SaaS onboarding: 10 principles to hook your users from day one

A well-designed onboarding experience is the difference between a user who churns after a few minutes and one who becomes a loyal customer. SaaS founders often underestimate its importance, but onboarding is where users form their first impressions and decide whether your product is worth their time. Here are 10 key principles to get it right.

1. Use friction wisely

First, let’s clarify: in UX, friction refers to any obstacle, delay, or extra step that slows a user down in their journey. While too much friction can frustrate users and cause drop-offs, some well-placed friction can be beneficial, especially when you need users to pay attention or make careful decisions.

For example, adding a confirmation step before placing charging a user's card can prevents unwanted charges. The key is balance: reduce unnecessary hurdles while strategically using friction to enhance clarity, accuracy, and user confidence.

Think of the onboarding journey like a race car on a circuit. It can't fly through all turns at the same speed. You need to pump the breaks to slow down and make the turn succesfully. In the same way, friction can help users onboard smoothly. Removing friction can actually worsen the experience in some cases.

2. Reduce time to value

The faster users experience value, the more likely they are to stick around. Streamline the onboarding process to help them reach their "aha!" moment quickly. Whether it’s setting up their first project, automating a workflow, or integrating with another tool, eliminate unnecessary steps that slow them down.

For example, Slack does this well by immediately dropping users into a workspace after a guided tour and asks them to send their first message, making it easy to start collaborating right away.

3. Use progressive disclosure

This means showing them what they need at the right time. Start with core functionality and introduce advanced features gradually as they engage more. A well-executed example of this is Notion, which initially presents a simple workspace with a few key tools, then progressively reveals more powerful features like databases and advanced integrations as users explore and engage more deeply with the product.

4. Personalize the experience

Not all users have the same needs, so a one-size-fits-all onboarding experience can feel irrelevant or overwhelming. Instead, gather a few key details during sign-up to customize their journey, such as the role, industry, or primary goal.

For example, if your SaaS serves both marketers and engineers, their onboarding experience should highlight different features. A marketer might see an initial walkthrough focused on campaign analytics, while an engineer might be guided through API integrations.

For example, Airtable invites users to personalizate their app both at a surface level, by configuring their prefered accent color and icons, and at a deeper, functional level, by selecting what department they're in and features they're interested in surfacing.

5. Facilitate safe exploration

People learn best by doing, not by reading long guides or watching lengthy videos. Instead of static tutorials, use interactive elements like guided walkthroughs, tooltips, and checklists to lead users through key actions in real-time. Another effective approach is to provide sample data or a sandbox environment where users can safely explore features without the fear of making mistakes. For example, Airtable includes pre-populated templates that let users see how data is structured and interact with key functionalities right away, making it easier to understand and adopt the platform.

6. Use empty states to educate

An empty dashboard or workspace can feel overwhelming. If users log in and see nothing but a blank screen, they might not know what to do next.

To prevent this, provide pre-filled templates, sample data, or helpful prompts that guide them toward meaningful actions. For instance, Posthog uses empty states to explain what a feature does, and helps users get started or jump to a help center article. Similarly, email marketing tools like Mailchimp include sample campaigns and audience segments, making it easy for users to get started.

7. Encourage small commitments

Getting users to take small actions early on increases their likelihood of long-term engagement. If onboarding asks too much upfront, users might abandon the process. Instead, break tasks into easy steps that gradually build momentum.

For example, Dropbox users an onboarding checklist that encourages new users to upload just one file as an initial step. Once they do, they’re more likely to continue exploring features like file sharing and collaboration.

8. Provide multiple support channels

No onboarding can ever be perfect. Different users have different learning styles and preferences when it comes to getting help. Some prefer self-service resources, while others need direct assistance. Offering multiple support channels ensures that all users can find help in the way that suits them best.

For example, Intercom provides an AI-powered chatbot alongside live chat support, letting users choose between automated guidance or direct human assistance. Meanwhile, platforms like Webflow have extensive documentation, video tutorials, and a community forum where users can ask questions and share solutions.

9. Follow up with email nudges

Not every user completes onboarding in one sitting. Many sign up, get distracted, and never return. Well-timed emails can re-engage these users by reminding them of the value they’re missing out on.

For example, Duolingo sends friendly, gamified email reminders nudging users to complete their daily lesson. Similarly, SaaS tools like Trello send emails highlighting unfinished setup steps, like "Add your first task to get started." A well-crafted email sequence can significantly boost activation rates by reinforcing the product’s benefits.

10. Track and optimize continuously

Onboarding is never a "set it and forget it" process. Even a well-designed experience can be improved by analyzing where users drop off and iterating based on real-world data.

Use analytics tools like Mixpanel or Amplitude to track user behavior and identify friction points. A/B test different onboarding flows to see what works best. For example, if data shows users abandon onboarding after being asked to invite teammates, consider making that step optional or positioning it later in the flow. Small refinements based on actual user behavior can significantly improve activation rates.

Conclusion

A great onboarding experience is about guiding them to value quickly and efficiently. By balancing simplicity with interactivity, personalizing the experience, and leveraging progressive disclosure, you create an intuitive journey that keeps users engaged. Keep refining your process using real-world data, and you’ll turn more signups into loyal customers.