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SaaS Onboarding: How To Make Customers Fall In Love — Transcript

by Olly Rosewell · 4,955 words · 687 segments · language en · Watch on YouTube

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0:00what's going on guys this is uh Oliver
0:02formerly from response Ai and now from a
0:04few different products uh trom.com and
0:07get.com in this video guys I wanted to
0:09talk about how to onboard SAS users so
0:14that they fall in love with your product
0:15okay so in general the onboarding
0:18process is the most important part of
0:21the journey for a SAS Customer because
0:24it's going to result in them either
0:25paying you for a long time or just
0:26canceling the product immediately you
0:29know so
0:31in general the moment a user signs up
0:33they're not a customer yet they're a
0:34sort of skeptic with a browser tab open
0:37and they're sort of asking will this
0:39solve my problem or will this waste my
0:40time you know and onboarding is your
0:43sort of one shot to get them into that
0:46mood of buying um and telling them that
0:49they're going to solve their problem
0:50with your solution Now onboarding isn't
0:52a tutorial it's more like a handshake
0:55and if you're a solo founder and you're
0:56building software it's more important
0:58than ever to connect with the user um on
1:02the onboarding you know now basically
1:04you can accelerate trust while not
1:07giving people too much attention because
1:09if you're scaling up and doing a lot of
1:11work per User it's going to be very hard
1:14for you to scale and serve a lot of
1:16customers if you're spending hours and
1:17hours helping each customer so that's
1:19why the onboarding has got to be perfect
1:21right the old the old sort of playbooks
1:24like welcome emails and feature tours
1:26and Tool tips that kind of thing they
1:28fail because they focus on your product
1:29not not the users's transformation from
1:31having a problem to solving it so less
1:34teaching more revealing so the Fatal
1:38sort of error that that Founders make
1:41especially sort of solo SAS Founders is
1:42they think that people care about how
1:44your product works right so all of the
1:46bells and whistles what works um in the
1:49background what servers are being run
1:51what things like that all they care
1:52about guys is what you can do for them
1:55and how it solves the problem that
1:56they've signed up to actually um solve
1:59so an example is scribe which is a
2:01documentation tool it's it's very very
2:03good basically it helps you create
2:06documentation for like uh tasks so say
2:10if in your bakery you have a you know a
2:14task that you take um the bread out of
2:16the oven you put it in the pantry or you
2:18put it in the in the sort of front
2:19display um scribe technically would
2:21allow you to document each step of that
2:24so that new employees could you know
2:26sort of learn from it now in general
2:28instead of a sort of fstep setup tour
2:30explaining how to create one of these
2:32sort of like documentation guides their
2:34onboarding begins with a single prompt
2:36paste a link to a video or something
2:38like that a website um of something that
2:41you explain to others so within seconds
2:43the AI generates a sharable tutorial
2:47letting the user experience that core
2:49value before they've even learned the
2:51interface or even logged in or even paid
2:53for example so what we're doing is we're
2:56creating um an experience where the user
2:58gets value immediately
3:00and they don't get value after being
3:02guided through something they get that
3:03immediate sort of aha moment now this
3:06mirrors the peekaboo principle from a
3:09child psychology so humans engage
3:11deepest when uh Discovery feels
3:14self-directed so in other words you're
3:16supposed to create moments where where
3:18value reveals itself um through
3:21something that the user has done instead
3:23of just trying to flail it in their face
3:25like oh look this is really exciting
3:27look what we can do ideally that comes
3:30from um a a decision that your user has
3:33made you know now with pre- onboarding
3:36onboarding starts before the sign up
3:38button so before users have have bought
3:41before um they've done anything um you
3:43can treat your landing page um as the
3:46sort of first onboarding screen you know
3:48so consider float right which is a cash
3:50flow forecasting tool so their homepage
3:53doesn't lead with features it more asks
3:56how much cash do you expect to have in
3:58six months okay now users who input a
4:01number are then shown a forecast which
4:03which which isn't difficult you know
4:04it's just a bit of code on the website
4:06and it shows you exact dates that you
4:08might be running low on and then it says
4:10get started for free so this does three
4:12things right it filters tie kickers
4:15because only serious users will share
4:17their data their financial data or their
4:19earnings data or whatever it creates a
4:21curiosity Gap so the Blurred graphic uh
4:25blurred graph sorry triggers loss AV
4:27verion so in other words when you see
4:29see that Gap and you see that potential
4:32error in your bookkeeping or you see
4:34like a problem in your forecast it's
4:36going to trigger this curiosity like H
4:38how how do I fix that and it also front
4:41loads value the first aha moment happens
4:44pre- loging so you haven't even logged
4:46in yet and you've been given value by my
4:48company there's a sort of shift um in
4:51your psychology where you think right if
4:53I haven't even paid anything what is
4:55what how valuable is the paid thing
4:56going to be you know it's a Continuum
4:58that begins with your first marketing
5:00touch point so you can stop thinking of
5:02onboarding as this sort of post signup
5:04sequence where you only get the goods
5:06when you log in but rather how can you
5:08guys get your SAS customer to get some
5:11value before they've even logged in you
5:13know now the three data points um so
5:18solo Founders can't afford to be sort of
5:21complex and segment users and stuff like
5:23that but you can steal a tactic from
5:25superhumans early days right so
5:27superhuman is like an email tool
5:30and they identify three data points that
5:32predict user success then they design
5:34the onboarding around them so I'm not
5:36telling I'm not going to tell you what
5:37these um these data points are because I
5:39don't know so the whole point is that
5:41data points for example get Sia one of
5:44my SAS uh one of the you know I suppose
5:47data points that would suggest that the
5:49user is getting value and like getting
5:51success from my app is how many leads
5:53they found on the tool right now for a
5:55B2B SEO tool for example it might be
5:58that um entering a domain name and they
6:01it also generates a technical audit that
6:03might be data point1 have they done that
6:06then they can tell you what their
6:07primary content type is so it could be
6:09blogs or it could be um videos whatever
6:12it may be and then it preloads those
6:13relevant templates and then whatever
6:15their biggest frustration is so for
6:17example Google penalties traffic drops
6:18Etc and this tailor the first goal that
6:21they're they're reaching out for so with
6:23C for example um my SAS I typically ask
6:26them what their website is what their uh
6:29business does and then where their you
6:31know where their typical customers hang
6:33out and then we help them find lead so
6:35in general if you have a certain amount
6:37of data points you can ask AI for this
6:39like I've built this tool what would my
6:41data points be the most important ones
6:43are going to be the ones that you are
6:44going to bias towards on the on boarding
6:46you got to make sure that these people
6:47touch all those points because otherwise
6:49they won't feel like they've been on
6:50boarded
6:51successfully and then with these you can
6:55create a sort of hyper personalized
6:56dashboard that makes it feel like you're
6:58in the customer shoot because you know
7:00what data and what Transformations
7:02they're trying to get now it's in the
7:05context of delivering this immediate
7:07value so you know enter your domain to
7:09see your top three SEO risks for example
7:11now in general that means that you're
7:13going to get the immediate value like we
7:14talked about earlier from um the
7:16forecast from float the forecast tool it
7:18tells you exactly what your forast is
7:21and in general we're we're defaulting
7:23again to giving them value before
7:24they've even paid or logged in and if
7:26they've logged in giving them value on
7:28that like Quick Ladder
7:30now users don't remember workflows guys
7:33they remember rituals so borrowing from
7:37a great book Atomic habits is kind of
7:38like a meme now but it is a good book
7:40James clear's um Atomic habits it talks
7:43about how um you know rituals are better
7:46to create habits than than just actually
7:49saying I'm going to start doing this
7:50like quitting smoking it's better to
7:51have a ritual where you quit smoking you
7:54know at 9:00 a.m. I do this 910 a.m. I
7:57do this and then XYZ it's better than
7:58just saying I'm going to quit smoking
8:00the best on boarding for SAS attaches
8:02your product to existing user behaviors
8:05so slight which is like a knowledge
8:06based tool does this really well during
8:08on boarding it sort of asks you you know
8:10what's a task you do weekly that always
8:12requires digging through old docks right
8:15after the user answers slight will
8:18autocreate templates and you know insert
8:20reminders that kind of thing so in
8:22general what it's asking you is what is
8:24something that we can solve immediately
8:26and then it is helping you build a habit
8:28around that now in general how I do this
8:30with Seer is that every single day they
8:32get emailed new leads and this forms a
8:35habit that every day users log in I see
8:38the data that when around about 900 p.m.
8:41UK time when users receive this email I
8:44get an influx of logins to the app and
8:46that creates some somewhat of a habit if
8:48I'm emailing them every day with new
8:50leads they're going to come back to the
8:51app you know this works because it
8:54anchors to a real habit so at like a
8:57weekly task or a daily task whatever it
8:59may be
8:59it solves a micro problem immediately so
9:02for that you know for slight it's uh you
9:04know a document chaos for um Seer my SAS
9:07it's something like you know Finding
9:09leads every day and not having to search
9:10for them online and then you know it
9:12leverages these time based triggers so
9:14for example every single day at 9:00
9:17p.m. the users get the email and this
9:20sort of is is what the the basis of a
9:23habit stack is you know and for the solo
9:25founder habit stacking is sort of like
9:27multiplication it turns your product
9:29into to a character in The user's daily
9:31story you know now ai is the onboarding
9:35co-pilot so solo Founders can now deploy
9:39AI that feels human and that kind of
9:41thing without having to hire a team or
9:43anything like that and often times we
9:44can use this to um you know kind of
9:47trick the user into thinking that we
9:48have this amazing like overhead um
9:51understanding of their business but we
9:52are just using AI so Ellie which is like
9:54an email automation tool the onboarding
9:56uses a gbt 4 powered chat box you know
9:59just using their API it says what's the
10:02last email you wish you had time to
10:04write drafts in the user's style based
10:06on you know other emails they've written
10:08and then it offers a one-click setup so
10:10in general you can use AI in the
10:12onboarding process just be careful with
10:14you know over engineering things and it
10:16being boring or it not making any sense
10:18don't just put AI there for the sake of
10:19it remember that we should always bias
10:21to tasks being done but an example is
10:24that the first couple of leads that
10:25people get from CA I explain why those
10:28leads are relevant to their business by
10:30just sending the data to chat gpt's API
10:34and it will say we handpick these leads
10:36for you because of ABC you know so this
10:39is the kind of thing that we're talking
10:40about is AI is the onboard and co-pilot
10:43how can AI help you in that process it's
10:45going to be different for your app but
10:46that's how I use it in mine and the key
10:48principle is that you use AI to show not
10:50tell so let users experience their own
10:53kind of like Discovery through the ai's
10:55output so don't just you know demand
10:57that they do this task and that task
10:59like we talked about earlier the
11:00peekaboo moment and like the AHA
11:02principle it's about users discovering
11:04their own way as opposed to just being
11:06pushed down you know a stupid sort of
11:08like modeled route now listen guys like
11:13it's you can kick users out of your SAS
11:16right so you can admit that a user is
11:19not the right person for your software
11:21and that's absolutely fine not all users
11:24either deserve your onboarding energy so
11:26it's going to take a lot of time and
11:28energy to on board users to your
11:30software and you've got to make sure
11:32that you are picking your battles
11:34because some people will just be not be
11:36bad fits for your for your tool right so
11:39you can use onboarding to repel bad fit
11:41users so Tetra a Wiki tool does this by
11:45asking signups to choose your setup
11:47Speed so if it's fast you know like Auto
11:49Imports from their other data um
11:52platforms like slack on oce or detailed
11:54which is like a long custom setup users
11:57who pick detailed get a warmer on
11:59boarding and more touch points you know
12:02those who pick fast get more sort of
12:04automated emails and they nudge them
12:06towards the sort of more low effort wins
12:08now the choice signals their commitment
12:10level so if I log into things I
12:12typically say I need like a manual
12:14slower on boarding because I'm there to
12:16learn the tool inside out so I can get
12:18the most value from it some people are
12:20lazy some people just want a quick win
12:22and that's okay like they can pay they
12:24can pay for that as well but for the
12:25solo founder this is crucial your
12:27onboarding should qualify using is just
12:29as much as it educates them because
12:31that'll be a a clear teller of what you
12:33should focus on and who you should put
12:34your efforts into now when onboarding
12:38lies you know this is a problem so
12:41beware the temptation to sort of
12:43overpromise so you can set unrealistic
12:46expectations like get 10,000 visitors in
12:485 days or get a thousand leads or get 10
12:50more sales whatever it may be but that
12:52breeds resentment instead you should
12:55embrace this sort of constructive
12:56honesty of we don't know what's going to
12:58happen but we know that you'll get
13:00results if you put the effort into our
13:02app so their onboarding email says
13:04something like you know SEO is a
13:05marathon HFS never claims that they're
13:08going to give you quick wins with SEO
13:10overnight they guide users through this
13:12sort of checklist that's focused on the
13:14technical basics of how to get SEO
13:16results not the stupid vanity metrics
13:18like let's get a thousand visitors to
13:20your site today this sort of aligns with
13:23Daniel Pink's truth selling concept
13:25which is buyers trust guides who
13:27acknowledge the grind
13:29so again if you're watching like this is
13:32like uh what my videos are like guys I'm
13:34not telling you that you're going to get
13:35a th000 users over night for your
13:37software I'm just telling you that how
13:40we got thousands of users for response
13:42and then com and then sea is by just
13:46setting realistic expectations doing a
13:48lot of marketing doing a lot of sales
13:50taking a lot of calls and I'm telling
13:52you that you can make a software with
13:54customers and that makes you money um if
13:57you actually put in the work now that
14:00makes me more trustworthy because I'm
14:01telling you that it's not an overnight
14:03success and you can't just get loads of
14:04customers and sell your business for 10
14:06million overnight and ultimately truth
14:09is what people value the most and
14:11honesty and that's why so many like you
14:13know I suppose so many people online
14:15they they sell this like overnight
14:17success and then people buy their
14:19$15,000 course and then it's all just a
14:21big scam it's just a nightmare you know
14:24so onboarding doesn't end when a user
14:27clicks get started either so for the
14:29solo founder the true test of onboarding
14:32isn't just the first impression it's how
14:34the experience matures into sort of
14:37dialogue between the customer and the
14:39founder so in other words you've got to
14:41make sure that that your your onboarding
14:44feels supportive and it shifts from
14:47teaching users your product to teaching
14:49them how to teach themselves so you're
14:51sort of turning people into
14:53collaborators and creators
14:56so essentially great on boarding sort of
15:00mirrors a mystery novel so there's
15:02unanswered questions and then you have
15:04to get to the next stage to get those
15:05answers and traditional sort of success
15:08metrics like 7-Day retention whatever it
15:10may be it sort of misses the point of
15:12why we're building software we're
15:13building software so people can discover
15:15solutions to a problem take a code
15:18editor right so after setup it might ask
15:20what what's a project that you've been
15:22procrastinating on and and how can we
15:24use AI to fix it or or build it once the
15:26user answers it also generates like a
15:29bit of code and then explains how we're
15:31going to get to the next step the user's
15:34first task isn't to learn how to code or
15:36learn how to edit it's to fix the bug
15:38that you know the the AI editor has
15:41built so what you're doing is you're
15:43sort of creating this narrative and then
15:45dangling a sort of carrot in front of
15:46them saying look you need to go to the
15:48next stage with CER for example I might
15:51send them leads that say this user could
15:53have been looking for your tool or could
15:55have been looking for your offer but you
15:57missed them those kinds of things create
15:59um curiosity like I said and then
16:01obviously it leads them to be like
16:03intrigued by what what is going to
16:05happen next
16:07now the user generated onboarding
16:10Paradox so essentially what you should
16:14aim to do and this is one of the best
16:16pieces of advice I ever he what you
16:18should aim to do is build a software
16:20that people like to build content around
16:23so clay.com do this really well Clay is
16:25like a lead generation
16:27tool and there there are thousands of
16:29people making videos about clay there
16:32are thousands of people making videos
16:34about cursor there are thousands of
16:35people making videos about lovable um
16:37another code editor I've made videos
16:39about cursor
16:40unlovable essentially you want to try
16:42and aim for Community playbooks to be
16:44built so you can embed like a community
16:47Playbook section in your dashboard of
16:49your tool and let users submit tutorials
16:52or videos or things like that this this
16:53isn't going to happen early on because
16:55you're going to have like 10 users and
16:56no one's going to care but ideally what
16:59you're going to have eventually is a
17:01self-updating library of these you know
17:03onboarding paths and reasons to use this
17:05and how to use that and how to use that
17:08because ultimately users trust peers
17:10more than you and by commoditizing their
17:12expertise and by putting them in these
17:14libraries you turn onboarding into a
17:16collaborative ritual and that is
17:18effectively how we used response there
17:20were people on um YouTube talking about
17:22response and how to build video
17:24campaigns with response and stuff like
17:26that this got us an insane amount of
17:28traffic and we able to use those videos
17:30as tutorials inside our own SAS and that
17:33that just looks really cool guys and
17:34makes you feel you know like a pretty
17:36pretty serious app now un onboarding so
17:39sometimes the best way to onboard is to
17:41take a step back so the Paradox of
17:42Choice by Barry Schwarz un onboarding
17:46means you know deliberately deliberately
17:48letting users flail around and sort of
17:50like and sort of not know what's going
17:52on to trigger self-driven Discovery
17:55now I I'm not so much a fan of this
17:58because I just want the SAS to guide
18:00them in the right direction but in
18:02Enterprise SAS and like bigger tools
18:05sometimes a solo Founders you know CRM
18:07tool for example if you build a CRM it
18:09might create an Untitled sales pipeline
18:11so you might see this guys that when you
18:13log into some kind of tool sometimes it
18:15might say that there's something like
18:16blank and the blank is what opens that
18:18like um curiosity Loop so a CRM might
18:22say there's an Untitled sales Pipeline
18:24and there's just like fake data in there
18:25like Acme cor 5K contact is Steve
18:29Edwards whatever it may be and then it
18:31just doesn't do anything to help you and
18:33you're you're having to click around and
18:34sort of flail around and learn what the
18:37tool does and why things are where they
18:38are and this this obviously creates a
18:41culture
18:42of hardworking users so you shouldn't
18:45you know make your users work that hard
18:47but if your tool is expensive and it's
18:50there's a lot of support involved then
18:52you know allowing users to jump in with
18:54no sort of life jacket can sometimes be
18:56a good way of like getting people to
18:57really sort of buy into your tool you
19:00know now in
19:02general users when faced with an
19:04incomplete system to start clicking
19:06buttons to fill gaps and um their
19:08actions reveal sort of what their what
19:11their sort of mood is you know or what
19:12they're looking to achieve they might
19:14rename the Untitled pipeline to
19:16Enterprise leads and that that surfaces
19:19to you on the back end because you can
19:20see what users are doing um on your you
19:23know server services that they are
19:25targeting Enterprise for example or if
19:27um for example they rename it to recent
19:30um plumbers um you know you just know
19:33that they're targeting plumbers that
19:34kind of thing now the ownership of this
19:37um is that they they build their own
19:39setups they graft their tool like like
19:41like like clay into or like Play-Doh
19:44into um you know their own tool with
19:46their own sort of worldview and sort of
19:48like um sort of like I suppose approach
19:51their flailing shows you what's
19:53non-obvious as well so sometimes it's
19:55good to just allow users to jump into a
19:58tool and not be guided to see if it's
20:00clear to them what needs to be done in
20:04the first place and then it reduces
20:06support load so if you want to be a bit
20:08lazier and say look I'm not going to um
20:10you know I'm not going to help a user
20:12when they log in it's okay to be like
20:14all right I'll just let them flail
20:15around and then it'll show you what is
20:18going wrong with the tool without you
20:19having to do direct support so it does
20:20save you a bit of time I I personally
20:23recommend that you just put as much
20:24effort as you can into new users because
20:26this is what you know will get you sort
20:28of like um raving customers now solo
20:31Founders so if you're like me or you're
20:33like some of you guys building software
20:35you can't AB test everything you know
20:37but you can steal a tactic from
20:39replicate which is where they track
20:41micro abandon so moments when users
20:44pause mid-flow and they leave or they
20:45give up or they Rage Quit so a user
20:48might stop halfway through connecting
20:49their database and instead of a need
20:51help pop up or like being pushy they
20:53just send a simple email that says hey I
20:54notic you didn't finish the setup with
20:56something missing um and in essence it's
21:00just encouraging people to jump onto the
21:02support and 80% of the replies for
21:04example might reveal unspoken fears so
21:07like will this um you know will this
21:09delete my data or will this break things
21:11or whatever it may be and that's when
21:12support mode is activated and these
21:15micro Banners are gold because they
21:16expose the hidden beliefs behind your
21:18tool so I had an email today saying um
21:21are these leads old so my tool for sea
21:25um it scrapes Reddit every day basically
21:28and it scrapes Twitter every day and
21:29that kind of thing and people were you
21:32know there have been a few people have
21:33said are the leads old but the leads are
21:35from today because they get scraped
21:36daily and then you get leads sent to you
21:38and I said no like they're scraped every
21:40single day but that that is a belief
21:42that maybe a lot of users have so I've
21:44now put in the app you know um these
21:46leads are from um two hours ago or 6
21:48hours ago or three hours ago and it
21:49means that they know that they're recent
21:51and they don't have to guess and they
21:52don't have to go to the Reddit post to
21:54see or the whatever it may be they know
21:56that the leads are are relevant and
21:57recent and that's just that that's just
21:59something I took for granted I just
22:01assumed people knew that the leads were
22:04that the leads were recent you know so
22:05fix them and you've not only improved
22:07onboarding but you've preempted churn so
22:08you can stop people from churning
22:10because you know their hidden beliefs
22:12now now the end game of on boarding is
22:16sort of enlistment so raycast which is
22:18like a productivity tool for your
22:19computer they let users build these
22:21custom extensions doing onboarding it
22:23features the best ones in like a
22:25newsletter and then it offers like a
22:27revenue share if others in stall the
22:29extensions so soon these big users of
22:31raycast were hosting you know like
22:33Twitter spaces and stuff like that to
22:34teach on boarding for their plugins not
22:37for raycast but the tool became like a
22:40big accelerator because um it morphed
22:42into some kind of talent show like who
22:44can who can create the best um you know
22:47like extension for raycast and that by
22:51virtue is creating a a growth flywheel
22:54for raycast cuz people are just talking
22:55about it just like we talked about
22:56earlier with lovable and Cur and clay
22:59and things like
23:00that and so that is what I would have to
23:03say guys so in essence when you're going
23:06through the onboarding process you need
23:08to make sure that things are clear need
23:10to make sure that you understand where
23:11people lose I suppose interest in the
23:13tool and and why people are not taking
23:16those next steps so it might be that
23:18they they're launching a campaign or
23:19they're creating a page or they're or
23:21they're adding some data if they're not
23:23doing this you need to understand why
23:25and you need to make it like a magical
23:27process for them and from there that's
23:29how you can sort of breed um ecstatic
23:32users who are going to be sort of
23:33sharing your tool and learning about it
23:35and ultimately the best tutorials are
23:38from other people not just these like
23:39stale tutorials from you and like very
23:42uh clinical tutorials and Bland
23:43tutorials but if users are building
23:46tutorials themselves for your tool you
23:49know reach out to them and say look I
23:51want to use this for my onboarding
23:52because it seems like a useful thing to
23:55um do so that's what I would say guys
23:58obviously on board people like you
23:59really love them um and they will love
24:01the tool and they won't cancel um and if
24:03they do cancel then you're obviously in
24:06that position where you've got to
24:07understand why now infinite onboarding
24:09so onboarding is fractal each stage of
24:11the user journey and when they discover
24:14a new feature when they hit a revenue
24:15Milestone they invite a teammate or
24:16anything like that you can invent these
24:19micro sort of uh moments faster than any
24:22like corporate team because corporate
24:23teams are boring and if you're a solo
24:25SAS founder you can do fun things the
24:27core Remains the
24:29best best onboarding doesn't feel like
24:31onboarding it feels like the users
24:32getting away with something or
24:33discovering something their friends
24:34don't know about and then they might
24:37share um the tool because they're so
24:40excited when you achieve that the
24:41product ceases to be a tool it becomes
24:43more of like a co-pilot like an agent
24:45for their life so that's what I would
24:46say guys focus on building SAS that
24:48becomes a main character in the user
24:51story and you'll be good to go I'll see
24:53you guys in the next video take care

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