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Product-Led Onboarding

How to Turn New Users into Lifelong Customers

Wes Bush and Ramli John

ProductLed Press, 2021

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Onboarding – the critical early steps of a consumer’s relationship with a product – is often downplayed or rushed by impatient CEOs keen to hit the next stage without recognizing that users can’t get hooked on a product until they’re consistently using it. The onboarding experience needs to be thorough, accountable, and attentive to every detail. By not minding this essential, companies forfeit a crucial window of acquaintanceship that could seal a committed consumer relationship.

Summary

Improving user onboarding requires understanding what it is – and why it’s key to corporate growth.

When a person sees value in a product, it lights a flame that an energetic onboarding experience can fan into something lifelong. User onboarding is more than the first point of interaction with a product; it extends back to the “acquisition step,” when a product communicates its positioning and perceived value.

Onboarding doesn’t end when customers pay for a product but instead when it’s clear they intend to stay with the product.

Facilitating users’ perception, experience and adoption of a product’s value helps with long-term retention, revenue and profitability.

The milestones of onboarding success occur when a user first visualizes a product in the context of their situation, when they first experience a product’s value, and when they adopt the product as a necessary part of their life.

Retention increases a customer’s lifetime value and is significant for growing revenue.

Companies that provide a stimulating learning environment, nurture users’ growth and development, and always treat them with care, will create ...

About the Authors

Ramli John is a Toronto-based product growth marketer. As the content director at Appcues and former managing director at ProductLed, he has an extensive record of helping product-led businesses convert more of their free users into lifelong customers.

Product-Led Onboarding

How to Turn New Users into Lifelong Customers

Read or listen offline

Editorial Rating

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Summary

Improving user onboarding requires understanding what it is – and why it’s key to corporate growth.

Facilitating users’ perception, experience and adoption of a product’s value helps with long-term retention, revenue and profitability.

About the Authors

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