Mar 16, 2023

7 Steps for Legendary Product Onboarding

Onboarding is essential for a successful product launch. Learn how to make the most of it with these 7 steps to legendary product onboarding: define the job-to-be-done, map out the user journey, personalize the onboarding, consider the user's environment, focus on the activation step, provide resources, and test and iterate.

BUSINESS INNOVATION PRODUCT_DESIGN

Brian Bourque

Follow me to learn tactics and strategies to scale your startup. SVP of Marketing @smartasset, a 🦄.

Member of Business & Startups

Bad onboarding defeats the best marketing.

But most marketers stop at the click.

Follow these 7 steps for a legendary product onboarding:
— Brian Bourque (@bbourque) March 16, 2023
1. Define the "Job-to-be-Done"

• What result is your user seeking?
• Know what solution they've hired your product for
• Define the "activation" step, where engaging with your features give value that encourages further use
— Brian Bourque (@bbourque) March 16, 2023
2. Map out the user journey

• Each step in each path requires consideration
• Different journeys will have different needs + expectations
• A great onboarding personalizes to a user's known or declared needs
— Brian Bourque (@bbourque) March 16, 2023
3. Gather data

• Set up engagement funnels in your favorite analytics platform.
Popular options: Mixpanel, Amplitude, Heap
• Watch recordings of users interacting with your product
Popular choices: Hotjar, Fullstory
— Brian Bourque (@bbourque) March 16, 2023
4. Analyze the time to value

• How quickly are users reaching the activation step?
• What's obvious to you but not your user?
• Is there unnecessary friction?
— Brian Bourque (@bbourque) March 16, 2023
5. Set KPIs / goals

• Goals may be arbitrary (ex: 20% vs 15%) but it's important to set one
• Metrics can be engagement rates if correlated w/ revenue
— Brian Bourque (@bbourque) March 16, 2023
6. Brainstorm experiments

• Focus on funnel steps with the highest drop-off
• What do your competitors get right?
• What could be clearer?
— Brian Bourque (@bbourque) March 16, 2023
7. Test and measure

• Prioritize using ICE framework (impact, confidence, ease)
• Confirm statistical significance with online tools
• Iterate based on outcomes & learnings
— Brian Bourque (@bbourque) March 16, 2023
Btw - these insights are from a conversation I had with @theoohene , founder of Growth Roadmaps.

Get his free onboarding checklist and read the whole interview here:https://t.co/XLDlVqHWtJ
— Brian Bourque (@bbourque) March 16, 2023