Once you know the end goal(s) of your target users, you can design a flow to guide them to it. If there are end goals that are mutually exclusive (e.g. “I want to share my design work” vs. “I want to get more design gigs”) it’s best to let new signups declare their desire up front so you’ll never be tone-deaf.
4. Communicate with users to help them get there
Sadly, most product communications during trials are badly targeted, usually using “time since signup” as the key. In reality, just because it’s been seven days, it doesn’t mean I’ve done anything useful. Similarly, I could have signed up yesterday, spent all day in your product, and be fully up to speed. Activity matters, usage matters. Understand where I am, where I’m going, and send me messages that help me get there.
5. Have an early warning system for new users
Most products wait until a customer cancels, or fails to convert, and then the apologetic pleading messages begin. It’s when you’ll see “How can we get you back?” emails to a customer who has already checked out. That’s like waiting until you see divorce papers before checking how your spouse is doing. Instead, know what failure looks like and start the conversation before it’s too late. Collectively, these steps won’t solve everything, and it’s a fair criticism of the new discipline of onboarding that a lot of this advice maps back to Good Product Design ™. But as we discussed at the outset, you can go back
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