Articles by David Shackelford
PagerDuty's Stack for Optimizing OnboardingDavid walks through how PagerDuty improved onboarding to boost trial conversion rates and help new users set up their accounts properly. • They used Segment to integrate Mixpanel and Kissmetrics to analyze user behavior data and identify issues in the onboarding flow. • After testing both tools, they chose Kissmetrics due to its better funnel calculations. • The data from Kissmetrics revealed issues where users were ending trials without seeing all features or setting up accounts properly. • They redesigned the onboarding flow based on the data and qualitative feedback, including a full-page takeover and nurture bar. • After implementing the new onboarding, they saw a 25% boost in trial engagement and fewer users ending up in fail states. • They learned that choosing what to track is important and too many events can be noisy. Having separate environments for development and production is also key. • User privacy and a strong vendor privacy policy are important considerations when choosing analytics tools. • Qualitative feedback from customers, sales, and support teams provided important context beyond the quantitative data.