12th Day
Time-Based
In-app, Email
Time sure flies, doesn't it? You've got 3 days left to explore. But imagine what you could achieve with more time and deeper insights! Upgrade now and keep the impact on your bottom line growing.
On the 15th day of the trial
Time-Based
In-app, Email
Last Day of Free Insights, But It's Not The End!It's the final day of your free trial, but your journey to enhancing your bottom line doesn't have to stop here. With our paid plan, you can continue to discover valuable insights and supercharge your user experience. Ready to step up your game?
When the free trial ends
Time Based
In-app, Email
Free Trial Completed - What's Next?We hope you found your Hotjar trial valuable. Remember, the insights you've gained are just the tip of the iceberg. To keep driving your bottom line, consider upgrading to our paid plan. Let's continue this journey together!
After 1,3,5 days of the free trial ending
Time Based
In-app,Email
Hey, we hope you found value in using Hotjar’s free trial. We have a limited-period offer to help you experience our premium features like Filters, our AI-powered support search at a 45% discount. Sign up today.
When they are looking for support FAQ
Feature-Based
In-app, Email
Hey, Hotjar has recently introduced Assist - its AI powered support function to provide real-time support to its users. Click here to subscribe!
When they convert to forever free plan
Activity-based
In-app,Email
Hey, we are glad to be your product insight tool of choice! Our paid users experience 3x more value by using Filter, Hotjar Assist and get summarized insights via our Discover tool - AI based insights from screen-recordings. Click here to view the special pricing offer we have for you
5 days after converting to forever free
Time-based
In-app,Email
Hey there, just popping in to check if everything is good in the hood! Our special pricing offer got even better! Get upto 45% discount on signing up in the next 5 days. Click here to view plans
On checking the pricing plan
Acitivity-based
In-app, Email
Hey there, were you looking to upgrade? We have special pricing plans designed for Start-ups and SMBs to gain the maximum value. Click here to learn more!
When they log-in
Activity-based
Pop-up
Interesting User Insights Awaits! Do you know that ABC Company (same industry vertical as the target user) saved 10% of their time and improved conversion by 5% within 90 days by acting on the Insights. Upgrade to learn more!
 

Mock up:

Nudges during the 15-day free trial (to push users from Free→ Paid)

Onboarding Campaigns

Campaign 1: Users who signed up but didn't add a website URL to Hotjar

📌
Goal of the Campaign: Encourage users to add their website link to Hotjar.
📌
Pitch/Content: Emphasize how Hotjar is more than just an insights tool—it's a tool that directly influences their bottom line. By adding their website link and utilizing Hotjar's features, users can optimize user experience, drive conversions, and ultimately increase their revenue.
📌
Offer: A step-by-step video tutorial on adding their website link to Hotjar, along with an exclusive webinar on how to make the most of Hotjar once their website is added.
📌
Frequency and Timing: Send the initial email immediately after sign-up if the website link is not added. Follow up with two more emails over the next two weeks if the website is still not added.
📌
Success Metrics: Number of website links added, webinar attendance, activity on Hotjar after adding the website.

Email Content:

✉️
Subject: Hey [User's Name], let's get your Hotjar set up!
Body:
Hey [User's Name],
We noticed you've signed up for Hotjar (great choice, by the way!) but haven't added your website link yet. No worries, we're here to help you!
Adding your website link is the first step in unlocking all the great insights that Hotjar can provide. That's like having a high-performance car and never taking it for a spin.
Our setup process is super easy and quick. You just need to add your website link and you're good to go. And remember, our team is here to support you if you need any help.
With Hotjar, you're not just getting a tool for insights; you're investing in a tool that can directly impact your bottom line. By adding your website and utilizing Hotjar's features, you can understand your users better, make data-driven decisions, and ultimately boost conversions and revenue.
If you have any questions or run into any issues, just drop us a line at [support email] or via our live chat on the website. We're always here to help.
Looking forward to seeing you onboard!
Best
ABC
Position
 

Campaign 2: Small and medium-sized businesses (SMBs) who have added the website link and URL. Are using the free plan but have not yet upgraded to the Plus / Business plan.

📌
Goal of the campaign: To motivate these SMBs to upgrade from the free plan to the Plus / Business Plan.
📌
Pitch/Content: Highlight how upgrading to the enterprise plan can have a substantial impact on their bottom line. With additional features and more comprehensive insights, SMBs can take their user experience and conversion optimization to the next level, resulting in increased revenue. Show them how upgrading can help them gain deeper insights, make data-driven decisions, and ultimately drive more conversions and growth for their business.
📌
Offer: Provide a limited-time discount or a free trial period of the enterprise plan to incentivize them to upgrade.
📌
Frequency and Timing: Send the initial email immediately after they've been using the free plan for 30 days. Follow up with two more emails over the next 4 weeks if they haven't upgraded yet.
📌
Success metrics: The number of SMBs who upgrade to the enterprise plan, the response rate to the emails, and the increase in revenue from these upgraded accounts.

Email to be sent:

✉️
Subject: Unleash Hotjar's Full Potential - Upgrade to ABC Today!
Body:
Hello [User's Name],
We hope you're enjoying your journey with Hotjar so far! As you're getting more familiar with Hotjar, we want to show you how you can unlock more powerful features to gain deeper insights into your user behavior and boost conversions leading to an increase in profitability.
While our free plan offers a glimpse into what Hotjar can do, our Plus / Business plan is where the magic truly happens. It gives you:
As an SMB, we know your primary goal is to grow - and that's where Hotjar's Enterprise plan comes in. It's more than just an insights tool, it's your partner in impacting your bottom line. With enhanced features and deeper insights, you'll be in a stronger position to maximize user experience, drive conversions, and increase revenue.
We understand that making the leap might feel like a big step. That's why we're offering you a limited-time opportunity to experience the Plus plan at a discounted rate. [Details of the offer]
Remember, this offer won't last forever. So, take advantage of it today and start experiencing the full power of Hotjar! Upgrade now by clicking here [insert upgrade link].
If you have any questions or need any help, feel free to reach out to us at [support email] or via our live chat on the website.
Looking forward to seeing you unleash the full potential of Hotjar!
Best, [Your Name] [Your Position] [Your Contact Information]
notion image
 

Campaign 3: For users who added the URL but haven't started using key features

📌
Segmentation Type of the User: Users who have completed adding the URL during the onboarding process but have not started using key features of Hotjar.
📌
Goal of the campaign: To prompt users to start using key features and realize the potential impact Hotjar can have on their bottom line.
📌
Pitch/Content: Highlight how using Hotjar's features can lead to improved UX design and user behavior analytics, leading to increased conversions and revenue
📌
Offer: Offer a step-by-step guide or video tutorial demonstrating how to use key features. Also, provide resources highlighting the impact these features can have on business performance.
📌
Frequency and timing:
First Email
Two days after adding URL
Second Email
3 days after first email
Third Email
6 days after first email
📌
6. Success metrics: Measure the success of this campaign by the number of users who start using key features after receiving this email and eventually, the increase in conversions and revenue generated from these users.

Email to be sent:

✉️
Subject: Maximize Hotjar's Impact on Your Bottom Line
Hi [User's Name],
Firstly, kudos to you on adding your URL to Hotjar! You've taken a significant step towards understanding your users' behavior and improving your site's user experience.
But, this is just the beginning. Hotjar is packed with features designed to empower you to make informed, data-driven decisions. Using these insights, you can refine your user journey, boost conversions, and ultimately, positively impact your bottom line.
To help you get started, we've created a comprehensive step-by-step guide and video tutorial. This resource will walk you through the process of leveraging Hotjar's features to their full potential.
Log in to your Hotjar account and start exploring these resources. Let's transform those insights into action and see the difference it makes to your business performance.
Remember, we're here to support you every step of the way. If you have any questions or need assistance, don't hesitate to get in touch.
We're excited to see how you'll use Hotjar to take your website to new heights.
Best, [Your Name] [Your Position] [Your Contact Information]
 
 
 

Campaign 4: People who were on the paid campaign and moved to free

📌
Segmentation Type of the User: Users who were previously on a plus plan and have switched back to a free plan.
📌
Goal of the Campaign: To understand the reasons behind their downgrade, offer help and guidance, and encourage them to consider returning to the paid plan.
📌
Pitch/Content: Empathize with the users about the potential issues they might have faced, which made them switch back to the free plan. Ask for their feedback and suggestions. Highlight the additional benefits and features of the paid plan, emphasizing how it can impact their bottom line positively.
📌
Offer: A free consultation with a Success manager demonstrating how they can use the paid features of Hotjar to increase their bottomline
📌
Frequency and Timing:
First Email
Immediately after they switch to Free
Second Email
Two days after first email
Third Email
One week after first email
✉️
6. Success Metrics: Track the number of users who switch back to the paid plan after the campaign, and monitor the qualitative feedback received to improve your product and services.

Email to be sent:

✉️
Subject: We noticed a change in your Hotjar plan...
Hello [User's Name],
We recently noticed that you've switched from our paid plan back to Hotjar's free plan. We wanted to understand if there were any hurdles or unmet expectations that led to this decision.
We know that every business has unique needs and challenges. So, we're offering a free consultation with our Success team to help you get the most out of Hotjar.
Our experts will walk you through the features and benefits that are most relevant to your business, and showcase how you can use them to directly impact your bottom line.
We'd love to hear your feedback, too. Your insights are invaluable in helping us improve and grow.
Feel free to reply to this email to schedule your free consultation or book some time here[link]
or share any thoughts or concerns you might have.
We're here to support your success!
Best,
 
 
 
 
 
 

⬅︎ Step 2: Getting Ready

Product Hook ➡︎

 
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