Product-Led Growth: Evaluators

Evaluators are new or free users with no prior experience with your product. These users are cautiously excited about your product as a solution to their problems. They’re probably evaluating a variety of solutions—including your competitors. 

Evaluators are typically:

  • In a trial or demo phase—they’ve just started playing around with your product
  • Haven’t connected their tech stack with your product
  • Not using your product in their current workflows
  • Still searching for a solution to a problem they are trying to solve

Your Goal

To guide users to their aha moment in a personalized way as quickly as possible. Let evaluators experience your product in action or show them around to help them get a basic understanding of its core functionality. 

When evaluators complete an activation event in your product and have realized your product’s initially promised value on their own, they seamlessly graduate to the next segment in the flywheel and become beginners. 

How to measure success

  • Activation rate
  • Time to value
  • Product-qualified leads
  • Free trial conversion (if applicable)

Basic use cases 

1. Delight users with a personalized welcome message

Add a welcome modal and use the user_name property to greet new users with a friendly, personalized message. Use this opportunity to reiterate the value your product delivers, remind users about why they’ve signed up, and set expectations about the experience to follow.

2. Help users find their bearings with a streamlined product tour

Show your users around by calling out the most critical features with a quick action-driven tooltips tour that leads users to value. 

Remember, your goal at this stage is to highlight the features that will guide evaluators to their aha moment quickly. Evaluators need a map to initial success, not an advanced user manual. Don’t drag them through an exhaustive tour of every single feature—assume they are starting with zero knowledge but firm goals in mind. 

Avoid giving technical descriptions of your features and instead, focus your messaging on explaining how each feature contributes value and can help them reach their goals. 

3. Set a clear path to value with an onboarding checklist

Checklists are an excellent tool for building user motivation and improving onboarding completion rates. Checklists are persistent on the page—they are interactive but they don’t interfere with your user’s goals in your product. 

To create an effective checklist, start by defining your activation criteria. Ask yourself: What are the 3 to 5 actions that a user must take to get their desired outcome and realize value? Once you have your list finalized, create flows to guide users to each prescribed action. Then, go to the Checklists page in your Appcues dashboard to create your first checklist. For details on how to create checklists, head on over to this doc.

Looking for inspiration? Check out these 6 best-in-class examples of onboarding checklists. 

Advanced use cases 

1. Use targeting and segmentation to create personalized onboarding experiences depending on acquisition source

Create personalized experiences based on your marketing campaigns. If you are running a marketing campaign regarding a specific feature or functionality in your product, use Appcues targeting and segmentation to show your users exactly what they signed up for.

To do this, use UTM parameters for your campaign’s landing page. If the users are going to be redirected to another page(for example, registration page), make sure you are adding utm parameters to that page as well.  Create a segment in Appcues using ‘last page seen’ ‘contains’ the ‘utm parameter’. Use this segment as the targeting of your campaign flow to take users directly to the feature or functionality they are expecting.

2. Let users choose their own path

Use your welcome modal to ask users what primary goal they are trying to achieve with your product. Build tooltip sequences that offer tailored onboarding experiences that correspond to these different goals. Create CTAs for each personalized tour in your welcome modal, and let users choose their own path.

Learn more about how to build a branching onboarding flow here.