A Deep Dive into Onboarding Flow Redesign Analysis - Issue 156
A complete redesign of the user onboarding flow. Steps, metrics, and learnings.
Let's say the product team you support is working to re-design the onboarding flow. You are responsible to monitor, analyze, and report on the new flow performance and potential Top of Funnel lift (that there hopefully will be).
Many analysts think that onboarding analysis is easy.
It used to be easy when it was just on the web. Now with the flexibility of paywall positioning, GDPR screens, and personalized recommendations, onboarding optimizations have become more and more challenging to analyze.
Today I will share an example of a mobile onboarding flow redesign and will walk you through the process, analysis, and caveats of user onboarding.
A well-optimized onboarding flow is a rare art. It is a thin balance between getting all the necessary data about users, using the smallest number of steps, complying with privacy, and maximizing conversions.
Take advice from famed product growth hobbyists with a grain of salt
“It's an old myth that you should oversimplify your onboarding to reach high activation rates. In reality, only super low intent customers that would have never activated in the first place drop off (3 screen/9 question onboarding has no more than 10% drop-off rate).” - Elena Verna.
No, it's not. Data from a lot of case studies points otherwise (here is one - The 8 best user onboarding examples from analyzing 150+ companies, but there is so much data on this out there). Even if we ignore the data, how about winbacks, the pool of opportunity, Adjacent users, or simple CAC?
What is a good onboarding rate?
Keep reading with a 7-day free trial
Subscribe to Data Analysis Journal to keep reading this post and get 7 days of free access to the full post archives.