The goal of every small company is to grow, but not grow apart. Pingboard is a new kind of employee directory that helps deliver company culture at scale. Their web and smartphone apps offer traditional features, like directory information and org charts, plus customizable data fields like favorite sports teams (or, as in our case, Taco Bell orders). Through personalization and an intuitive interface, Pingboard is breaking down silos and bringing co-workers together in companies small and large.
FullStory first landed in Pingboard’s marketing department, where they use it to review, test, and tweak their website. They’ve been able to perform real-world user testing with visitors in the wild, optimize their marketing site for conversions, and remove confusing blockers during the onboarding process to increase customer retention.
When Pingboard first launched their marketing site, they wanted to play with the traditional design element known as the “big green button.” You know the big green button – the one that says “Sign Up Now” or “Free 14-Day Trial.” (You would be correct to glance at the upper right-hand corner of the page right now.)
Because most visitors like to research beyond an app’s landing page before signing up, Pingboard decided to make their “big green button” an entreatment to view their features and screenshots. But what they saw in FullStory surprised them:
“Our visitors had big green button blindness,” we were told by Bill Boebel, founder and CEO of Pingboard. “They would scroll right past the View Features button and instead click the features link in the footer.”
Realizing that webizens are trained to avoid big, salesy green buttons, Pingboard made their features link plainer and less prominent, and changed their green button to a more traditional “Sign Up” call-to-action. This is what their site looks like now:
Immediately they saw an uptick in visitors navigating from their landing page to their features page. (How’s that reverse psychology for you?) Of course, people still glanced over the big green button, but this time, they were expected to. And folks stopped scrolling all the way down to the footer to get the features link – or worse, bouncing from the site.
With the average site visitor’s attention pulled in so many different directions at once, you need concise, straightforward information that can cut through the noise. “It seems like nobody reads more than a sentence or two, ever,” Bill lamented. “With FullStory, we could see people just glance over the text.”
So they updated their copy to reflect a mode of reading most web users are comfortable with – one-liners. “We realized we needed to make our features info as digestible as the short posts you see in social media feeds like Twitter.”
What they saw in FullStory after making the change was that visitors spent more time on each feature, now that the text had been drastically reduced. And, as Bill puts it,
Anything that’s better for the user is better for us.
Pingboard’s software is customizable to fit every company’s unique culture. But that customizability, they found, is sometimes met with confusion.
In one such instance, the set-up questionnaire included a question that was meant to add a bit of personalization to the directory: “What do you call your employees?” If you’re confused already, have this example: folks who work at Google are called Googlers. (Humorously, ex-Googlers are Xooglers.)
But traditional analytics tools couldn’t help Pingboard solve the problem. They knew when forms were being completed and when they weren’t, sure, but there was no way to know which questions were confusing and potentially turning customers away.
“With FullStory’s session playback, we watched our customers pause, start typing, hit backspace, start again, delete everything...” Bill said. And that information is leading them to make that question more self-explanatory, to reduce the number of hang-ups and form abandonments.
We think Bill summed it up perfectly when he said, “Anything that’s better for the user is better for us.” That’s the heart of FullStory’s customer experience philosophy: happy customers are better for business. So if your aim isn’t customer happiness, you’re missing the point.
What Pingboard saw when they started using FullStory wasn’t charts and funnels showing where site visitors dropped out; they saw why users skipped over the big green button, scrolled past the features page, or deleted their form field entry.
And it was the why that led them to how they could improve, resulting in big wins for their customers, and for their company.
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