Userflow co-founder Esben Friis-Jensen explains what product-led onboarding is, and why it is an effective tool for SaaS businesses.
The first part of building product-led onboarding is really to understand and align on what you want to achieve with building it. This ensures focus and gives a way to measure success.
After knowing your goal you need to identify the key Aha moments for your product. Aha moments are the value realizations a user needs to experience for them to become and/or stay on as a customer.
Product-led onboarding starts before the user actually signs up for your product, by attracting the user and setting the right expectations though the public facing marketing material and website.
By giving your product away for free as a public demo, freemium or free trial, you can use Product-led onboarding to convert customers through the product experience. This is the essence of a product-led growth model.
The first impression matters. Thus the first time a user signs into your product in either a free trial or post-purchase it is key to give them a warm welcome and drive them to a key Aha moment.
Having an onboarding checklist creates a task-by-task structure for your users to learn about and engage with your product.
Informational next, next, next onboarding tours can become boring for the end users. Instead try to make your tours/flows action-based and driven towards the Aha moments.
Unnecessary friction in your onboarding can lead to users leaving your product before experiencing the value. Therefore one should analyze the onboarding process and remove friction where you can.
You cannot retain users by just doing an initial onboarding. To keep them around you need to continue the onboarding for new or unused features and use cases, as well as new customer users joining a company.
You can significantly reduce the need for support if you improve your onboarding, but there will still always be a need for supporting your users.
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