How Patreon Doubled Their Activation Rate by Solving Onboarding Pain Points
Patreon, the popular platform that enables creators to manage subscriptions from patrons, faced a critical challenge: users were dropping off during the onboarding process.
To address this, Patreon conducted an insightful analysis and asked one critical question:
“What are we helping with, saying over and over to our creators?”
By collecting insights from sales, community, and customer service teams, Patreon uncovered several pain points that were hindering creator activation. With these insights, they made targeted changes that ultimately doubled their activation rate.
The Pain Points and Solutions
- Creators Were Unsure How to Set Up a Successful Patreon Page
- Issue Identified: Many creators didn’t know where to start when creating a Patreon page.
- Solution: Patreon provided step-by-step guides and examples of successful Patreon pages, showing creators exactly how to structure their campaigns for maximum impact.
- Overcoming Writer’s Block and Creative Challenges
- Issue Identified: Creators often struggled with writer’s block or felt unsure about how to market themselves effectively.
- Solution: Patreon shared real-world examples of how creators in similar fields overcame these challenges, helping users find inspiration and practical solutions.
- Clarifying Patreon’s Competitive Edge
- Issue Identified: Many creators were unaware of Patreon’s low 5% fee, especially compared to the industry norm of 30% to 50%.
- Solution: They highlighted Patreon’s competitive pricing throughout the onboarding process, making it clear how much more creators could earn compared to other platforms.
- Helping Creators Avoid the “Begging” Stigma
- Issue Identified: Many artists felt uncomfortable asking their audience for financial support, fearing it might come across as begging.
- Solution: Patreon showcased examples of creators who successfully engaged their audience without appearing desperate, providing inspiration and strategies for approaching supporters with confidence.
- Improving Perceived Professionalism
- Issue Identified: Top-earning creators felt that the WYSIWYG editor was too basic, making their pages look unpolished.
- Solution: Patreon enhanced the editor with advanced customization options and provided resources for creators willing to invest in professional tools or additional training to elevate their campaigns.
Implementation and Results
Patreon integrated these insights into their entire onboarding funnel, addressing the key barriers that were holding creators back. The results were remarkable:
- Engagement Levels Doubled: By solving these pain points, Patreon saw a dramatic increase in creator activation.
- Improved User Confidence: Creators felt more equipped to navigate the platform and launch campaigns successfully.
- Higher Retention Rates: By addressing the challenges creators faced early on, Patreon ensured they stayed active and engaged with the platform over the long term.
Key Takeaways for Your Business
- Ask the Right Questions:
- Gather feedback from sales, customer service, and community teams to identify the recurring challenges your users face.
- Provide Tailored Solutions:
- Use real-world examples, guides, and tools to directly address user pain points.
- Highlight Your Value Proposition:
- Clearly communicate what sets you apart from competitors, especially if it involves significant cost savings or unique features.
- Empathize With User Concerns:
- Understand the emotional barriers your users face (e.g., fear of appearing unprofessional) and provide strategies to overcome them.
- Iterate Based on Insights:
- Continuously refine your onboarding process by implementing insights and measuring the impact.
Conclusion
Patreon’s success in doubling their activation rate highlights the importance of understanding and solving user pain points. By listening to their creators, addressing their concerns, and improving the onboarding process, Patreon turned challenges into opportunities for growth.
If your business struggles with user drop-offs, take a page from Patreon’s playbook: ask, listen, solve, and grow.
Source: Brian Balfour