👋 Hello guys,
I hope you are well :)

Today we are going to talk about a topic that has been taking up a lot of my time for the last few days: Visitor onboarding. With Mobula, we have a quite natural & passive growth acquisition. We have about +50.000 new visitors every week. However, the session duration & the user conversion (wallet connection) are not perfect. They have dropped a bit in the last few weeks and for an obvious reason: We added many new features that tended to lose new visitors. So we reacted quickly by making radical choices and simplifying onboarding, but we can still improve that.

The goal of this edition will be to share with you how we will try to improve the onboarding of the app to convert visitors into users more easily. We will go through several important steps to achieve this. The first step will be to define the ideal path(s) our visitors should follow to fully enjoy Mobula, understand its potential, and become users. In this edition, we will find out how you can choose one or more ideal paths for your visitors based on your product maturity, metrics, and positioning.

⭐️ Mobula product update:
Check out the new version of Mobula that allows you to interact with assets directly from asset pages (home, news, trending etc.) as well as new asset pages.

Inside Web3 💎 | Visitor onboarding

🗞 Web3 News
💼 Web3 Entrepreneurial Resources
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📓 The Week's Log: Visitor onboarding

🗞 Web3 News

🔓 Apple Plans to Allow External iOS Apps in Potential Boon for Crypto, NFTs
The tech giant plans to let iPhone and iPad users install apps from outside the App Store, a new report claims, due to EU regulations.

🖼️ Donald Trump Announces $99 Digital Trading Card NFTs
Former President Donald Trump released a collection of 45,000 fantasy non-fungible tokens (NFT), he announced on Thursday via Truth Social, the social media site he founded last year.

🎶 Warner Music Group Joins Forces With Polygon to Create Web3 Music Platform
The LGND Music platform will become a marketplace for artists and fans. It would offer songs as NFTs that listeners could purchase. It will support digital music collections from any blockchain. The launch is planned for next year

🦧 Justin Bieber, Snoop Dogg, Facing Lawsuit for Promoting Bored Ape NFTs
The class action complaint states that celebrity promotions of Bored Ape NFTs from Justin Bieber, Madonna, The Weekend, and others caused investors to purchase the losing investments at inflated prices. The plaintiffs accused Yuga Labs of creating ApeCoin out of thin air

🚪 MetaMask partnered with PayPal to allow users operating with Ether
Initially, the service, which enables MetaMask users to buy and transfer ETH via PayPal, will be available only to selected customers in the U.S. starting next week

💼 Web3 Entrepreneurial Resources

🪙 +1000 Web3 Freelancers & Agencies: Open Web3 Expert Directory
Every week, I receive messages from freelancers & agencies who present me their services. So I decided to create an open directory where I would put the contact of all freelancers & Web3 agencies that I would have previously analyzed & validated.

🤝 How To Create Authentic Web3 Marketing Campaigns That Convert
Authentic marketing in Web3 isn’t about having a wholesome image or talking like a lumberjack. It’s about being honest, raw, and accurate.

🪞 The Mirrortable
Mirrortables are to cap tables what stablecoins are to fiat currencies. They streamline and internationalize the logistical mess of angel investing.

🏦 Web3 Fundraising

Nillion Raises $20M to Build Decentralised Network for Data Storage

Web3 game DOGAMÍ secures $14M total funding

Forum3 Raises $10M to Bring Digital Assets to Brands’ Loyalty Programs

Singapore's Digital Entertainment Asset secures $10M from LDA

Pplpleasr’s Shibuya NFT Video Platform Raises $6.9M to Build the 'A24 of Web3'

📓 The Week's Log: Visitor onboarding

Bringing in new visitors through acquisition strategies is important but converting them into users is even more important. To do this, you first need to make sure you have your ideal user (persona) in mind.

Honestly, this part seems simple, but it is one of the most complicated. When you develop a tool, you can go in any direction. It's a real challenge to stay focused in one direction and stick to it.

For example, in the case of Mobula, we could present ourselves as
- An exchange as simple as Binance but decentralized - using DeFi
- A simplified DeFi application (DeFi for everyone)
- A multi-chain DeFi application (No more pool sorting)
- A new generation of crypto-currency aggregator

But you can't be everything at once.

Choices must be made. For Mobula, we chose to focus on the vision of a new kind of crypto aggregator (A next-gen crypto-aggregator), solving the problems users have with current crypto aggregators:

- Access to crypto (80% of DeFi tokens not listed on CMC)
- Interaction (can't buy, sell, store, or synchronize in-app…)
- Trust (Affiliated content, closed governance, off-chain data..)

Once you have chosen your vision/mission, it is easier to identify your persona. In the case of Mobula, our persona is a crypto-enthusiast who uses crypto aggregators like CoinMarketCap or CoinGecko (on a daily/weekly basis) but feels the limitations of these platforms and is actively looking for an alternative.

Our persona is looking to get more data and avoid having to use multiple applications in addition to crypto aggregators to:
- correlate ecosystem information/user positions
- interact with assets (buy, sell stake)

Once you have your Persona in mind, you need to define the ideal path(s) that a persona will take on the first visit to your site to be converted. To do this, you can:

Create groups of beta-testers
Create a group (on WhatsApp, Telegram, Discord, etc.) that gathers about 100 people who have the problem you are solving and who might be interested in your solution. The idea is to share your progress with them, to let them test in advance your different updates, and get their honest feedback. It's better to send them a demo link that records their session rather than asking them to put words to their usage.
Organize demo meetings (with the user testing in front of you)
A very effective way to test your onboarding is to give your persona access to the platform in a live call with you to see how it is used. You can also use session recording software and filter by the first session.
Analyze your metrics
Nothing better than sitting in front of your analytics stack and observing the different events activated by your visitors in their first session. It will help you see things more clearly.

To help you define the ideal path(s) personas will take on their first visit, I also recommend looking at these three elements:

1 - Your intuitions (What is your vision?)
2 - Your business model (How do you make money?)
3 - Actual usage (What is the market/user response?)

For Mobula, we wanted to highlight the different aspects that make us unique from the first visit: Interaction, Transparency, and Data Coverage.

To make it easier for new visitors/users to get into the tool, we have created a "Use To Earn" system that encourages them to complete different missions to unlock some of the application's features. We will structure the welcome of visitors around this system.

We have then designated a dedicated onboarding flow:

First page visited -> Earn page -> Home page → Earn page → Search feature page → Earn page → Asset page (Bitcoin) → Earn page with user connection

This one is based on the Introduction Quest, which will be highlighted on the first visit. Not sure if it's the perfect flow, we'll iterate on it and see what the results are.

To ensure tracking, we added data push layers (GA) to each step of the onboarding flow and created a sequence of events via Google Analytics so we could visualize the results in real-time.

I'll let you know the results & iteration in the coming weeks :) By the way, there probably won't be an edition next week because I'll be traveling abroad 🎄🎅!

Inside Web3 💎 by Julian Ivaldy

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Inside Web3 💎 │ By Julian Ivaldy

Inside Web3 💎 | Visitors onboarding