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Estd 4.22.2023
Introduction
In today's competitive SaaS landscape, a smooth onboarding experience isn't just a nice-to-have—it's a critical business driver. Research from Wyzowl indicates that 63% of customers consider the onboarding process when making purchasing decisions. Yet despite its importance, many SaaS companies struggle to effectively measure onboarding completion rates, leading to missed opportunities for revenue growth and reduced churn. This article explores proven methodologies for measuring onboarding completion, establishing meaningful benchmarks, and leveraging these insights to drive business outcomes.
Why Onboarding Completion Rates Matter
Onboarding completion rates serve as a vital indicator of early product success. According to a study by Chameleon, users who complete onboarding are 80% more likely to become long-term customers. For SaaS executives, this metric directly correlates with:
- Customer Lifetime Value (CLV): Users who complete onboarding typically demonstrate 3x higher lifetime value.
- Reduced Churn: Properly onboarded customers are 5x more likely to remain customers after the first 90 days.
- Higher Expansion Revenue: According to Gainsight, customers who successfully onboard are 30% more likely to purchase additional services.
Defining Onboarding Completion
Before measuring completion rates, executives must establish a clear definition of what "completed onboarding" means for their specific product. This definition typically falls into one of three frameworks:
1. Milestone-Based Completion
This approach defines completion as users reaching specific product milestones or completing key actions:
- Creating their first project
- Inviting team members
- Completing configuration settings
- Achieving their first "success moment"
Example: Slack defines onboarding completion as users who have: created a workspace, invited at least one team member, sent 10+ messages, and installed at least one integration.
2. Time-Based Completion
This method measures completion based on engagement over a fixed timeframe:
- First 7 days after signup
- First 30 days of activity
- First three logins
Example: HubSpot considers initial onboarding complete when a user has engaged with the platform for at least 3 of the first 7 days after signup.
3. Value-Based Completion
This sophisticated approach defines completion as users achieving their first value moment:
- Generating their first report
- Processing their first transaction
- Receiving their first customer response
Example: Calendly defines onboarding as complete when a user schedules their first meeting through the platform—the core value proposition.
Calculating Onboarding Completion Rate
The fundamental formula for onboarding completion rate is:
Onboarding Completion Rate = (Number of Users Who Completed Onboarding / Number of Users Who Started Onboarding) × 100%
However, implementing this calculation requires careful consideration of several factors:
Time Period Selection
When selecting a time period for measurement, consider:
- Cohort Analysis: Group users by signup date to compare performance over time
- Product Complexity: More complex products may require longer onboarding windows
- Sales Cycle: Enterprise products with implementation periods should adjust accordingly
Segmentation Variables
For more actionable insights, segment your completion rates by:
- User persona or role
- Company size or industry
- Acquisition channel
- Product plan or tier
- Geography
According to research by Mixpanel, segmented completion analysis typically reveals 15-30% performance variations between different user groups.
Tools for Measuring Onboarding Completion
Modern SaaS companies can leverage several tools to track onboarding metrics:
Product Analytics Platforms
- Amplitude: Ideal for funnel analysis and cohort tracking
- Mixpanel: Strong for event-based user journeys
- Heap: Offers retroactive analysis without pre-defined events
Customer Success Platforms
- Gainsight: Provides holistic customer health scoring
- ChurnZero: Specializes in early warning systems for adoption issues
- Totango: Offers segment-based onboarding campaign management
Purpose-Built Onboarding Tools
- Appcues: Creates in-app onboarding experiences
- Pendo: Combines analytics with guided walkthroughs
- WalkMe: Specializes in complex enterprise onboarding
Benchmarking Your Onboarding Completion Rates
Industry benchmarks can provide context, but should be interpreted cautiously:
- B2B SaaS Average: 40-60% completion rates (Totango)
- Consumer SaaS Average: 20-40% completion rates (Mixpanel)
- Enterprise SaaS Average: 70-90% completion rates with assisted onboarding (Gainsight)
However, according to OpenView Partners, the most valuable comparison is against your own historical performance, targeting 3-5% improvement quarter-over-quarter.
Advanced Metrics Beyond Completion Rate
While completion rate provides a high-level view, sophisticated SaaS executives should also track:
Time to Completion
The average time users take to complete onboarding. According to Intercom, reducing this metric by 30% typically yields a 15-25% increase in conversion to paid.
Onboarding Abandonment Points
Identifying where users most commonly drop off during onboarding. Data from Appcues shows that addressing the top abandonment point can improve overall completion by 10-15%.
Feature Adoption During Onboarding
Tracking which core features are adopted during onboarding. Pendo's research indicates that users who adopt at least 3 core features during onboarding have 40% higher retention rates.
From Measurement to Improvement
Effective executives don't just track metrics—they drive improvement through systematic approaches:
Experimentation Framework
Implement a structured testing program to improve completion rates:
- Identify the lowest-performing step in your onboarding funnel
- Develop 2-3 hypotheses for improvement
- A/B test changes with clear success metrics
- Implement winning variations and repeat
According to Optimizely, companies with formalized experimentation programs improve completion rates 2.5x faster than those without structured testing.
Feedback Loops
Complement quantitative data with qualitative insights:
- Post-onboarding surveys (NPS or CSAT)
- User interviews with both completers and non-completers
- Session recordings of onboarding journeys
UserTesting research shows that companies combining analytics and direct user feedback identify 40% more improvement opportunities.
Conclusion
For SaaS executives, onboarding completion rate represents far more than a vanity metric—it's a leading indicator of product adoption, customer satisfaction, and ultimately, revenue growth. By establishing clear definitions, implementing robust measurement frameworks, and creating systematic improvement processes, leaders can transform onboarding from a potential friction point into a competitive advantage.
The most successful SaaS companies view onboarding not as a one-time event but as the foundation of the entire customer journey. With proper measurement and optimization, onboarding completion becomes the first step in a virtuous cycle of adoption, retention, and expansion that drives sustainable business growth.
Next Steps
To begin improving your onboarding completion rates:
- Audit your current onboarding definition and measurement approach
- Implement cohort analysis to establish your baseline metrics
- Select one high-impact onboarding step to optimize through testing
- Develop a cross-functional task force with representatives from product, customer success, and sales to drive holistic improvements
By taking these actions, you'll be well-positioned to transform your onboarding experience from a functional necessity into a strategic asset that drives measurable business results.