Onboarding is your opportunity to shine in the eyes of your customer. It’s your best chance to help your customers understand how your product helps them meet their needs and solve their problems. Only one in three people will walk away from a brand they love after just one bad experience, so it’s vital to get your client onboarding right.

Creating a compelling SaaS customer onboarding experience starts with building the right framework. If you skip the work that needs to be done before you start building, your client onboarding will create little to no value for your customers, resulting in bad experiences.

What Is Customer Onboarding?

Customer onboarding is the process of introducing your customers to your product or service and bringing them up to speed on how everything works. A complete onboarding process takes into account the holistic journey your customers embark on from the moment they sign up for your product or service to the moment they become regular, contracted customers.

The purpose of customer onboarding is to transition your customers from beginners to habitual users of your product by empowering them to move through your product with enough implementation assistance to accomplish their goals.

The best onboarding experiences include a mix of several elements that occur both inside and outside of your product to keep your customers engaged while continuously giving them reasons to keep using your product.

WHATFIX TIP: Invest in customer onboarding software such as a digital adoption platform to create easy-to-use in-app workflows and improve your onboarding metrics.

Why is Customer Onboarding So Important?

A great onboarding experience is paramount to increasing a SaaS customer’s lifetime value. When customers realize your value, it can reduce churn and turn first-time customers into loyal users who will be delighted to stick around and even purchase your other products or services.

If your customers don’t experience value from your product quickly and achieve digital adoption easily, your chances of retaining them rapidly decrease. SaaS businesses can already expect to lose up to 10% of revenue to churn every year, making a positive onboarding experience even more crucial.

How to Create a Killer SaaS Customer Onboarding Process in 4 Steps

Building a customer onboarding experience that creates delight starts with thoughtful planning and a lot of data. Before you start the onboarding-building process, you can take a few housekeeping steps to ensure you’re not creating onboarding based on wild guesses.

Step 1: Identify Your Platform’s Critical Actions Points

Critical actions — both positive and negative — happen inside your product every day. It’s essential to uncover where your onboarding flow is breaking and where customers are hitting a wall so you can fix those issues first. Figuring out where customers are “getting it” provides clues you can take advantage of when you build your onboarding flows.

Make sure to find your customer’s “aha” moments — the emotional responses customers experience when they genuinely realize your product’s value and believe your product is the right tool for their job. Finding the first aha moment is especially important because it sets the hook — it kickstarts the motivation to continue using your product and sets the tone for the rest of the customer’s journey.

For example, video marketing tool Wistia delivers a lightning-quick initial aha moment by taking customers to a page with a “create” button after completing a one-click sign-up form. In just a few minutes, customers can set up a project, upload a video, customize it, and embed or share that video.

wistia-onboarding-aha-moment

The right software stack makes it easier to discover relevant critical actions. Heatmaps like Hotjar and analytics tools such as Google Analytics or Mixpanel can locate macro actions, like where a customer stopped reading on a page or which pages have high bounce or exit rates.

Tracking tools like Amplitude can be set up for smaller actions, like where a customer abandoned a step in a checklist. Survey tools like Qualtrics can uncover which features made customers try your product, what part of your product they find most useful, and how long it took them to understand how to use your product.

Journey mapping is another way to get a deeper understanding of your product by visualizing the actions your customers take inside your product. Use a tool like Miro to map out customer touchpoints — start at the sign-up process and finish at the end of your onboarding process, then work from both ends to make sure you don’t miss any steps. Mapping out your customer journey will reveal any gaps in your current onboarding.

Step 2: Prepare a Customer Welcome Series

Welcoming customers after they sign up isn’t just a best practice — your customers expect it. Setting up a welcome email series forges a clear starting point for a customer’s onboarding journey and gives you the opportunity to guide them to specific features, educate, and remind them you exist if they haven’t logged on to your platform in a while.

To create a truly exceptional experience, welcome customers both inside and outside of your platform. Welcome modals are a popular way to greet new customers — the overlay is attention-grabbing, and there’s no question where the customer should focus their attention. For example, here is a welcome video module for onboarding users to Microsoft 365 from the Whatfix Digital Adoption Platform.

office-365-whatfix-training-video

You can even embed a video of someone in your company welcoming them to create a more personal feel.

Step 3 - Choose an Onboarding Model

Now that you’ve studied your data and understand what your customers need to see the value of your product, it’s time to choose the model you’ll use to drive customers through your onboarding flow. There are several models you can employ:

1. Self-Service Onboarding 

Self-service onboarding takes a hands-off approach to onboarding and works well if your product is very simple or doesn’t require a lot of time or explanation to get up to speed. With this method, you’ll set up a very basic onboarding flow, like a getting started guide or walkthrough, then let customers handle the rest of the journey on their own.

This method of onboarding is common practice for social media networks and many mobile apps — after a few screens of getting started information, users are left to explore the product on their own.

2. Low-Touch Onboarding 

Low-touch onboarding takes self-serve a step further by adding onboarding elements like in-app product tours, checklists, step-by-step interactive onboarding walkthroughs, and getting started tutorials. With low-touch onboarding, customers have some human support options, but no support is dedicated to any single customer. This is a good onboarding model for moderately complex products that require several steps but don’t need to hand-hold customers through each step of the process.

Low-touch onboarding has become the standard for many of today’s most successful SaaS companies. Organizations like Zoom, Shopify, Canva, and Mailchimp have all employed the low-touch model to engage their customers and create loyal fans.

3. High-Touch Onboarding 

High-touch onboarding is a useful model if your product is complex, takes several steps to initially set up, or understanding your product takes a significant chunk of time. Using this method means you’ll be accommodating your customer’s specific needs through personalized, one-on-one experiences and often involves the creation of customized onboarding collateral.

Allbound’s onboarding process is a good example of what high-touch looks like in practice. Their complex product partner relationship management software takes a lot of time to learn and set up, so when you sign up, Allbound sets up a series of required training sessions, including a kickoff call where they walk you through what will be discussed in future virtual meetings. They also have a very extensive self-serve knowledge base that supplements their training and helps customers get a deeper understanding of specific features.

Step 4: Measure, Iterate, and Improve

Testing and improving your onboarding process based on qualitative and quantitative data should be a non-negotiable part of your onboarding creation strategy. Optimizing your onboarding flow is a continuous process, and there will always be improvements to make.

Check your analytics often to see if your churn rate is increasing or decreasing. Talk to customers, send out surveys, and speak directly with users on a regular basis. Develop continuous feedback and ideation loops inside your organization, and set hard dates to reflect on the qualitative and quantitative data, then turn those findings into onboarding improvements.

5 Customer Onboarding Best Practices in 2021

Following a few best practices when you’re building the framework for your onboarding flows helps ensure you create an experience that works well from the beginning. Here are some things to keep in mind to help you maximize your onboarding’s effectiveness.

1. Minimize Friction During Sign-Up

Ask only as much information as you need to create a great first experience. If the information you’re asking for has no bearing on the user’s first experience with your product, wait until later to ask the question or gather the information.

When designing your onboarding program, put some energy into thinking about how much information you need from them to get them up and running the first time they use your product. If the only pieces of information you need from a customer to get up and running is a name and email address, make those the only form fields on your sign-up form. You can wait to get more of their personal details like job title or industry until after they’ve gone through at least part of your onboarding process.

2. Front-Load Your Product’s Value

The faster your product can show users how to solve their problems, the more they will want to use your product. When you bake in quick wins, it creates momentum and makes your users feel like your product is easy to use.

To front-load value, figure out what a quick win looks like. To determine what your customers consider a win, look at your data and locate where churn rapidly drops off — that’s where your customers are finding their wins. If your product has a single focus, a quick win could be walking them all the way through the process to completion, like creating an email and hitting the send button.

If your product is complex or multi-functional, focus on giving the customer a solid understanding of a small part of your platform or the completion of a task in a specific area. For example, a project management platform could walk a customer through creating one board, then entering a few tasks and assigning due dates.

When you create those wins for your customers, make a big deal out of it and celebrate with them. That recognition creates good feelings associated with your product and gives them more reasons to stick around or come back and use your product again. Asana does this by randomly generating a “celebration creature” that soars across the screen when a customer marks a task complete.

asana-celebration-onboarding-screenshot

3. Keep Your Onboarding Simple

Reducing the time it takes to complete an individual journey by making it easier and simpler has a deep effect on customer satisfaction. Keep your guides and instructions short and to the point, and resist the urge to explain everything your product does in one step, or you’ll confuse customers and delay or quash wins.

One tip is to start your onboarding flow by calling out your product’s core features and explaining how they work. If your product is complex, create an onboarding journey for each section of your product and keep the instructions brief.

Implementing an in-app guidance tool such as Whatfix simplifies SaaS onboarding experiences by creating step-by-step walkthroughs of your product – as seen in the GIF below.

whatfix interactive knowledge base
Create in-app guidance flows with Whatfix

Onboard new customers better via in-app guidance flows and help them learn new tools as they use it.

4. Keep Communication Open

Testing and improving your onboarding process based on qualitative and quantitative data should be a non-negotiable part of your onboarding creation strategy. Optimizing your onboarding flow is a continuous process, and there will always be improvements to make.

Check your analytics often to see if your churn rate is increasing or decreasing. Talk to customers, send out surveys, and speak directly with users on a regular basis. Develop continuous feedback and ideation loops inside your organization, and set hard dates to reflect on the qualitative and quantitative data, then turn those findings into onboarding improvements.

See the example below on how SaaS applications can use Whatfix to gather feedback on different areas of their customer onboarding flow.

5. Offer Personalized Onboarding Flows

Personalization increases engagement, and engaged customers will spend more time inside your product. Your customers won’t all be using your product the same way, so offer different paths and ask your customers what they need so you can direct them to a walkthrough or tutorial that hones in on their immediate needs.

You can implement personalization by letting customers pick different paths on your welcome screen, or you can create a few forks in your onboarding flow, then ask for a small amount of information during sign-up to put customers on a semi-custom path. 

The meditation app, Calm, does this by asking questions about the user’s state of mind during the sign-up process — once they’ve signed up, they serve up meditations based on the answers to the user’s questions.

calm-personalized-user-onboarding

With a digital adoption platform such as Whatfix, customer success and implementation teams can build custom, personalized onboarding flows for each client.

Whatfix makes onboarding easy with contextual guidance

3 Examples of Great SaaS Customer Onboarding Experiences

There’s no one-size-fits-all guide to SaaS customer onboarding, but these examples offer insights you can borrow to build your own onboarding experience.

1. Calendly

The online appointment scheduling tool Calendly nails the keep-it-simple principle by collecting just enough information for a user to get started. On their homepage, a user enters only their email address, then an email address, name, and password on the next page. Once that information is submitted, and the user confirms their email address, they are taken to a page where they can set up their custom calendar.

calendly-onboarding-process

2. Trello

The task management and collaboration tool Trello gets customers to their goals faster by displaying a simple but thorough checklist once their sign-up process is completed. The customer sets up a workspace as part of the sign-up process, so the first task is already crossed off in their checklist when they arrive on the first screen. This creates a very quick win for the user, and it guides them through the setup process, increasing the chances they’ll stay on the platform longer.

trello-checklist-onboarding

3. Klaviyo

The marketing automation platform Klaviyo asks for several pieces of information from customers during the sign-up process. They reduce friction and keep the process simple by breaking the tasks into three steps. Once the customer has completed the third and final step, they are directed to a dashboard where they’re greeted by a list of topics that direct customers to help center articles.

klaviyo-new-user-onboarding

Free SaaS Customer Onboarding Checklist

If you’ve followed the steps and practices above, you now have all the ingredients for creating an onboarding journey that will knock your user’s socks off. Now it’s time to take your findings and data and execute your onboarding flow. To create the most effective onboarding journey, think through your entire onboarding flow before you start building. Here’s a checklist that takes you through the process of building a comprehensive customer onboarding flow with the goal of turning first-time customers into loyal adopters.

Part 1: Welcoming Your Customer

Welcoming your customer should happen both inside and outside of your product. Build in several ways to tell your customers you’re thrilled they chose your product.

  • Prepare an automated email welcome message series that triggers when a customer signs up
  • Add a welcome screen or modal
  • Add welcome content to initial empty states (screens where there’s nothing to display yet)

Part 2: Designing Your First-Run Onboarding Flow

A first-run onboarding flow should be designed for new customers with the goal of giving them their first quick win. When designing this onboarding flow, think about what your customers need to learn first to get their initial aha moment.

  • Choose your onboarding model (self-serve, low-touch, or high-touch)
  • Decide which onboarding elements to build and deploy inside your product (checklists, product tours, modal video guides, in-app tutorials, progress bars, walkthroughs, chatbots, live assistance tools)
  • Choose the aha moment to drive customers to first
  • Work backward from the aha moment to build a path that results in a completed task or project

Part 3: Creating the Non-Product Onboarding Elements

Not all onboarding elements will live inside your product. Construct some or all of these elements on your main website or a subdomain to create spaces where customers can educate themselves about your product at their convenience.

  • Knowledge base or FAQ page
  • Tutorials
  • Videos
  • Help or troubleshooting documentation

With Whatfix, build a self-help knowledge base directly in your application – as seen below:

Whatfix Self-help widget

Part 4: Set Up Customer Support Channels

No matter how comprehensive your onboarding is, your customers are going to run into trouble. If you’ll be working with a low or high-touch model, set up at least one of these channels.

  • Chatbots or live assistance tools
  • Help desk software
  • Social media customer support
  • Dedicated email address for support
Conclusion: Creating a Solid Customer Onboarding Strategy is a Journey, Not a Destination

Onboarding is a journey for everyone involved, and building a customer onboarding flow is not a one-and-done project. It’s an ongoing process that needs constant attention and care, so if you plan to grow your company and increase your customer base (spoiler alert: you do), you’ll need to constantly upgrade and evolve your onboarding flows. Even your loyal customers may not know how to use certain features that could solve some of their other problems or make their experience more delightful.

Once you’ve nailed your new customer onboarding journey, take what you’ve learned and apply the same principles when creating onboarding flows for new releases and more advanced users who’ve graduated from your initial onboarding flows.

Whatfix makes customer onboarding engaging by helping you easily design interactive walkthroughs, product tours, onboarding task lists, and contextual guidance. Click here to get a demo.

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