BLINKIST

BLINKIST

BLINKIST

Web onboarding for BtoC users

Web onboarding for BtoC users

Web onboarding for BtoC users

An onboarding to increase signups and trials with personalized web experiences.

An onboarding to increase signups and trials with personalized web experiences.

The Challenge

Most Blinkist traffic is from paid content funnels, prompting app download rather than web sign-ups. New entry aims for personalized onboarding to explain the product and offer personalized content before sign-up.

The Solution

Based on the problems we have to solve, we decided to build an onboarding composed of a few questions to better understand the users. Our aim was to provide them with the best content recommendations for their needs.

Wireframes

Released version

Released version for new year

The Process

User testing

We conducted usability testing for each onboarding iteration before A/B test launch to ensure the most impactful version.

A/B tests

On the web, we ran A/B tests to identify dropdown impact on signup, trial opt-in, retention, and purchase rates.

Iterations

Based on the quantitative and qualitative data we would keep iterating or stop the project.

Key Takeaway

Thanks to the personalized onboarding we managed to reach 66% sign rates on the best flows. Conversation metrics were not as significant but showed a very positive trend. These results lead to removing the smart banners on some of the paid content flow to only keep the Personalised onboarding entry point.

As it shows the significant impact and we see room to reach even better results we keept iterating.