While streamlined onboarding can help a business on Facebook get their account set up, business admins generally lack time and resources to properly onboard and achieve results on Facebook.
The first onboarding experience I built at Facebook was specifically for small businesses on the Facebook App who managed their business on Pages. The Page Completion Meter contributed to over a 70k increase in Monthly Engaged Businesses.
I was the sole designer on this project and lead the cross-functional alignment on top of the UX work.
This onboarding module was available on mobile and web, consistenting of 12 steps for a user to complete as the beginning of their journey.
Small businesses also have the choice of using a separate site and app called Meta Business Suite. In 2021, after the success of PCM, my team begun investing in projects to help the Business Suite team.
ProblemOnly 10% of admins are engaged after 14 days of first entering the site or downloading the app. In the user research:
- User don’t see the value
- They have trouble navigating
- They don’t even realize the difference between Business Suite and Facebook
Our SolutionTo utilize our learnings from Page Completion Meter and invest in the first ever real progressive onboarding solution for Business Suite.
From this review we extracted 5 main Jobs to Be Done on the app:
- Get transactions and outcomes
- Manage business presence
- Connect with potential customers
- Save time
02 Data AnalysisPartnering with my data scientist and product growth analyst, we then pulled together all the top actions related to long term engagement and retention on the app:
- Add your business details
- Connect your other accounts
- Create a post
- Create a story
- Upload a video
- Schedule posts
- Invite friends to follow you
- Set up an Action Button
- Create a shop
- Set up appointments
- Run ads
They found that if a user completed any of these actions within the first 21 days of onboarding, they were more likely to become a long term user.
03 Content MappingUsing both the research JTBD and this list of retentive actions, we began mapping how these actions related to the JTBD.
This then led us to development the concept of “sections” in our onboarding flow. These sections were inspired by the mapping from JTBD.
The purpose of building these interactive prototypes was to align with design systems, share with leadership, and test with users.
This new side tray would stay persistent across every page a user navigated to, but could also be collapsable and easy to find.
The study was smaller than I preferred but we were able to source 8 US participants who completed 60 minute long moderated concept testing over video call.
Top insight Users did not perceive the entry point depicted below.
Iteration We tried two new entry points with A/B testing. Despite our theory that the left entry point would perform better, the numbers significantly favored the right.
Results and Conclusion After a month long experiment with positive results, we shipped the new Business Completion Meter to all Facebook Business Suite users.
MVP launch results:
- CTR/CVR rates ranging from 5-27% depending on the step
- This beat out all other comparable guidance from notifications and other modules (normally ranging at 0.05 to 1% CTR/CVR)
- 5.8k increase in Weekly Engaged Businesses
- A fast follow of V1 iterations added another 7k in WEB
Aftermath
After proving that we could move significant metrics on both Facebook Pages and Business Suite, onboarding became a larger priority in the org.
Some of my specific contributions
- I proposed an iteration to the MVP entry points and some basic UX improvements, this resulted in a 7k lift in Weekly Engaged Businesses
- I ran a cross org onboarding sprint with approximately 15 designers from multiple teams across small businesses and FOA, this resulted in new roadmap items that worked towards a north star vision we agreed on