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If you screw up your customer’s experience early on in their subscription, it’s hard to convince them to keep paying month after month. And since SaaS and subscription businesses depend on monthly recurring revenue to grow, it pays to perfect your customer onboarding process. Give your customers a poor onboarding experience and they’ll be set up for failure right from the start. It’ll be harder for them to see the value in your product or how it can solve their problem.
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But if you get it right, not only will you have less churn and a higher lifetime value, but you’ll also spend less time and resources on support.
What separates a poor customer onboarding experience from a bad one? And what do you need to do to guarantee every new user understands how your product can make their life easier?
Customer onboarding is the process of getting your customers setup to successfully use your product.
When I say “successfully,” I mean they’re able to use your product to solve whatever problem caused them to need your product in the first place.
For instance, if a customer bought your social media analytics software to track the performance of their marketing campaigns, your onboarding process should show them how to do that.
What separates a great customer onboarding experience from mediocre (or flat out bad) one is your ability to go beyond just showing customers how to navigate your software. You need to show them how to effectively use it to maximize their experience.
Here’s a good way to think about it.
Let’s say you were going to teach someone how to drive. Would you just show them where everything is (gas/brake pedals, turning signals, etc.) and just leave them to it?
Or would you tell them about how much pressure to apply on the pedals. How to read all the numbers on the dash. When to use the emergency brake. All those details are what will allow them to drive correctly and prevent them from completely wrecking the car.
That’s the same way you should think about customer onboarding. Don’t just show them all the pretty buttons. Show them how to use everything based on what they’re trying to accomplish.
I could list off a bunch of statistics to show the importance of customer onboarding. But honestly, it really comes down to this: If your customers don’t know how to use your product, they’re not going to keep paying for it.
That should be all the motivation you need to make sure you’re onboarding your customers effectively.
But beyond that, a good onboarding process will:
You know something is important when there’s an entire industry built around it. That’s the case with customer onboarding.
There are tons of tools out there that’ll help you setup, implement and track your customer onboarding process. Here are some worth checking out:
Nobody sets out to build a product that’s confusing to use.
You might think your product is easy to set up and understand. But that’s not always the case. I’m sure you can think of a tool or two you’ve paid for that was overly-complicated and painful to use.
Even if your product is fairly easy to use, it never hurts to show new users around.
Product tours have quickly become one of the most common customer onboarding tactics for SaaS companies. They make it easier for users to get to know the ins and outs of your product without having to schedule full-on demos.
Plus, they can be a great way to increase user engagement and ensure that customers get more use out of your product.
When you’re onboarding users, communication is crucial. You need to be with them throughout the entire process to make sure any questions they have get answered, and they don’t feel lost or confused about your product.
The best way to do that is through a customer messaging tool. Messaging tools allow you to create and send a sequence of emails to users throughout their entire onboarding experience. You’re basically guiding them through how to get setup and use your product.
I’ll dive into more specifics a little later on. But for now, just make sure you have a tool in place. And shameless plug, we actually have our own messaging tool, which I highly recommend 😉.
Naturally, customers are going to have a lot of questions when they’re learning how to use your product. Unless you want to spend all day answering product questions, I highly recommend setting up some type of helpdesk software.
Ideally, you want a 1-2 punch:
Since we’re in the business of analytics, we like using data to make better decisions. And that includes your customer onboarding process.
One of the goals of customer onboarding is to get users to engage with your product and all its different features. With product analytics tools, you can measure how users interact with your software.
For instance, maybe you want to see which features are used the most by customers in the first week of signing up. Getting that level of insights can help you shape your customer onboarding process by learning which features new users are most interested in.
Having an onboarding process in place is one thing. But how do you know whether or not it’s actually working?
There are plenty of things you can track to get insights into how your onboarding tactics are doing. Here are a few.
If you offer a trial period for your product, one of the biggest signs that your customer onboarding process is working (or not working) is your trial-to-customer conversion rate.
Customers who’ve been successfully onboarded and understand the value of your product are more likely to convert than someone who hasn’t really been engaged during the trial period.
If you’re using Baremetrics, you can easily see changes in your conversions in the Trial Insights dashboard.
If you don’t notice a change in your conversion rate or average trial length, you might want to tweak your onboarding process to improve conversions.
Another metric you can tie back to customer onboarding is churn. Specifically, you want to look at your user churn rate and churn time.
The reason churn time is so important is it gives you an idea of what might’ve gone wrong.
For instance, if your average churn time is 18 months, then it’s probably not an issue with your onboarding. But if customers are constantly churning within 30-60 days, it’s a sign that something’s going wrong early on. And improving your onboarding process could be the solution.
In our guide to cohort analysis, I walk you through exactly how to find whether or not your onboarding process is the cause of your churn.
Those first two approaches are great for giving you quantitative info about how well (or not-so-great) your customer onboarding process is.
But if you want more qualitative data, you can ask customers why they’re cancelling their accounts.
Then, track the cancellation reasons and look for trends.
Specifically, pay attention to people cancelling because they don’t understand how to use your product, didn’t see the value in it or any other potential issues that could be tied back to your onboarding process.
If you want to learn how to extract these insights, read my 3-step guide to churn analysis. It goes through how to find out which customers are churning, and why.
There are other things you can measure, like product engagement, but the three we covered will give you a good starting point.
Alright, now that we have a good overview of what customer onboarding is, and how to track it, let’s talk about how to set up your own process.
The goal is to walk new customers through how to use your product and make sure they’re getting the most value as possible.
Keep in mind that not all SaaS companies approach onboarding the same way. But if you can nail these seven elements, you’ll have a recipe for an amazing customer onboarding experience.
Some people will argue that onboarding doesn’t actually start until after a user signs up. But your signup process is a golden opportunity to kickoff your onboarding.
Immediately after signing up, where do you direct users?
A lot of companies send them to:
Here’s a quick story to show why those aren’t the most effective approach.
Last year I went to the Museum of Contemporary Art in Chicago. I went to the front desk, got my tickets, and the representative didn’t give me any direction. They didn’t ask what I was interested in. They didn’t tell me what exhibits they had. They didn’t tell me about how to join a tour or anything.
So I wandered around aimlessly and tried to navigate around the museum myself. There are multiple stories in the building and a lot to see. So needless to say, it can be a little overwhelming particularly if you’re not an art connoisseur.
When you send new users to a thank you page or the main page of your app after they’ve just signed up, you’re putting them in the exact same position I was in at the museum. You’re forcing them to wander around your product aimlessly.
Will they eventually find their way around your product? Probably.
But just like me in the museum, it’ll be more difficult for them to get the full experience and enjoyment without some guidance from the experts (in this case, you).
The workaround is simple. Immediately after signing up (or within the signup process), guide them through the setup process.
Here’s an example from Lumen5. After signing up for an account, the very next screen you see is this one, asking what your goal is.
This information helps them understand more about who their customers are, and makes it easier to customize their onboarding experience.
After this step, they take you through the process of creating your first video.
By guiding new users through the process of using your product right after signup, you’re increasing the likelihood that they’ll (a) understand how to use your tool and (b) be an engaged user right from the start.
Immediately after a new user signs up, you should send them a welcome email. This email should push new users back to your product.
This step is particularly important if you don’t have an in-app welcome sequence in place like the Lumen5 example.
Here’s a look at how we set up our own welcome email for Baremetrics.
First we set our audience, which is simply people who’ve signed up less than a day ago.
Then, we wrote up an email to welcome them aboard. The most important step for this email though, is directing the user back to the app by giving them a specific action to complete.
Notice how our call to action is “Let’s start by connecting your billing data!” Since that’s the first thing a new user needs to do in order to use Baremetrics, that’s the focus of our welcome email.
We also link to our help articles in case they have any questions, and welcome them to send us an email as well.
One of the cool things about using our Messaging tool is you can track when and how often a user opens your emails.
For instance, we can see this user has opened and clicked the welcome email. If they still haven’t connected their billing data, it’s a sign that they’re having some kind of issue and we might want to reach out to them to see what’s going on.
Also, make sure you send new users follow-up emails after the initial message. But more on that later.
I also suggest taking a look at these 9 onboarding email templates for new users.
The first time a user logs into your product, they shouldn’t feel lost.
Like I mentioned earlier, even if you think your product is super intuitive, you shouldn’t assume everyone will be able to jump right in and use it.
Let’s go back to my museum experience for a second. Imagine if instead of just randomly walking throughout the building, there was a guide to show me around and point out where all the exhibits were. I probably would’ve had a different experience.
During customer onboarding, you need to be that “tour guide” for your product when users first log in.
But unless you never sleep, you obviously can’t personally walk every new user through your product when they first login.
That’s where those product tour tools I talked about earlier come into play. You can use tools like Chameleon, Userpilot and Userlane to create self-guided product tours.
For example, when you first log into Loomly, you’re prompted to create a social media calendar, and they walk you through the process step-by-step.
They also use tooltips for extra guidance, and to show you where/what all the different features are.
If you don’t want to go that route, you can even show users a video walkthrough when they first sign-in like this example from Wrike.
First, they prompt you to choose a template.
Then you get a video that shows you how to set up your workspace.
Either of these tactics is better than doing nothing at all. Don’t leave new users hanging. Be their tour guide.