TL;DR
Onboarding A/B testing: Test guided vs self-serve, checklist visibility, and onboarding length. Measure activation rate (users who complete key action) and time-to-first-value. Use server-side or product analytics tools (PostHog, Statsig) for in-app experiments. Visual tools work for marketing site onboarding.
Why Onboarding Matters
Onboarding is where you convert trial users to activated users:
- • 40-60% of users never return after first session
- • Activated users are 3-5x more likely to convert to paid
- • Time-to-value predicts retention and lifetime value
High-Impact Onboarding Tests
| Test | Impact | What to Test |
|---|---|---|
| Guided vs self-serve | High | Step-by-step wizard vs free exploration |
| Checklist visibility | High | Persistent checklist vs hidden progress |
| Empty state design | Medium | How to present empty dashboards |
| Onboarding length | High | Number of steps before "done" |
| Sample data | Medium | Pre-populate with examples vs blank slate |
| Video vs text | Medium | Tutorial format and placement |
Metrics to Track
| Metric | What It Measures | Primary? |
|---|---|---|
| Activation rate | Users who complete key onboarding action | |
| Time to first value | How long until user gets value from product | |
| Completion rate | Users who finish onboarding flow | — |
| Day 7 retention | Users still active after 7 days | — |
| Feature adoption | Which features users activate | — |
Tool Selection
Onboarding is in-app, so you need different tools:
- • For in-app onboarding: Use PostHog, Statsig, or LaunchDarkly (code-based)
- • For marketing site onboarding: Use ExperimentHQ (visual editor)
- • Why not visual tools in-app: Dynamic content, authentication, complex state
Example: Guided vs Self-Serve
Control: Self-Serve
- • User lands in empty dashboard
- • Tooltips and help docs available
- • User explores at own pace
Pro: Faster for power users
Con: High abandonment for beginners
Variant: Guided Tour
- • Step-by-step wizard
- • Progress bar showing completion
- • Can skip but encouraged to complete
Pro: Higher activation for beginners
Con: May annoy power users
Optimize Your Onboarding
For marketing site onboarding, use ExperimentHQ. For in-app flows, use PostHog or Statsig.