When designing your SaaS company’s onboarding process, the goal is to get users up and running as quickly and seamlessly as possible by avoiding onboarding mistakes.
However, many companies fall into common traps that lead to frustrated users, high churn rates, and even business failure.
If you’ve ever neglected to set clear onboarding goals, overwhelmed users with too many features, or assumed they’d figure things out independently, you’re not alone.
But these mistakes can have serious consequences. The good news is that by identifying and addressing these issues early, you can create an onboarding experience that drives user engagement, reduces churn, and fuels growth.
Let’s dive into the most critical onboarding mistakes and how to avoid them.
1. Ignoring User Onboarding Goals
One of the biggest mistakes SaaS companies make is failing to define and prioritize onboarding goals.
Without clear objectives, your onboarding process becomes directionless, confusing, and frustrating for users.
You might think you’re helping by showcasing every feature, but in reality, you’re overwhelming users with information they don’t yet need.
How to Fix It:
Start by identifying what you want users to achieve during onboarding. Is it completing a specific task, integrating with another tool, or reaching a key milestone? Once you’ve set these goals, prioritize them based on importance and complexity. This structured approach will guide users toward success, boost engagement, and drive revenue growth.
2. Lack of Clear Communication
Unclear communication during onboarding is a recipe for frustration. Users who don’t understand your product’s capabilities or benefits will likely feel disappointed and may even churn.
Studies show that only 42% of customers fully grasp a SaaS product’s capabilities after onboarding.
How to Fix It:
Set realistic expectations from the start. Clearly explain what users can achieve with your product, the support they’ll receive, and the key benefits they can expect. Avoid overpromising—underpromising and overdelivering instead. Transparency builds trust and ensures users know exactly what to expect.
3. Confusing Product Language
Using overly technical jargon or ambiguous terminology can alienate users.
Your customers care about solving their problems, not understanding the intricacies of your technology.
They will likely lose interest if they can’t grasp your product’s value proposition.
How to Fix It:
Simplify your language. Use clear, concise terms that resonate with your audience. Avoid industry-specific acronyms or buzzwords. Focus on explaining how your product solves their problems and makes their lives easier. Speaking their language builds trust and increases adoption rates.
4. Insufficient Feedback Mechanisms
Without clear feedback channels, you’re left guessing how users feel about your product.
This lack of insight makes it impossible to identify pain points or areas for improvement, which can hurt adoption rates.
How to Fix It:
Build feedback mechanisms into your onboarding process. Use simple prompts like “How was your experience?” or send follow-up surveys to new customers. Leverage analytics tools to track user behavior and identify where they’re struggling. Data-driven insights will help you refine your onboarding strategy.
5. Overwhelming Users With Features
Showcasing too many features at once can overwhelm users and obscure your product’s value.
Users who feel like they’re drowning in options are more likely to abandon your product altogether.
How to Fix It:
Focus on the most critical features first. Break down complex processes into manageable steps and provide clear, concise instructions. Gradually introduce advanced features as users become more comfortable. A streamlined onboarding experience helps users quickly see the value of your product.
6. Poorly Designed Tutorials and Guides
A poorly designed tutorial or guide can frustrate users from the start. Confusing instructions, unclear screenshots, and ambiguous expectations set users up for failure.
How to Fix It:
Design concise, visually appealing, and easy-to-follow tutorials and guides. Illustrate each step with high-quality screenshots and videos. Make your tutorials interactive, allowing users to practice what they’ve learned. An engaging and informative onboarding experience empowers users to succeed.
7. Not Setting Proper Expectations
Failing to set proper expectations leaves users wondering what they can achieve, how long it will take, and how much effort is required.
This mismatch between expectations and reality often leads to disappointment and churn.
How to Fix It:
Be transparent about what your product can and can’t do. Clearly outline the steps users need to take, the timeline for achieving results, and the level of effort required. Setting realistic expectations builds trust and sets users up for success.
8. Failing to Provide Personalization
A one-size-fits-all onboarding approach ignores individual users’ unique needs and preferences. Without personalization, users may feel disconnected and lose interest.
How to Fix It:
Collect user data during sign-up to understand their goals, preferences, and pain points. Use this information to create tailored onboarding experiences. For example, offer customizable tutorials or adaptive learning paths. Personalization makes users feel valued and increases the likelihood of long-term retention.
9. Making Assumptions About Users
It is a common mistake to assume users will intuitively understand your product. What’s evident to you may not be apparent to them, leading to confusion and frustration.
How to Fix It:
Put yourself in your users’ shoes. Conduct user testing to identify areas where users struggle. Use this feedback to create a more guided onboarding experience with clear instructions and interactive tutorials. A user-centric approach ensures a smooth onboarding process.
10. Not Measuring Onboarding Success
If you’re not measuring the success of your onboarding process, you’re flying blind.
You can’t identify improvement areas or prove your efforts’ ROI without metrics.
How to Fix It:
Define key metrics to track onboarding success, such as user engagement, time-to-value, and churn rates. Use analytics tools to monitor these metrics and gather insights. Data-driven decisions will help you continuously optimize your onboarding process.
11. Skipping the Welcome Experience
Imagine walking into a party where no one greets or shows you around. You’d feel lost and unwelcome.
The same goes for your SaaS product. Users may feel disconnected from the start if you don’t provide a warm, engaging welcome experience.
How to Fix It:
Create a personalized welcome message or email introducing your product and setting the onboarding journey’s tone. Use friendly, approachable language and include a clear call-to-action to guide users to their first steps. A little hospitality goes a long way in making users feel valued.
12. Ignoring Mobile Users
In today’s world, many users access SaaS products on their phones or tablets. If your onboarding process isn’t optimized for mobile, you’re likely frustrating a significant portion of your audience.
How to Fix It:
Test your onboarding process on multiple devices and screen sizes. Ensure that tutorials, forms, and interactive elements are mobile-friendly. A seamless mobile experience ensures users can get started no matter where they are.
13. Overloading Users with Emails
While email is a great way to guide users, bombarding them with too many messages can feel spammy and overwhelming. If users start ignoring your emails, they’ll miss out on important information.
How to Fix It:
Space out your onboarding emails and focus on delivering value in each one. Keep them concise, actionable, and relevant to the user’s stage in the onboarding process. A well-timed, thoughtful email can be a powerful tool—don’t overdo it.
14. Not Offering Live Support
Sometimes, users need a little extra help getting started. Users may feel stuck and abandon your product if your onboarding process doesn’t include access to live support—whether through chat, phone, or video.
How to Fix It:
Offer live support options during onboarding, such as a chatbot, live chat, or scheduled onboarding calls. Even a simple “Need help?” button can make a big difference. Knowing help is available builds confidence and trust.
15. Forgetting to Celebrate Milestones
Onboarding can feel like a chore if users don’t see progress or feel rewarded for their efforts. Without celebrating small wins, users may lose motivation.
How to Fix It:
When users complete key steps, incorporate progress trackers, congratulatory messages, or small rewards (like badges or access to new features). Celebrating milestones keeps users engaged and excited to move forward.
16. Not Addressing User Anxiety
Starting a new tool can be intimidating, especially for non-technical users. If your onboarding process doesn’t address this anxiety, users may feel overwhelmed and give up.
How to Fix It:
Acknowledge the learning curve and reassure users that taking their time is okay. Use encouraging language and provide reassurance throughout the process. A little empathy can go a long way in easing user anxiety.
17. Ignoring User Segmentation
Not all users are the same. A small business owner will have different needs than an enterprise user, and treating them the same during onboarding can lead to a poor experience.
How to Fix It:
Segment your users based on company size, role, or industry. Create tailored onboarding paths that address their specific needs and goals. A personalized approach ensures users feel understood and supported.
18. Relying Too Heavily on Automation
While automation can streamline onboarding, relying on it entirely can make the process feel impersonal. Users may feel like they’re just another number in your system.
How to Fix It:
Balance automation with human touchpoints. For example, follow-up automated emails with a personalized check-in from a customer success manager. This hybrid approach makes users feel cared for while still being efficient.
19. Not Providing a Clear Exit Strategy
Sometimes, users need to temporarily pause or stop using your product. If your onboarding process doesn’t explain how to do this—or worse, makes it difficult—they may feel trapped.
How to Fix It:
Be transparent about how users can pause, cancel, or downgrade their subscriptions. Make the process simple. A clear exit strategy builds trust and shows you respect their choices.
20. Ignoring Post-Onboarding Engagement
Onboarding doesn’t end when users complete the initial setup. If you don’t continue engaging users after onboarding, they may forget about your product or fail to see its full value.
How to Fix It:
Create a post-onboarding engagement plan, such as follow-up emails, advanced tutorials, or tips for getting the most out of your product. Keep the momentum going to ensure users stay active and invested.
21. Overcomplicating the Sign-Up Process
If your sign-up process is too long or asks for too much information upfront, users may abandon it before they even get started. First impressions matter, and a cumbersome sign-up can set the wrong tone.
How to Fix It:
Keep the sign-up process simple and quick. Only ask for essential information upfront and collect additional details later. A frictionless sign-up experience encourages users to dive in without hesitation.
22. Not Testing Your Onboarding Process
You might think your onboarding process is perfect, but you’re just guessing without testing it with real users. Hidden pain points or confusing steps can go unnoticed until it’s too late.
How to Fix It:
Conduct user testing with a diverse group of people. Watch how they interact with your onboarding process and gather feedback. Use their insights to refine and improve the experience.
23. Ignoring Accessibility
If your onboarding process isn’t accessible to users with disabilities, you’re excluding a significant portion of your audience. This harms user experience and can lead to legal and ethical issues.
How to Fix It:
Ensure your onboarding process is accessible to everyone. Use alt text for images, provide video captions, and ensure your interface is navigable with screen readers. An inclusive onboarding process shows you care about all users.
Final Thoughts
Onboarding is a critical phase in the user journey, and getting it right can make or break your SaaS company.
By avoiding these common mistakes—unclear communication, overwhelming users with features, or failing to personalize the experience—you can create an onboarding process that sets users up for success.
Take the time to review your current onboarding strategy, identify areas for improvement, and implement changes that will boost engagement, reduce churn, and drive growth. Your users—and your bottom line—will thank you.