Why is customer onboarding so important?
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.
If that isn’t enough for you to see value in the process, here are a few stats that prove the importance of onboarding.
- 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.
In other words, user onboarding is imperative to customer retention and, in turn, your business growth.
You wouldn’t build a campaign without first creating a strategy; otherwise, you run the risk of disjointed and ineffective marketing. The same is true for your customer onboarding program. You need a goal and a plan for how you’ll get there before you create anything that your customers will see.
Of course, you’ll refine this as you learn more about your customers, but you have to start with an objective in mind. As you build out your onboarding strategy, keep your objective specific to your product and customer base, and make sure it covers these three key retention goals:
- Get users to use your product more than once within the first week.
- Establish a pattern of usage.
- Make your product indispensable.
Some of the information that you gather about your customers during the marketing and sales processes will carry over into the initial stages of onboarding. Marrying the three will give you the best chance at providing an excellent customer onboarding experience.
Remember that while you have hundreds or more touchpoints with various prospects, each of your customers only has one impression of you. The more you can treat your customer interactions as a holistic experience, the better.
Customer Onboarding Best Practices
The following best practices will require information from every point of contact with your customers and will help you create a solid onboarding experience.
1. Understand your customer.
You should know your buyer persona in-and-out, which will naturally translate to knowing your customer. Make it a point to understand each unique obstacle, pain point, and challenge that your customer faces, as well as their ideal solutions and outcome. This information will help you tailor their onboarding experience and goals.
2. Set clear expectations.
Before purchasing your product, your customer should know what to expect. Your sales process should lay out the qualifying factors for using the product. This practice should carry into the onboarding process as you reiterate the value that your product provides to your customers and prepare them for potential setbacks or sticky points. That way when they hit a snag, they’ll be better prepared for it and not give up so quickly.
3. Show value.
Before your new customer can get excited about your product, you need to reemphasize the value it will provide for their unique case. Give them specific examples of how your product will address their pain points. You should include a personalized touch here. A kickoff call, specialized training, or documentation would be valuable here.
4. Stay in constant communication.
After your initial welcome message, continue using email throughout the onboarding process to complement any in-app tutorials and guides. At this point, email is probably your customer’s most frequented communication medium. Once your product becomes indispensable, you can count on them signing in on their own to view in-app notifications.
5. Create customer-centric goals.
Your customer’s goals and metrics will be unique to their situation. Allow them to define success, then help them create measurable milestones to get there with benchmarks to hit along the way.
6. Seek to impress.
Your goal with every interaction is to create the same positive experience that made your customers sign up for your product in the first place. Aim to deliver a stellar performance that your customers will rave about and share with others.
7. Measure your success.
Onboarding benefits your customer and your business. Gather customer feedback, identify friction points, and track key metrics so you know what’s working and where to improve.
Useful Customer Onboarding Tips
In addition to best practices, there are a few things that will make your onboarding practice a positive experience for your customers.
- Make it a personalized experience. Each customer has a unique set of concerns. The more you can tailor your solution to their needs, the easier it will be to achieve wins — and loyal customers.
- Break everything down. Disseminate information slowly and selectively. Only ask a new user to accomplish one task at a time and provide clear instructions on how to do it.
- Be with your customers every step of the way. Be available to your customers if they get stuck or have trouble. If you can, dedicate a number of customer service or success representatives to new customers. It will make their onboarding experience better and allow you to see where your process falls short.
- Celebrate the small wins. Acknowledge every milestone along the path to customer-defined success to encourage a continued relationship.
The point of onboarding is to help new users get acquainted with all the features of your product. The flow of your onboarding process will depend on each user’s specific needs — you can't force a new user to watch your welcome video, for example, but they should be able to access it when they’re ready.
Your objective is to empower your customer by providing them with all the resources to onboard autonomously. That means your process requires certain features to guide customers from setup to realizing their first win.
1. Welcome Email
Your first correspondence with your new customer needs to be a positive one. Congratulate them on their new purchase. Thank them for choosing you over the other options and let them know how excited you are to have them on board.
Here’s a template you can use for your welcome email:
Hi [first name],
Congratulations! Welcome to Emailsaurus.
While we’re thrilled to have you onboard, we’re even more excited to help you reach your goals. We can’t wait to help you build your first email campaign (really!).
Sign in to pick your favorite email template and start sending emails today!
If you need help, don’t worry. We’ll walk you through every step.
[Sign In Now]
To Your Email Goals,
Christina at Emailsaurus
2. Greeting Message
Different than a welcome email, a greeting message is an in-app welcome message that greets users on their first login and encourages them to take the first step in setting up their account. It's best practice to ask the user to do only one thing (i.e. change their password or turn on email notifications), and should include a video to guide them.
3. Product Setup
Create a guided tutorial or setup wizard to take your customers through the setup process, step-by-step. Make this tutorial short and optional. Use cases for guided setup are when there are multiple steps or when steps need to be taken in a particular order.
4. Empty States
When a customer first enters their portal, there will be features without any data. Fill these empty states with educational and actionable content to explain what the feature is, demonstrate its value, and encourage them to start using it.
An example might be an in-app scheduler with the copy “Schedule meetings with your team in seconds.” Or, an autoresponder feature that reads “Build email sequences to send to your audience with the click of a button.”
Here’s a great example from Asana:
5. Feature Callouts
Use a tip banner that guides users around the product and calls out any important features that they should know about. The banners serve as an introduction, not a substitute for an actual tutorial.
6. Interactive Walk-Through
The most important part of the onboarding experience is teaching your customers how to use and get value from your product. The best way for customers to learn is to let them use the product themselves and learn by doing.
An interactive walkthrough will be similar to your feature callouts, except they will appear as the user completes one task to show them how to accomplish the next one. So, make sure to create contextual tips that teach a user how to complete a task.
7. Knowledge Base
A knowledge base or resource section is an ideal solution for frequently asked questions and allows users to solve their problems quickly and autonomously. A chatbot is another great option since it provides a personalized touch and helps users solve their problems without them having to search your website for an answer.
Although check-ins are more like a best practice than a step, they should be a feature of your onboarding process. Your new customers should feel like you care about their progress. Constantly check in to see where they’re getting stuck and how you can help them get more value from your product.
9. Mini Celebrations
Remember all those customer-centric milestones that you created? You want to celebrate those with your new customers and get them excited about being one step closer to their goals. You can do this with an in-app notification, a congratulatory email, or a quick call. Either way, the more they feel that you’re invested in their success, the more invested they will be in your solution.
By now, it’s clear that your customer onboarding process can take almost any direction.
Here are a few customer onboarding examples we admire that you absolutely should use for inspiration.
Slack ensures new users know exactly what to do to get started with the tool. They also provide live, animated links that teach you how to complete each task.
Duolingo provides an animated walk-through of their tool. They also provide a step-by-step onboarding process so new users don't get overwhelmed with a long to-do list.
Dropbox walks new users through a series of questions to better understand how they plan to use to tool. This process also personalizes the tool so new users can make the most of Dropbox from day one.
Onboarding isn’t just for your customers; it’s for the good of your business, too. That means, measuring your effectiveness is an important part of your process.
Here are the key customer onboarding metrics to keep an eye on.
- Churn Rate
One of the main goals of customer onboarding it to decrease customer churn rate, that is the rate of customers that discontinue their relationship with a company. The more indispensable you can make your product, the lower your churn rate will be.
- Customer Lifetime Value (LTV)
LTV is the amount of profit that you can project from any new customer. This metric is impacted by many things, one being the length of the relationship. The longer a customer stays with you, the higher their LTV.
- Retention Metrics
You should measure retention within time periods to give you an idea of why customers churn. If you lose most of your customers during the first week of onboarding, you may consider tweaking your welcome messages and enticing new users to sign on quicker.
- Net Promoter Score® (NPS)
Your NPS gauges customer loyalty by how likely your customers would be to recommend your service to another person. Consequently, it’s the customer feedback survey that is most closely correlated with revenue because very few things will impact your business like a customer referral.
Hopefully, you’ll have hundreds of customers to onboard. If that’s the case — or if you plan on that being the case in the future — you’ll want to create a streamlined process.
This checklist will ensure that you don’t forget anything as you welcome new customers onboard.
- Create an automated welcome email that triggers when a new user signs up.
- Schedule a follow-up email to invite your new customer to login to the software that triggers after two days of inactivity.
- Build a greeting message for the initial login that includes a CTA to the first step.
- Design feature callouts that pop up when a user enters the app for the first time.
- Create content for all of your empty states.
- Build a knowledge base with answers to FAQs, and update it frequently.
- Schedule tasks for regular check-in calls or emails with your new customer.
- Trigger a celebratory notification to go off once a client hits a milestone.
When it comes to your customer onboarding strategy, start with the end in mind.
Customer Onboarding Helps You Grow Better
Customer onboarding doesn’t begin when someone purchases your product. It starts the very first time that a prospect comes in contact with your brand. Every encounter is an opportunity to gather the information that will help you create an effective onboarding experience. So, it’s important to build a seamless experience between every touchpoint.
Take the time to align with your marketing, sales, and service teams, always keeping the customer at the center of your efforts.
Net Promoter, Net Promoter System, Net Promoter Score, NPS and the NPS-related emoticons are registered trademarks of Bain & Company, Inc., Fred Reichheld and Satmetrix Systems, Inc.
Editor's note: This post was originally published in June 2018 and has been updated for comprehensiveness.
Originally published Oct 1, 2019 8:03:00 PM, updated October 03 2019