Keeping Customers Once You’ve Got Them on the Hook

We’ve talked a fair amount of getting and keeping followers via social media. Many times that social media is meant to eventually encourage users to add themselves to an email list, join an app, or some other commitment or sign-up. This sounds straightforward, but like many things, people get in their own way. Wired published an article looking at “user onboarders” who help streamline the sign-up process to make sure people are likely to finish it. This is an interesting task in its own right, but it also holds lessons for how not to put barriers in the way of potential customers and their actions.