hipages Tradie Onboarding Journey Design
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Project Overview
hipages was looking to increase the engagement and satisfaction of new tradies within their first three (3) months of using hipages to improve their first tenure churn rate. While there was an existing 4-week onboarding journey in place, hipages were looking to expand on this into an ‘engage’ phase with complementary and relevant journeys mapped, defined and developed to further support and engage tradies on their path to win their first job with hipages.
Customer Objective
As a hipages tradie, support and educate me to win my first job on the platform.
Business Objective
To support tradie customers through their first tenure in order to show value and improve first tenure churn rates.
hipages
hipages is Australia's largest online tradie marketplace, connecting Australia with trusted tradies to simplify home improvement. Homeowners get matched with local trusted tradies by posting a job on the platform. They can then review the tradie profiles, compare quotes and hire the right tradie.
Industry:
Home Improvement Marketplace
Company size:
200+
Collaborated with T&H:
2023 - ongoing
Approach
Phase 1: The project started by reviewing the existing tradie onboarding journey to understand the current experience and communications used to engage their newly subscribed members. Insights from this review were used to define three (3) high level ‘success’ journeys to complement and follow on from the onboarding journey, and a message hierarchy was developed to show how each journey would come to life and support the goal to engage these members.
Phase 2: Following this defining phase, a full copy deck was developed, and supporting content and visual assets were selected for all communication executions identified in the journeys.
Results
Ultimately, the project delivered a redesigned and optimised tradie onboarding journey that included seven emails, twelve app executions and Contact Centre scripting.
hipages then took these assets internally for the subsequent build and execute phases through their campaign marketing platform and CRM.
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