What questions do you ask users when trying to improve user onboarding from a product marketing perspective?

I'm a product marketing who has been tasked with helping to improve the onboarding experience from a product marketing point of view (emails, comms, in app messages. I have a list of new users that haven't returned to the platform and I'd love some thoughts, feedback, and insights from previous experience.

6 answers

Christy Roach

Senior Director, Portfolio & Engagement Product Marketing at Airtable • November 18

I truly believe the onboarding experience is the make or break moment for your product, especially for a self-serve user base. You could have the most incredible product in the world, but if it’s a pa

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Anna Wiggins

Sr. Director Product Marketing, Insights, Copy & Content at Bluevine • January 19

Optimizing onboarding becomes very important in a self-serve model because you don’t have the benefit of a sales team to guide prospects through sign-up and onboarding funnels. It’s great that you alr

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Vanta Head of PLG Product Marketing, Madison Leonard

on Self Serve Product Marketing

Klaviyo Senior Director of Product Marketing, Jenna Crane

on Self-Serve Product Marketing

Atlassian Former Head of Product Marketing, New Products & Solutions, Claire Maynard

on Self Serve Product Marketing

Kacy Boone

Head of Growth Marketing at Clockwise • July 30

Oh, I love this question! I’ve been tasked to overhaul many onboarding programs and customer insights are integral to my approach. I believe the best insights are validated through multiple sources so

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Madison Leonard 🕶

Product Marketing & Growth Advisor at | Formerly ClickUp, Vanta, DreamWorks Animation • December 8

Think of onboarding as a path towards value. Product marketing, growth, and product should all work together to make the time to value as short as possible. The end goal is always to get the user "act

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Daniel Palay

Head Of Product Marketing at 3Gtms • March 10

Important question: Are your "users" also your "buyers" or are the two separate? If they are not, then there are a few things you will want to do before you ever begin soliciting and analyzing feedbac

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Pulkit Agrawal

Co-founder & CEO at Chameleon • February 5

I would approach this in two ways:1. Identify where the problem lies -- use quant data to understand where drop-off is occuring2. Identify why the problem exists -- understand user motivation and wher

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