How to track onboarding in Usermaven

Onboarding is a pivotal stage that shapes an individual’s entire product journey. A well-structured onboarding process significantly influences a product’s success. This rings particularly true for SaaS companies relying on subscription-based models. A smooth and successful onboarding not only introduces users to a product but also showcases its value, encouraging continued usage and investment.

In this context, Usermaven plays a crucial role in aiding product owners in tracking the onboarding journey. By monitoring key metrics and analyzing user interactions, Usermaven empowers product owners to streamline the onboarding process, enhancing user retention and satisfaction. Through the dedicated “Product Insights” section, Usermaven provides a comprehensive view of onboarding for both B2C and B2B SaaS companies.

Essential onboarding metrics: What to track for success

Several metrics play a vital role in measuring and enhancing the user experience. These metrics include:

Time to value (TTV): Time to value signifies how quickly users recognize the value of your product. A shorter TTV indicates a smoother onboarding process and boosts trial-to-paid conversion rates.
User activation rate: This metric measures the percentage of users who achieve specific activation points within a defined period. It’s crucial for evaluating the effectiveness of the onboarding flow.
Trial to paid conversion rate: This metric measures the percentage of free trial users who become paying customers, indicating the effectiveness of your onboarding in aligning user goals with your product.
Onboarding completion rate: The onboarding completion rate represents the proportion of users who successfully navigate through your entire onboarding process. Ideally, you’d want the majority of users to complete the whole journey.
Identifying drop-off steps: Identifying the step with the highest drop-off during the onboarding process is crucial. Once pinpointed, you can focus on refining that particular step.
Measuring conversion rate: Aim for a high conversion rate during the onboarding process. A lower conversion rate indicates users are abandoning the journey at specific stages.

Onboarding insight in Usermaven

Usermaven’s Onboarding report offers a hassle-free approach to monitoring essential onboarding metrics. Within this dedicated section, you can effortlessly keep tabs on critical data points. This includes tracking the total number of users who have started onboarding, identifying those who have completed their onboarding process (total conversions), and evaluating the overall conversion rate based on these metrics.

Additionally, Usermaven recognizes that users may encounter challenges during the onboarding process, and the platform provides insights into where users might get stuck, enabling proactive improvements to enhance the overall onboarding experience.

Moreover, you have the flexibility to view these metrics from a user or company-level perspective by navigating to the “User” or “Companies” tab:

User-level onboarding metrics: This metric tracks the total number of individual users, both in B2B and B2C settings, who have initiated the onboarding process. It helps you identify the users who have completed their onboarding journey, known as “total conversions.” Additionally, you can evaluate the overall conversion rate based on these user-specific metrics.
Company-level onboarding metrics: This feature is particularly valuable for businesses or products that cater to organizations, whether in B2B or B2C contexts. Company-level onboarding metrics provide insights into how entire organizations navigate the onboarding process, offering a holistic view of adoption and engagement.

Lastly, to align with your reporting needs, Usermaven provides a date picker conveniently located in the top right corner of your dashboard. This feature allows you to select a time range that aligns with your analysis requirements, ensuring that you have access to the most relevant and up-to-date insights.

Setting up onboarding insight in Usermaven

Follow the given steps to set up an On-boarding Insight in Usermaven:

From the left menu, click on “Product Insights”, and then select “Onboarding”.
Click on the “Create New ” button to create a new insight.
In the first step, provide a name for your onboarding insight.
Add the desired steps for your onboarding process. You can include as many steps as necessary.
Choose the “Onboarding Step Order” option:

Sequential order: Step B should follow Step A, but other events can occur between Steps A and B.
Strict order: Step B must occur immediately after Step A with no intervening events.

Choose the window size for your funnel. The window size is the number of days/ hours/ minutes that a user has to complete the funnel steps. For example, if you set the default window size to 7 then the user has 7 days to complete the steps.
Finally, click the “Save Insight” button to create your insight.

Manage insights

Usermaven provides you with the capability to oversee and control the insights and reports you’ve generated. The “Manage Insights” section serves as a central hub for editing, deleting, and setting insights as default. On clicking on the manage insights tab, you’ll see a list of all the reports that you’ve created along with the options to manage each of them.

Editing an insight

To edit an insight:

Locate the specific report you wish to edit.
Click on the ‘Edit’ button adjacent to your chosen report.
On the loaded page, make the necessary changes to your report.
Click on the ‘Update Insight’ tab to save your modifications.

Deleting a report

To delete a report:

Identify the report you want to delete.
Click on the “Delete” button next to the report.
Confirm your action and the specified report will be permanently deleted.

Setting a default report

To designate a particular report as the default, ensuring it appears when you upen the Onboarding Insights dashboard:

Find the report of interest.
Click on the ‘Set as Default’ button represented by a star icon.

Insight overview on onboarding dashboard

When you access the Onboarding Dashboard in alignment with your created insight in Usermaven, key metrics are prominently displayed at the top for quick reference:

Total visitors to the funnel:

Positioned at the very top, this figure represents the overall number of users who have engaged with the funnel.

Total onboarded users:

Following the total visitors, this metric indicates the count of users who completed all the steps outlined in the created insight.

Identifying drop-off points:

The third tab, located at the top right of the screen, focuses on revealing the most significant drop-off point within the insight. This valuable information highlights the step in the funnel where users commonly disengage.

Onboarding completion funnel

The onboarding funnel helps in identifying at which stage your users have dropped off. You can view your insights in the form of a horizontal or vertical funnel graph. Consequently, the insights at the button of this graph provide a comprehensive explanation of the presented metrics. This ensures a thorough understanding of user behavior and time dynamics.

Deep dive

For a detailed view of an insight, click on the ‘Deep Dive’ button right beside the funnel. This action should open a detailed view of the selected funnel, providing you with more in-depth statistics and insights about user behavior within that specific funnel.

At the very top of the page, you’ll see the total number of users that visited the funnel and the conversion rate. In the video, you’ll see that 720 is the number of users that visited the funnel and 15.97% is the conversion rate i.e., the percentage of users that completed all the steps specified in the funnel. Adjacent to it, you’ll also see the most dropped-off step specified, which in the case of the sample video is step 2.

At the very bottom of the page, you will see in a detailed analysis, the overall conversion rate for the funnel. Here, following the overall conversion rate, you’ll find the following key metrics:

Entered (Step 1): This is the number of users who initially entered the funnel.
Completed (Step 2 and so on): The number of users who completed the second step of the funnel.
Drop-off rate: This represents the percentage of users who did not complete the second step of the funnel. It’s calculated by dividing the number of users who dropped off by the total number of users who entered the funnel.
Overall conversion rate: This is the percentage of users who successfully completed the entire funnel. It’s calculated by dividing the number of users who completed all steps by the total number of users who entered the funnel.
Average time: The average amount of time it took for users to complete the entire funnel.

These metrics provide valuable insights into how users are progressing through your onboarding funnel, where they might be dropping off, and the overall conversion rate for that specific funnel. This information is crucial for optimizing your user journey and improving the onboarding process.

In the middle of the page, you’ll find a visual representation of your funnel’s data presented in the form of horizontal or vertical bar graphs. Each bar represents a specific step in the funnel. When you click on any of these bars, you’ll access a detailed view that provides essential metrics related to that particular step. These metrics typically include:

Drop-off rate from previous step: This metric indicates the percentage of users who didn’t proceed to the current step from the previous one. It helps you understand where users are dropping off in the funnel.
Drop-off ratio from previous step: The drop-off ratio provides a more in-depth view of how many users are leaving the funnel at each step. It’s calculated by dividing the number of users who dropped off by the number who entered the previous step.
Average time in the step: This metric reveals the average amount of time users spend in the current step. It can be valuable for assessing user engagement and identifying potential bottlenecks.

By examining these metrics for each step, you gain insights into the performance of your funnel and can pinpoint areas that might require optimization to enhance the user journey and boost conversions.

Funnel breakdown

Once you encounter a funnel drop-off that you’d like to investigate more deeply, Usermaven provides a feature that allows you to analyze the traffic sources contributing to this drop-off. You can break down the user base of your onboarding funnel based on location, technologies, and the first touchpoint. Here’s how to access this breakdown view:

On the ‘Deep Dive’ dashboard of the funnel you’re investigating, right beside the “Overview” tab, you’ll find the “Breakdown” tab.

By selecting “Breakdown,” you’ll gain access to a more granular view of your funnel’s data, allowing you to identify the geographical regions, technologies, or initial interactions that may be influencing the drop-off. This breakdown view provides valuable insights for optimizing your funnel and improving conversion rates.

By first touch-point

Under the “First Touch” breakdown, the first heading is labeled “Source”. This section displays the sources from which traffic for a particular step in your funnel originates. This is followed by “Channel”. This shows the various channels your traffic is coming from, i.e., if its coming directly through the search engine, through emails, or a paid or non-paid campaign. At the very end under First-touch point, you’ll see “Referer”. On clicking on Referer, you’ll see all the different referrers that your traffic is coming through.

This breakdown helps you pinpoint the origins of traffic for a specific step, allowing you to identify the most significant sources contributing to your funnel’s performance.

By location

You can filter traffic for a specific step based on country or city too. This functionality provides a comprehensive analysis of which regions around the world are generating the most traffic. It helps you pinpoint regions where your ad campaigns or overall visibility may require improvement, allowing you to tailor your strategies for specific geographic areas.

By Technology (browser, OS, device)

You can also access a breakdown of traffic for each step in the funnel based on device, browser, and operating system. This breakdown helps you understand the diversity of devices and platforms used by your audience, enabling you to optimize your content and user experience accordingly.

Funnel comparison

Usermaven also offers users the capability to compare funnels. Comparing funnels over different time periods is a valuable way to identify trends and assess the impact of changes you’ve made to your website or product on user behavior and conversion rates. You can compare a funnel’s performance for the current day against that of the previous day, week, month, quarter, or year. Alternatively, you can set a custom date range for comparison.

Conversion time distribution

The Detailed Funnel Analysis Dashboard features a dedicated page providing valuable insights into user behavior, particularly focusing on time-related metrics. Here’s a detailed breakdown of what you can find on this page:

Average time metrics:

This offers information on the average time users took to complete each step within the funnel, as well as the average time for the entire funnel.

Selecting time view:

At the top of the page, you have the option to choose between viewing the average time for specific steps or for the entire funnel. This selection can be made by choosing the desired steps.

Bar graph representation:

The page includes a dynamic bar graph that corresponds to your selected view. It provides insights into the number of users completing each specified step and the average time taken. The histogram is segmented into 5 bins, presenting a clear distribution of users completing the funnel within those time range bins.

Insights at a glance:

Towards the end of the page, you’ll find detailed insights that provide a comprehensive explanation of the presented metrics. This ensures a thorough understanding of user behavior and time dynamics.

This page on the Detailed Funnel Analysis Dashboard is designed to empower you with actionable insights, aiding in the analysis and optimization of user engagement based on time-related factors.

User details

On the main Onboarding Dashboard, the ‘User Details’ section furnishes detailed information about users who have either successfully completed or dropped off during the onboarding process at each step. Here’s a breakdown of this insightful feature:

Selection between ‘completed’ and ‘dropped off’:

Depending on your selection, whether ‘Completed’ or ‘Dropped off,’ the User Details section will provide specific information related to users who have either successfully completed the onboarding process or those who dropped off at each step.

Details for each funnel step:

For each step in your onboarding funnel, the User Details section displays user-specific information including:

User Name: Identifies the user who either completed or dropped off.
First Seen: Indicates the initial interaction timestamp of the user.
Last Seen: Specifies the timestamp of the user’s last interaction.

This section serves as a valuable resource for gaining insights into user behavior at different onboarding steps, allowing you to analyze completion rates and identify potential drop-off points.

Average time distribution for onboarding completion

This section once again features valuable insights into user behavior, particularly focusing on time-related metrics. Here’s a detailed breakdown of what you can find on this page:

Average time metrics: