What is product-led onboarding?

There are two types of people. Those who read instruction manuals and those who don’t. Even if you belong to the former group, chances are, you learn better and faster by getting hands-on with whatever it is you’re trying to pick up. 

“Learning is experience. Everything else is just information.”

― Albert Einstein

The same goes for the people who use your product. Whether you’re launching something new or adding a feature, getting users engaged and seeing the value in your offering is half the battle. One way to go about that is through product-led onboarding. 

It’s an approach that prioritizes guided, interactive experiences over instructional guides and customer support, and it’s favored by some of the biggest tech brands out there. Why? Because it’s extremely effective. And let’s be honest, no-one likes instruction manuals. 

Ready to find out how you can get involved? Read on!  

What is product-led onboarding?

Product-led onboarding is about letting the product itself guide new users through their first experiences. Instead of relying heavily on customer support or detailed manuals, the product is designed to be intuitive enough for users to pick it up as they go along. 

This helps people quickly see the value of the product while they get to grips with it. It also means you don’t risk boring — or worse, losing them — with lengthy instruction guides. 

When it’s done well, companies can create a smoother onboarding journey that hooks users from those crucial first moments. 

Product-led onboarding vs product-led growth

Product-led onboarding is the process of familiarizing new users via welcoming, intuitive design. 

Product-led growth, on the other hand, is the broader strategy where the product itself drives user acquisition and retention. It’s about using the features of the product to spark organic growth and reach new audiences.

Together, they create a holistic experience where smooth onboarding propels users into a journey of unlocking further benefits, ultimately turning them into advocates for the product. 

Product-led onboarding

• Focuses on engaging new users from their first interaction with the product.
• Prioritizes user education and ease of use.
• Aims to boost initial user satisfaction and reduce time to value.
• Creates a personalized experience to address individual user needs.

Product-led growth

• Harnesses the product’s value to drive long-term user acquisition and retention.
• Relies on the product’s features to encourage organic reach and advocacy.
• Works on expanding the user base through existing customer networks.
• Involves iterative product improvements based on user feedback.

Common product-led onboarding approaches

Creating a product-led onboarding experience is all about helping new users feel comfortable and excited to explore. While these approaches differ, this goal is central. And remember, you can opt for one, two, or more approaches. 

Interactive tutorials

Who wants to read boring walk-throughs? Or even watch long-winded videos? 

Interactive tutorials walk users through key features step-by-step, letting them learn by doing. By breaking down complicated tasks into simpler bits, tutorials make it easier to understand the product, helping users feel confident as they explore, with no learning downtime. 

Personalized tours

Nothing says ‘welcome’ like a personalized tour. By customizing the onboarding experience based on user preferences or their industry, you can show off the features and tools that matter most to them. This has the added bonus of helping them quickly see the product’s value, while showing them you understand their needs. But remember — resist the urge to make that welcome long and lecture-like. Let users learn by doing.  

Progressive unlocking

Progressive unlocking is another great strategy. Instead of hitting new users with all the features at once, this approach introduces them gradually based on how they use the product. 

As users get used to the basics, they unlock more advanced features, which creates a sense of achievement and curiosity, encouraging them to explore further while preventing overwhelm. 

Checklists and milestones

Isn’t it satisfying to cross things off a to-do list? Checklists and milestones empower users as they navigate the onboarding process.

The visual list gives a clear path for users to follow, helping them measure their progress. Celebrating each milestone they hit can boost motivation and make the process more fun. 

In-app messaging and support

Well-timed in-app messages and easy access to support can be the cherry on the cake of your onboarding experience. 

Contextual tips and helpful notifications guide users as they discover new features, acting as gentle reminders. Plus, providing easy access to help — whether through chatbots, contact forms, or a real human — gives users peace of mind, letting them know that help is there if they need it.

Onboarding email triggers

Sending a welcome email right after users sign up sets an encouraging tone, helping people feel welcome and motivated to explore. 

Meanwhile, follow-up messages are a great way to spotlight features they haven’t discovered yet or share tips on how to get the most out of the product. This keeps users in the know and engaged.

Value onboarding

Have you ever uninstalled an app mere seconds after trying to use it? 

Value onboarding is about demonstrating the product’s benefits right from the start. This means showing users how you can solve their problems and make their lives easier while removing every roadblock that might get in the way of them seeing this (more on what those are later). 

Doing this right away helps users feel confident they made the right choice choosing your product, which boosts satisfaction, engagement, and loyalty. 

Community-driven onboarding

It’s nice to feel part of something bigger, whether that’s being part of a larger social movement or a niche group of insiders. Building a community around your product can improve the onboarding experience, boost loyalty, and improve engagement for the long-term. 

Creating forums or groups where new users can connect with more experienced people fosters a sense of belonging. It allows newcomers to ask questions, share experiences, and learn from others, which has the added benefit of taking the pressure off your customer care team. 

Product-led onboarding real-world examples (with tips you can steal)

Why reinvent the wheel? Take some pointers from some of the best in the biz. 

Case study: Duolingo

Duolingo, the popular language-learning app with a passive-aggressive mascot, is a standout example of product-led onboarding done well. 

From the moment users download the app, they’re ready to roll. After selecting their desired language, users are guided through a personalized learning plan tailored to their goals, like daily practice prompts, which remind them how just a little practice each day can help them achieve fluency. 

Duolingo’s onboarding is intuitive — it doesn’t overwhelm new users with excessive information or complicated tasks. Instead, it allows users to dive directly into language lessons, giving them instant access to the core value of the product. 

This hands-on approach, combined with elements like streak rewards and achievement badges, keeps users coming back for more. 

Key takeaway:

Let users experience the core value of your product right away. Focus on creating an engaging and interactive experience that’s easy to understand and motivates continued use with gamification and checklists. 

Case study: Spotify

Spotify, the popular music streaming app, captures users’ attention right from the start. After signing up, users get to choose their favorite artists, which helps Spotify tailor personalized playlists and music recommendations that resonate with each user’s unique taste. 

Without overwhelming newbies, Spotify offers glimpses into the app’s vast music library through curated playlists and personalized suggestions, improving the experience of discovering music right away. 

It also integrates features like artist follows and tour info, so users can enjoy a more immersive experience. The goal is to make every listener feel like their musical journey matters.

Key takeaway:

Focus on personalization right from the beginning. Let users tailor their experience based on their preferences, giving them immediate access to content that feels uniquely theirs. This approach not only increases engagement but also builds a strong emotional connection with the product, encouraging users to return and explore more.

How to create a flawless product-led user onboarding process

Take the guesswork out of it and follow these steps. 

Step 1: Make sign-up easy and friendly

When users first find your product, the sign-up process should be as smooth and simple as possible. 

Long forms and tricky tech can turn people off, making them feel frustrated or uneasy, which might mean they walk away. Here are some easy tips to create a warm, welcoming sign-up experience:

• Keep forms short: Only ask for what you really need at the start, like an email and password.
• Skip card details up front: Wait until users are engaged before asking for payment info.
• Use microcopy to build trust: Add reassuring notes about how you’ll protect their information and signpost them as they begin using the product. 
• Delay email verification: Why take users away from getting started? Let people explore your product without immediately demanding verification.
• Make it mobile-friendly: Make sure the sign-up page looks good and works well on phones.
• Load quickly: A fast sign-up will keep users from getting impatient.
• Use clear instructions: Write in simple language and guide users through the process smoothly.
• Avoid unnecessary questions: Don’t ask for personal info that seems intrusive — this helps build trust.
  

Step 2: Understand what users want to do 

This is about more than just the features. It’s about their goals and how they see your product helping them. Meeting these needs helps users see value right away, making them more likely to stay. Here’s how to do it well.

• Define user groups: Not every user has the same goal. Some might want advanced features, while others need basic help. Identify different user segments based on their backgrounds or goals, and tailor your product to fit them. For instance, new small business users might want simple graphs, while big company project managers might want in-depth analytics. 
• Ask questions (but only the essentials): Want to know what your users need? Just ask them! During onboarding, include a brief survey about their goals. Ask them about their goals, the main problem they’re solving, or which feature excites them. These questions give insights that shape the onboarding journey, helping users feel heard and cared for. 
• Refer to your user personas: Remember when you first started creating this product? You had an idea of your ideal customer, including what they want and need, and how they think. Keep this in mind as you plan your onboarding. 

Step 3: Move users to the “activation point”

You’ve simplified sign-up and know what users want. Now, guide them to hit the “activation point.” 

Activation is when users finally “get” your product. It’s vital because, without that realization, they won’t become paying users. 

Use checklists, tours, and flows to get them there. Once they see how your product meets their needs, they’re more likely to stick around and even convert into loyal users. Your goal isn’t just showing how it works — it’s showing why it’s a must-have in their lives.

• Use a checklist to guide key actions: A checklist is like a map. It shows users exactly what to do to get value from your product. For instance, in a project tool, you might include “create a project”, “invite teammates”, “set up tasks”, and “explore the dashboard” in your checklist. Each step nudges them closer to seeing the value.
• Create product tours: Interactive tours help users by showing, not just telling. When users first log in, guide them through the key features. In a design app, walk them through creating a project and saving it. Keep it short and sweet!
• Design flows that open value: Onboarding flows lead users to product value step by step. For a file-sharing app, start with uploading and sharing a file. Each small win shows off the product’s ease.
• Track and remind users gently: If users pause, nudge them back. Use app messages or emails to remind them of key tasks, like inviting a teammate. Encourage them to keep going at their pace.

Step 4: Fine-tune the rest of your user journey

Once users reach the magic “aha” moment, the journey continues. It’s time to make the rest even smoother, so they stick around and become loyal fans. Here’s how to do it:

• Segment users based on their progress: As users grow, their needs change. Some may start using basic tools, while others dive into advanced ones. Split users into groups based on their growth to offer a personal touch.
• Introduce more features gradually: When users are comfy with basics, show them more, bit by bit. Like with a marketing tool, after a user sends a first campaign, introduce A/B testing. This keeps them eager without overload. New features also give you an opportunity to keep the conversation going with update emails and notifications.
• Offer in-depth learning resources: Some users crave learning tools. Equip them with easy-to-find guides, videos, and webinars to explore features deeply. This boosts confidence and independence.
• Create triggers for re-engagement: Even active users might drift. Use gentle nudges, like emails or notifications, to remind them of features or share success stories. This keeps them in the loop and excited.
• Celebrate milestones and successes: Lift users’ spirits by celebrating achievements. Whether it’s finishing a project or mastering a new tool, little recognitions make them feel valued and motivated.
• Gather feedback and continuously improve: Always listen to what users say. Ask about challenges and new ideas. Their insights help you tweak the product, making it even better for them.
• Dive into the analytics to target friction: Use checklists for more advanced features.

Step 5: Optimize the experience 

Even with a great onboarding flow, your work isn’t over. Keep things fresh to boost user engagement and satisfaction. Regularly check how users interact, spot their issues, and refine them based on real feedback. The best onboarding evolves with user habits and product changes. Here’s how to keep improving:

• Run path analysis: Path analysis shows user journeys in your product. It highlights patterns and where users slow down. If users quit at a step, like sharing a project, dig in to smooth out that spot.
• Use micro surveys: Micro surveys are quick questions during key moments. Ask users, “How was this step for you?” or “Any improvements?” Short surveys get fast feedback, helping adjust onboarding effectively.
• A/B test different onboarding flows: Unsure about a new tweak? Try A/B testing. Compare different onboarding paths to see which boosts engagement and conversion. Testing gives insights based on user actions.
• Track key onboarding metrics: Keep tabs on time to activation, completion rates, and feature adoption. Metrics show progress and highlight where users get stuck, guiding where to simplify the process.
• Track time to activation: How long does it take users to reach the activation point? If it’s too long, you may need to simplify or speed up parts of the onboarding process.
• Check completion rates: Are users completing the onboarding flow, or are they dropping out at certain stages? This can help you pinpoint areas where users get stuck or lose interest.
• Examine feature adoption: Which features are users engaging with during onboarding? Are they exploring the core features that deliver the most value, or are they missing out on key tools?

Step 6: Continuously gather user feedback 

Users offer valuable insights. Beyond surveys, look for in-depth feedback through interviews and testing. Ask what helped and what wasn’t clear to make meaningful process tweaks.

Ask questions like:

• What did you find most helpful during onboarding?
• Were there any parts of the process that confused or frustrated you?
• What additional guidance would you have liked?

Product management tools make product-led onboarding a breeze

Product management tools make it easy to create a smooth, engaging onboarding experience. Gather feedback and adjust in real-time, so your onboarding can evolve as user needs and habits change. 

With Backlog, our own tool, you can easily translate feedback into tangible product updates via automated continuous delivery. By continuously refining your onboarding process with data-driven tweaks, you can keep the experience fresh and fun. With the right approach, onboarding becomes more than just a setup step — it becomes a memorable, confidence-building intro that shows users why your product is exactly what they need.