Why product onboarding is more important than you think and how to optimise it for higher user retention

Not only is user onboarding a crucial step of your product’s lifecycle, but it’s also a form of art which requires a thorough understanding of your users that goes beyond the user journey and key features. You might be thinking: “Why is it so important?” The answer is this: because every single detail of your user onboarding can determine whether a user will continue to use your product or drop it. This is why it is crucial to observe user sessions and closely analyse how users interact with your product using tools such as Hotjar, Mixpanel or Amplitude (I have a slight preference for Mixpanel). By leveraging these insights, you will be able to adjust and optimise user experience in a way that better caters to your users’ needs and ultimately maximises user retention.

Part 1: Initial Onboarding

Clearly present key features

When welcoming a new user, it’s crucial that you show them in a very clear manner what they can do in your app. Full transparency helps to reduce confusion and increase engagement from the get-go. For example, in a video editing app, it would be a good idea to highlight key features such as “Import video”, “Add effects” or “Export your project.”

Quick profile creation

Ask users to create their profile by collecting essential data from the outset. This could include personal preferences, interests or demographics to personalise user experience. For example, a music app that asks users to select their preferred genres might suggest a tailored playlist on first use of the app.

Practical examples

1. LinkedIn makes it easy to quickly set up a profile and import contacts in just a few steps, thus speeding up user onboarding and engagement.
2. Dropbox offers a guided mini-tour following profile creation to show users how to upload and share their files.

Part 2: Continuous Onboarding

Product Tours

Incorporating product tours, like those used by Slack, can greatly help users understand how to navigate the app. These guided tours can be activated at any given moment in the help/support section and are particularly useful when introducing new features.

Feature-specific Onboarding

Make sure that every key feature in your app has its own mini-onboarding. For example, if your product has a live chat, offer a quick tutorial the first time the user navigates it. You can also highlight new features and better guide your users through them using overlays.

Using a Bot

A bot can be a great way to guide users through complex features. Let’s look at Trello for example, where a bot guides users through the app explaining how to create tables and cards on first use.

Practical examples

1. Canva uses pop-ups and mini-tours to show how to use specific design tools when creating a new project.
2. Airbnb offers personalised onboardings based on the type of account (host or guest), with specific guides explaining how to list a rental or book accommodation.

Conclusion

Onboarding is an essential step in ensuring a good experience for your users and to maximise retention. Properly welcoming new users with an initial onboarding is great, but it’s not enough: you must continuously optimise and iterate onboarding experiences. Regular user testing and feedback sessions will help you understand what works, what doesn’t and what needs to be improved. By putting in the effort, you will be able to perfect your product and keep your users engaged in the long run.