# Welcome to Intercom

Intercom · December 2021
URL: https://www.edgarlr.com/work/intercom-welcome-to-intercom

A growth experiment on Intercom’s signup flow, plus the A/B setup behind it.

## Setup

The pieces were already in place: an internal analytics tool, Optimizely running
the experiments, and Segment as the CDP. My part was building the experiments and
verifying the data behind them, confirming exposures and conversions moved through
Segment and reached Optimizely intact before we trusted a result.

## Experiments

The work centered on signup. It started as a single email field to get going; from
there we explored turning it into a short journey that could qualify visitors:
larger accounts toward sales, smaller ones toward self-serve.

It ran in two phases. The first was an A/B/C test that added a step to the journey.
After a few days B was clearly behind, so we dropped it and let A and C run head to
head. C won, and became the baseline for what came next.

The second phase added a second call to action: viewing demos, with the same split
toward self-serve or talking to sales. The new variant won over the control again.

<Grid>
<Wide
  src="https://cdn.edgarlr.com/welcome-to-intercom/intercom-a.png"
  width={2976}
  height={1702}
  alt="Variant A of the signup flow."
  caption="Variant A"
/>
<Wide
  src="https://cdn.edgarlr.com/welcome-to-intercom/intercom-b.png"
  width={2976}
  height={1702}
  alt="Variant B of the signup flow."
  caption="Variant B"
/>
</Grid>

<Wide
  src="https://cdn.edgarlr.com/welcome-to-intercom/intercom-welcome-to-intercom.png"
  width={2400}
  height={1440}
  alt="The Welcome to Intercom onboarding screen."
/>


<Wide
  src="https://cdn.edgarlr.com/welcome-to-intercom/view-demos-1.png"
  width={2976}
  height={1706}
  alt="Viewing product demos in the onboarding flow."
/>

<Wide
  src="https://cdn.edgarlr.com/welcome-to-intercom/view-demos-2.png"
  width={2976}
  height={1548}
  alt="Viewing product demos in the onboarding flow."
/>