Behind the Arcade: How Skilljar Reimagined their Website Demo with Arcade

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Empowering Customers with Skilljar

Skilljar, a purpose-built LMS platform, empowers companies to educate their users through comprehensive online training programs. With a diverse clientele that includes fast-growing startups and established enterprises, Skilljar addresses critical needs like reducing customer churn, improving product adoption, and streamlining the onboarding process.

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The Need for an Interactive Product Tour

Jared started using Arcade after seeing another customer's demo on Twitter and saw its immediate use for the sales enablement team.

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“We actually adopted it internally as a sales enablement tool. I was just finding it really difficult to get our product in front of our internal teams without causing a lot of issues.”

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After Arcade started gaining traction internally, Skilljar’s Director of Product Marketing, Sonia, reached out to Jared to see how Arcade could be incorporated into the website re-design that the marketing team was starting to work on.

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The catalyst for creating an interactive product tour with Arcade was Skilljar's need to showcase its features dynamically and engagingly. Traditional demos and static content were not sufficient to keep prospects engaged or provide them with a hands-on experience.

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“Mainly, it was just a overall performance of our previous solutions. So we really had just a collection of videos. It was gated. It was kind of old as it hadn't been updated in a couple of years.

It wasn't exactly the experience that we wanted our prospective customers to go through and it wasn't the best first impression of Skilljar that we wanted people to see when they came to our website to explore.

It also just made sense to bring something really modern like Arcade to our website, because we had the brand new website launching.”

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From Idea to Implementation: Storyboarding and Research Integration

The project was a collaborative effort involving Skilljar’s marketing, customer success, revenue operations, and product teams.

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Since they had a plethora of content from across the Skilljar Academy library and the existing website demo, Skilljar's Director of Product Marketing, Sonia, had plenty of content to create a storyboard based on actual user behavior data. This way, they ensured the final product tour would click with their audience.

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To do this, Sonia went through the existing content and narrowed it down to:

• Content to keep
• Content to update
• Content to remove

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Once the research was done, it was time to storyboard. After getting organized in Google Docs with project plans, timelines, and owners, Jared brought the cross-functional team together to brainstorm. This included solutions engineering, customer success, and revenue operations.

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"The creative piece was happening in FigJam. We had the team adding screenshots, some sample copy in there, and the branches dictated in there with just diagrams and things like that. And so we had a general idea of what we wanted the entire tour to look like as a whole."

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Defining Success and Measuring Performance

For Skilljar, success means (a) booked demos and (b) increased engagement metrics versus the previous experience. Skilljar uses various tools to assess buyer intent, track website behavior, and establish if visitors are in the consideration or purchasing phase.

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With Arcade, they leverage the Audience Reveal feature to determine who is actually spending time on their site and to understand viewer preferences on branching.

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For the product tour Arcade, the primary metrics that they are looking at are:

• Click-through rates
• Call-to-action engagement
• Booked demos

"Over time, we're going to see how the Arcade is performing; maybe we will make some tweaks based on the performance we're seeing and see if that changes anything too. But we're really, really satisfied with the different layers of analytics we've been able to glean so far from it."

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Key Learnings and Recommendations
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#1 Establish your tactical and creative process up front

By having the entire storyboarding process be project planning, project management and creative storytelling tied into one — with clear owners and clear timelines — made it a lot easier.

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#2 Take the time to plan and bring stakeholders onboard

It's so worth it in the end. You know, a few extra hours of planning, a few extra meetings of planning makes the rest of it move smoothly because you're really just doing confirmations and sort of quick gut checks at the end because you're already aligned on the most important things.

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#3 Collate your content before building

“We don't want to build all this out and just take a chance on the storyboard. We want to see if actually works first…

…We had all those components already built out. So it made it really, really easy. When it came time to actually create our demo Academy that you see on the website today, it was very simple to look back at all of those Skilljar Academy screenshots and say, okay, we need this catalog page in there; we need these tiles to be showing, we need these filter groups to be selected, just to make sure it's a smooth experience”

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If you have any questions about how Arcade could work for your team, drop us a line at sales@arcade.software or book time a time with us here.