Jason Gibbs | January 30, 2020
Whether companies are launching an online community for the first time or simply trying to revitalize an existing one, user adoption can be challenging. Far too often organizations of all sizes struggle with both driving customers to the community and enticing them to participate on a regular basis.
This was the dilemma that one of our clients was attempting to solve. Tenable, the Cyber Exposure company, already had an online customer community with a decent amount of user logins: around 65,000 within the first year. One of the hurdles for them was getting new users engaged in groups.
Community groups provide a lot of value, as they can be used to promote organizational updates and new product launches. After a deep analysis of Tenable’s community and its users, we determined that low group engagement was due to a lack of awareness about groups and their value.
We moved forward with the question “How might we capture a user’s attention at the right point in their adoption journey to drive awareness about the value of community groups?” We believed surfacing this information during the onboarding process would maximize awareness and group involvement. An onboarding component would help to streamline this process and enhance the UX, because it allows companies to:
Our UX Design team knew that this onboarding popup modal had to be simple, easy to use, and allow the user to get through the onboarding process as fast as possible to keep their attention. To address Tenable’s needs, 7Summits quickly designed and deployed an onboarding solution.
The component provided a variety of key capabilities to the onboarding process:
Tenable leveraged a seven-step flow in their customized component, guiding users through profile creation and allowing them to subscribe to categories, groups and notifications.
Within 15 days of launching the onboarding component into Tenable’s community, they experienced 50% growth in group membership. In that same timeframe, 1,500 users completed the entire onboarding flow and another 1,000 people had started it. The issues of low adoption and engagement were no longer Tenable’s primary concern, as 7Summits’ onboarding component helped users familiarize with and adopt the community quickly.
It was a small feature added to a community, but it made a tremendous impact that enhanced the user experience and improved ROI for the organization. Encouraging community members to engage with your company is good; providing a streamlined, easy-to-use tool to directly support adoption and involvement is much better.
Jason Gibbs is the Director of Business Analysis & Architecture at 7Summits. He brings years of experience working with and leading these teams, ensuring seamless alignment of solutions with business needs.
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