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10+ B2B SaaS Product Onboarding Mistakes & How To Fix Them - The Product Onboarders.pdf

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Mark Colgan
Mark Colgan

B2B SaaS Product Onboarding Mistakes and How To Fix Them Most people stop using a product NOT because it isn’t useful or doesn’t have the capability to solve their problems. They stop because it takes a lot of effort for them to get used to it. So, the answer to what is the best onboarding practice isn’t always so straightforward. No matter how good a product you’ve made, if it takes ages to get used to it, it will not work for the customer & you will fail your mission. In the presentation below we cover 10+ of the most common onboarding mistakes with B2B SaaS products that we’ve witnessed from our 60 reviews. Work with us to understand why your visitors aren’t signing up for a free trial or converting to paying customers. We record personalized videos identifying your B2B SaaS' onboarding killers and tell you how to fix them for only $129 per review. Find out more here: https://www.theproductonboarders.com/

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10+ Product Onboarding Mistakes & How To Fix Them By Mark Colgan Co-Founder - TheProductOnboarders.com
About Us The Product Onboarders helps B2B SaaS companies increase visitor to free trial conversion rates and convert more trial users to customers through product onboarding optimisations. For $129 we record a video review of the following: ● Home and pricing page ● Signup process ● First-run experience ● Onboarding emails
Why focus on onboarding? How you onboard your new customers sets the tone for your ongoing relationship with them. It also increases customer lifetime value (LTV), reduces churn, and turns new users into raving fans. ● You’ll lose 75% of your new users within the first week. ● 40 to 60% of free trial users will use your product once and never come back. ● More than two-thirds of SaaS companies experience churn rates greater than 5%. ● Most revenue comes from existing customers. ● Happy customers become your top referral sources. ● Customer retention lowers acquisition costs and increases revenue.
10+ Product Onboarding Mistakes & How To Fix Them From 50+ Product Onboarding Reviews
#1 Unclear UVP Step back from your business and ask yourself if your Unique Value Proposition would make sense to a stranger (that’s who your visitors are) A UVP should answer: 1. What it is? 2. Who its for? 3. Why they should care? You don’t have to create a category….keep it simple.
#2 Inconsistent CTA’s Ensure that the Calls To Actions on your website are consistent. If the goal is to start a free trial, then that should be the main CTA. Secondary CTA’s are ok and often useful for people who are higher in the buyer's journey.
#3 Painful Forms Only collect the form fields you need at this stage. The less form fields, the easier it is for a user to sign up.
#4 Credit Card? If your trial requires a credit card, say this up front. Remove the anxiety & hesitation for the user and do not surprise them with a credit card field on the signup form.
#5 Delayed Verification Delayed verification is hybrid of no verification and login after verification methods. With delayed verification, users are required to sign up but are allowed to access or test the app immediately. Then verify their email after. 40-60% of users who sign up for a free trial of your software or SaaS application will use it once and never come back (Intercom).
#6 No Personalization During the onboarding process you should segment users based on their persona’s or objectives, by asking questions. Then use this information to personalise the first run experience for them using this information. This makes the onboarding more relevant to each user and shortens their time to value.
#7 How Am I Doing? Not sharing the progress through the onboarding experience can leave users confused or unsure of their progress. Let them know how they are doing. Use checklists and progress bars for added gamification.
#8 What Now? When your product requires data from the user (which might take time or additional dev support) then show demo data. This helps the user see how your product will look once their data is in there. Templates or example content can also help.
#9 Over Reliance on Text Don’t make users read too much text or watch too many videos to use your product. Use product tours or tool tips to guide them through the tasks. Different people consume content in different ways, so use different formats (video, text, guides, demo etc).
#10 Impersonal Emails If your user has signed up, you’ll likely have collected their first name. Ensure you use this in onboarding emails as well as sending the emails from a team member, not support@yourdomain.com. Always allow replies to onboarding emails to help users contact you with questions.
#11 Behavioural Triggers Not sending behavioural-based triggers depending on the usage or not usage of the product. Use behavioural triggers to prompt users to return to your product and complete the necessary steps. This is especially important if you need your user to connect a third party or invite a team member to see value in your product.
#12 Free Trial Length The length of time for free trial should be as long as it needs to be for a user to see value in the product. So make it longer if needs to be. 30 days is appropriate if there is a lot to learn / takes a while to experience value. The longer the trial with high activation can create a very sticky product.
Thank You! Book Your Review theproductonboarders.com For $129 we record a video review of the following: ● Home and pricing page ● Signup process ● First-run experience ● Onboarding emails Connect with me: LinkedIn: Mark Colgan Email: mark@theproductonboarders.com
Book Your Product Onboarding Review Convert more visitors into happy users. We’ll identify your SaaS onboarding killers and tell you how to fix them for just $129.

More Related Content

10+ B2B SaaS Product Onboarding Mistakes & How To Fix Them - The Product Onboarders.pdf

  • 1. 10+ Product Onboarding Mistakes & How To Fix Them By Mark Colgan Co-Founder - TheProductOnboarders.com
  • 2. About Us The Product Onboarders helps B2B SaaS companies increase visitor to free trial conversion rates and convert more trial users to customers through product onboarding optimisations. For $129 we record a video review of the following: ● Home and pricing page ● Signup process ● First-run experience ● Onboarding emails
  • 3. Why focus on onboarding? How you onboard your new customers sets the tone for your ongoing relationship with them. It also increases customer lifetime value (LTV), reduces churn, and turns new users into raving fans. ● You’ll lose 75% of your new users within the first week. ● 40 to 60% of free trial users will use your product once and never come back. ● More than two-thirds of SaaS companies experience churn rates greater than 5%. ● Most revenue comes from existing customers. ● Happy customers become your top referral sources. ● Customer retention lowers acquisition costs and increases revenue.
  • 4. 10+ Product Onboarding Mistakes & How To Fix Them From 50+ Product Onboarding Reviews
  • 5. #1 Unclear UVP Step back from your business and ask yourself if your Unique Value Proposition would make sense to a stranger (that’s who your visitors are) A UVP should answer: 1. What it is? 2. Who its for? 3. Why they should care? You don’t have to create a category….keep it simple.
  • 6. #2 Inconsistent CTA’s Ensure that the Calls To Actions on your website are consistent. If the goal is to start a free trial, then that should be the main CTA. Secondary CTA’s are ok and often useful for people who are higher in the buyer's journey.
  • 7. #3 Painful Forms Only collect the form fields you need at this stage. The less form fields, the easier it is for a user to sign up.
  • 8. #4 Credit Card? If your trial requires a credit card, say this up front. Remove the anxiety & hesitation for the user and do not surprise them with a credit card field on the signup form.
  • 9. #5 Delayed Verification Delayed verification is hybrid of no verification and login after verification methods. With delayed verification, users are required to sign up but are allowed to access or test the app immediately. Then verify their email after. 40-60% of users who sign up for a free trial of your software or SaaS application will use it once and never come back (Intercom).
  • 10. #6 No Personalization During the onboarding process you should segment users based on their persona’s or objectives, by asking questions. Then use this information to personalise the first run experience for them using this information. This makes the onboarding more relevant to each user and shortens their time to value.
  • 11. #7 How Am I Doing? Not sharing the progress through the onboarding experience can leave users confused or unsure of their progress. Let them know how they are doing. Use checklists and progress bars for added gamification.
  • 12. #8 What Now? When your product requires data from the user (which might take time or additional dev support) then show demo data. This helps the user see how your product will look once their data is in there. Templates or example content can also help.
  • 13. #9 Over Reliance on Text Don’t make users read too much text or watch too many videos to use your product. Use product tours or tool tips to guide them through the tasks. Different people consume content in different ways, so use different formats (video, text, guides, demo etc).
  • 14. #10 Impersonal Emails If your user has signed up, you’ll likely have collected their first name. Ensure you use this in onboarding emails as well as sending the emails from a team member, not support@yourdomain.com. Always allow replies to onboarding emails to help users contact you with questions.
  • 15. #11 Behavioural Triggers Not sending behavioural-based triggers depending on the usage or not usage of the product. Use behavioural triggers to prompt users to return to your product and complete the necessary steps. This is especially important if you need your user to connect a third party or invite a team member to see value in your product.
  • 16. #12 Free Trial Length The length of time for free trial should be as long as it needs to be for a user to see value in the product. So make it longer if needs to be. 30 days is appropriate if there is a lot to learn / takes a while to experience value. The longer the trial with high activation can create a very sticky product.
  • 17. Thank You! Book Your Review theproductonboarders.com For $129 we record a video review of the following: ● Home and pricing page ● Signup process ● First-run experience ● Onboarding emails Connect with me: LinkedIn: Mark Colgan Email: mark@theproductonboarders.com
  • 18. Book Your Product Onboarding Review Convert more visitors into happy users. We’ll identify your SaaS onboarding killers and tell you how to fix them for just $129.