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How to accelerate new user signups to drive growth

Implement a campaign using Segment to track and increase new user signups, helping you expand your user base and enhance engagement.

 

Segment Made by Segment

What do you need?

  • Segment Connections

  • An paid advertising destination e.g. Facebooks Ads or Google Ads

Easily personalize customer experiences with first-party data

With a huge integration catalog and plenty of no-code features, Segment provides easy-to-maintain capability to your teams with minimal engineering effort. Great data doesn't have to be hard work!

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Executing this use case will likely enhance user acquisition rates and optimize your marketing efforts, allowing for better tracking of user engagement and conversion metrics throughout the signup funnel.

Step 1: Add the required Sources: 

In your workspace, add a new prod or dev source for your website and (optional) another for your order processing system. This should be your website where checkout events will be tracked and the system that captures completed orders. These sources will be responsible for collecting the required Track Events and sending them to Segment.

  •     Sign Up or Log In to Segment

First, access the Segment platform by signing up or logging into your existing account.

  •     Create a Source for Your Website

A source in Segment acts as the origin of data you collect, such as user interactions on your website.

  1. In your Segment workspace, navigate to the Sources section.

  2. Click the Add Source button.

  3. From the catalog of sources, select JavaScript (for websites)

  4. Provide a name for your source, e.g., "i.e. Company Website - Dev or Prod".

  5. Optionally, add labels for organization.

  6. Enter your website URL.

  7. Click Create Source button

    Install the Segment Snippet

        After creating your source, Segment will provide you with a JavaScript snippet.

  1. Copy the JavaScript snippet provided by Segment.

  2. Paste the snippet into the <head> tag of your site to install Segment.

If you need to connect your website, mobile app, or server as a source please refer to our documentation on these touchpoints. 

Step 2: Track your events 

In order to build the funnels needed to encourage new user signups, you'll need to track three key events: 'Page Viewed', “Page Scrolled",“Signed Up” and “Identify” from your website or app. 

  • Page Viewed: This event will start sending to Segment once Analytics.js is added to the site.

  • Page Scrolled: This event will start sending to Segment once Analytics.js is added to the site.

  • Signed Up: Manually add this event to your site  (See Spec: Track documentation).

 

In this example, we're not only tracking events like 'Page Viewed', but also sending additional properties like 'page_category' and 'page_name'. These properties provide important context about the event and can be extremely valuable in your analysis. Learn more about properties.

It should be noted that ‘Signed Up’ should trigger an Identify call because this event allows you to tie a user to their actions and record traits about them i.e., first_name, last_name, user_id. This can further be used for personalized messaging in your signup lookalike campaign.

Only Identify calls can add and update user traits to a profile. For connections-only customers, the Identify event can still be mapped to downstream destinations to create/update user profiles.

Step 3: Add Destinations

Choose where you want to send the collected data—for this use case we recommend using in-app messaging or connecting to a paid media destination like Facebook Ads or Google Ads. 

  1. In your Segment workspace, add a new destination.

Select your preferred tool from the catalog. This destination will use the collected data as needed.

Step 4: Test your setup:

Finally, test your setup to ensure data is being collected and sent correctly. You can do this by performing the actions you're tracking on your dev website and checking if the corresponding events appear in your Segment debugger and analytics tool.

The Source Debugger is a tool that helps you confirm that API calls made from your website, mobile app, or servers arrive to your Segment Source, so you can troubleshoot your Segment setup even quicker. 

Your data may not show up instantaneously and there may be a delay, but once the data is flowing you are ready to move to the next step. 

Step 5: Analyze and activate

With a platform like Braze you can use the data that you’ve collected to activate your campaign with a targeted email to re-engage cart abandoners as pictured in the example below. . With accurate setup and data flow:

  1. Analyze the data to understand user behavior throughout the signup process.

  2. Identify drop-off points and optimize them to improve conversion rates.

  3. Deploy targeted engagement strategies to convert interested users into active signups.

In the below example you can see several different options to creatively accelerate user signups by targeting anonymous users that have taken action on your site. Offering a relevant coupon, discount, or newsletter as value in return for their information is a valuable trade. 

 

Final thoughts: 

When you convert anonymous visitors into registered users, you not only expand your user base but also deepen your reservoir of actionable data. This transformation from anonymity to known users enables more personalized interactions, which can significantly enhance user engagement and retention. With the rich data that registered users provide, companies can tailor their services and marketing efforts more precisely, resulting in higher conversion rates and a more robust bottom line.

 

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