70% conversion rate (B2B case study)

How Segment Fixed Their Onboarding Problem and Boosted Conversions by 70%

Segment faced a significant hurdle: getting users to successfully set up their software. While high-profile companies like Nike were signing up, they weren’t moving forward with installation, leaving Segment with zero conversions from their top-value customers. It was a critical issue that demanded an innovative solution.

The Game-Changer: Simplified Onboarding Assistance

Segment introduced a brilliantly simple yet highly effective tactic to address the problem: offering direct help at the point of signup. Here’s how they transformed their onboarding process:

1. Asking the Right Question
   • During signup, new users were asked a straightforward question:
     “Would you like help getting started?”
   • Users could respond with a simple “Yes” or “No.”
2. Follow-Up for “Yes” Responses
   • If users clicked “Yes,” a confirmation screen appeared:
     “Thank you, we’re going to reach out to you.”
   • This created an expectation of personalized support, reducing friction in the onboarding process.
3. Personalized Outreach
   • Segment then followed up with these users, ensuring they received the support needed to successfully install and use the software.

Results That Speak Volumes

• 70% Conversion Rate: A staggering 70% of users who clicked “Yes, I want help” went on to make a purchase.
• Increased Engagement: By identifying users who actively sought assistance, Segment significantly expanded their pool of potential buyers.

Why This Strategy Works

1. User-Centric Approach: Asking for help is a small commitment that signals intent. By acknowledging this and offering support, Segment bridged the gap between signup and action.
2. Reduced Friction: The process eliminated complexity during onboarding, making it easier for users to get started.
3. Trust-Building: The proactive offer of help fostered trust, especially for high-value customers who expected seamless service.

How to Apply This Strategy

1. In-App Support
   • Offer real-time, personalized assistance within your app when users click “Yes, I want help.” This could include live chat, tutorials, or step-by-step guides.
2. Auto-Provide Support for Key Users
   • For enterprise or high-value customers, automatically assign a dedicated support team or provide tailored onboarding services without requiring additional user input.
3. Data-Driven Follow-Up
   • Use signup behavior data to target users more likely to need assistance, ensuring no potential buyer falls through the cracks.

The Takeaway

By adding a simple choice at signup, Segment not only smoothed out their onboarding process but also dramatically boosted conversions. This approach proves that small, thoughtful tweaks can make a massive impact on customer engagement and revenue.

Key Insight: Empower your users with help when they need it most, and you’ll turn interest into action—and signups into paying customers. 🚀