💡 Learn from the "Best"
Copy Google’s Best App of 2023, Imprint
Imprint - Visual Learning was named Google’s Best App of 2023.
Breaking down the UX of top apps is one of my favorite ways to learn.
Let’s see what we got.
Onboarding learnings:
Keep it simple and concise
People don’t read, so Imprint rarely has more than a sentence of copy
ℹ️ If you do have complex info to convey, build it progressively
Bring in each item or piece of copy one at a time
⚖️ Balance your onboarding questions with “trust-building” screens
They follow every question with an explanation of why they asked and reaffirm the value prop for the first 12 screens
😥 Do you ask emotional or negative questions?
This is fine! Just be sure to follow up to let your users know their feelings are okay
“How much did you read?” “Not much.” → “Don’t worry, it’s hard to make time.”
👾 Don’t blame your customer. Create a “monster” that's stopping your customer. Imprint is helping its customers fight the “time monster.” I love how Louis Grenier talks about this.
Use the format: Setup the problem → How your product solves it
Ask your users about something they struggle with, then show how your product helps
💬 Insert testimonials, social proof, and external validation to build more trust
Imprint has 3 different unique testimonial screens
A screen of: “4 of out 5 users say Imprint improved their life”
And on their paywall, they show positive reviews, awards, studies
Ask users to commit to a usage goal
Onboarding is meant to build trust and investment, so committing to a usage goal is a great way to build extra buy-in.
It also gives you permission to remind them about their goal
🤩 Get users excited right before the paywall
Imprint shows their 20k+ 5-star reviews and a powerful testimonial
Have you tried a super-long paywall?
I think we’re going to see more of these in 2024, especially with higher-priced apps
They have 9+ screens of content you can scroll through
Starts with the most important objections and then tries to answer other common ones
Is it easy to cancel, What’s included, Who is Imprint for, How does imprint compare, and repeats the awards and positive reviews they shared during onboarding
Account creation is after the paywall
I have mixed feelings here.
This may boost paywall conversions, but it may also lose the opportunity to re-engage users with email.
It’s a choice you have to make and should test for your business
And that’s all folks!
The Whimsical research board is back!
The people voted, so here is the link to my research board that includes the entire Imprint onboarding flow.
📣 Want to help support and spread the word?
The best way is by going to my LinkedIn here and liking, commenting, or sharing my post. But only if you actually liked the content!