How Wrike’s Onboarding Arcades Boosted Conversion by 65%

We spoke with Adrian Breen, growth marketing manager at Wrike, about why his team added Arcade to their workflows to make onboarding smoother, create tailored product demos, and help more users get the most out of their experience.

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Industry: Collaborative Work Management Platform

Using Arcade since: 2023

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Types of use:‍

• Targeted product demos
• Customized onboarding
• Incentivized checklist

Results:

• 65% increase in paid conversions for new users that engaged with onboarding Arcades
• Measurable increase in activation rates and paid conversions in creative team segments
• Create Arcades faster to A/B test more efficiently, leading to faster insights

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The Problem

Wrike is an intelligent work management solution that builds, connects, automates, and scales workflows so work flows without limits. Wrike breaks down modern work barriers to enable teams to oversee projects, coordinate tasks, and collaborate seamlessly within one platform.

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As a single source of truth for team projects—ranging from simple task tracking to comprehensive reporting—it was crucial for Wrike to effectively demonstrate to new users how their product supports real use cases and workflows from collaboration through reporting and completion. 

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Adrian and his team were focused on improving the new user onboarding experience to increase activation and paid conversion rates.

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The problem? They were using a range of tools to create onboarding demos, but they found it cumbersome and didn’t allow much room for experimentation or customization.

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Adrian and his team turned to Arcade to tackle these challenges. They needed to create and test demos more quickly and efficiently, ensuring their product took center stage in communications. They were confident that Arcades would be an effective way to refine their onboarding process, especially for user groups like marketing and creative teams, which comprise a significant percentage of Wrike’s user base.

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Why Arcade?

Wrike needed a fast and effective way to capture new users' attention and highlight the product's value. Arcade enabled Wrike to streamline their processes and quickly create and highlight the product during onboarding.

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Arcade offered ease of use in creation and experimentation, fit their budget, and effectively highlighted Wrike’s value without requiring a complex, enterprise-level solution.

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“Arcade really enabled us to cut down the time needed to create assets. One of the blockers we had previously was team capacity to build these tours and experiences. Now, I can do all the heavy lifting in creating the demo environments and the experiences I want to showcase and really go on from there.”

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Personalized Onboarding by Function

Notably, Wrike ran a series of experiments on their trial funnel, specifically targeting creatives within marketing teams. Arcade enabled the creation of contextual tours that highlighted jobs to be done for the selected users. 

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Historically, the creation of similar tours would have taken weeks, but with Arcade, the team could get these tours out in a couple of hours.

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“The speed of execution and that uplift in terms of conversion rate that we got was a great driver to continue [using Arcade].”

Results

New users that engaged with an onboarding Arcade converted to paid at a 65% higher rate.

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Incentivized Onboarding Checklist

Regardless of whether the new user selected a "function," all new users saw an incentivized checklist on their home navigation screen. This checklist displayed 9 different tasks to complete, each with an accompanying Arcade to show what needed to be done.

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“Arcade made creating demos much easier and faster, helping us put the product front and center, which was exactly what we needed.”

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With Arcade, Wrike was able to:

• Develop demos tailored to specific user segments, such as marketing and creative teams
• Integrate these demos into the onboarding process, customizing the experience based on each user's role 
• Incentivize task completion with an interactive checklist, further engaging users and driving them toward successful onboarding

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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.

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