Turn More Users Into Lifelong Customers.

Level up your user onboarding experience, get more users to experience those Eureka! moments of their own, and turn them into raving fans of your product with the framework in this book.
Get the First Chapter Now
Coming on June 8th, 2021

Sean Ellis.

Founder of GrowthHackers.com

Most growth problems start in the onboarding when people signup & leave. EUREKA is a must-read for everyone embarking on the critical activity of improving their user onboarding. 

Your Company's Growth Depends On Your Product's First Impression.

If you've been in the SaaS space for some time, you're probably all too familiar with these problems:
  • Free accounts don’t convert to paid nearly as often as you would like.
  • A large chunk of users never experience the core value of your product.
  • Tons of free accounts get opened, but the users disappear and never fully activate.

As uncomfortable as it may be to face, the problem usually boils down to one core issue:

Your product’s user onboarding.

That’s because today’s users don’t have the time (or patience) to try and figure things out by themselves. They expect the product to be intuitive. Easy. And fast.

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.

Products First Impression

At ProductLed, we’ve worked with hundreds of product-led companies like Mixpanel, Ubisoft, Outsystems, and more 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:

  • Building a cross-functional onboarding team.
  • Identifying your onboarding success criteria.
  • Minimizing the time it takes for users to experience the value of a product.
  • Simplifying the signup process and designing the first product experience for new users.
  • Creating behavior-based onboarding emails, in-app messages, and additional communication methods.
  • Involving sales and high-touch support in the onboarding process.

Whether you’re building an onboarding from scratch or looking to improve on a current one, our goal is for you to apply the strategies outlined in this book.

By doing so, new users will thrive with your product, and so will your company. They won’t just experience the “Eureka!” moment of your product; they’ll become lifelong customers and raving fans.

The Results Speak For Themselves.

Vladimir Kovalskiy
CEO and Co-Founder, Medesk
We’ve achieved an increase of 1% of additional MoM growth. This framework is very practical, no bull.
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Vladimir Testimonial
Kristi Gibson
Product Marketing Manager, 7shifts
We were able to remove seven steps in our onboarding, which dramatically increased our activation rate.
[wp-video-popup id="video2" video="https://vimeo.com/511188835"]
Kristi Testimonial
Wyatt Tucker
Growth Operations Manager, Mixpanel
Just a 5-10% increase in our onboarding rate translates into a huge amount of incremental ARR.
[wp-video-popup id="video3" video="https://vimeo.com/517855137"]
Kristi Testimonial
Nir Eyal

Nir Eyal.

Bestselling author of Hooked and Indistractable

Before you can get users HOOKED on your product, you have to first ensure they start using it. EUREKA provides a detailed, practical, how-to guide to crafting the perfect onboarding experience..

Get the First Chapter Now
Coming on June 3rd, 2021

The Book and Its Content.

CHAPTER 1: User Onboarding – Your Product’s First Impression

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:
  • Why the end goal of user onboarding is NOT for someone to experience the first “Aha” moment.
  • The three common myths about user onboarding.
  • ProductLed's definition of user onboarding.
  • Why the process of user onboarding never ends.

CHAPTER 2: The Crux Of The Product-Led Growth Strategy

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:

  • The main differences between sales-led and product-led companies.
  • Three data-backed reasons why user onboarding is crucial in successfully building and growing a product-led business.
  • The five reasons why companies often neglect user onboarding.
  • The five signs of bad user onboarding.

CHAPTER 3: An Overview of The EUREKA Framework

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 Three, we introduce the six-step EUREKA framework:

  1. Establish your onboarding team
  2. Understand your user’s desired outcomes
  3. Refine your onboarding success criteria
  4. Evaluate and optimize your onboarding path
  5. Keep new users engaged inside and outside of your product
  6. Apply the changes, analyze the results, and repeat

CHAPTER 4: Establish An Onboarding Team

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 Four, you'll learn:

  • The roles and responsibilities of onboarding teams.
  • Who should "own" user onboarding in a company.
  • How to establish and kickstart an onboarding team.

CHAPTER 5: Understand Your New Users

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 Five, you'll learn:

  • The main goal of user onboarding is to improve people's lives.
  • How to apply the Jobs-to-be-Done (JTBD) framework to user onboarding.
  • The three main reasons why users sign up for a product.
  • The four forces that influence people to take the leap forward with a new solution
  • Why doing audience research is crucial in improving user onboarding.

CHAPTER 6: Refine Your Onboarding Success Criteria

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 Six, you'll learn:

  • What the “First Strike” is, and how it’s a key moment in measuring onboarding success.
  • The "Product Adoption Indicator," which is an early but strong signal that users are likely to continue using a product going forward.
  • Examples of user onboarding KPIs at Slack, Facebook, Dropbox, Twitter, and Whatsapp,
  • How to implement a product analytics tool.

CHAPTER 7: Evaluate Your Onboarding Path

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 Seven, you'll learn:

  • The three steps to building a Straight-Line Onboarding experience.
  • A process to eliminate unnecessary onboarding steps.
  • Why some friction may be good to onboard more new users.
  • The one concept that's almost guaranteed to improve the performance of your user onboarding experience.

CHAPTER 8: Keep New Users Engaged

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 Eight, you'll learn:

  • How to apply the BJ Fogg Behavior Model to improve the user onboarding experience.
  • How to immerse new users into your product so they feel motivated and inspired.
  • Three ways to make your user onboarding easier to complete .
  • Five tactics backed by research to increase the intrinsic motivations of new users.
  • The three-step process to create a behavior-based onboarding email flow.

CHAPTER 9: Apply the Changes and Repeat

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 Nine, you'll learn:

  • The "Triple A" process to help you rapidly identify problems, build solutions, and measure results.
  • The Action Priority Matrix to help prioritize onboarding improvement ideas.
  • Five ways to share learnings from onboarding improvements to the rest of the organization.
  • Two strategies to engage users after the initial onboarding.

CHAPTER 10: Sales-Assisted User Onboarding

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 Ten, you'll learn:

  • The benefits of adding salespeople to the user onboarding process.
  • How the role of a salesperson differs in a PLG organization.
  • When and how a sales team should reach out to users.

CHAPTER 11: Where Do We Go From Here?

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 Eleven, you'll learn:

  • A success story on how we doubled the trial-to-paid conversion rate and increased the MRR by 319% for one of our clients.
  • A summary of the EUREKA framework.
  • One final tip to improve the user onboarding experience.
Get The First Chapter Now
Coming on June 3rd, 2021
Jane Portman Circle

Jane Portman.

Co-Founder and CEO of Userlist

In this book, Ramli shares an actionable, step-by-step framework for onboarding new users based on years of experience in the field. It's a must-read for founders, product managers, and marketers.

Meet The Authors.

Ramli John, Managing Director, ProductLed.
Ramli John is the Managing Director at ProductLed, where he works with companies to accelerate their growth using PLG strategies. He is the author of the upcoming book EUREKA: How to Onboard New Users and Turn Them Into Lifelong Customers. He is also the co-host of the Product-Led Podcast. Ramli lives in Toronto, Canada with Joanna (his wife) and two dogs.

Wes Bush, Founder & CEO, ProductLed.
Wes Bush is the founder and CEO of ProductLed. He is the bestselling author of Product-Led Growth: How To Build a Product That Sells Itself and is one of the most sought-after product experts in the world. Wes is passionate about working with teams around the globe how to turn their product into a powerful growth engine.


Whether you're in growth, product, sales, marketing, or customer success, anyone building an onboarding from scratch or looking to improve on a current one will find this book valuable and useful.

This book covers a simple, but effective framework to improve your user onboarding experience using a step-by-step approach. It encompasses:

  • Building a cross-functional onboarding team.
  • Identifying your onboarding success criteria.
  • Minimizing the time it takes for users to experience the value of a product.
  • Simplifying the signup process and designing the first product experience for new users.
  • Creating behavior-based onboarding emails, in-app messages, and additional communication methods.
  • Involving sales and high-touch support in the onboarding process.
Our goal is to publish the book to Amazon on June 8th, 2021. We'll announce when people can start pre-ordering it (most likely in April 2021). For now, you can download the first chapter and join the waitlist.
We're currently accepting beta readers for the book. If you're building an onboarding from scratch or looking to improve on a current one, I'd love for you to get an early digital copy of the book and give feedback on it. Apply to become a beta reader of EUREKA.
We'll be offering limited-time preorder package deals:
  • Preorder 3 books – Get a downloadable PDF with worksheets to apply the framework in the book. (Available at launch.)
  • Preorder 25 books – Bring Ramli John in for a Q&A with your team or book club.
  • Preorder 50 books – Get an audit of your current onboarding and 1-hour onboarding strategy consulting call with Ramli John.
  • Preorder 250+ books – Get a 90-min onboarding workshop taught by Ramli John and Wes Bush.
To claim a preorder package, please email book@productled.com and send a screenshot of your receipt.