Slack grew to 10+ million daily users.
Mostly without a sales team.
They're masters of Product-Led Growth.
Here's 7 tactics they use to onboard new users (that you can too):
Slack is one of the most recognisable tech products out there.
But they still need to build trust with potential customers.
So they use logos of their best customers.
Importantly, they do it above the fold.
Don't make the user scroll.
Slack is a tool for work.
While it has many use cases e.g. communities, they still focus the messaging around work.
They suggest using work emails.
And create a user experience around bringing on more colleagues.
Slack adds a little friction before asking to create a workspace.
They focus on increasing motivation vs reducing friction here.
And highlight their value.
Keep reinforcing your product value during signup.
You need others for Slack to be useful.
So they ask you about your teammates early on.
This creates a viral loop.
And so if you try and skip, you get an error prevention message.
It's a tad pushy.
But it ensures users see the magic of Slack quicker.
Slack makes your first experience productive.
They ask you what your team is currently working on.
Then guides you on the steps to get there.
They provide positive reinforcement when you do the right action.
In-product onboarding is the most effective way to educate users.
But everyone learns differently.
Slack provides onboarding emails that link to tutorials.
Their goal is to get users to read / watch these tutorial so they better understand the product.
Invited users don’t have the same context as someone who signed up themselves.
So Slack explains what the product does.
They make it clear who invited them.
And provide a mini-walkthrough so they know how to use the product.
How Slack onboards users:
1) Social proof above the fold
2) Set the right context
3) Increase motivation
4) Promote Inviting
5) Walkthrough to a goal
6) Education onboarding emails
7) Strong experience for invited users