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Tom Crossman
Scaling Tech Startups With Product-Led Growth 🔥 UX, Design Thinking & Product Strategy ✌️ 18+ Years Experience 🚀
Thomas Crossman is the founder of HelloCrossman Ltd, a UX, Product, and Digital Design Consultancy.1 He is a seasoned UX Consultant with over 18 years of industry experience, specializing in creating user-focused and conversion-optimized digital designs.1 Crossman has collaborated with prominent brands such as Microsoft, Google, Habito, Samsung, Bulb Energy, Feast-It, Kontor, BP, Thrillz, and Zero Gravity.1
Crossman's career highlights include:
- Graduating with honors in 2008, earning a BSc in Multimedia Computing with a 2:1 classification.4
- Holding senior leadership roles in award-winning agencies, hypergrowth startups, and VC consulting positions.1
- Working with more than 100 worldwide clients to enhance their UX, product, and digital design.3
- Founding HelloCrossman Ltd, which is registered as a company in the UK.2
His expertise encompasses various areas, including:
- Product Strategy & Vision
- Team Coaching & Mentorship
- UX & Design Leadership
- Product Ownership
- Strategic Workshop Facilitation
- User Research & Focus Groups
- Design Prototyping & User Testing
- End-to-end Product Design
- Conversion Optimized UX
- User Engagement Optimization3
Crossman's consultancy, HelloCrossman Ltd, offers services such as Project Sprints for complete project overhauls, Fractional Engagement for long-term collaborations, and Rapid Reviews for quick insights on landing pages and user journeys.3 The company is based in Folkestone, UK.3
Highlights
Can I distil everything you need to know about onboarding & activation into 5 killer emails? I'll let you be the judge of that:
A solid onboarding process can make or break your SaaS growth.
Many founders still overlook its importance, resulting in low user engagement and high churn rates.
Your onboarding is a leaky bucket, with users never seeing your product's true value because they drop off during onboarding.
It needs fixing.
I designed a free 5-day email course to solve this exact problem.
“𝗠𝗮𝘀𝘁𝗲𝗿𝗶𝗻𝗴 𝗢𝗻𝗯𝗼𝗮𝗿𝗱𝗶𝗻𝗴 & 𝗔𝗰𝘁𝗶𝘃𝗮𝘁𝗶𝗼𝗻,”
Each email provides actionable insights to transform your onboarding process from ‘Argh!’ to ‘Aha!’.
I want to help your users see the value of your product from day one.
And transform them into your life-long champions.
With real-world examples to back everything up.
Here’s what's covered:
🔥 𝗗𝗮𝘆 1: 𝗪𝗵𝘆 𝗢𝗻𝗯𝗼𝗮𝗿𝗱𝗶𝗻𝗴 𝗶𝘀 𝗬𝗼𝘂𝗿 𝗞𝗲𝘆 𝘁𝗼 𝗦𝗰𝗮𝗹𝗶𝗻𝗴 𝗦𝘂𝗰𝗰𝗲𝘀𝘀 Learn why onboarding is crucial for growth and retention, featuring real-world case studies showing the impact on revenue and customer lifetime value.
🔥 𝗗𝗮𝘆 2: 𝗨𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱𝗶𝗻𝗴 𝗬𝗼𝘂𝗿 𝗨𝘀𝗲𝗿𝘀: 𝗧𝗵𝗲 𝗙𝗼𝘂𝗻𝗱𝗮𝘁𝗶𝗼𝗻 𝗼𝗳 𝗦𝘂𝗰𝗰𝗲𝘀𝘀𝗳𝘂𝗹 𝗢𝗻𝗯𝗼𝗮𝗿𝗱𝗶𝗻𝗴 Discover how to build onboarding processes around real user needs using proven strategies for gathering and applying user insights.
🔥 𝗗𝗮𝘆 3: 𝗖𝗿𝗮𝗳𝘁𝗶𝗻𝗴 𝗮 𝗦𝗲𝗮𝗺𝗹𝗲𝘀𝘀 𝗢𝗻𝗯𝗼𝗮𝗿𝗱𝗶𝗻𝗴 𝗘𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 Get actionable strategies for designing onboarding that converts. Learn to implement step-by-step onboarding that guides users to their ‘Aha!’ moments.
🔥 𝗗𝗮𝘆 4: 𝗠𝗲𝗮𝘀𝘂𝗿𝗶𝗻𝗴 𝗦𝘂𝗰𝗰𝗲𝘀𝘀: 𝗞𝗲𝘆 𝗠𝗲𝘁𝗿𝗶𝗰𝘀 𝗳𝗼𝗿 𝗢𝗻𝗯𝗼𝗮𝗿𝗱𝗶𝗻𝗴 Find out which metrics matter and how to track them for continuous improvement.
🔥 𝗗𝗮𝘆 5: 𝗧𝗵𝗲 𝗙𝘂𝘁𝘂𝗿𝗲 𝗼𝗳 𝗢𝗻𝗯𝗼𝗮𝗿𝗱𝗶𝗻𝗴: 𝗧𝗿𝗲𝗻𝗱𝘀 𝗮𝗻𝗱 𝗜𝗻𝗻𝗼𝘃𝗮𝘁𝗶𝗼𝗻𝘀 Stay ahead with insights into the future of onboarding, including personalised experiences, AI-driven recommendations, and adaptive learning paths.
Effective onboarding isn’t just a phase; it’s a continuous journey.
I'll help you transform your onboarding - starting today.
Link in the comments 👇
So you’ve built a great product—awesome! But how do you know if it’s actually driving growth? Here are 13 questions to ask yourself.
🏴☠️ Enter the AARRR Framework 🏴☠️
A tried-and-true method to track the essential metrics of product growth.
🧲 Acquisition ⚡️ Activation ♾️ Retention 💸 Revenue 🥰 Referral
🧲 𝗔𝗖𝗤𝗨𝗜𝗦𝗜𝗧𝗜𝗢𝗡: 𝗚𝗘𝗧𝗧𝗜𝗡𝗚 𝗖𝗨𝗦𝗧𝗢𝗠𝗘𝗥𝗦 𝗜𝗡 𝗧𝗛𝗘 𝗗𝗢𝗢𝗥 The first step is attracting users to your product.
Whether it’s through:
- Marketing campaigns
- Word of mouth
- Social Media
- Sales
- SEO
This stage is all about awareness.
Effective acquisition is the first step in scaling your user base and building a sustainable business.
→ How effectively are you reaching your target audience? → What channels are driving the most traffic? → Are you attracting the right type of users?
⚡️ 𝗔𝗖𝗧𝗜𝗩𝗔𝗧𝗜𝗢𝗡: 𝗙𝗜𝗥𝗦𝗧 𝗜𝗠𝗣𝗥𝗘𝗦𝗦𝗜𝗢𝗡𝗦 𝗠𝗔𝗧𝗧𝗘𝗥 You’ve got users in the door.
Now what?
Activation is when users experience your product's value for the first time—the ‘Aha!’ moment.
A seamless onboarding process is crucial here.
Activation ensures that users understand the core benefits and are motivated to continue using your product.
→ How quickly and effectively are users reaching their ‘Aha!’ moment? → Are you guiding them or leaving them to figure it out? → What steps are users taking before they drop off?
👉 Optimising activation for a recent client saw a 67% increase in retention.
♾️ 𝗥𝗘𝗧𝗘𝗡𝗧𝗜𝗢𝗡: 𝗞𝗘𝗘𝗣𝗜𝗡𝗚 𝗨𝗦𝗘𝗥𝗦 𝗘𝗡𝗚𝗔𝗚𝗘𝗗 Once users have experienced the value, the next step is to keep them coming back.
Retention is about building habits and maintaining engagement.
- Regular check-ins
- Helpful tips
- New feature updates
- Deep personalisation
- Gamification
These keep your product top of mind.
→ Are you actively engaging users to keep them coming back? → How do you remind users of your product’s value? → How are you collecting feedback from users to improve their experience?
💸 𝗥𝗘𝗩𝗘𝗡𝗨𝗘: 𝗧𝗨𝗥𝗡𝗜𝗡𝗚 𝗘𝗡𝗚𝗔𝗚𝗘𝗠𝗘𝗡𝗧 𝗜𝗡𝗧𝗢 𝗣𝗥𝗢𝗙𝗜𝗧 Let's talk monetisation.
How can you turn engaged users into paying customers?
This could be through:
- Subscriptions
- One-time purchases
- Upsells
- Cross-sells
Demonstrate ongoing value.
→ Are you clearly communicating the value of purchasing? → What strategies are you using to convert engaged users into paying customers?
🥰 𝗥𝗘𝗙𝗘𝗥𝗥𝗔𝗟𝗦: 𝗟𝗘𝗧 𝗬𝗢𝗨𝗥 𝗨𝗦𝗘𝗥𝗦 𝗗𝗥𝗜𝗩𝗘 𝗬𝗢𝗨𝗥 𝗚𝗥𝗢𝗪𝗧𝗛 Your most satisfied users are your best marketers.
Referral is about turning your users into advocates.
Referrals amplify growth.
→ How easy is it for your users to refer others? → What incentives do you offer to encourage referrals?
Which stage of AARRR is most crucial for your business right now?
𝗣.𝗦. 𝗖𝗼𝗺𝗺𝗲𝗻𝘁 “𝗢𝗻𝗯𝗼𝗮𝗿𝗱𝗶𝗻𝗴” 𝗼𝗿 𝗗𝗠 𝗺𝗲 𝗳𝗼𝗿 𝗮 𝗙𝗥𝗘𝗘 𝗽𝗲𝗿𝘀𝗼𝗻𝗮𝗹𝗶𝘀𝗲𝗱 𝘃𝗶𝗱𝗲𝗼 𝗿𝗲𝘃𝗶𝗲𝘄 𝗼𝗳 𝘆𝗼𝘂𝗿 𝗼𝗻𝗯𝗼𝗮𝗿𝗱𝗶𝗻𝗴 𝗳𝗹𝗼𝘄 🔥🔥🔥
