Reinforce brand promise through social proof in onboarding

Noom Noom onboard

Overview

Noom strategically places their brand promise as a step in the onboarding process, framing it through the lens of social proof. By showing how many people they've helped achieve their weight loss goals, Noom signals to prospects that if they can help millions of others, they can likely help the individual user as well.
a screenshot of the onboard flow explaining how to Reinforce brand promise through social proof in onboarding
a screenshot of the onboard flow explaining how to Reinforce brand promise through social proof in onboarding
a screenshot of the onboard flow explaining how to Reinforce brand promise through social proof in onboarding
a screenshot of the onboard flow explaining how to Reinforce brand promise through social proof in onboarding
a screenshot of the onboard flow explaining how to Reinforce brand promise through social proof in onboarding

Business Outcome

Increased Conversion Rates

By reinforcing the brand promise during onboarding, Noom can increase the likelihood that users will continue with the sign-up process and become paying customers, ultimately boosting conversion rates.

Behavioral Outcome

Increased Trust and Confidence

Showcasing the large number of people Noom has successfully helped lose weight builds trust and confidence in the product's effectiveness, motivating users to engage with the app and stick to their weight loss journey.

The Behavioral Science

Social Proof

Social proof is the psychological phenomenon where people follow the actions of others in an attempt to gauge correct and desirable behavior for a given situation. This taps into the tendency of individuals to rely on the opinions and experiences of others when making choices, especially in uncertain or unfamiliar situations.

How It Works

In this case, highlighting that Noom has helped 3,627,436 people lose weight, signals a high approval from other users and is leveraging social proof.

By showcasing positive ratings and reviews from other users, the product suggests to potential customers that it is trustworthy, reliable, and widely used by others, thereby influencing their perception and decision-making process.

Furthermore, the use of a non round number conveys to potential customers that the number was not made up, rather miticously counted.

How It Might Backfire

Loss of Authenticity

If the company manipulates or fabricates ratings and reviews to artificially boost its reputation, it risks being exposed and facing backlash from customers, industry watchdogs, and regulatory authorities. The loss of authenticity can severely damage the company's credibility and trustworthiness in the long run.

Comparison Anxiety

For some users, seeing the vast number of successful individuals may trigger feelings of inadequacy or anxiety about their own ability to achieve similar results, potentially discouraging them from continuing with Noom.

How To Test

A/B Tests

Divide the target audience into test groups to compare the effectiveness of different messaging variations. This could involve A/B testing, where one group is exposed to the "#1 Top Rated" or social messaging, while another group receives alternative messages or no messaging at all (control group).

Use metrics like conversion rates, click-through rates, engagement metrics, customer feedback and sales data to compare the effectiveness of the messaging.

Frequently Asked Questions

To enhance a product-led growth (PLG) model using Noom's onboarding tactic, incorporate social proof elements that reinforce your brand promise during the user's initial experience. Showcase the number of successful users or positive outcomes achieved through your product, similar to how Noom displays the millions of people they've helped lose weight.

This approach can significantly boost user confidence and motivation to engage with your product, which is crucial for PLG. By demonstrating widespread adoption and success, you're more likely to convert trial users into paying customers and encourage them to become product advocates, fueling organic growth.

To improve conversion rates using Noom's onboarding tactic, strategically place social proof elements that reinforce your brand promise during key decision points in the user journey. For example, during sign-up or at the point of purchase, highlight the number of satisfied customers or successful outcomes achieved through your product.

This approach leverages the power of social proof to build trust and confidence, potentially increasing the likelihood that users will complete the conversion process. A/B test different variations of social proof messaging, such as total user count, success rates, or testimonials, to determine which resonates most with your audience and drives the highest conversion rates.

To optimize your website using Noom's onboarding tactic, incorporate social proof elements that reinforce your brand promise throughout key pages and user touchpoints. This could include displaying user counts, success stories, or testimonials on your homepage, product pages, and during the sign-up process.

Ensure that the social proof is relevant to the user's journey and aligns with your brand promise. For example, if your product helps businesses increase productivity, showcase the number of hours saved or the productivity gains achieved by your users. This approach can help build trust, increase engagement, and guide users towards desired actions on your website.

To A/B test Noom's onboarding tactic, create two versions of your onboarding process: one that incorporates social proof reinforcing your brand promise (version A) and one without this element (version B). In version A, include a prominent display of user success metrics or testimonials, similar to Noom's approach.

Randomly assign new users to each version and measure key metrics such as conversion rates, engagement levels, and user retention. Additionally, you can conduct user surveys to gather qualitative feedback on the perceived trustworthiness and effectiveness of your product in each version.

Analyze the results to determine whether the inclusion of social proof during onboarding significantly impacts user behavior and business outcomes.

Noom's onboarding tactic improves the user experience by building trust and confidence early in the user journey. By showcasing the large number of people who have successfully lost weight using their app, Noom immediately addresses potential user concerns about the effectiveness of their program.

This approach can help reduce uncertainty and anxiety that new users might feel when starting a weight loss journey. It also creates a sense of community and shared experience, potentially increasing user motivation and commitment to the program. By framing their brand promise through social proof, Noom enhances the overall user experience by setting positive expectations and fostering a sense of belonging from the outset.