The Smarter Way to Onboard Users


We are thrilled to announce the release of our newest marketing tool, Onboarder is a purpose built web application that enables web visitors to select their product or service preferences. Now users are able to really understand your specific value proposition based on their given criterion. It’s as if you had a sales assistant right on queue 24 hours a day to all your prospects at the same time. 

Take a look at our marketing site:           onboarder

The results

Screen Shot 2016-02-09 at 17.34.165x more qualified leads go to the next step in your sales funnel.

Screen Shot 2016-02-09 at 17.34.27Online lead to offline appointment rate improvement of up to 80%

Screen Shot 2016-02-09 at 17.34.32  60% better sales performance than leads from client website

Screen Shot 2016-02-09 at 17.34.23Never before seen insights enrich data sets

Screen Shot 2016-02-09 at 17.34.3010x improved ROI from like for like web visitors

How does it work?

Through a dynamic interface of personalised questions, onboarder creates a user profile. Based on the relevancy to this user, your products and their USPs will be highlighted. The result is a filter which does much more than show the right product; it surfaces the right message for the right user at the right time.


– Handles multiple product variables to determine results
– Rich user profiles (ready to be imported by your favourite CRM)
– Fully responsive and customisable design
– Mid-funnel lead capture possible (name, email, phone, location)
– Combine with LiveChat to improve sales

For a product demonstration and more information, please contact me directly


Thoughts on alternative user journeys

Recently, I was on the Björn Borg website and I was impressed by how easy the website navigation was. The top menu nestles neatly into the sidebar. Hover-over gestures reveal the next menu down and then something surprising. On the third menu item down you no longer gaze sideways across the screen, but instead the menu appears differently, centred on the screen, and it all feels very natural.

As users, we are so used to websites like Amazon with large menus of pretty much everything; following on to enormous lists of products that quite often don’t actually match our needs. The menus try to index all pages into neat clusters of areas, which is understandable for database powerhouses like IMDB or even Amazon. The problem with this is that you may want the user to concentrate on one unique selling point at a time. Having multiple calls to action can cause some inertia and actually put people off navigating your content further.

In my experience working with top growth advertisers in the UK, the best performing websites were those which take the user through a narrative that provide clear next steps and actually tries to understand them before offering up some juicy product features. Early segmentation of user interest can be a great way to filter out the noise and provide the right information for that user at the right time. A landing page for the uninformed user should read – ‘let us help you find the right content’ rather than ‘here’s links to everything we have – go find it’.


Burton Bag Selector

One recent example that caught our attention was on Burton USA. Their bag selector is a really neat way to get to the bag you want but the user experience is relaxed and you navigate the filters with no more than three clicks as opposed to a detailed filter menu with too many mandatory options. It’s fun and displays products in a different way – suddenly bags are associated with the activities they’ll be involved in.

 Online Shop Assistant


One of The George’s recent projects echoes this experience of changing the way we navigate and consume product info. The course configurator for Wall Street English is a web tool, conceived, designed and built from The George Barcelona branch. You can learn about it in more depth here.

In this case, we decided to ask users to input their needs, in order to tailor the right course and price for them. What’s great is, the user feels they are empowered to get the deal and product that’s right for them without having to read all the sections of the website to do that. What’s more, by asking each user to go through this process, Wall Street English can actually understand at aggregate level what people are looking for and which types of users are more likely to go on a book an appointment with Wall Street English.

In a sense, what we’d achieved is a mutually profitable relationship for the user and client, that had a big impact on further action. Of the prospects that started the configurator, they were 5x more likely to go on to visit in person a learning Centre, than those that hadn’t been into the tool.

What’s next?

At The George, we believe it’s worth investing in user’s interests before trying to show them everything that you have. Try to think about users’ irrational needs as much as the rational ones. That way, you may have a greater chance of converting the same user by tailoring their website experience straight away. Often you’ve only got one chance to convince them, so make it count!