Much of how users initially experience a service depends on the activation process. It is fair to say that on the net the expectation has become that services will work instantly. For instance, in video, we are no longer willing to wait for a movie to download first. Instead, we want it to start from the second we hit the play button. We try to get all of our portfolio companies focused on this initial portion of the experience. This is generally easier for consumer oriented services, but just because it is harder for a business offering doesn’t mean one should not try.
Clickable has invested a lot of time and effort in their onboarding process which they keep improving based on user feedback. It is an involved process since they need to pull in information from one or more keyword networks in order to get going. It would have been easy to just throw up one’s hands and have users request an account, then create it over night and invite the user back. Instead, Clickable has done the hard work of boiling this process down to a few minutes (for most users) and providing real value during that time by familiarizing the user with the service.
Today, Clickable announced a partnership with Lexis-Nexis that will take this one step further by creating a focused solution for the legal vertical. Not only can law firms with existing campaigns get going right away using Clickable’s engine, but by adding the domain know-how that Lexis-Nexis provides firms without existing keyword marketing will now have an “instant on” option.
