Onboarding and forms
Years back, Dan and I deconstructed Noom's marketing and growth model. It's still the top-performing article on Growth Models today. Since creating it, I've had dozens of clients in the health and wellness niche reach out to me for consulting collaborations. All of them wanted to copy Noom's onboarding flow. Many of them wanted to copy it exactly. But, that's not what made Noom successful. Their onboarding flow is great, and there's a lot to be learned from it. Realistically, you don't need all 67 steps they have. I'd encourage everyone across industries to look at their onboarding as it covers some really essential elements including...
And they also put these smart little breaks into the onboarding flow to reestablish motivation and reset the fatigue of having to answer that many Qs. However, you don't NEED to ask all of those questions. Smaller brands won't have the resources to effectively use all of that information. They're better off asking the same kinds of questions but on a much shorter timeline. You could, realistically, boil this down to an 8-10 question onboarding for smaller brands and then collect more info on users over time. For example, if I had to build an onboarding flow that captured an email address I'd just use their overall flow like...
You could do this in maybe 10 questions and it would have much less friction that 67 steps. Noom isn't successful because of the onboarding flow, but it's definitely one of the best examples I've seen and should be learned from. Check out more thoughts in this video. Pete |