Basecamp Email Teardown

Transcript

1. Basecamp Onboarding and Retention Jevin Maltais @jevy
2. Ideal User flow Trial Sign Up Create Project Project Invitation Project Activity Continues to update projects Paying Customer $$$ Continually uses it
3. Create Project Project Invitation Project Activity Continues to update projects Paying Customer $$$ Continually uses it After I sign up, I get this.. Trial Sign Up We are here
4. Create Project Project Invitation Project Activity Continues to update projects Paying Customer $$$ Continually uses it After I sign up, I get this.. Trial Sign Up We are here Great! I'm not the only one
5. Create Project Project Invitation Project Activity Continues to update projects Paying Customer $$$ Continually uses it After I sign up, I get this.. Trial Sign Up We are here Great! I'm not the only one Not too motivating. I think "Get started getting organized with your team" would be a better call to action
6. Create Project Project Invitation Project Activity Continues to update projects Paying Customer $$$ Continually uses it After I sign up, I get this.. Trial Sign Up We are here Great! I'm not the only one I haven't tried the app yet, how does talking to you help me? Not too motivating. I think "Get started getting organized with your team" would be a better call to action
7. Project Invitation Project Activity Continues to update projects Paying Customer $$$ Continually uses it Trial Sign Up Create Project We are here In the app, I created a project. What's next?
8. Project Invitation Project Activity Continues to update projects Paying Customer $$$ Continually uses it Trial Sign Up Create Project We are here In the app, I created a project. What's next? Great call to action.
9. Project Invitation Project Activity Continues to update projects Paying Customer $$$ Continually uses it Trial Sign Up Create Project We are here In the app, I created a project. What's next? Great call to action. Are these tips? Wouldn't it be "next step"?
10. Project Invitation Project Activity Continues to update projects Paying Customer $$$ Continually uses it Trial Sign Up Create Project We are here In the app, I created a project. What's next? Great call to action. Are these tips? Wouldn't it be "next step"? Why tell me about it here? Better would be on the invite page itself.
11. Project Invitation Project Activity Continues to update projects Paying Customer $$$ Continually uses it Trial Sign Up Create Project We are here In the app, I created a project. What's next? Great call to action. Are these tips? Wouldn't it be "next step"? Why tell me about it here? Better would be on the invite page itself. Attention is precious, don't waste a call to action. Keep it focused.
12. Project Activity Continues to update projects Paying Customer $$$ Continually uses it Trial Sign Up Create Project The invitee gets this.. Project Invitation We are here
13. Project Activity Continues to update projects Paying Customer $$$ Continually uses it Trial Sign Up Create Project The invitee gets this.. Project Invitation We are here I love this copy. It's so personal!
14. Project Activity Continues to update projects Paying Customer $$$ Continually uses it Trial Sign Up Create Project The invitee gets this.. Project Invitation We are here I love this copy. It's so personal! Ohhh.. I love videos.
15. Project Activity Continues to update projects Paying Customer $$$ Continually uses it Trial Sign Up Create Project Look at an invite if there already is activity... Project Invitation We are here
16. Project Activity Continues to update projects Paying Customer $$$ Continually uses it Trial Sign Up Create Project Look at an invite if there already is activity... Project Invitation We are here Similar personalized copy as before
17. Project Activity Continues to update projects Paying Customer $$$ Continually uses it Trial Sign Up Create Project Look at an invite if there already is activity... Project Invitation We are here Similar personalized copy as before Shows what I can get access to. VERY tantalizing.
18. Project Activity Continues to update projects Paying Customer $$$ Continually uses it Trial Sign Up Create Project Project Invitation We are here When things happen, even if you aren't directly involved, you get these
19. Project Activity Continues to update projects Paying Customer $$$ Continually uses it Trial Sign Up Create Project Project Invitation We are here When things happen, even if you aren't directly involved, you get these If it is only my activity, I'm not sure I need to know
20. Project Activity Continues to update projects Paying Customer $$$ Continually uses it Trial Sign Up Create Project Project Invitation We are here When things happen, even if you aren't directly involved, you get these If it is only my activity, I'm not sure I need to know Beautifully laid out. Easy to find the information I need
21. Project Activity Continues to update projects Paying Customer $$$ Continually uses it Trial Sign Up Create Project Project Invitation We are here Oh oh trial ending A single, big call to action. That's good
22. Project Activity Continues to update projects Paying Customer $$$ Continually uses it Trial Sign Up Create Project Project Invitation We are here Oh oh trial ending A single, big call to action. That's good Would have been REALLY cool to see that I have: • 12 documents • 28 discussions • 46 TODOs This would really reinforce the value of the product
23. Project Activity Continues to update projects Paying Customer $$$ Continually uses it Trial Sign Up Create Project Project Invitation We are here Trial is over
24. Project Activity Continues to update projects Paying Customer $$$ Continually uses it Trial Sign Up Create Project Project Invitation We are here Trial is over I wish they had these styled buttons for call to actions before too!
25. Project Activity Continues to update projects Paying Customer $$$ Continually uses it Trial Sign Up Create Project Project Invitation We are here Trial is over *phew* I wish they had these styled buttons for call to actions before too!
26. Project Activity Continues to update projects Paying Customer $$$ Continually uses it Trial Sign Up Create Project Project Invitation We are here They have taken my money!
27. Project Activity Continues to update projects Paying Customer $$$ Continually uses it Trial Sign Up Create Project Project Invitation We are here They have taken my money! So friendly!