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Prezi is a visual storytelling medium that lets presenters connect more powerfully with their audiences. Unlike slides, Prezi’s map-like presentation overview allows users to pan freely between topics, zoom in on details, and address customer questions as they come up in conversation. The company’s newest offering, Prezi Business, adds a suite of creation, collaboration, and analytics tools for teams.
Founded in Budapest in 2009, the company was named after “prezi,” the Hungarian word for presentation. Since then, the company has grown to over 75 million users around the globe and has opened a second office in San Francisco. Prezi was built around the idea that our brains are hardwired for specific types of content. When stats become visual stories and lectures turn into two-way conversations, people can engage audiences better.
“We helped users onboard on our platform within 30 days, treated them personally, and did this all at scale.”
Prezi’s dynamic and non-linear presentation structure is unique and appealing, and it has many functions that users want to learn about. Onboarding is a critical part of the company’s customer retention program, because higher success with the product ultimately leads to higher renewals.
“We wanted to have different onboarding experiences for our two products and to reflect that both can be experienced as a team, a single user, or a team in-trial,” says Bonnie Coombs, Email Marketing Manager at Prezi. “We have thousands of users signing up every day in all nine of our supported languages.”
To identify onboarding gaps and craft a corresponding content strategy, Prezi looked at the most common Google searches, identified the most popular support articles, and got feedback from their in-house customer success team, who worked directly with clients.
Armed with new insights, Prezi went an extra mile to make sure all their onboarding communications match each user’s needs. “We created 35 distinct emails, each with variations in messaging based on a user’s license type and payment status, even though each user will only receive 7 or 8. We also localized all 35 of these emails and their variations in 9 supported languages,” says Coombs. Prezi now has six interconnected lifecycle marketing programs. For example, a “Starter” program pulls in users who registered yesterday, and routes them to the correct onboarding experience based on their license time.
To support business goals and promote product use, each email communication sent to users reminds them to either upgrade to Prezi Pro (with a trial countdown) or download the product (a reminder that disappears if the user has already downloaded). “All programs have different footers and banners depending on a user’s license type and segmentation data,” says Coombs.
The Prezi team set the goal of increasing their key internal KPIs related to product usage. They also looked at email opens and unique clicks. To access the campaign’s success, Prezi compared these metrics with the results from the old onboarding campaign and a control group that received no emails.
After six months of the program, Prezi could see that the new onboarding strategy was working. The internal KPIs were up at a significant rate over the old onboarding campaign and control group. Unique clicks and opens also improved over the original series. The data also indicated that a more successful onboarding experience was having long-term positive business impact.
The results were so good that Prezi is planning to enhance their onboarding strategy by focusing on promoting more regional content – like local case studies that are in sync with users’ needs internationally.
“Using Selligent’s Lifecycle Marketing Feature, we created seven interconnected programs – and we will soon be adding more,” says Coombs. “We think our onboarding campaign has been successful because we listened to what our users were telling us they needed.”