Onboarding has traditionally been of two kinds. Either “Let’s point out our interface” or “Let’s decide where we want our user to end up, and push them that way.” Both miss the mark – they don’t understand the difference between correlation and causation. Just because a user has reached 100% on a progress bar, or a tooltip tells them how to add a teammate, doesn’t mean they’ll make the progress you needed to solve their problem. The best onboarding is the kind that pays less attention to getting users to complete steps the business cares about and more about getting them to those “successful moments”. These successful moments usually have nothing to do with optimizing button colors or calls to action and everything to do with better understanding who your user is, what it is they are trying to achieve and where they currently are in your workflow. Finding these successful moments is more difficult than adding a progress bar. It involves actually talking to customers while they’re signing up and after they’ve signed up, and learning as much as you can. But nobody said acquiring and retaining customers was easy.
Startups are knee-deep in customer acquisition metrics; click-through
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