Case Study

Overview

Goal: To enhance onboarding experience
Company: Sprinklr
Role: Content Lead
Team: Collaborated with product managers, product marketing managers, UX designers, engineers, and localization teams

Challenge

New users struggled to navigate and understand the complex features of Sprinklr’s unified customer experience management platform, leading to high drop-off rates during the onboarding process.

Approximately 50% of new users dropped off by the end of Week 1.
By week 6, only one-third of users were retained.

Solution

I created a narrative highlighting the platform's value propositions in a concise and compelling manner and developed a content strategy focusing on engagement and user education.

Process

1. Research
I analyzed competitor apps (Sprout Social, Hootsuite, etc.) to identify best practices in onboarding experiences.

2. Content Strategy
I revamped the onboarding experience using a multi-faceted approach that included email campaigns, splash screens, and knowledge base articles to guide users effectively through Sprinklr's most-used features. Here are the details:

A. Splash Screens
Worked with designers to ensure that the splash screens were visually appealing, easy to understand, and highlighted the platform's main features and benefits.

B. Knowledge Base Articles

I wrote interactive widget descriptions for the Sprinklr's Knowledge Base homepage to help users quickly identify and access the resources they need. These widgets were tailored to highlight key features and benefits, improving user navigation and engagement.

I planned and reviewed a set of comprehensive articles that addressed common user questions and provided detailed instructions on using the platform. I ensured that they were SEO-friendly to improve discoverability.

Source: https://blog.sprinklr.com/increase-linkedin-ad-spend-return-roas/

Developed comprehensive articles that addressed common user questions and provided detailed instructions on using the platform. Ensured they were SEO-friendly to improve discoverability.

C. Email Campaigns
I also created a series of onboarding emails that provided step-by-step guidance and tips on using key features. All the emails included links to relevant knowledge base articles and tutorials to support user learning.

Impact

70% increase in week 6 user retention during the onboarding process, taking the final retention to 50%.
Significant reduction in support tickets related to onboarding, indicating a smoother user experience.
Positive user feedback highlighting the clarity and helpfulness of the new onboarding materials.

Here is one of the onboarding email campaigns I worked on:

Goal

To drive customer retention

Customer segments

Persona: content manager/marketing manager/campaign marketer
Industry: agnostic

Key features and value drivers

Editorial Calendar (building content plan)
Request Forms
Production Dashboards
Share your Editorial Calendar
Reporting Dashboard

Emailing tool used

HubSpot

Frequency and number of emails

6 emails: 3 + 2 + 1 (over 3 weeks)

Rationale
Based on my discussions with the product team, I understood that showing value to the user in the first few weeks of onboarding helps the overall retention numbers.

I created an email drip showcasing the most powerful and relevant features for these personas and encouraged them to log in to Sprinklr regularly. The emails were meant to be educational and guide the user on deriving the maximum value from Sprinklr while solving their pain points. Here is my drip email campaign:

#	Subject Line	Goal for Email	Content Hook	CTA
Email 1	Welcome to Sprinklr, [First Name]!	Icebreaker. Set the stage for what’s to come	Additional Resources + On-demand webinar	Contact for questions
Email 2	Has content planning become an ordeal of late?	Educate the user about using Editorial Calendar to plan, schedule and deploy campaigns.	Editorial Calendar GIF	Contact for questions
Email 3	Cross-functional collaboration needn’t be a pain anymore!	How to use request forms to review requests from various stakeholders for multiple campaigns spread across different channels	Request Forms GIF	Contact for questions
Email 4	Ensure your team stays on top of deadlines	How to harness the production dashboard to get high-level and granular views of your tasks to get more work done	Production Dashboard GIF	Contact for questions
Email 5	Are you getting effective insights from your social media data?	How to use reporting dashboards to decipher insights from customer data and improve social media campaigns	Reporting dashboards GIF	Contact for questions
Email 6	Share your content plan with internal and external stakeholders with just a few clicks	How to share an editorial calendar to provide or restrict users from other workspaces	Share editorial calendar GIF	Contact for questions