As uncomfortable as it may be to face, the problem usually boils down to one core issue:
Your product’s user onboarding.
So, if you have an onboarding experience that is anything less than silky-smooth, new users will likely quit before ever achieving those mind-blowing “Eureka!” moments that your entire growth strategy relies upon.
At ProductLed, we’ve worked with dozens of product-led companies like Mixpanel, Outsystems, and Snappa to improve their user onboarding experience.
As a result, we’ve developed a simple but effective framework to build a user-centric, fully optimized onboarding process that drives higher user activation rates, higher engagement—and of course—higher MRR. It encompasses:
User onboarding has varying definitions—even to people in the same company. How are you supposed to have great user onboarding if your team isn't on the same page about it?In Chapter One, you'll learn:
The earliest stages of the customer journey are crucial in setting new users up for long-term success. By treating them with intentional care during the user onboarding experience, you lay the groundwork for everything to come.
In Chapter Two, you'll learn:
Before diving into the framework to improve user onboarding, we examine product-led, sales-led, and hybrid user onboarding approaches a little more closely.
In Chapter Three, you'll learn:
Our goal with this book is not to be prescriptive since that dismisses how unique a product, market, team, and users are. Instead of explaining what you should and should not do with user onboarding, our goal is to provide a framework and process to help your users perceive, experience, and adopt your product.
In Chapter Four, we introduce the six-step EUREKA framework:
User onboarding should not be a solo mission but rather a team sport. You can’t use the James Bond approach. Instead, it’s important to build a team like Marvel’s Avengers or DC’s Justice League by bringing together the “superpowers” of different departments or functions. This way, you’re taking a holistic approach, which allows you to deliver an effective, immersive, and seamless onboarding experience for new users.
In Chapter Five, you'll learn:
Your onboarding team must have a crystal-clear picture of what exactly your users' desired outcomes are. Once you understand what users truly want, you can design a reliable onboarding flow that turns hope into excitement.
In Chapter Six, you'll learn:
Not knowing your destination can lead you down the wrong path. If you don't know what success looks like for the user onboarding experience, you won't know if you're on the right track to improving it.
In Chapter Seven, you'll learn:
When the user onboarding experience is bloated with too many unnecessary steps, new users will abandon an app and leave it for good. Users have little to no patience to read long directions and no time for steep learning curves. The default is to find the easiest and quickest path. That’s why the First Strike needs to be hit as quickly as possible.
In Chapter Eight, you'll learn:
Once you’ve created your Straight-Line Onboarding, the next step is to add "Bumpers" so users remain engaged and eventually adopt the product into their life or workflow.
In Chapter Nine, you'll learn:
Multiple iterations usually beat a commitment to the first idea and trying to make it work. It’s best to learn by doing. This is an important principle to apply to user onboarding. From my experience, most teams do big launches to improve their user onboarding.
In Chapter Ten, you'll learn:
Good salespeople can add a ton of value to the buying process, even in product-led organizations. This chapter will explore how the sales function can complement a PLG approach to user onboarding.
In Chapter Eleven, you'll learn:
Great businesses are built on high customer retention. It’s not about everyone hearing about a product—it’s about those who use it successfully. A great onboarding experience is a foundation for high customer retention.
In Chapter Twelve, you'll learn:
This book covers a simple, but effective framework to improve your user onboarding experience using a step-by-step approach. It encompasses: