User onboarding is broken

User onboarding is broken

Hey there, and welcome to the 7th edition of the "It Depends" newsletter.

If you're new here, every week we explore topics around Product, Growth and Startups. This week I've been thinking about user onboarding and what we're trying to do during this process...

let's go ??



Onboarding

Many SaaS companies get user onboarding wrong.

They flood their users with tutorials and guided flows explaining every part of the product.

"Here's what this does... And click here to open this... and..."

This feels extra, pointless, and in the way.


That's because user onboarding is not really about helping your users become better at using your product.

Your users are there to achieve something. Whether that's to be more productive and work with people ( Slack ), Manage complex work ( Asana ) or Edit a video quickly ( Descript ).

The end goal of user onboarding is to help people become better at what your product helps them to do.

Your product is just the tool to get them there.


It's not about your product, but about how your product helps them in what they're trying to do.

Subtle difference, but very important.


So, with this in mind here are a few ideas to consider for your onboarding:

  1. Help people become better at what your product enables them to do. Show them the better way to achieve what they are there for. Why is your product really great at doing this? Show them how simple it is.
  2. Get them to their first win as quickly as possible. Achieve something quickly. Get them to an outcome.
  3. Show them value and celebrate success early and often. I don't see this happening often, but we should be celebrating more user flow... "Great stuff! That's your first support ticket closed".


This way, they will get the obvious benefits that you're giving them and how you're making their life better.

And this leads to better Retention, Renewals, Growth, and eventually word-of-mouth, testimonials and increased CLV.

All things which we'd like to see more of!


Help users become better at their job not at using your tool.



Just for fun and some stuff to click on

???Back to listening to Polyphia this week.

?? Reading How to kickstart and scale a consumer business.

???Ahsoka's first 2 episodes are going to be released today!

?? Super proud of the?Onex?team for closing a $1.2m funding round! I've been working with them as an Advisor. Read more about it

?? I'm mentoring at the?PitchBlack startup competition. Top Prize of €110k in services. Aug 28th is the deadline to apply.



Content recap

Some content from the past few days.


Growth is the result of a great product, not the precursor. Before going all-in on scaling your product and team, make sure you've got something people actually want. Continue reading


Where do I start? This is one of those questions which often lands in my inbox. It is usually a variation of: "I have an idea for a product but I don't know how to code. Where do I start?" Continue reading


Carousel: 10 thoughts on Product Management. What I've learnt from 5 years mentoring PMs. Continue reading



Everything is urgent. Everything is important! That's one thing which startup founders often tell me that's constantly on their minds. And it's a difficult situation to be in... Continue reading




Your Value Proposition is at the intersection between what people care about and what's unique about you. It is what they are getting from you that is of value to them.??Continue reading



Work with me

Whenever you're ready, there are 3 ways I can help you:


  1. I advise startups on what to prioritise to drive Product Growth. In practice, I help SaaS, Tech and Mobile App companies define (1) What products to build, (2) How to build them and (3) How to get adoption. If you want to work with me, you can read more about it here?or send me a?DM.
  2. Work with me 1:1. For Founders and Product Managers who want hands-on and specific advice on their work or career.?Learn more?here.
  3. Follow me?on LinkedIn?for daily, actionable content on Product, Growth and Startups, and?subscribe?to this weekly newsletter for some more thoughts.

Send me a note?if there's anything else I might be able to help you with [email protected]




That's all for today. My inbox is open if I can help you.

speak soon ??

Matthew


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