Ramli John

Digital growth marketer with 12 years' experience, having founded several startups and led marketing for tech companies in Toronto, San Francisco, and New York. Hosts the Growth Marketing Today podcast, with a particular focus on customer onboarding. Guest explaining why onboarding is neglected between acquisition and product work, and how habit-building, objection-handling, and consistency can improve it.

Returns for a second appearance in Episode 248, author of Eureka, breaking down the behavioral science behind Super Mario Bros.'s onboarding: front-loaded quick wins triggering the Goal Gradient Effect, teaching through doing rather than instruction (see Super Mario Onboarding Goal-Gradient Case, Freshdesk Dummy-Ticket Teach-by-Doing Case), gradually ramping difficulty, minimizing early choice per Hick's Law (see Daily Burn Hicks-Law Homepage Study, Canva Hicks-Law Onboarding Case, Google Search-Results Hicks-Law Case), respecting Miller's Law by introducing new game elements one at a time, and personalization via the IKEA Effect (see Wave Apps Website-Scraping Personalization Case).

Discussed in

• Episode 49 — 49- Nudges to help customers onboard
• Episode 248 — 248-three-tricks-super-mario-uses-to-keep-gamers-hooked (Super Mario Bros.'s onboarding psychology)

Related

• Keystone Habit
• Magic Number (Activation Threshold)
• Commitment & Consistency
• Eureka
• Goal Gradient Effect
• Hick's Law
• IKEA Effect
• Super Mario Onboarding Goal-Gradient Case
• Freshdesk Dummy-Ticket Teach-by-Doing Case
• Wave Apps Website-Scraping Personalization Case