2024 / freshmarketer / growth

Rethinking onboarding
from Features to Value

Enabled users to realize value early, accelerating

and driving a tenfold increase in activation.

/ about Freshmarketer

Marketing automation platform that helps businesses run campaigns, track user behavior, and drive customer conversions. It integrates with business tools to deliver data-driven insights and personalized experiences.

/ PROBLEM

Our users gave up quickly because they didn’t see value, and never engaged with our key features.

/ Why this problem was critical to solve

  • Low activation meant lost future revenue

  • Sales and support couldn’t scale forever

  • We needed users to succeed on their own for growth

  • We risked losing customers to competitors

/ Hypothesis

If we provide clear, step-by-step guidance right when users start, they will take confident actions, experience early value, and stick around longer.

/ Pain Points

  • Users felt lost after sign up

  • No clear onboarding

  • We showed complex features too soon

  • No quick ‘aha’ moment

  • Support team was overwhelmed and NPS declined

/ Design goals

  • Help users start confidently without feeling overwhelmed

  • Help users move forward without needing support

/ Final design

Interactive prototype