Boost product use via onboarding plans

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 14, 2021, 10:50 AM GMT+0

The Manifest’s recent Customer Support Survey of 502 US consumers found that 70% conduct research online before buying a product or service.

51% customers are likely to abandon products within a month’s usage, as per the report. 49% of consumers abandon a product or a service after a month’s use. Companies providing digital products and services should develop onboarding strategies to support customers’ entire journey.

While 26% reported using a product one to four weeks, 25% of consumers use a product or a service less than a week and 25% used for more than four months before abandoning it. Creating a successful onboarding strategy can help increase consumer likelihood of spending by 46%.

Further, 39% of consumers find guides and tips to be the most helpful, followed by FAQs (28%) and customer service reps (14%). Further, 47% prefer structured onboarding, compared to unstructured (29%).

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