is especially true for a growing company, whose customers are increasingly diverse and often get larger overtime.
That said, we’ve found three strategies that work for dealing with the unexpected paths our customers take in the onboarding process.
1. Provide an escape hatch
While you have a new customer’s attention, allow them to accomplish as much as they are capable of or have permission to do, right away.
It’s hard to recapture this attention, to get them to come back to your product, especially to do something boring, like enter a credit card or create an API key. So while you have their attention, provide ways for them to skip to other steps they can accomplish. Remember, it’s almost always better to let people keep moving and exploring. The conversion rate lost on one small step is made up by the customer’s overall progress and comprehension of what your product has to offer.
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