For digital entertainment, the need to quickly convert visits into subscriptions is only the start of the pressure. With so many options today in terms of gaming, music, and video streaming (to name but a few), companies must continually deliver an enjoyable and straightforward experience on their profile, app, or website.
So, how can businesses in the digital entertainment sector continue a strong onboarding process after they get that initial registration? Let’s take a look at four industry suggestions.
4 Basics of Post-Onboarding in Digital Entertainment:
1. A (Literal) Guide to the Basics
Just because a customer is now a subscriber (whether a paying subscriber or on a free trial), that doesn’t mean they fully understand the depth and complexity of a product or service. After all, brands toil to innovate in their given industry. Sometimes, handing newcomers a literal guide to the basics is the easiest way to welcome them to a brand.
For example, online poker is one of the most robust digital gaming sectors in the world. Companies seek to stand out from the crowd by hosting a range of game types, organizing large tournaments, and even rolling out VR poker tables. But one of the simplest ways to offer customers more is with a guide for different varieties of poker and their hand rankings. For example, Omaha poker uses different hand rankings to Texas Hold’em. Even seasoned Omaha poker players may need a refresher—and beginners will definitely need to study up before playing their first hand.
The onboarding guide should highlight how a customer can take advantage of the product or service, while also ideally handing them a few helpful tips and tricks.
2. Accessible Customer Support
Once a customer dives into a new experience, they’re likely to have a few questions. Again, the stronger a company’s UX department, the less likely a user is to have a question. Still, confusion happens—and having an accessible customer support team is crucial for companies wanting to stand apart.
For example, Wistia is a video hosting platform that doesn’t include a customer support phone number… and yet still ranks highly on all-time customer support lists. Part of their goal is to anticipate the areas in which customers continually have issues. This helps the design team address these issues, while employees themselves also have templates for the most common problems.
3. A Tailored Experience
Most companies hand out rewards in order to onboard a new customer. But entrepreneurs looking to go above and beyond can continue their handouts through a variety of creative and tailored means.
For example, Spotify is one of the world’s leading music streaming platforms. As of 2022, they have 182 million premium subscribers. One of their top innovations is to create tailored playlists and mixes on a weekly basis, as well as annual ‘wrap-ups’. Not only does this offer something extra to newcomers, but also generates new interest from long-time users, as well.
4. Pro Tip: Transparency is Key
One of the biggest buzzwords in business is transparency. The more a customer can see into how a business runs, the more empowered they feel to make decisions. Some might also be concerned about a company’s internal practices, from manufacturing processes to brand culture.
Letting customers ‘see behind the curtain’ creates a stronger sense of community. In terms of onboarding, it immediately ‘welcomes’ a new client into the ‘family’. How, when, and why a company chooses to implement transparency can vary greatly according to the industry.
Let’s move back to gaming for this last example. One recent trend in the industry is the subscription model. This lets gamers peruse titles from top studios like EA Sports and Tencent, while also sampling smaller projects from indie creators.
Humble Choice is an indie-based gaming subscription that lets users donate a portion of their monthly or annual subscription to an organization in need. Five percent of every membership is funneled toward the company’s featured cause of the month, and the company offers full transparency into how much is donated each month. In May, Humble Choice subscribers contributed $233,752.