Onboarding is a tough topic in SaaS. You want your users to succeed on your product, but you don’t want to pester them nor create friction between signing up and achieving their goals. Today, we’re going to delve into five stellar customer onboarding tools that can benefit your product depending on your goals.
The first thing to realize about customer onboarding is that you cannot just copy and paste a strategy of another app. Not only is the other app likely still tinkering with their onboarding process, but other SaaS apps have different (a) users, (b) buyers, (c) points of friction, (d) sales cycles/pricing models, and (e) end states.
For instance, imagine Suzy, who runs a security enablement product with a 6-month sales cycle. She likely wants onboarding to be form-fitted around the goals that the customer expressed during the sales cycle. Contrarily, imagine Mark who runs a productivity tool. His product isn’t gated—allowing open sign-ups. He wants onboarding to first focus on educating customers on the product.
Different goals mean different tools. Your takeaway from this list shouldn’t be to implement all of these but to pick and choose tools that fit your onboarding goals.
What is customer onboarding?
Customer onboarding, not to be confused with employee onboarding, is the process of engaging and acquainting users with your product. While your users may have some idea of what your product does, they will still have to:
Why is customer onboarding important?
You’ve probably heard the term first impressions matter. This couldn’t be more true when it comes to SaaS products; your customer onboarding experience will greatly impact the likelihood of a user understanding the value of your product and adopting it rather than churning.
Customer onboarding is rarely a challenge you want to tackle alone. Thousands of SaaS platforms have been created, and few of these teams build everything involved with their customer onboarding process fully in-house.
Before we go through different types of customer onboarding tools, it is worth discussing common features. After all, plenty of customer onboarding tools overlap, and sometimes the ideal software stack means permitting some overlap as long as your core needs are met.
Common features include.
Here are six types of customer onboarding tools.
1. In-App Tooltips & Tours—Appcues
Appcues is one of the industry leaders for in-app tooltips and tours. Using Appcues, you can create:
Competitors to Appcues include Pendo, WalkMe, Userpilot, and UserGuiding. Pendo notably has a free tier and a Resource Center product (comparable to the fifth entry later on this list). WalkMe tends to serve more enterprise customers, and Userpilot focuses on small to medium-sized businesses.
One of the shortcomings of In-App Tooltips & Tours is users feeling infantilized. It’s believed that over 50% of users skip onboarding tours altogether—not because they don’t need assistance, but because they’ve built the muscle memory to skip tours they typically find unhelpful.
Additionally, Modals can frustrate users and create extra product friction. However, one strategy to minimize negative reactions to onboarding UI is to give users a choice—take the tour or learn the product self-serve. A number of CommandBar customers utilize this philosophy; either, users go through a tour-like experience, or they utilize the CommandBar widget to search for features or help on-demand.
2. User Behavior Analytics—FullStory
FullStory, the leader in session replay, enables teams to watch user sessions akin to a screen recording. FullStory, which minimally impacts your product’s performance, can help you determine if onboarding strategies are working and what hidden, tucked-away features may need more bespoke hand-holding.
Competitors to Fullstory include Posthog, Logrocket, Mixpanel and Hotjar. FullStory is most likely going to end up being the most expensive solution for most SMBs. Posthog is notably open-source (and free-tier friendly) and, alongside Mixpanel and Hotjar, has wider analytics features. Logrocket meanwhile shares territory with developer tools to catch live errors and may be ideal for dev-focused companies.
However FullStory, in particular, pioneered rage-clicking detection. With rage-clicking detection, you locate places in your product where your user expressed frustration—either due to a bug or the product not behaving how they expected it to behave.
One downside of products like FullStory is they may over-promise insights. Technically, having a log of every user experience is incredibly valuable; however, teams often don’t have the time to review user interactions. As a result, it’s important to define Feature Adoption Funnels and Product Adoption Funnels to filter for the important session to scrutinize.
3. Video Onboarding—Wistia
Wistia is a leader in video onboarding platforms. These are tools designed to enable you to embed short and visual tutorials in your product to show-and-tell users towards product success. Video onboarding is an exceptional choice if your product generally needs a person to walk through your users, but you cannot justify a person for every user synchronously.
Wistia will enable you to embed videos in your product and track if those videos are seeing engagement from users.
Competitors to Wistia include Loom, Vimeo, and Vidyard. Loom is a more general-purpose tool with a built-in Desktop and Browser app to make recording videos easy. Vidyard tends to be more popular from a sales angle, and Vimeo is fantastic if video UHD quality matters.
One downside of video onboarding is that they technically take more time than textual search. Some users will be turned off by video onboarding modals and skip around the video or dismiss the modal altogether. A way to mitigate this is to break video onboarding into focused, shorter videos by topic feature.
Breaking up a catalog of existing content can be very time-consuming though. One strategy that has seen success among CommandBar customers is letting users search through video transcripts and allowing them to start watching at the timestamp that matches their search. Kind of like how Google will show you the “relevant clip” of a YouTube video in response to a search.
4. Email Onboarding—Customer.io
Customer.io is a leader in user engagement over email. Commonly conflated with cold-email sales tools like Outreach or Salesloft, Customer.io is laser-focused on engaging your existing users with email sequences that story-tell about features and actions they can take in your tool.
Competitors to Customer.io include Mailchimp and Drip. Mailchimp is an older brand that is focused on designer emails with heavy visuals and styling than short and note-like reminders. Drip, meanwhile, has mostly had success in e-commerce, plugging into platforms like Shopify.
Practically speaking, tools like Customer.io enable you to remind your users of your product by nudging them to return in each email. However, a problem with products like Customer.io is that they can annoy users that don’t believe the emailed content is genuinely useful. Some users are conditioned to ignore product engagement emails altogether because they’ve had poor experiences with them.
5. Help Desk Tooling—Zendesk
Zendesk is the leader in Help Desk tooling. Help Desk platforms help you create a Help Center which is a searchable place to answer user questions. Help Desk tooling is necessary for self-serve products because users will have questions even if the answer might seem plainly obvious to the team building the product. That’s more or less a law of building software in general—never overestimate your user’s ability to achieve the obvious.
Competitors to Zendesk include Help Scout and Intercom’s Support product. Zendesk is an enormous product and is great for companies that want to grow into their product suite. For businesses that just want help desk tooling, Help Scout’s pricing and focus may be a better match. Alternatively, if you use Intercom’s Engage product, Intercom’s Support product may be ideal.
One of the shortcomings of Help Desk software is that your product’s vocabulary may differ from the user’s. For instance, a user may be looking to learn how to archive a product; however, if your product refers to archiving as soft deleting, they may never locate the article. This is why CommandBar built a synonym-match feature to enable searching Zendesk and other help suites.
6. Search Bar Enabled Tools—CommandBar
One of the fundamental issues plaguing customer onboarding software is the risk of annoying or infantilizing the user. Users don’t typically like being told what to do. CommandBar fixes that by making onboarding user-driven. Users type queries or terms into the CommandBar widget, a command palette, which naturally surfaces features that may be relevant to them. We call this user pull.
CommandBar’s immediate benefits include:
CommandBar believes in a balanced pull and push approach. CommandBar wants to encourage users to search for things, thus pulling them into onboarding as opposed to forcing them in certain directions. Pairing CommandBar with a tour-based platform like Appcues is a powerful combo — users can trigger Appcues flows from CommandBar themselves, and your product can still trigger Appcues flows automatically in situations where you feel the invasiveness is warranted. CommandBar also has a lightweight nudges feature that lets you push actions and help content.
Customer onboarding tools are an integral part of building a strong customer onboarding strategy. With the correct goals in mind, you can build a strong stack for encouraging customers towards happy paths and ideal levels of engagement. Every business has different users, with different user intent, and you want to create the customer onboarding strategy that works best for your user’s needs.