Empty state screen matters. Activation increased by 10%!
Recently in Mailist we've redesigned and implemented a new Empty State screen on a page which users land after they sign up. Our aim was to give them a clear CTA on what to do next and make them add their first link to the app.
Having any unread link added to the app is crucial to experience our AHA moment - a weekly newsletter with your saved bookmarks.
That's why I wanted our dear users to have a clear guide on what to do next and show you can add your bookmarks in different ways. (import, extension, simple copy & paste)
After 2 weeks I run a simple query in a database to compare the activation % before and after the new screen.
Results?
Before: 33%
After: 46% 🎉
Empty state is hard to set up. I did it and I believe you can always improve. It took me two months to grasp the issue and solve it.
What was the issue?
It required a bit more data capture in the onboarding flow. So that empty states were less of an issue.