A customer told me our onboarding was too confusing so I cut 3 steps out and nobody even noticed

They said the welcome email had too many links and after removing the demo scheduling and PDF guide our completion rate went up by 15 percent, has anyone else gotten feedback that forced you to simplify something you thought was important?

3 comments

3 Comments

price.ben14d ago

Exactly. People overvalue their own processes all the time. You thought those steps were critical but they were just clutter. Customers vote with their actions not their words and 15 percent is a huge signal. Most onboarding flows exist to make the company feel organized not to help the user actually get started. Cut more. If nobody screams about it then it wasn't needed. That email was probably still too long anyway.

drewr1514d ago

That 15 percent drop stat really hit me. I used to think every single step in an onboarding flow was essential, like you had to have all those verification emails and welcome sequences. But @price.ben is right, if people are bouncing after an email then the email itself is probably the problem. I actually audited my own onboarding after reading this thread and cut a confirmation step I was sure was necessary. Nobody noticed, nobody complained. It made me realize how much of our process is just us being scared to let go of control rather than actually helping the user get started.

shane_park928d ago

Moving company rule of thumb: if nobody notices you took something away, it was never doing anything useful in the first place. I'd bet that confirmation step was just digital dust collecting clicks.