B2B SaaS Product Onboarding Mistakes and How To Fix Them Most people stop using a product NOT because it isn’t useful or doesn’t have the capability to solve their problems. They stop because it takes a lot of effort for them to get used to it. So, the answer to what is the best onboarding practice isn’t always so straightforward. No matter how good a product you’ve made, if it takes ages to get used to it, it will not work for the customer & you will fail your mission. In the presentation below we cover 10+ of the most common onboarding mistakes with B2B SaaS products that we’ve witnessed from our 60 reviews. Work with us to understand why your visitors aren’t signing up for a free trial or converting to paying customers. We record personalized videos identifying your B2B SaaS' onboarding killers and tell you how to fix them for only $129 per review. Find out more here: https://www.theproductonboarders.com/

1. 10+ Product Onboarding
Mistakes & How To Fix Them
By Mark Colgan
Co-Founder - TheProductOnboarders.com

2. About Us
The Product Onboarders helps
B2B SaaS companies increase
visitor to free trial conversion rates
and convert more trial users to
customers through product
onboarding optimisations.
For $129 we record a video review
of the following:
● Home and pricing page
● Signup process
● First-run experience
● Onboarding emails

3. Why focus on onboarding?
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.
● 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.

4. 10+ Product Onboarding
Mistakes & How To Fix Them
From 50+ Product Onboarding Reviews

5. #1
Unclear UVP
Step back from your business and
ask yourself if your Unique Value
Proposition would make sense to a
stranger (that’s who your visitors
are)
A UVP should answer:
1. What it is?
2. Who its for?
3. Why they should care?
You don’t have to create a
category….keep it simple.

6. #2
Inconsistent CTA’s
Ensure that the Calls To Actions on
your website are consistent.
If the goal is to start a free trial,
then that should be the main CTA.
Secondary CTA’s are ok and often
useful for people who are higher in
the buyer's journey.

7. #3
Painful Forms
Only collect the form fields you
need at this stage.
The less form fields, the easier it is
for a user to sign up.

8. #4
Credit Card?
If your trial requires a credit card,
say this up front.
Remove the anxiety & hesitation
for the user and do not surprise
them with a credit card field on the
signup form.

9. #5
Delayed Verification
Delayed verification is hybrid of no
verification and login after verification
methods.
With delayed verification, users are
required to sign up but are allowed to
access or test the app immediately.
Then verify their email after.
40-60% of users who sign up for a
free trial of your software or SaaS
application will use it once and never
come back (Intercom).

10. #6
No Personalization
During the onboarding process you
should segment users based on
their persona’s or objectives, by
asking questions.
Then use this information to
personalise the first run experience
for them using this information.
This makes the onboarding more
relevant to each user and shortens
their time to value.

11. #7
How Am I Doing?
Not sharing the progress through
the onboarding experience can
leave users confused or unsure of
their progress.
Let them know how they are doing.
Use checklists and progress bars
for added gamification.

12. #8
What Now?
When your product requires data
from the user (which might take
time or additional dev support)
then show demo data.
This helps the user see how your
product will look once their data is
in there.
Templates or example content can
also help.

13. #9
Over Reliance on Text
Don’t make users read too much
text or watch too many videos to
use your product.
Use product tours or tool tips to
guide them through the tasks.
Different people consume content
in different ways, so use different
formats (video, text, guides, demo
etc).

14. #10
Impersonal Emails
If your user has signed up, you’ll
likely have collected their first
name.
Ensure you use this in onboarding
emails as well as sending the
emails from a team member, not
support@yourdomain.com.
Always allow replies to onboarding
emails to help users contact you
with questions.

15. #11
Behavioural Triggers
Not sending behavioural-based
triggers depending on the usage or
not usage of the product.
Use behavioural triggers to prompt
users to return to your product and
complete the necessary steps.
This is especially important if you
need your user to connect a third
party or invite a team member to
see value in your product.

16. #12
Free Trial Length
The length of time for free trial
should be as long as it needs to be
for a user to see value in the
product.
So make it longer if needs to be.
30 days is appropriate if there is a
lot to learn / takes a while to
experience value.
The longer the trial with high
activation can create a very sticky
product.

17. Thank You!
Book Your Review
theproductonboarders.com
For $129 we record a video review of the
following:
● Home and pricing page
● Signup process
● First-run experience
● Onboarding emails
Connect with me:
LinkedIn: Mark Colgan
Email: mark@theproductonboarders.com

18. Book Your Product
Onboarding Review
Convert more visitors into happy users.
We’ll identify your SaaS onboarding killers
and tell you how to fix them for just $129.