Onboarding strategy and execution for Fantoo

Fantoo, at the time of engagement, was a startup product and efficiency solution for businesses, built on top of Office 365. It was looking for support with onboarding, in particular the conversion rate from free trial to paid customer.

Onboarding strategy

An initial in depth strategy was created that looked at:

• Recommendations for the sign-up process
• Recommendations for improvements to onboarding within the software
• Considering the right time for a trial length and if testing is required
• Creating an initial onboarding email workflow for static and behavioural based emails, for different segments
• Considering and mapping where other communication is undertaken
• Considering and recommending vouchers/offers that could be utilised
• Developing a plan for what happens once the trial has finished
• Recommending what needs to be measured
• Recommending software to support the onboarding

Rolling out the onboarding

On completion of the strategy, Xander Marketing created the collateral to power the onboarding:

• Email campaigns
• In-app messages
• Set up Intercom
• Created workflows and loaded all content into Intercom
• Testing and go live

The project was concluded with a training session and handover to the in-house marketing team.