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That sort of marketing-speak made up word just makes my skin crawl. I don't see how it's any more expressive than "signing up new users". At least he calls them
by rhubarbquid 13y ago
That sort of marketing-speak made up word just makes my skin crawl. I don't see how it's any more expressive than "signing up new users". At least he calls them "users" and not "consumers"...
It didn't really stop me from reading the article, I kept going after I finished cringing.
- bdunn 13y ago"Signing up" implies creating a few database records and logging someone in. When I say "onboarding", I mean a deliberate attempt to transition somebody into the workflows and uses of the product.
- rhubarbquid 13y agoThanks for the clarification, interesting article, and sorry for being a jerk about your terminology. Airing my opinion on the term isn't a useful contribution to the discussion.
- deleted 13y ago[deleted]
- stonemetal 13y agoI believe 'on boarding' refers to post signup new user education. That appears to be how he used it here. I have never heard it used as just signing up. What do you call post signup new user education?
- prawn 13y agoInduction might be an option, but on-boarding covers it well enough IMO.
- bmelton 13y agoI think that, in an article directly related to marketing, marketing-speak is appropriate.
- rhubarbquid 13y agoFair enough.
- johnesj33 13y agoBut still. Marketing speak is creepy and oozes dishonesty.
- BryanB55 13y agoSigning up new users != onboarding. Getting them to signup is only half the battle. Onboarding, or getting them to actually setup their account, start using the product and usually taking actions that offer the most value is a pretty important part of reducing churn.