What sets a successful company apart in a crowded marketplace? It's the strong relationship they build with their customers. These companies ensure that customers have a smooth experience, from onboarding to maintaining loyalty.
According to Intercom, 40-60% of users who sign up for a free trial barely use the product. These users might never convert into paying customers if you don’t have an effective customer onboarding strategy.
SaaS Customer Onboarding Best Practices
The goal of customer onboarding is to help users quickly understand and appreciate the value of your product. Many SaaS businesses focus on creating a seamless onboarding experience. Here are some best practices to inspire your onboarding process.
1. Simplify the Sign-up Process
A survey by Heap found that the average conversion rate for sign-ups was 36.2% across 79 SaaS companies. Keep your sign-up process short and simple. If you need more details from users, split the information across multiple pages. Twilio offers a great example of this, using bullet points on the sign-up page to remind users of the benefits they’ll gain after registering.
2. Send a Welcoming Email
Once a customer signs up, send them a welcome email. This email should guide them directly to your product so they can start using it right away. Include a thank-you message and helpful resources like video tutorials, FAQs, or links to the help center. DocSend’s welcome email is a perfect example, featuring a single CTA (call-to-action) and simple steps to get started.
3. Optimize the First Log-In Experience
The first log-in is crucial for making a good impression. Offer customers quick wins or milestones that let them feel they’re on the right track. This could be a product tour or encouraging them to invite a colleague. ClearBrain provides a great first log-in experience, with an overview of the setup process and a clear, engaging CTA.
4. Automate Integrations, Invitations, and Data Imports
Once a customer starts using your product, they’ll likely need to integrate it with other tools or invite their team members. Automate as much of this process as possible, and have an onboarding team ready to assist. Monday.com does this effectively, allowing users to easily invite team members, adding value to their overall experience.
5. Offer Product Demos & Walkthroughs
A product demo or walkthrough helps new users understand how to complete important tasks. Ensure the walkthrough is skippable for experienced users and allow them to revisit it later if needed. Ninox is a great example, providing a simple, five-step walkthrough of their dashboard, helping users understand their core features quickly.
6. Follow-Up Emails to Keep Users Engaged
Customer engagement doesn’t stop after the first log-in. Follow-up emails offering tips, product updates, or reminders can encourage users to return. Zapier’s follow-up email includes a video to keep users engaged and links to help docs for additional guidance.
The Importance of Effective SaaS Onboarding
The goal of any SaaS customer onboarding process is to set your users up for long-term success with your product. The best way to measure success is to track whether customers keep returning to use your product in the days, weeks, and months after their initial log-in.
By following these SaaS onboarding best practices, you can ensure that your users have a smooth journey, leading to higher customer retention and ultimately better business growth.
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