Turn More Users Into Happily-Paying Customers in 6 Weeks

Weed the friction out of your product onboarding experience and apply our proven step-by-step processes to turn more of your users into happily-paying customers. This certification program will help you boost your activation rate and MRR if you implement everything you’ve learned or your money back.
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Limited seats available. Application closes on Thursday, Sept. 10th at 11:59 pm EST. 

Companies that train their teams at the Product-Led Institute include.

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.
And as uncomfortable as it may be to face, the problem usually comes down to one core issue:

Your product’s onboarding.

And that’s because today’s users don’t have the time (or the patience) to try and figure things out by themselves.

They expect things to be intuitive. Easy. And fast.

Which means that even if you have a brilliant product…

...proven market fit…

...the slickest UI…

...but have an onboarding experience that is anything less than silky-smooth…

...your users will struggle to see any real value in your product.

Meaning they’ll likely quit before ever achieving those mind-blowing “Aha!” moments that your entire product-led growth strategy relies upon.

This is exactly why — according to Intercom — as many as 60% of new users will try your app out once… and never return!

So the question is, how do you solve this problem?

You Have Three Options In Front Of You...

First, you could spend months reading hundreds of articles, listening to podcasts, and watching webinars on the subject to try and piece together all the elements of high-converting onboarding experiences.

(And then try to implement what you’ve learned all by yourself, without making a single mistake.)

But if you’re looking to grow fast now, or don’t feel comfortable executing by yourself, this is not an ideal option.

The second option is to hire a product consultant or agency to do it for you.

But even that, it’s far from straightforward.

It can take months just to find and onboard the right contractor or agency. And, let’s face it, you’re outsourcing a crucial part of your customer’s journey — when it should really be your team that owns the onboarding experience.

The third option is to invest in yourself and join me with other growth-minded SaaS peers in the Product Onboarding Certification Program.

At the Product-Led Institute, we’ve developed a battle-tested, repeatable process and proven frameworks that transform high-friction onboarding journeys into smooth, value-packed ones that naturally turn more users into happily-paying customers.

We’ve applied these exact methods to onboarding journeys at companies like Dynatrace, Outsystems, ChannelReply, Informed.co, Grow.com, and more with mind-blowing results.

And now we’re inviting you to learn how to optimize or build from scratch high-converting onboarding processes so you can drive higher activation rates and greater MRR in this six-week certification program.

By the end of this six-week program, you’ll have all the skills, tools, and action plans you need to identify points of friction and bottlenecks in your product’s onboarding, to help you turn more of your users into paying customers.

What We’ll Cover In The Product Onboarding Certification Program.

Over the course of six weeks, the Product Onboarding Certification Program will give you the growth skills, knowledge, processes and frameworks you need to identify onboarding bottlenecks, weed out points of friction, and build activation-rocketing, MRR-boosting user onboarding flows.

In just six weeks, you'll be able to:

  • Critically evaluate onboarding processes and set accurate user activation goals and KPIs
  • Identify and fix usability flaws using a data-based approach
  • Leverage consumer psychology frameworks and UX best-practices to turn even hard-core skeptical users into passionate product advocates
  • Confidently build and deliver first-class product experiences that don’t overwhelm new users — and help them easily adopt new habits with your product
  • Guide and support new users in experiencing precious “Aha!” moments while achieving faster time-to-value with your product

Here’s the breakdown of the program’s schedule.

Week 1: Understanding Your Users.


You'll receive an email on setting up your ProductLed.com account, learn best practices on how to get the most out of the program, and meet your mastermind group.

But before we launch into improving your product's onboarding experience, we'll take a step back to understand your users. Because ultimately, knowing and understanding your users' motivations and anxieties is the foundation for improving your onboarding.

In this week, you will:

  • Learn how to get your entire team onboard with helping your users become successful
  • Identify the role every team plays in a product-led organization
  • Discuss the “Four Progress Making forces” from the Jobs-To-Be-Done framework
  • Determine what success looks like for different market segments using your products

Week 2: Measuring User Success.


To evaluate bottlenecks and points of friction accurately, you need to first define and measure what “user success” really means for your product. We’ll do this using product engagement metrics that help you evaluate the effectiveness of your user's onboarding and determine how new users are engaging with your product.

We’ll cover how to:

  • Identify the right product engagement metrics for your business
  • Define what exactly is (and what isn’t) a product-qualified lead for your company
  • Evaluate and set user activation goals and KPIs to make sure you’re tracking progress the right way

Week 3: Optimizing Your Time-To-Value.


To boost your user activation rate, you have to eliminate "busy work" in your current onboarding process and help more users experience your product's value, faster.

This week, we will:

  • Analyze and identify the common bottlenecks in user onboarding processes
  • Leverage customer psychology frameworks and UX best-practices to turn skeptics into product advocates
  • Learn the one crucial force you can tap into to dramatically increase product adoption
  • Help new users experience the value of your product in the shortest amount of time
  • Tear down the user onboarding experiences of popular product-led companies

Week 4: Guiding Your Users.


This week is like a crash course in dissecting what the top 1% of SaaS companies are doing when onboarding their users — so that you get inspired and drive incredible activation and free-to-paid conversions in your own organization.

Throughout this week, you will:

  • Learn the product bumpers you can use to help guide users to their very first “Aha!” moment
  • Identify common mistakes when it comes to product tours, tooltips, empty states, and other product bumpers
  • Create and start implementing a plan to improve your product’s product bumpers

Week 5: Educating Your Users.


Communicating your value clearly and simply is the core of a successful product-led growth strategy. That’s where the conversational bumpers from the Bowling Alley Framework come in.

By the end of this week, you will:

  • Know the conversational bumpers you need to help users not just understand the immediate value of your product, but to continue using it
  • Be able to identify common mistakes when it comes to onboarding emails, in-app messages, customer success outreach, and other conversational bumpers
  • Create and start implementing a plan to improve your product’s conversational bumpers

Week 6: Executing Your Onboarding Strategy.


There is no silver bullet for improving your user onboarding experience. Which is why your team has to have a process in place to continuously improve it.

Here, you will:

  • Discuss the one unifying metric every team needs in order to continuously improve
  • Creating a plan to build out an ongoing user onboarding optimization process
  • Learning how companies like Sprout Social, Wistia, HubSpot, and other product-led organizationss built their systems to monitor and continuously improve upon user onboarding.

Don't apply to this program if...

✖ You Don’t Have A User-Focused Mindset - If you think free users will magically upgrade by sending them hundreds of automated messages, or you aren’t genuinely curious in helping new users become truly successful with your product, this certificate program won’t be a good fit for you.

✖ You Are Entry Level - The concepts and tactics covered in this program require a certain level of base knowledge. So if you have less than three years of professional product, marketing, or growth experience, this program is not for you.

✖ You Don't Have Product-Market Fit - This program is designed for those already working on products that have proven - product-market fit, not for those who are just starting out.

✖ You Primarily Sell Hardware Products - This certificate program is specifically for software-as-a-service businesses and the materials do not address hardware products.

Do apply to this program if...

✔ You Have 3+ Years of Experience - If you’re a product, marketing, or growth practitioner with at least 3 years of working experience, you’ll feel comfortable with the concepts and frameworks in this certificate program, and will master them easily.

✔ You Have A Free Trial Or Freemium Model - You already have a free trial or freemium offer and want to convert more users to convert to paying customers. If you’re still in the process of implementing a free trial or freemium offer, you should consider taking our Product-Led Transformer Program instead. 

✔ You Can Commit To The Training - If you can invest between 3-5 hours each week to complete the program’s material and homework, plus attend live Q&A calls (held at 12PM EST every Wednesday for 6 weeks), then you’ll reap the rewards.

✔ You Are Biased Towards Action - You’re not looking to just “consume content,” you’re genuinely excited to take what you’ve learned and apply it, in real-life, ASAP.

Apply Now
Limited seats available. Application closes on Thursday, Sept. 10th at 11:59 pm EST.

What Our Alumni Are Saying.

Vladimir Kovalskiy

CEO and Co-Founder, Medesk
After this course, we’ve achieved an increase of 1% of additional MoM growth. And we have just scrapped the most low hanging fruits. This course was very practical, no bull.
Chris Gimmer

Christopher Gimmer

CEO, Snappa
We saw a 20% boost in our MRR almost overnight by implementing just a couple of recommended changes in our onboarding process.

Kristi Gibson

Product Marketing Manager, 7shifts
One of the biggest wins after this course was we were able to reduce seven steps in our onboarding, which increased our activation rate!

Phil Tarnowski

Director of Product Management, Elate
This has been the most valuable certification program. As head of product at a six-person startup, this course has been critical for me to take a step back and evaluate where we are as a product.

Allison Wilbur

Director of Customer Success, LiquidPlanner
This program helped me understand that Product-Led Growth isn't just a growth strategy, but it's a mindset that your whole company should embrace.

Joe Tsai

Angel Investor and VP, Stripes
I was worried it would be too conceptual and high-level initially, but really like that there were a lot of tactical tips and processes to model after. Thank you for putting together this course.

What Else Is Inside The Program.

This program is not a lecture-style college course, or a 100% hands-off, self-paced learning program. 

Along with the program’s content, you also get live weekly trainings, intimate mastermind group sessions, and real-life case studies from expert guest speakers. We want you to have all the resources and tools you need for you and your business to succeed.

Live Weekly Training That Challenges You.

Each Wednesday from 12 to 1 PM EST, you will have a one-hour training session with myself, where I’ll teach you my exclusive, actionable frameworks, and I’ll guide you through overcoming the the main obstacles you'll face in optimizing your user onboarding processes.

Intimate Mastermind Groups.

We take networking seriously. That’s why we’ve woven into this program the opportunity to meet, connect with, and get support from other people just like you.

During the live classes, you’ll have a chance to get feedback and discuss topics with your intimate mastermind group of four to six of your peers. You will work together on class activities while forming relationships that you can leverage for years to come. Many members refer to these calls as one of the most valuable parts of the program.

Right after our live weekly training, we encourage each mastermind group to continue meeting throughout the week. This is an opportunity for you to brainstorm and collectively solve problems together.

Learn Directly From Expert Speakers.

Every Friday from 1 to 2 PM EST, I invite an expert to speak about their experience tackling a specific onboarding topic, and you'll have the opportunity to discuss these core concepts with your peers.

In the past, we’ve had the following experts:
  • Patrick Campbell, CEO & Founder of ProfitWell
  • Ashley Greene, CEO & Founder of The Instratify Group
  • Étienne Garbugli, author of The SaaS Email Marketing
  • Jacqueline Cook, Chief Strategy Officer at Vendasta
product-led speaker

Hands-On Learning and Activities.

Each week’s content includes relevant, up-to-date case studies, expert interviews, and examples from today's fastest-growing companies. You'll apply the frameworks to your company, role, and product via exercises, worksheets, and weekly micro-projects. Expect to spend 2-3 hours a week with active, hands-on learning on your own time.
Apply Now
Limited seats available. Application closes on Thursday, Sept. 10th at 11:59 pm EST.

Meet Your Instructor.

Hi, I'm Ramli John!

I started out as a software developer and data analyst. But after building and launching a cool tech business (that unfortunately, tanked), I discovered my true passion was in growth marketing. That's when I launched into consulting — and eventually leading — marketing teams for VC-backed B2B SaaS companies throughout San Francisco, New York, and Toronto.

About two years ago, I had an epiphany. Maybe you can relate?

My team and I were spending thousands of dollars on ads and taking hours (and even weeks!) to build content for SEO.

We were getting a ton of signups, which was awesome.

But, very few signups were converting into paying customers. (So few, it was downright embarrassing.)

So I started digging into the data and realized that our new users were getting stuck… where?

In the onboarding!

I immediately set about optimizing it as best I could.

And, surprise surprise, as soon as I was done, we saw a HUGE uplift in free users turning into paying customers.

I was hooked. And I couldn’t get our incredible results, or the exciting potential of what I’d discovered, out of my mind.

Because… I knew what I did to drive these results. But, I had to prove it to myself that it could work elsewhere. I had to know if I could carry out the same optimization process for other companies and achieve the same excellent results.

So I started consulting on the side to see if this was a repeatable framework. And sure enough, it was... 

One of my clients doubled their trial-to-paid conversion rate which drove a 315% increase in MRR in only six months!

It was clear I was onto something. And after seeing my techniques drive results, again and again and again, I started documenting them so that one day I could share my discovery with others...

And today, I teach my exact same results-driven processes and frameworks to product, marketing, and growth professionals worldwide alongside Wes Bush, author of the #1 best-selling book of Product-Led Growth.

Which now brings us to this program.

The frameworks I teach in this certificate program are grounded in one core principle: Helping your customers unlock enormous value from your product as fast as possible.

If you join this program, I will personally help you become laser-focused on creating a product experience that wows new users and helps them see the value of your product in the shortest possible time.

Given that I only have limited spots for this program, I want to make sure you're a good fit before you spend time filling out the application (even though that only takes 3 minutes). 

What You Get In This 6-Week Certification Program.

6-Weeks of proven-to-work frameworks, processes, and systems that will give you a repeatable, effective system that converts users into happy, paying customers. ($3,000 Value)
On-demand e-learning platform where you’ll have lifetime access to all content. I’ll be regularly updating this certificate program so you’ll be the first one to get access to any new material in the not so distant future. ($1,000 Value)
 An exclusive invite to join a mastermind group throughout the program so that you can get your questions answered by your peers . ($1,000 Value)
Over-the-shoulder examples, so you get to see exactly how everything is done before doing it yourself. ($1,000 Value)
Weekly action items to hold you accountable and help you reach your goals. ($500 Value)
Worksheets & templates to help you flesh out successful campaigns and manage your accounts - the same resources I use on a daily basis. ($500 Value)
Q&A sessions each week where I answer your questions, give feedback on your work and help you improve. ($700 Value)
Our private Slack group where you can find support and friendship from your peers, and reach out to me any time you have a question. ($1,000 Value)
Personal attention. All businesses are different, so I limit the class size to make sure I can give you what you need to succeed with this program. ($2,000)
Certificate upon successful completion of this program so you can set yourself apart in a crowded job market. ($500 Value)

product-led growth certificate

Become Product Onboarding Certified.

If you are ready to learn how to build successful user onboarding journeys that will boost your activation rates and MRR, click on the button below to apply today.

If you’re accepted, you will get:

$2,997 USD Per Seat

(An instalment plan for three payments of $1,197 per seat is available upon request. Group rate for teams of 5+ from the same company is $2,697 per seat.)
Apply Now
Limited seats available. Application closes on Thursday, Sept. 10th at 11:59 pm EST.

How Does This Certificate Program Compare To A Product Consultant Or Agency?

Simply put, this program's cost is a mere fraction of the investment as the alternatives, but it will drive far more impact. Our training improves your growth skills — instead of outsourcing them to others. With our hands-on step-by-step training, we will help you see results for your business.
 Product-Led InstituteConsultant or Agency
Cost$2,997 USD per seat$60k+ per year
Time Until Results6 weeksMonths to find and onboard a good contractor or agency. And they still need time to ramp up before they can show results.
RiskYou need to level-up and put our insights into practice. If you’re not prepared to put in the work, you’re not going to see the results.Contracting a single person or agency is, at best, a gamble. How much experience do they really have growing a company just like yours?

Try The Program 100% Risk Free!

We’re confident that you’re going to get enormous value out of the Product Onboarding Certification Program but we understand this can be a considerable investment for some.

But here’s the deal – I’m not looking for “tire kickers.” I have no interest in offering all of my experience to those who just want to “window shop.” So I’m going to assume you’re serious about putting 100% of your effort into this program. And if you feel that I haven’t given you 100% of my effort in return, you get 100% of your purchase price refunded to you. It’s that simple.

This is a ZERO-risk opportunity. If this program doesn’t help you drive user activation rates and higher free-to-paid trial conversions,, we don’t deserve your money.


Apply Now
Limited seats available. Application closes on Thursday, Sept. 10th at 11:59 pm EST. 

What do product onboarding professionals make?

According to Linkedin.com, the average salary for jobs that require Product-Led Growth skills is $120,000. This number can be higher depending on your location, company, and previous experience.

How do you choose who to accept?

Our goal is to deliver the most actionable learning experience of your career. The application process screens for three things:

1. Relevant experience in the technology industry working on digital products
2. A relevant role focused on digital product growth
3. A relevant company where our concepts can be immediately applied.

This is to ensure you will get actionable value out of this certificate program.

What are the official 2020 dates?

The application deadline for the October 2020 session is Thursday, September 10th.

The acceptance offers will be sent out on Thursday, September 17th. The deadline to accept your offer and submit your payment is Thursday, October 1st.

NOTE: If you are accepted, securing your seat is on a first-come, first-serve basis. There are only 100 spots available in this cohort. In the last cohort, we had over 700 applicants.

The 6-week live program happens from October 8th to November 19th, 2020.

When are the live calls?

We will host the live calls at 12PM EST every Wednesday during the 6-week program. Each lesson will be 1 hour and you’ll have time for Q&A immediately afterward.

Will I be able to expense this to my company?

Every company has a different policy regarding professional development. If tuition reimbursement through your company is a possibility you'd like to explore, once you've applied we can provide insights that have helped past participants.

Need help convincing your manager? Get tips on reimbursement.

I've applied to the program. What happens next?

Our team hand reviews every application for fit with each program. We receive hundreds of applications for each cohort so this process can take a few weeks. Every applicant gets a response, so we appreciate your patience as we complete the review.

We cap the number of participants to ensure that we can provide a great experience for everyone who attends. Once we hit the program cap, we stop accepting payments, and we waitlist any remaining accepted individuals. So we highly recommend submitting your payment as early as possible.

The final deadline for submitting your payment for the 2020 cohort is October 1st, 2020, if seats are still available.

The 2020 cohort begins on October 7th, 2020.

What kind of first impression do you want your product to make?

To convince today’s modern users to activate… and to upgrade…

You have to make sure your first impression is smooth and clear, but that it also delivers incredible value for your users.

And if you join this certificate program today…

...you’ll learn exactly how to implement a user-centric, fully optimized onboarding process to help drive higher user activation rates, higher engagement — and of course — higher MRR and ARR.

Let’s do this!

Ramli John
Lead Instructor of The Product Onboarding Certification Program

P.S. If you’ve scrolled this far, I’m 100% confident this certificate program is the perfect fit for you. Because you already know (or at least, had the hunch) that your user’s onboarding process is the key to unlocking greater user activation, engagement, and advocacy.

What I can assure you with absolute certainty is that when you apply the frameworks, processes, and skills you’re about to learn – every aspect of your business, including you and your team will GROW.

There’s nothing worse than guessing what you need to do to help your users become successful. Like realizing that you shouldn’t have been sending them so many push notifications. Or that you’ve been oversimplifying the true capabilities of your product.

I’ve made these expensive mistakes before. So I put this certificate program together so that you won’t make them like I did.

And remember, if you commit to learning and apply everything that you’ve learned during this program and still don’t see an uptick in activation or MRR, send me an email and I’ll refund you on the spot. Seriously.

So c’mon and join us. I can’t wait to show you what’s on the inside.
Apply Now
Limited seats available. Application closes on Thursday, Sept. 10th at 11:59 pm EST.