70% conversion rate (B2B case study)

How Segment Solved a Critical Onboarding Problem and Increased Conversions by 70%

Segment faced a major hurdle: getting users to successfully onboard with their software. Despite their product’s value, getting started was a hassle, and many users, including employees from top-tier companies like Nike, signed up but never installed the software. The result? Zero percent conversion among Segment’s highest-value customers.

However, a single, simple strategy led to a 70% increase in conversions for some of these users. Here’s how they turned things around.

The Game-Changing Strategy: Offering Help at Signup

Segment introduced a simple yet effective onboarding tactic designed to bridge the gap between signup and action.

1. Asking the Right Question
   • Immediately after users signed up, Segment presented them with a single question:
     “Would you like help getting started?”
   • Users could respond with either “Yes” or “No”.
2. Follow-Up for “Yes” Responses
   • If a user clicked “Yes”, the app displayed a confirmation screen:
     “Thank you, we’re going to reach out to you.”
   • This set an expectation of support and personalized attention.
3. Remarkable Results
   • A stunning 70% of users who clicked “Yes, I want help” ultimately made a purchase, transforming a previously stagnant conversion rate.

Why This Works

1. Lowering Barriers
   • A small action, like clicking “Yes,” is an easy commitment for users to make. It opens the door to engagement without overwhelming them.
2. Personalized Support
   • The promise of direct assistance reassures users that they won’t be left to figure things out alone, especially for complex products.
3. Intent Identification
   • By asking this question, Segment could immediately identify users who were most likely to convert and focus efforts on assisting them.

The Next Level: Enhancing the Strategy

To take this approach even further, Segment (or other businesses) could:

1. Instant Connection to a Human Helper
   • When users click “Yes, I want help”, the app could immediately connect them to a human support representative via live chat or video call. This real-time assistance could further streamline onboarding.
2. Automatic Personalized Support for High-Value Users
   • For employees from large companies or high-value accounts, Segment could offer personalized assistance automatically upon their first login—no need to even ask for help. This proactive approach could remove all friction and foster stronger customer relationships.

The Takeaway

This case study highlights the importance of reducing friction during onboarding and actively offering help. By implementing small but thoughtful changes, like asking users if they need assistance, businesses can dramatically improve engagement and conversions.

The formula is simple:
More “Yes, I want help” responses = More satisfied customers and higher conversions.

By continuing to innovate with personalized and immediate support, businesses can turn hesitant users into loyal customers.