Creating Effective Onboarding For E-commerce Users

When I was head of growth, our team reached 40% activation rates, and onboarded hundreds of thousands of new users. Without knowing it, we discovered a framework. Here are the 6 steps we followed. 1. Define value: Successful onboarding is typically judged by new user activation rates. But what is activation? The moment users receive value. Reaching it should lead to higher retention & conversion to paid plans. First define it. Then get new users there. 2. Deliver value, quickly Revisit your flow and make sure it gets users to the activation moment fast. Remove unnecessary steps, complexity, and distractions along the way. Not sure how to start? Try reducing time (or steps) to activate by 50%. 3. Motivate users to action: Don't settle for simple. Look for sticking points in the user experience you can solve with microcopy, empty states, tours, email flows, etc. Then remind users what to do next with on-demand checklists, progress bars, & milestone celebrations. 4. Customize the experience: Ditch the one-size fits all approach. Learn about your different use cases. Then, create different product "recipes" to help users achieve their specific goals. 5. Start in the middle: Solve for the biggest user pain points stopping users from starting. Lean on customizable templates and pre-made playbooks to help people go 0-1 faster. 6. Build momentum pre-signup: Create ways for website visitors to start interacting with the product - and building momentum, before they fill out any forms. This means that you'll deliver value sooner, and to more people. Keep it simple. Learn what's valuable to users. Then deliver value on their terms.

🧠 The Psychology Behind Successful Customer Onboarding A hard truth I've learned as a CS leader is that perfect features mean nothing if your onboarding fails. Another hard truth: Psychology matters more than process. You must focus on human behavior rather than just feature adoption. Here are my three principles to live by in onboarding: The Momentum Principle: We discovered that customers who achieve value in the first 48 hours are 3x more likely to become long-term advocates. So we redesigned our onboarding to focus on quick wins before complex features. By breaking down the journey into smaller, achievable milestones, we create a pattern of success that builds confidence and momentum. The Ownership Effect: When customers invest time in customizing their setup, they're significantly more likely to stick around. We now encourage early personalization through guided setup sessions. Rather than doing it for them, we coach customers through the process. This has increased product stickiness by 47% and reduced early-stage churn by 34%. The Contextual Learning Framework: We stopped treating onboarding as a linear checklist. Instead, we now adapt the journey based on user behavior and role. Our data shows that contextual learning – delivering guidance at the moment of need – increases feature adoption by 68% compared to traditional training methods. The results speak volumes: Time-to-value was reduced from 45 days to 15 and adoption rates increased by 56%. Successful onboarding is about building confidence and creating habits. Every friction point isn't just a technical issue; it's a psychological barrier waiting to be understood and removed. Are you designing your onboarding for features or humans? #CustomerSuccess #SaaS #Onboarding #CustomerExperience

After 5 years helping 800+ companies streamline onboarding, here's the most underestimated way I’ve found to eliminate delays: Prescriptive playbooks. Most onboarding failures happen before customers even start using your product. We dump endless configuration options on them and ask them to figure out what they want. I know a software vendor in our space who gives a spreadsheet with 800 rows for their customers to fill, before they can “start” implementing. The result? Analysis paralysis, delayed launches, and frustrated users wondering if they're doing it "right”. Customers do sometimes blame themselves for these delays, but they’ll steer away from your software and software in your space if they have this experience Ever notice how many tools give you templates instead of a blank page? There's a reason for that. Smart companies use more prescriptive and preset configurations: For ex, Slack: Suggested channels and workflows This leverages two psychological principles: → People are more likely to use tools when they feel they've already started → Once started, momentum keeps them going Instead of asking "What do you want to set up?" start with, "Based on companies like yours, here's what we recommend." Map your customer types to proven configurations. Present these as the starting point. This approach eliminates decision fatigue, ensures customers benefit from your best practices, and de-risks launches with proven setups Your customers don't want infinite choices. They just want confidence that they're set up for success.