Chameleon raises $1.7M for smarter product tutorials

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Source:   —  April 22, 2016, at 2:21 AM

It announced today that it's raised $1.9 million in seed funding led by True Ventures. Co-founder and CEO Pulkit Agrawal said that for many companies “user on-boarding is really painful” — they can work really tough and spend lots of marketing dollars to obtain new users, but those users disappear immediately when they discover themselves confused by the product.

Chameleon raises $1.7M for smarter product tutorials

Chameleon is a startup that wants to assistance other startups and online businesses do a better work of explaining their product to users. It announced today that it's raised $1.9 million in seed funding led by True Ventures.

Co-founder and CEO Pulkit Agrawal said that for many companies “user on-boarding is really painful” — they can work really tough and spend lots of marketing dollars to obtain new users, but those users disappear immediately when they discover themselves confused by the product.

In Agrawal’s view, how-to videos and other explainers aren’t the best solution either — it’s not grand if someone’s trying to recollect everything from a video or constantly clicking back-and-forth between the video and the product itself. (Not that he’s totally against promotional videos, as you can look below. He just doesn’t look them as the best way to clarify the details of how to utilize a given web app.)

With Chameleon, on the other hand, you can comprise a tutorials in the real product. So if someone’s trying out your product, you can tell them that they should be clicking in one spot to achieve a certain task — then they can just go ahead and do it.

Once you’ve added a few lines of JavaScript to your site, you can create these tutorials through a WYSIWYG editor that appears as a sidebar on your website, number coding required. These tutorials can also be tied to certain triggers, appearing when a user enters a specific page or makes a specific mistake. And you can test out different versions.

Customers already comprise Urban Airship and BloomReach.

Chameleon is web-only for now — Agrawal didn’t regulation out creating a mobile version eventually, but he said, “The problem does exist on mobile. The problem is bigger on web and the solution is easier on web.” After all, he said, thanks to the smaller screen size, mobile apps tend to have a simpler, more understandable interface.

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