What is Mandatory Onboarding?

Mandatory Onboarding is a promotional technique used in the world of growth marketing for user retention and preventing early churn.

Its story started when businesses realized the significance of guiding and training new users about their platforms right off the bat, to ensure they get the most out of the product or service.

Mandatory Onboarding involves one significant step in this process: barring all other actions on the platform until a new user completes the onboarding tutorial. This tactic not only allows businesses to guide users in understanding the different aspects of a platform but ensures that each user is familiar with its functionalities at the very beginning. When used as part of a Conversion strategy, Mandatory Onboarding aims to prompt new users into becoming active, long-term users by providing them with the necessary understanding and skills right from the start.

Examples of Mandatory Onboarding

1. Software as a Service (SaaS) companies: Once a new user signs up for a software, they might need to go through a compulsory onboarding process that introduces them to different parts of the tool before they can start using it.

2. Gaming Apps: Many smartphone games require users to complete a preliminary level or tutorial, teaching them about game mechanics and controls before moving on to the gaming experience itself.

3. Educational Platforms: E-learning sites often have mandatory introduction courses or tours to guide new users around the platform, helping them understand how to navigate and use its features effectively.

4. Social Networking Sites: Upon creating an account, some social platforms guide new users to complete their profile creation, and point out key features and how to use them.

5. Online Shopping Apps: On first launch, the app might walk users through a range of sections, explaining how to search for items, make selections, and place an order.

Marketing Tactics Similar to Mandatory Onboarding

• Guided User Flow: This involves directing users along a predetermined path, gradually exposing all features of a platform. It's like Mandatory Onboarding but allows users to deviate from the tutorial.

• Product Tours: These are usually optional and can be invoked at any time, giving users an overview of product functionalities.

• Contextual Onboarding: This strategy integrates customer learning within the normal usage of the application. It embeds help and guidance exactly where and when the user needs it, resulting in a smoother user interaction.

• Gamified Onboarding: This involves applying game-design elements to the onboarding process to engage and motivate users. Gamification can render the learning process fun and enjoyable, reducing dropout rates.

Each of these strategies, centered around user education and retention, is designed with the ultimate aim of converting new users into frequent and active participants.

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