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How eight companies hack their WOW moment.
The personalization technique reminds me of Cialdini's "Commitment and Consistency" principle. Because we all hold to a basic assumption that we are fairly intelligent beings, we attribute value to things that we have invested in. Subconsciously, we think "I completed the personalization process for Netflix. I'm an intelligent person. Therefore, Netflix must be valuable."
I wonder how much of the value of personalization comes from the commitment principle and how much is determined by the actual value increase (ie, better video recs).
@natedesmond great point. It's not hard to see forms of that in other great user onboarding flows. The best ones find ways to get users to make decisions.
I have more on this topic drafted somewhere :]
I would not call the inbound marketing resources a "wow" moment for the HubSpot trial at all.
Up until recently, there was a growth team for HubSpot's core marketing product. Towards the end, we tried an aggressive wow-moment experiment. It was actually pretty cool -- we showed users their own "timeline" as it appears in HubSpot's database. HubSpot's analytics technology tracks each individual action a user takes from an email open to filling out a form.
This particular wow-moment experiment performed really well in user testing and was a ton of fun to design and build. You can still see this flow by poking around http://www.hubspot.com, then going to http://offers.hubspot.com/free-trial and signing up for a trial. It's even more incredible if you've been consuming HubSpot's free resources for a year or two. By showing people their own contact records, we were able to bypass the fact that in order to otherwise accomplish that view we had to (1) convince the user to install the HubSpot tracking code (2) wait a few days for data to come in (3) wait for a user to submit a form or being identified.
IMO the wow moment for a product helps you understand the product's core product value.
Here's a bit of perspective from someone who inadvertently went through this. We're Hubspot customers and when the sales person was showing me a demo, he switched his tab and my 1.5 year old history came on.
You know what I felt, excitement and fear! Seriously, I was happy that we could track each individual, but for a moment felt this weird sense of being constantly watched that really unsettled me. Not sure if someone else has given you this feedback.
This is great... but I have to mention this because I've seen some vendors take this "Wow!" moment idea the wrong way.
Just make sure the "Wow!" moment you get them to quickly isn't ego-based ("Look at this cool thing we did!"), but is a customer-centric "Wow!" that leads to quick success (or quickly getting them on the path to success).
Make sure it isn't just something cool that makes them say "Look at that cool thing they did..." followed-by "but what do I do with it?" or "but how does this help me [achieve the result I'm trying to achieve]."
The teardown of onboarding for Netflix is one of the most useful analysis I've seen on this subject.
A few other examples that come to mind:
Reverse funnel: moqups, compete
Vignette: Moz's OpenSiteExplorer and HubSpot's Grader (they're primarily customer acquisition tools, but do a good job of leading with a wow moment)
Any other good examples? Particularly of the reverse funnel?
Loved the examples! Super clear and relevant.
Thanks for the referral!
Greate article! The reverse funnel is a technique that more and more companies use.
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