🫶 Ensure the heart of your web3 project is healthy and thriving 🫶

Welcome to Community Cardio - a content series designed to keep you in the know on the web3 marketing concepts, strategies, and insights for community health.

In the rapidly evolving realm of web3, user journeys are becoming a crucial element in engaging, converting, and retaining users. As the landscape expands across web2, web3, on-chain, and in-dApp channels, guiding users through a seamless journey has become a complex challenge.

In this blog post, we'll explore the challenges of supporting user journeys in the web3 space, dig into the importance of multi-channel journeys, and provide some insights on how to best support your users’ journeys.

Request your own Community Hub today

Understanding the web3 user journey: Nurturing explorers into participants

The user journey in web3 encompasses the entire lifecycle of a user's interaction with a project or platform. From the moment a user discovers a project to becoming an active participant, each stage plays a critical role. These stages typically include:

• Discovery: Introducing users to the project's value proposition and unique offerings.

• Onboarding: Providing a seamless experience for users to join, set up accounts, and understand the fundamentals.

• Education: Empowering users with the knowledge and resources to navigate a product, platform, or ecosystem.

• Engagement to Conversion: Encouraging users to become active participants, through fun content and activities that incentivize users to engage with the product.

• Retention: Sustaining user interest and loyalty through ongoing incentives and opportunities to engage with the community.

The challenges: Web3 journeys are fragmented and complex

The challenges of supporting web3 user journeys arise primarily from the lack of comprehensive tooling to coordinate and track campaigns across established web2 channels and the nascent web3 ecosystem. Let’s dive in:

Fragmented ecosystem

The web3 landscape is still in its early stages of development, and as a result, there is a lack of standardized tools and platforms to facilitate user journey coordinations and tracking. Various blockchain networks, dApps, and web3 channels largely operate in silos, making it challenging to create a seamless and cohesive user experience across the entire ecosystem.

Multichannel complexity

Supporting user journeys in Web3 involves navigating multiple channels, including traditional web2 platforms, on-chain interactions, and in-dApp activity. Coordinating campaigns and user interactions across these diverse channels can be daunting and time-consuming.

Data reconciliation and automated tracking

Tracking user engagement and interactions across web2 and web3 channels requires manual reconciliation of data, as there is often no unified system for aggregating user activity. This manual process can be error-prone and hinder real-time insights into user behavior. And the spreadsheets involved in managing the data are the opposite of efficient.

Limited analytics and insights

Traditional web2 channels offer well-established analytics and tracking tools, providing valuable insights into user behavior. However, these tools may not be directly applicable to web3 interactions, leading to limited visibility and understanding of user journeys within the decentralized ecosystem.

User experience friction

When users encounter a fragmented user journey, where they must switch between different platforms and ecosystems, it can lead to a disjointed experience. This friction can result in decreased user engagement, conversion rates, and overall satisfaction.

Educational Gap for Users

Web3 is a relatively new concept, and users might lack the knowledge and familiarity with decentralized technologies. Educating users about web3 and the potential benefits it offers can be an essential yet challenging aspect of the user journey.

Request your own Community Hub today

Multi-channel engagement, conversion, and retention in web3

Successful engagement, conversion, and retention strategies in web3 is really a function of how efficiently users are able to move through various stages of their journey. These stages tend to be dispersed across various channels, so it’s important to engage your users with stage-specific content on the channel that they prefer.

By meticulously designing content and activities for each stage, projects can create a sense of belonging, trust, and loyalty among their users. When executed well, journey-mapped campaigns help users feel guided and supported throughout their journey, and are more likely to:

• Engage proactively: They are more likely to participate actively in quests, challenges, and interactions within your ecosystem.

• Convert and contribute: Well-crafted journeys can lead users to become stakeholders, contributors, and ultimate on-chain users that drive revenue.

• Stay Invested: A positive user journey fosters long-term relationships, reducing churn and maximizing user retention.

Insights into web3 journeys

Web3 projects face unique challenges in designing seamless user journeys due to the decentralized nature of the ecosystem. After running thousands of quests through Community Hub, we have compiled our learnings into some insights for community and growth marketers looking to optimize their journey-based campaigns.

Lean into gamification:

• Gamified learning: Use incentives and gamification to educate users about your ecosystem, product, community, or web3 concepts in general.

• Onboarding quests: Incorporate educational quests within the user journey, offering rewards for completing tutorials, quizzes, or reading tasks.

• Gamify engagement: Introduce challenges, missions, or leaderboards to turn the user journey into an enjoyable and competitive experience, encouraging users to stay involved.

Incentivize participation:

• Implement token rewards: Use native project tokens or NFTs to incentivize users for completing certain milestones or contributing to the community. This fosters a sense of ownership and investment in the ecosystem.

• Reward social sharing: Encourage users to share their achievements and milestones on social media platforms, and reward them for promoting the project.

• Provide rewards utility: Give your rewards value and utility by allowing users to purchase goods and services.

Leverage multi-channel campaigns:

• Seamless cross-channel activation: Ensure that the user journey is designed to seamlessly transition between web2, web3, on-chain, and in-dApp experiences. Users should feel connected regardless of the channel they are on. A centralized touchpoint will make it easier to guide your users across channels.

• Use an automated tracking platform: Platforms like Sesame Labs' Community Hub automate the tracking and verification process, streamlining user journey management across multiple channels. And, it saves community and marketing teams a lot of time and hassle.

Community Involvement:

• Facilitate peer-to-peer interactions: Foster a sense of community and social bonds among users, enabling them to support each other throughout their journeys.

• Gamify event attendance: Organize webinars, AMAs (Ask Me Anything), and even in-person meetups using quests to promote the event and reward event attendees.

Sesame Labs' Community Hub: Redefining user journeys

Sesame Labs' Community Hub is the game-changer that empowers web3 projects to embrace and optimize multi-channel user journeys effortlessly. By leveraging quests with sequenced actions, Community Hub guides users through a step-by-step journey, leading them from exploration to becoming active participants.

Supporting journeys with Community Hub:

• Seamless Onboarding: Users can seamlessly join your ecosystem and receive guided assistance for a smooth start.

• Educational Pathways: Community Hub offers educational quests that equip users with essential web3 knowledge, bridging the gap between novices and seasoned participants.

• Engagement Gamification: Through gamified quests and challenges, users are incentivized to engage actively and contribute to the ecosystem's growth.

• Automated Tracking and Verification: Community Hub automates the tracking and verification process, eliminating the need for manual reconciliation, saving time, and ensuring accuracy.

Request your own Community Hub today

Conclusion:

User journeys play a pivotal role in shaping the success of web3 projects. They create meaningful connections between projects and their users, driving engagement, conversion, and long-term retention.

Sesame Labs' Community Hub addresses the challenges of supporting comprehensive user journeys, offering a battle-tested solution for seamless onboarding, education, and engagement gamification. With Community Hub, web3 projects can unlock their potential and create a thriving and engaged community in the ever-expanding world-wide web3.

Interested in trying Community Hub for yourself? Get your free trial today!

We’re on a mission to make web3 marketing more efficient, reliable and easy. Keep an eye on this blog 👇, our Twitter, and join our Discord for future updates!