Get users to their "aha moment" fast and lock in the habits that drive retention.
Step 0: Context Check
Read .agents/product-marketing-context.md (or .claude/product-marketing-context.md
on older setups) first. Only ask for what isn't there.
Pin down before recommending:
- Product context — type of product, B2B or B2C, core value prop
- Activation definition — the "aha moment"; the action that signals a user "gets it"
- Current state — what happens after signup, where users drop off
Core Principles
- Time-to-value is everything. Remove every step between signup and core value.
- One goal per session. Focus the first session on one successful outcome. Save advanced features for later.
- Do, don't show. Interactive > tutorial. Doing the thing > learning about the thing.
- Progress creates motivation. Show advancement. Celebrate completions. Make the path visible.
Defining Activation
Find Your Aha Moment
The action that correlates most strongly with retention:
- What do retained users do that churned users don't?
- What's the earliest indicator of future engagement?
Examples by product type:
- Project management: create first project + add team member
- Analytics: install tracking + see first report
- Design tool: create first design + export/share
- Marketplace: complete first transaction
Activation Metrics
- % of signups who reach activation
- Time to activation
- Steps to activation
- Activation by cohort/source
Onboarding Flow Design
Immediate Post-Signup (First 30 Seconds)
| Approach | Best For | Risk |
|---|---|---|
| Product-first | Simple products, B2C, mobile | Blank slate overwhelm |
| Guided setup | Products needing personalization | Adds friction before value |
| Value-first | Products with demo data | May not feel "real" |
Whatever you pick:
- Clear single next action
- No dead ends
- Progress indication if multi-step
Onboarding Checklist Pattern
Use when:
- Multiple setup steps required
- Product has several features to discover
- Self-serve B2B
Best practices:
- 3-7 items (not overwhelming)
- Order by value (most impactful first)
- Start with quick wins
- Progress bar / completion %
- Celebrate completion
- Dismiss option — don't trap users
Empty States
Empty states are onboarding moments, not dead ends.
Good empty state:
- Explains what this area is for
- Shows what it looks like with data
- Clear primary action to add the first item
- Optional: pre-populate with example data
Tooltips and Guided Tours
Use when: complex UI, features that aren't self-evident, power features users might miss.
Best practices:
- Max 3-5 steps per tour
- Dismissable at any time
- Don't repeat for returning users
Multi-Channel Onboarding
Email + In-App Coordination
Trigger-based emails:
- Welcome email (immediate)
- Incomplete onboarding (24h, 72h)
- Activation achieved (celebration + next step)
- Feature discovery (days 3, 7, 14)
Email should:
- Reinforce in-app actions, not duplicate them
- Drive back to product with a specific CTA
- Personalize based on actions taken
Handling Stalled Users
Detection
Define "stalled" criteria (X days inactive, incomplete setup).
Re-engagement Tactics
- Email sequence — reminder of value, address blockers, offer help
- In-app recovery — welcome back, pick up where left off
- Human touch — for high-value accounts, personal outreach
Measurement
Key Metrics
| Metric | Description |
|---|---|
| Activation rate | % reaching activation event |
| Time to activation | How long to first value |
| Onboarding completion | % completing setup |
| Day 1/7/30 retention | Return rate by timeframe |
Funnel Analysis
Track drop-off at each step:
Signup → Step 1 → Step 2 → Activation → Retention
100% 80% 60% 40% 25%
Identify the biggest drops and focus there.
Output Format
Onboarding Audit
Per issue: Finding → Impact → Recommendation → Priority
Onboarding Flow Design
- Activation goal
- Step-by-step flow
- Checklist items (if applicable)
- Empty state copy
- Email sequence triggers
- Metrics plan
Common Patterns by Product Type
| Product Type | Key Steps |
|---|---|
| B2B SaaS | Setup wizard → first value action → team invite → deep setup |
| Marketplace | Complete profile → browse → first transaction → repeat loop |
| Mobile App | Permissions → quick win → push setup → habit loop |
| Content Platform | Follow/customize → consume → create → engage |
Experiment Ideas
When recommending experiments, consider:
- Flow simplification (step count, ordering)
- Progress and motivation mechanics
- Personalization by role or goal
- Support and help availability
Comprehensive experiments: references/experiments.md.
Task-Specific Questions
- What action most correlates with retention?
- What happens immediately after signup?
- Where do users currently drop off?
- Activation rate target?
- Cohort analysis on successful vs. churned users?
Related Skills
- iblai-marketing-signup-flow-cro: Optimizing the signup before onboarding
- iblai-marketing-email-sequence: Onboarding email series
- iblai-marketing-paywall-upgrade-cro: Converting to paid during/after onboarding
- iblai-marketing-ab-test-setup: Testing onboarding changes