High-touch SaaS product onboarding begins before the user even signs up, and extends well past the point of premium conversion. It shouldn’t (and ultimately can’t) be a one-size-fits-all experience; just as your users are all different, it’s your job to tailor any high-touch SaaS product onboarding experience to each individual user.
The term “user onboarding” can be confusing. It gets thrown around rather carelessly, and on any day of the week you might find it referring to:
Good UX design
None of these are really what user onboarding is about. Product tours and checklists are great tools to help you improve your onboarding experience (especially for first-time users), but alone they are just a small part of an effective product onboarding system.
Here’s a great description of user onboarding from Chameleon CEO Pulkit Agrawal:
“User onboarding is the system of actively guiding users to find new value in your product.”
High-touch, in this sense, simply means that users expect highly personalized experiences that cater to their specific needs. It’s all about making a lasting positive first impression, which will set the tone for the remainder of the customer relationship.
According to a study from Harvard Business Review, an increased focus on onboarding offers significant or moderate positive impact over the life of the contract for revenue, client renewals, and client referrals.
Elephant in the room
Most companies fail to address the elephant in the room - onboarding is a continuous process (especially high-touch onboarding). There is no arbitrary end point for user onboarding, and it doesn’t make sense to think of user onboarding as a problem that can be solved simply with UI design or product tours.
Instead, onboarding is a multi-channel system that shows users how they can succeed with your product.
Formula for high-touch product onboarding
You want your users to find success in using your product. Therefore the goal of product onboarding should be to encourage users to take the necessary actions in your product that will result in success.
If we think about product onboarding success in terms of this actionable framework, the formula looks like this:
product onboarding = right content, right channel, right time
By hitting these three marks, you are guiding users to success with your product.
How to compel users to act
How do we compel users to act? We can use BJ Fogg’s behavior model to help, which basically states that people need three elements to be compelled to action:
We can then apply this model to product usage, which translates to:
Strong value proposition
A clear value proposition is hopefully why your customers are using your product in the first place. How, then, do you consolidate an intuitive interface with the need for timely prompts?
We’ll call this “dynamic UX”, which basically means UX that is delivered intelligently and responsively, based on the data associated with that user or account.
Mapping user behavior across product onboarding
To understand user behavior across the product onboarding process, we can use lifecycle segmentation to mark key milestones of product success.
Advancing each stage in the customer lifecycle requires that you guide them to value discovery with user onboarding.
Preview user → first-time user
This starts with marketing (before the first product experience)!
Before initial trial sign-up, your users are “previewing” your product. Their initial exposure and impression comes from marketing materials (i.e. landing page, blog posts, social media).
To compel preview users to become first-time users, they need to clearly understand your core value proposition and use cases.
First-time user → committed user
Once you’ve got them using your product, the next test is whether or not their initial experience lives up to the marketing message. Basically, you have to fulfil your initial promise that your product is going to provide them some kind of unique value.
Turning a first-time user into a committed user is all about understanding what they expect from your product, and aligning those expectations with appropriate education and calls to action.
This is why the idea of dynamic UX is so powerful; you can serve hyper-focused in-product experiences that present relevant information when your users actually need it, minimizing noise and avoiding distracting and invasive popups that do more to frustrate users than educate them.
Once users know how to use your app, they begin to develop habits around it.
Committed user → power user
The difference between a committed user and a power user is customer love. Power users are habitual users that understand your product well; but it’s not just about how much they use your product - it’s about the quality of your relationship with them.
Cultivating customer love and true loyalty/evangelicism involves giving them a reason to care about your product. This isn’t something that can be easily summed up, but it involves efforts like community-building, responding and interacting with users on various platforms, and going the extra mile to prove that you truly care about and are invested in their personal success.
Examples of high-touch SaaS product onboarding
Voxox (first-time user → committed user)
Voxox built their product onboarding tour (shown above) using Chameleon. The new UX resulted in a 20% boost to user activation, after seeing sharp drop-offs previously; they also achieved a 50% reduction in customer churn.
This tour is well-designed because it’s short, to-the-point, and focused on clearly communicating a single feature’s purpose. Once that goal has been achieved, it guides the user to the next action.
FullStory (first-time user → committed user)
Let’s look at how FullStory (a digital experience analytics platform) begins its high-touch SaaS product onboarding experience.
Information is collected in a simple persona-based user survey. This helps FullStory to understand the goals and probable use-cases of each new user, so they can deliver a more relevant onboarding experience.
Help Scout (committed user → power user)
On Twitter, Help Scout champion customer love by publicly celebrating success. Clearly, Help Scout customers aren't shy about sharing their love for the platform.
In this example, Help Scout is building a deeper relationship with their customer with one-to-one words of affirmation.
Cultivating true evangelists should be a long-term goal of user onboarding, and self-serve help doesn't always suffice - high-touch activities like this help make it happen.
How to plan a high-touch onboarding experience
While it’s true that onboarding is best thought of as a continuous process, fixed, concrete milestones are still important. You should be meticulous about plotting the steps users need to take to get to their “aha!” moments.
Similarly, the first 90 days of onboarding are crucial (this is just an arbitrary number, but the point is, first impressions count).
To plan and implement an effective product onboarding experience, you can use this four-step process:
Clearly define “aha!” moments for each user profile
Map steps users need to get there
Test your hypothesis with microsurveys
Optimize the path to “aha!”
Clearly define “aha!” moments for each user profile
Don’t ignore the most basic step of the onboarding process - to identify your customers’ goals. Neither should you assume that training customers on every feature of your product is the goal.
You might not be able to clearly articulate the “aha!” moment today, but you can start by generating and testing a few hypotheses.
Start by identifying the core value proposition of your product (for example, you might consider the most used feature, or features that have received the most positive feedback).
Aha moments will differ by persona and should be clearly defined and measurable.
Map steps users need to get there
Once you're confident, map out the steps users need to get there and how long this typically takes.
This doesn’t need to be complex; in fact, simple is better. What’s important is that you understand user behavior and can gauge how long and how straightforward the path for each user will be.
Get continuous feedback with microsurveys
On average only 4% of dissatisfied users take the time and effort to get in touch with a business (which means that there are ~26 other unhappy people for every person that complains).
This is why continuous feedback is necessary; to collect feedback throughout the entire product and user lifecycle, not just part of an early design phase.
We’re already seeing a shift to this kind of responsive feedback gathering; just take this example of ChartMogul triggering NPS surveys at key user lifecycle events:
During onboarding, continuous feedback via microsurveys can be leveraged to understand goals and motivations of different user personas.
Optimize the path to “aha!”
Once you’re confident with your hypotheses and have gathered some feedback with microsurveys, consider the following 2 questions:
Is this the right path? Are there steps that are not necessary in this path? Which steps lead to the greatest fall-off? What would be the shortest path to wow?
Do users know how to get there? Is there clear direction on what to do next (and why)? What do users need (motivation, ability, triggers) to get to the next step?
Best practices for high-touch SaaS product onboarding
Reduce friction in the signup stage
Keep the signup stage as seamless as possible; you want to eliminate unnecessary points of potential friction (like asking for unnecessary information) and ultimately lower the barrier to signups as much as possible.
Other ways you can reduce product onboarding friction:
Get rid of trivial form-field validation (like requiring at least one lower-case character in a password or username)
Use social signup buttons (i.e. using your Google or Facebook profile to sign up)
Leverage multiple channels
There are 3 main user onboarding channels, which you should use in combination to motivate, engage, and educate your users:
Emails (great for transactional messages and re-engagement)
In-app messaging (great for delivering context-specific messages to active users)
Product tours (versatile channel that includes takeovers, modals, tooltips, hotspots, notification bars, etc.)
If you’re not confident you have the capacity to build these solutions in-house, check out one of these tools (or just go with Chameleon 😎).
Use data-driven insight to test and iterate with agility
Set-and-forget is not the best way to think about onboarding. You can’t just build an onboarding solution once and revisit it 6 months down the line.
Rather, think of it as a feature that needs fine-tuning for best results. It makes sense that, since you have (hopefully) defined clear goals for onboarding, that you now have to measure and test variations.
Don’t be overwhelmed; you can set your goals, sketch out rough flows, and identify points of engagement in about a day. You just need to be lean and focus on completing a first draft to start testing and iterating. Perfect is the enemy of continuous improvement.
Create a process for high-touch product onboarding
User onboarding is something you’ll be doing time and time again, so it makes sense to create a clear process that can be assessed and improved upon.
Having a clear process can also help your onboarding to be more robust and flexible, because you’ll have a clear reference point for how and when to introduce new features into the scope of customer education.
This diagram nicely illustrates the cyclic model of new user onboarding:
Keep it simple
A common cause of customer churn is being overwhelmed by an overload of unfamiliar information, so much so that it becomes more logical for them to look for a different solution that’s much simpler.
Making things skippable, and giving users the option to return to complex flows at a later point will also do wonders to reduce churn and frustration.
No need for onboarding to sit on your engineering backlog
There are many no-code or low-code solutions that help you offload work from your engineering team. Intercom or Customer.io for emails, Mixpanel or Heap for analytics, Zendesk or oLark for live chat, Readme.io or Help Scout for documentation; the list goes on.
If you’re interested, you can see the full stack of user onboarding tools we use at Chameleon.
And, if you’re interested in designing and building targeted and personalized in-product flows, you can 🔨 click here to get started.
Here’s a quick demo:
After a one-time setup, you can do all of this with zero technical knowledge - no need for onboarding to sit in an engineering backlog anymore 🎉