Onboarding project | AutoCMS

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Onboarding project | AutoCMS

Ideal Customer Profile

Understanding your ICP

ICP - Ideal customer profile

	ICP 1	ICP 2	ICP 3	ICP 4
ICP Name	Vartika	Ritvik	Neha	Sudhanshu
Job title	Freelance Copywriter	Social Media Marketing Executive / Ad Buyer	CMO of an agency providing marketing / website services.	Freelance web developer (End-to-End Website Services)
Age	24	26	29	25
Annual Revenue of org	~10Lacs	~5-10cr	~4-8cr	~50Lacs
Organizational Goals	To create a self-sufficient freelancing career with high-paying clients.	To generate leads and improve campaign performance.	To build a high-performing marketing team and scale up client's brand presence.	To build high-quality websites, and scale up his freelance business.
Role Priorities	Deliver content fast. Manage multiple clients Learning	Create marketing strategies Executing Optimizing content	Marketing strategy Take care of marketing spends and budgeting.	Deliver websites efficiently Ensure seamless UX/UI Manage multiple projects with minimal hassle
Role in buying process	100% ownership	50%	70%	100%
Reporting Structure	Self	Reports to CMO	Reports to CEO	Self
Blocker		Manager/CFO	CFO
Preferred Channels	Twitter LinkedIn Word of Mouth Insta Reels	LinkedIn Twitter YouTube Newsletters	LinkedIn Conferences Twitter Podcasts	Tech Twitter LinkedIn YouTube Word of Mouth Tech Communities
Products used in workplace	Notion Google workspaces Collaborates with clients on Slack/WhatsApp Grammarly Quill Bot Wordpress	Google analytics HubSpot Notion Slack Google Ads SEMrush / ahref Browser : Chrome	HubSpot Google Analytics Asana Slack LinkedIn Ads SEMrush / ahref Perplexity/ChatGPT Browser : Chrome/Arc	Figma Strapi/Payload Notion GitHub Zoho Claude/ChatGPT/Perplexity Browser : Chrome
Where do they spend time	LinkedIn Twitter YouTube	LinkedIn Twitter YouTube Industry Webinars	LinkedIn Marketing summits	Twitter dev communities YouTube tutorials GitHub
Pain Points	Finding clients Keeping up with content as per client's expectations. Juggling context between projects.	Managing multiple campaigns Content bottlenecks Keeping up with latest trends	Managing a team for execution Marketing with limited resources Proving ROI	Managing multiple client revisions Handling content updates Juggling between multiple projects
What motivates them?	Creative freedom Work-life balance Calls shots	Campaign performance Industry wins Recognition	Business growth Successful marketing campaigns.	High paying clients Efficient workflows Work growth
Influencers/content they follow	Content around freelancing, AI, scaling freelancing work, how to build agency	Optimizing ad campaigns, websites, Latest tech news, Marketing podcasts.	Content around Growth Hacking, Business Podcasts,	Content around tech, freelancing, Gen AI, LLMs scaling freelancing work, how to build/scale agency
Current tool / solution	ChatGPT, JasperAI, CopyAI	ChatGPT	ChatGPT	ChatGPT, Claude

ICP prioritization framework:

Criteria	Adoption Rate	Appetite to Pay	Frequency of Use Case	Distribution Potential	TAM
ICP1 - Freelancer Copywriter	Moderate to High	Moderate	High	High	High
ICP2 - Marketing Executive of a Company	Moderate	Moderate to High	Moderate	Moderate to High	Moderate
ICP3 - CMO	Low	Moderate	High	Moderate	Moderate
ICP4 - Freelancer Developer	High	High	High	High	High

Why these specific ICPs?

As per the chart, For initial acquisition of AutoCMS, Freelancers and agencies providing services comes out to be better fit for AutoCMS in early stage. Later it can be scaled directly to company, once we have PMF with freelancers and agencies. Their frequency of usage will also be higher in comparison to selling to companies directly - Will help us be under continuous feedback loop without major assumptions.

Some feedbacks and Nuggets received from user feedback sessions yet

User experience on onboarding and first content trial

Difficult to navigate and upload custom content when setting up a personalized voice for content generation.

Good enough for First drafts

Copywriters who used the extension for content generation felt confident using it for first drafts, laying the foundation for more refined writing and incremental improvements.

Aha Moment

Auto filling CMS form with nuanced copy with 20 or 30+ fields for the webpage.

Suggestions for improvement

Establish support for more widely used CMS like webflow, and shopify.
Minor UI enhancements: The transparent UI is a good concept, but it sometimes overlaps with content. Increase blur and opacity for better clarity.
Introduce transparent pricing plan, features and use cases in the website.

Problem : A lot of the individuals don't fill up copies to the CMS directly, as it has to gone through approval flows.

Proposed Solution : Almost all CMS has save to draft feature for future tinkering. A feature where they can export document as a document to get approvals and suggestions would help them adapt to direct to CMS flow.

Surprising discovery
One of the user used the extension to fill up job application in minutes with very nuanced copy that resonated his writing style.

Even though I don't recommend using this for job applications, This one instance surprised me and made me think the other ways this extension can be used to fill up almost any webforms out there.

This folk is a true hacker man!

JTBD and validation

A table is shared below for your reference to put down your user goals, respective ICPs, JTBDs and validate your goals.

Goal Priority	Goal Type	ICP	JTBD	Validation approach	Validation
Primary	Functional / Financial	ICP 1 - Copywriter	Writing SEO friendly copy for the client websites and reducing time taken to produce copy per page and hence per project.	User interviews	"I like writing a lot, but manually writing for every project takes a lot of time for me. I end up being bottleneck on scaling the freelancing business"
	Functional	ICP 2 - CMO of Agency	Automating generating and publishing marketing campaigns and landing pages for clients.	User interviews	"We are trying to automate the marketing landing page creation with clear scalable structure and framework"
	Functional / Financial	ICP 3 - Website Developer	Developing end to end website for client / with content	User Interviews	"I take end to end project, But I am not good at writing copies, and most of the clients dont have budget to hire copywriters separately."

Onboarding Teardown

How to do an onboarding teardown?

Take screenshots of each page of the interface, note each interaction and user touchpoint, and assess based on user empathy:

What is working well on the screen and why?
What is not working and why?
What changes/improvements do you suggest can be made? Why do you think that would be better?
Where does the “aha” moment occur?
Evaluate your onboarding on the cognitive biases.

We launched AutoCMS Beta the last week. and trying to get early users who can help us provide feedback and try out our product.

The Aim is to:

1. Understand how users are using it.

2. Features required

3. Tune marketing and messaging for the product.

4. Create successful case studies by the end of beta program.

The onboarding teardown if result of our understanding till now, which will keep on improving as we move further and have more user calls.

Landing Page / Website:

Chrome Extension Store:

What needs to be improved:

Title - Explain what AutoCMS does in 4-5 words (Purpose : Make it easily understandable + SEO Friendly)
Early Ideas "You AI Copywriting Copilot"
Increase number of Ratings.
Badge "Mature Content" is a red flag.
Challenge : We don't have any feature/permission that can be potentially rated as "Mature Content.
Immediate Action : Talk to Chrome Dev Support to undertake the badge and understand the issue to the core.
Communicate support for multiple browsers.
Improve thumbnails for better clarity, and design.

Lacking :

Onboarding/ Tutorial Screen post installing the extension to tech user how it all works.
Screen to signup (with the flow)
Screen to select right plan.

Why this is required / Key Problems to solve?

AutoCMS extension works with the CMS screen that has form fields, A lot of poeple might try using at various places, and get confused. It's critical to teach them how and where to use the extension ensuring smooth onboarding and activation.

Post Installation Signup

What needs improvement:

Extension Design - Transparent UI isn't working for us.
Prompt to upgrade plan.
Ability to add custom copy is hidden in the dropdown. We should add it in the front, below the copy style dropdown with "or" messaging, It's one of the major USP of the tool.
Add ability to upgrade in usage section. This fixes for break of flow in case user runs out of credit.

What works:

Generate example button : it helps alot for user who is trying the tool for first time, and dont want to do any labour trying the tool for first time. It serves the example details automatically for the user. However this is mixed opinionated by different set uf users.

Generation and Autofill flow

The Autoscroll and autofill flow really generates excitement for user to look into the copy, while giving them a aha moment to see content being generated

What isn't working :

1. The total time taken to generate copy
2. Technical copy while generating copy (keywords like batch, etc. Can be made a lot user friendly and intuitive.)

What works : The autoscroll effect while autofilling

What can be improved :

Add referal CTA
Consistency in primary button.
\

Dashboard (Purpose - Manage billing.)

Proposed Flow:

The flow below consists of end to end user flow from visiting landing page with intent of using tool to generating copy for the very first time using AutoCMS.

FigJam Link : https://www.figma.com/board/oSMrM1fc2jBRLRxJHqrzRo/AutoCMS-v0----Proposed-Onboarding-Flow?node-id=0-1&t=zzo2m2jag0YSzme0-1

Priority Actionable for the team:

1. A proper onboarding flow that cues user on how to use product, help the download extension, signup and select appropriate plan.

2. Improve on chrome extension listing design + rating + flags.

3. Redesign onboarding flow based on proposed flow.

4. The current dashboard + extension integration isn't seamless, Requires separate authentication.

5. Rework on UI + Branding aspect for consistency and brand recognition. Look + feel.

Activation metrics

Considering AutoCMS is in very early phase, and onboarding first set us users.
We are considering activation metrics to be very simple, just focusing in frequency of usage of the extension for generating copies for the website.

User Flow:

The framework for activation metric for us is :
1. How many time user generates the copy for specific page (URL) using AutoCMS,
2. Sends for the review
3. Prompts and Iterates,
4. Publishes the particular content (tracking using slug)

Talking Numbers:

If user uses AutoCMS to generate copy within CMS within 1st week of signup, sends the copy for the review within 48 hours and then iterates and publishes within 3-5 days of the generation.

The win for AutoCMS is - how soom a user can generate copy from AutoCMS, gets approvals without any hassle, and publishes it in production.

Key Actionable for the team (Tracking Metrics)

Setting up Posthog for major events:
- User Signup
- First generation of copy for specific slug
- Downloading doc / copying for csv
- Using extension to iterate / re prompt on specific CMS fields
- Publishing the page through CMS
- How soon user runs out of free credits of 10 generations.
- Upgrading for pro plan