Each section has examples woven throughout so you can see exactly what works, or what doesn\u2019t, for brands and their digital onboarding. Now, let\u2019s get started.<\/p>\n\n\n\n
What is onboarding?<\/h2>\n\n\n\n
As an experienced digital professional, you probably notice how often you\u2019re being \u2018onboarded.\u2019 Like us, you likely browse the online or in-app experiences of other brands to see what their user experience is like. <\/p>\n\n\n\n
Onboarding is an action that incorporates a new employee into an organization or familiarizes a new user with a product or service. We\u2019ll be focusing on the second half of the definition, specifically the experience that improves a user\u2019s SUCCESS with the product or service. This is common at the first moments of using a tool, especially with SaaS products and applications.<\/p>\n\n\n\n
Here is an example of an onboarding experience from Money Coach, a financial health and well-being app. Pictured below, the tool starts an open dialogue with users during onboarding so that later on they can create a more personalized experience<\/a>. <\/p>\n\n\n\n Ultimately, the goal of user onboarding is to support<\/a> the bigger business objective of increasing user retention and reducing churn. <\/p>\n\n\n\n Or<\/a>iginal Graphic Source<\/a><\/p>\n\n\n\n Ideally, the happy path to retention follows along the green line in the flow above. The relationship between customers and products or services remains positive. <\/p>\n\n\n\n Users see the initial value and that value grows over time and usage. The loyalty that stems from this positive experience then leads to product growth, functionality, and of course, revenue. The churn turning point, however, happens when users don\u2019t initially see the value in a product or service. <\/p>\n\n\n\n Simply put, great user onboarding flows are the key to keeping your customers from turning down one of the yellow or red lines. Here are a few data points to illustrate the importance of user onboarding. <\/p>\n\n\n\n The early indicators of churn are specific from business to business. However, they are translated into onboarding health metrics (measurable actions taken by active users, tied directly to retention).<\/p>\n\n\n\n An online publication like The Washington Post might use leading indicators to measure the “health” of their customer relationships, or whether or not their customers are integrating, or finding value from their services.<\/p>\n\n\n\n![\"Money](\"https:\/\/thegood.com\/wp-content\/uploads\/image8-10-1024x546.png\")
<\/figure><\/div>\n\n\n\nWhy exactly onboarding is important?<\/h2>\n\n\n\n
![\"user](\"https:\/\/thegood.com\/wp-content\/uploads\/image7-17-e1633015381652-1024x532.png\")
<\/figure><\/div>\n\n\n\n![\"The](\"https:\/\/thegood.com\/wp-content\/uploads\/image-208-1024x385.png\")
<\/figure><\/div>\n\n\n\nHow to measure the success of user onboarding<\/h3>\n\n\n\n
![\"\"](\"https:\/\/thegood.com\/wp-content\/uploads\/image21-2-1024x596.png\")
<\/figure><\/div>\n\n\n\n![\"canva](\"https:\/\/thegood.com\/wp-content\/uploads\/image19-2.png\")
<\/figure><\/div>\n\n\n\n![\"canva](\"https:\/\/thegood.com\/wp-content\/uploads\/image10-9-1024x587.png\")
<\/figure><\/div>\n\n\n\n![\"flow](\"https:\/\/thegood.com\/wp-content\/uploads\/image14-3.png\")
<\/figure><\/div>\n\n\n\n![\"telegraph](\"https:\/\/thegood.com\/wp-content\/uploads\/image9-13-1024x560.png\")
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