The 8 Best SaaS Onboarding Experiences of 2021 [With Examples]

companies with best onboarding experienc

Are you wanting to improve your SaaS user onboarding experience? 

When it comes to onboarding a new user, the onboarding experience must be focused on providing that first moment of value

The problem is that every SaaS product is unique, each with its own Aha! Moment. As a result, each SaaS user onboarding flow has to be unique.

So what goes into a good onboarding experience? What are the best practices for user onboarding in SaaS in 2021?

In this post, we will answer all of your burning questions and then show 8 of our favourite SaaS onboarding examples.

Let’s get started!

What is a SaaS user onboarding experience? 

User onboarding experiences are all the interactions that a user has with your product onboarding at the beginning of their user journey (but also later on, if we consider secondary onboarding)! 

Starting from the signup flow, you’ll generally have a welcome screen to the product tour and some options for interactions with your Customer Success team. In the first few seconds, your user can either have a great experience that will lead them to the Aha! moment (the moment when they realize the value of your product) and activation, or they can have a terrible experience (think empty states) and decide to end their adventure with your product before it has really started. 

How do you create the best user onboarding experiences? 

There are a few hallmarks of a good user onboarding experience in SaaS: it’s short and sweet, frictionless, and personalized. The user only sees what they need to see, at the right time.

The messages and experiences they get are perfectly geared towards their use case.

Here’s some context:

Great SaaS Onboarding Experiences Have Low friction: 

Even though in some situations friction-based onboarding may be beneficial (e.g. highly complex enterprise platforms that require a lot of technical setups and human help), as a rule of thumb – the less friction your user encounters in their onboarding process, the better. 
Remove any unnecessary steps or fields from your signup flow (even we could do a better job with that!) 
userpilot signup flow demo booking form

In the case of your user onboarding flow, make sure you don’t show your users more features than they need to see to activate. There’s nothing more frustrating than being walked through 10 features of a product when you only need to use one to start with.

Short time to value: 

The purpose of good user onboarding in SaaS is to take the user on the shortest path to value. You. need to know what the user wants to achieve (you can ask them e.g. with a microsurvey in a welcome screen!) and then show them the fastest route to achieving this goal/result. 

A good user onboarding flow in SaaS is self-serve

Ideally, your user should be able to go through your user onboarding process without having to wait for a Customer Success manager to find time for them. Self-serve, product-led SaaS should be accessible to its users 24/7.

Have a Resource Center available in-app allows the user to search all your help and onboarding documents on-demand, by keyword, can improve the user onboarding experience immensely.   


Want to build something like this in Userpilot? Book a demo and we’ll show you how!

Great SaaS user onboarding is interactive

A good user onboarding experience in SaaS should be interactive – aka account for the actions of the user and react to them accordingly, rather than just walking them through the product. 

Although there is a place and time for proactive onboarding in SaaS – the type where you take the user by the hand and lead them step-by-step to the desired outcome – you should still be mindful of what the user is doing and how fast they are progressing. Your in-app onboarding experiences should react to what the user does inside your product.

Good SaaS user onboarding is contextual

In the good old days before code-free product adoption platforms became popular, most of the user onboarding happened via email. While onboarding emails can still support a good user onboarding in SaaS, they cannot replace in-app guidance. 

Your onboarding experiences should appear in the context of what your user is currently doing inside your product – or what they are not doing. 

Imagine you’re a user of a social media scheduling tool. You are supposed to schedule some posts for next week, but inspiration eludes you. You are typing a few words into the editor, deleting them, typing again, and again deleting them. You don’t have any posts in your queue. 

Wouldn’t a helping hand pointing you to the ready-made post calendar with pre-defined content templates be great at that point? A tooltip like the one below can work wonders in such a situation: it’s perfectly timed, reactive and appears in the right context:

tooltip userpilot contextual onboarding SaaS


Contextual user onboarding in SaaS outperforms traditional linear onboarding any day of the week. 

Just look at this sad product tour: because the steps happen out of context, and the experience doesn’t wait for the user to actually complete them – the whole experience is just ineffective and overwhelming: 

Product Tour GAN Intercom linear


Good SaaS user onboarding uses personalization

Unless your SaaS is a one-trick pony, you will have a different user persona with different use cases and needs. These different personas will often need completely different user onboarding: 
onboarding survey Userpilot
Personalizing your SaaS user onboarding to the user’s specific persona, role, goals, and use case will make your onboarding more relevant and effective.

Constant evolution and growth 

Now – this is a common issue we see in SaaS – that the product managers/ marketers responsible for onboarding see it as a one-off ‘set it and forget it’ activity. 

This mindset can be really disastrous for your user onboarding results. Your product evolves all the time, your positioning, market and user personas change, and so should your user onboarding. 


Best practices for user onboarding experiences in SaaS in 2021

1. Reduce friction in your signup flow 

As we’ve written above – unless you have a good reason (e.g. you actually want to qualify the signups before a sales call) – remove all the unnecessary fields from your signup flow, and reduce the friction in new user onboarding. 

2. Start from a welcome screen 

Once your user signs up for your tool, the first thing they see in your app. Make it worth their time – tell them what they can expect next in their new user onboarding + ask 1-3 critical questions that will help you segment them and tailor the further experiences to their needs. 

Welcome screen survey

Wanna create welcome screens like that without any coding? Book a demo with us and we’ll show you how!

3. Segment your users

This brings us to another important aspect of user onboarding in SaaS – it allows you to segment your users early (based on their responses in the welcome screen, or their user attributes). On the other hand – you can then use data from the new user onboarding to create segments based on user behavior and engagement with your in-app experiences. 

Userpilot segmentation in new user onboarding SaaS


4. Use interactive walkthroughs instead of linear product tours

As we’ve mentioned before – linear product tours do not provide the best user onboarding experience as they are not contextual or interactive. To help the user makes most out of their user onboarding, make sure each step in their onboarding flow (or walkthrough) is triggered by the required action from the previous step – not by pressing the “next” button. 

INTERACTIVE walkthrough Userpilot


That way, you can effectively lead the user to the key activation points in your app – and make sure they actually activate. 

 5. Use an onboarding checklist with a progress bar and incentives

A great way to organize your user onboarding is to pull all the steps your new users need to go through into a checklist with a progress bar. Checklists naturally trigger our need to “close the open loop” and push the users to adopt the key activation points. Throw in an incentive at the end and you’re golden. 

postfity checklist

6. Make all experiences contextual 

It should be evident by now – if you want your SaaS’ user onboarding to be effective, you need to place your onboarding experiences in the context where the user can actually perform the actions you prompt them to do. 

7. Don’t stop at activation – use secondary onboarding 

Now, the common issue in SaaS user onboarding is that it stops at new user activation. But what about secondary features? And how about new features? A feature release note will not be enough for your users to adopt them. You need to think about how to implement them into your evergreen onboarding flow. 

8. Use Native Tooltips

Last but not least – a good practice for your new user onboarding in SaaS is to use the more subtle native tooltips, especially at later stages in the user journey. Native tooltips are tooltips appended to your native UI that only unfurl when the user hovers over them. They are less disruptive than onboarding walkthroughs and can help especially with secondary feature adoption that the users can discover on their own. 

native tooltip

So how do you improve your existing user onboarding experience? 

You’ve already built your SaaS user onboarding and just want to improve it, without tearing the whole onboarding experience apart? Here are a few ways to troubleshoot and improve your onboarding: 

  • Look at your user behavior analytics tools and see where users are dropping out or getting stuck – a session recording may be best for uncovering qualitative issues. 
  • Come up with some hypotheses on how to improve your onboarding experiences.
  • Implement the improvements to your onboarding flows.
  • A/B test your new onboarding flows 
  • Compare feature adoption goals for each experience variant (A – before, and B- after)

You can set feature adoption goals, tag features, and do product experiments (A/B tests) without any code with Userpilot

Building onboarding experiences is easy if you have a code-free tool that allows your product team to build, A/B test and launch product experiences.

Userpilot was designed for SaaS companies to help you build great user onboarding experiences without coding. On top of user onboarding flows, Userpilot offers behaviour analytics, microsurveys and NPS.

Userpilot helps you build contextual user onboarding experiences that are personalized and triggered based on user behavior.

This means you can tailor your onboarding to each individual user, triggering onboarding elements as and when they need them – based on user behaviour in-app: 

INTERACTIVE walkthrough Userpilot


With Userpilot, you’ll also have complete control over colors and styling to match your app’s UI – also without coding!

Want to learn more? We’d love to show you around! Just book a demo with us using the banner below.



The 8 Best SaaS onboarding examples

Best User Onboarding Experience #1: Box

Box offers a secure platform for content management, workflows, and collaboration.

Here’s how it onboards new users…

Box has a fairly simple home page layout, with a prominent CTA, enabling new users to get up and running as soon as possible.

Clicking the CTA takes users to the pricing page, where they can see a breakdown of each price plan. This means users can immediately choose the most relevant plan for them. It also highlights the value proposition of Box.

Box then provides a fairly simple sign-up form, only asking for a few key details. It also repeats the main benefits of the product, so that they’re fresh in the user’s mind.

Once users access Box, they’re shown a brief tour of the product, with tooltips explaining how the product works. Note that the tooltips also explain the benefits of the feature, not simply how it works.

Box also makes use of empty states, by providing sample content in the form of a welcome pdf. This shows users how the product will work for them.

Here’s where Box’s onboarding gets really clever. When a user starts their free trial with Box, they’re given 14 days to use the product.

However, Box provides a checklist of onboarding tasks. Completing these tasks will extend the trial. It’s a great way of rewarding positive interactions with the product, and means new users are likely to reach the eventual Aha! Moment.

Box’s checklist also provides a progress line, so users can see how close they are to completion.

Every time a user starts one of the checklist tasks, Box ensures they know exactly what to do with useful and clear tooltips.

What we love about Box’s onboarding experience:

  • Guides new users through every aspect from sign-up to first using the product.
  • Gamifies the checklist by offering an extension to the free trial.
  • Clear and compelling tooltips that not only show users how to do something, but why it’s so great.

Best Onboarding Experience #2: Productboard

Productboard is a product management tool, designed to help you gather feedback and then act on it.

Here’s what Productboard’s onboarding flow looks like…

The home page features a large “Try now” CTA that stands out thanks to the vivid color.

Once you enter your email address, Productboard asks you to validate it. Note how they provide links to the most popular email clients, reducing the friction as much as possible.

After clicking the link in the email, you’re presented with this screen. It uses a clever fill-in-the-blanks method of finding out more about you and your specific use case.

Finally, you’re taken inside the app and are immediately presented with a checklist. The items are designed to show you the key features that Productboard provides, enabling you to reach the Aha! Moment.

What we love about Productboard’s onboarding flow:

    • Tries to reduce friction as much as possible, especially when validating your email address.
    • Interesting and unique way of understanding your use case.
    • Uses a checklist to drive user action.

Best SaaS Onboarding Example #3: FullStory

FullStory records and reproduces real user experiences on your site, helping you support customers, boost conversions, and debug faster.

Here are a few things we’d like you to take note of from Fullstory’s user onboarding experience:

The landing page has a strong value proposition, with a clear CTA to signup for free. The highlighted ‘sign up free’ CTA pushes users in a subtle way to dive quickly into FullStory and initiate that first contact with the product.

User Onboarding Experience_Full Story



As it waits for you to validate your email, FullStory takes a chance to gather feedback with a beautiful ‘How did you hear about us’ modal.   

User Onboarding Experience_Full Story

FullStory welcomes you back once you finish validating your email. It’s a friendly, personal touch that helps develop your relationship with your product.

User Onboarding Experience_Full Story

The signup flow continues with persona-based questions. This helps FullStory enhance your experience as they continue learning about your use cases.

User Onboarding Experience_Full Story

FullStory instantly pushes for activation. You will get almost no value if you don’t install the script, therefore they include this step in the signup onboarding experience.

What we love about FullStory’s onboarding experience:

  • As a product with many use cases and various user personas, FullStory excels in learning about each user. This helps it personalize the onboarding for each persona and provide the most value for each specific use case.
  • It pushes for activation (installing the JS code) early on during the signup process. This helps FullStory show value the minute the user lands on the main product UI, as they instantly start seeing real-time sessions playbacks.
  • Beautiful trustworthy UI.

Best Onboarding Experience #4: Airtable

Airtable works like a spreadsheet but gives you the power of a database to organize anything. It’s a productivity and workflow alternative to spreadsheets.

Here are a couple of screenshots from their signup flow.

It’s easy to get started with Airtable, thanks to the clear CTA on the homepage.

Airtable’s onboarding flow starts with a video to reiterate value and make you excited for that first-run product experience.

Just like the FullStory example, Airtable tries to understand a new user’s persona and any relevant use cases. 

Empty states where there’s currently no data are a great opportunity to drive action. Airtable make the most of these empty states with a clear CTA.

What we love about Airtable’s onboarding experience:

  • Gets you into the UI without email verification — less friction, faster time-to-value.
  • Takes advantage of empty states to push user action to create a new base.
  • User persona questionnaire to l