canva onboarding

Canva OnboardingBy @andrewthompsonx

Introduction

● Each proposed improvement is based on prior experience and known best practises

● Having said this each change should be A/B tested to determine its overall effectiveness for Canva’s specific user base

Homepage (Above the fold)

● Has the “Amazingly simple graphic design” tagline been A/B tested?

● The one field “reserve” sign-up is great

● With the Christmas Card promotion there are now two call-to-actions on the page

Homepage Background Video

● Video is good but may be reducing signups because of autoplay on page load

● Constantly changing background makes call-to-action standout less

● 90 sec video is very long (30-60 sec max)

Homepage (Below the fold)

● Use Crazyegg’s scroll map service to determine how far users are scrolling below the fold

● Based on the above data determine which sections are being viewed and remove unnecessary ones

Reserve Your Username

● The colour and placement of the “reserve” button differs from homepage and may confuse some users

● The animated background is quite distracting and may result in decreased conversion rates

If email is valid there should

probably be a check markButton colour has

changed again

Don’t assume users will read anything more than “Success”

If that’s the true for some users,

they may not know what to do next on this page

Conversion Funnel

● Create a funnel based on user events to determine where the drop-offs are in the initial sign-up process

● e.g. Landed => Reserve => Email => Success

Sign-up Overhaul

● Try a completely different sign-up process that has fewer steps

● e.g. Put both fields (username & email) on the homepage along with the “reserve” button and measure which sign-up process increases conversion

Make sure to A/B test the subject to maximize its open-

rate

Make sure to A/B test the subject to maximize its open-

rate

Email Onboarding Funnel

● Create a funnel that tracks emails sent, opens, clicks and final activation of a users account to determine where the drop-offs are in the email activation process

● e.g. Sent => Opened => Clicked => Activated