Onboarding Checklist

Ever wondered why crossing items off a to-do list feels so satisfying? It's not just you - there's a psychological reason behind that sense of accomplishment. This same principle can be applied to help new users get the most out of your software or app through an onboarding checklist.

An onboarding checklist is a simple yet powerful tool that guides new users through the essential steps of setting up and learning your product. It breaks down the sometimes overwhelming process of getting started into manageable, bite-sized tasks. By showing users their progress as they complete each step, you tap into their natural desire for achievement and motivation.

This approach isn't just about making users feel good - it has real business benefits too. When new users quickly understand how to use your product and see its value, they're more likely to stick around. This means higher activation rates and lower churn, two key metrics for any subscription-based business.

Implementing an onboarding checklist doesn't have to be complicated. It can be as simple as a progress bar showing profile completion, like LinkedIn uses, or a series of introductory tasks that help users explore key features. The goal is to create a clear path for new users, helping them navigate your product with confidence and excitement.

Why this works

Onboarding checklists tap into fundamental psychological principles that drive human behavior and motivation. Here's why they're so effective:

1. Sense of progress. As users complete each task on the checklist, they experience a tangible sense of progress. This triggers the release of dopamine, a neurotransmitter associated with pleasure and reward, reinforcing positive feelings about your product.

2. Goal-setting theory. Psychologists Edwin Locke and Gary Latham found that setting specific, challenging goals leads to higher performance. An onboarding checklist provides clear, achievable goals for new users, increasing their engagement and motivation.

3. Endowed progress effect. Research shows that people are more likely to complete a task if they feel they've already made some progress. By breaking down the onboarding process into smaller steps, users feel they're already on their way to mastering your product.

4. Reduced cognitive load. A well-designed checklist simplifies complex processes, making them less overwhelming. This reduction in cognitive load helps users focus on learning and using your product rather than feeling confused or frustrated.

5. Gamification elements. Checklists often incorporate gamification elements like progress bars or completion percentages. These visual cues tap into our natural competitiveness and desire for achievement.

6. Increased self-efficacy. As users complete tasks, their confidence in using your product grows. This increased self-efficacy makes them more likely to continue using the product and explore advanced features.

7. Clear expectations. Checklists set clear expectations for new users, reducing uncertainty and anxiety about getting started with a new product.

8. Zeigarnik effect. This psychological principle states that people remember uncompleted tasks better than completed ones. An incomplete checklist creates a subtle tension that motivates users to finish the onboarding process.

9. Habit formation. By guiding users through key actions, checklists help establish habits around using your product, increasing the likelihood of long-term retention.

10. Personalized experience. Checklists can be tailored to different user segments, providing a more personalized onboarding experience that resonates with specific needs and goals.

Implementing an effective onboarding checklist can significantly impact key metrics like activation rates, time-to-value, and customer retention. By leveraging these psychological principles, you create a more engaging and rewarding experience for new users, setting the stage for long-term success with your product.

How you can steal this

Here's how you can implement an effective onboarding checklist for your digital product or service:

1. Identify key actions. Start by listing the most important actions new users need to take to get value from your product. For a SaaS project management tool, this might include creating a project, inviting team members, and setting up a task list.

2. Break it down. Divide these key actions into small, manageable steps. Instead of "Set up your profile," use specific tasks like "Add profile picture" and "Enter job title."

3. Create a visual checklist. Design a clear, visually appealing checklist that shows users their progress. This could be a simple numbered list, a progress bar, or a series of checkboxes.

4. Prioritize tasks. Order your checklist items from most to least critical. Place the actions that deliver immediate value at the top to encourage early wins.

5. Use clear, action-oriented language. Each checklist item should start with a verb and clearly explain what the user needs to do. For example, "Upload your first document" or "Connect your Google account."

6. Provide context. Briefly explain why each task is important. This helps users understand the value of completing each step.

7. Offer guidance. Link each checklist item to relevant help documentation or short tutorial videos to assist users who may need extra support.

8. Implement progress tracking. Use a progress bar or percentage complete indicator to show users how far they've come. This taps into the endowed progress effect, motivating users to finish.

9. Celebrate milestones. Incorporate small celebrations when users complete important steps. This could be as simple as a congratulatory message or a confetti animation.

10. Personalize the experience. If possible, tailor the checklist based on user type or goals. A freelancer and an enterprise customer might need different onboarding steps for your SaaS product.

11. Make it skippable. Allow users to skip steps if they want to. Some experienced users might not need every onboarding task.

12. Use email reminders. For incomplete checklists, send gentle email reminders encouraging users to finish setting up their account.

13. Gamify the process. Consider adding gamification elements like badges or points for completing checklist items to increase engagement.

14. Limit the number of steps. Keep your checklist focused on the most critical actions. Aim for 5-7 steps to avoid overwhelming new users.

15. Test and iterate. Continuously monitor how users interact with your checklist. Use analytics to identify drop-off points and adjust accordingly.

16. Extend beyond initial setup. Consider creating an "advanced" checklist for users who've completed the basics, introducing them to more advanced features over time.

17. Mobile optimization. If your product has a mobile app, ensure the onboarding checklist is optimized for smaller screens and touch interfaces.

18. Time estimates. Include approximate time estimates for each task to set user expectations and encourage completion of quick wins.

19. Progress persistence. Ensure that checklist progress is saved across sessions, so users can easily pick up where they left off.

20. Feedback loop. Implement a way for users to provide feedback on the onboarding process, helping you refine and improve it over time.

Remember, the goal of your onboarding checklist is to guide new users to their "aha moment" as quickly as possible, showing them the core value of your product. By implementing these strategies, you'll create a more engaging onboarding experience that sets the foundation for long-term user retention and success.

Examples of onboarding checklist

Here are some real-world examples of effective onboarding checklists used by successful digital businesses:

• Dropbox. The file-sharing service uses a simple checklist to guide new users through key actions like installing the desktop app, uploading their first file, and inviting team members. Each completed task is rewarded with additional free storage space, incentivizing users to finish the onboarding process.

• Slack. The team communication platform employs a progress bar showing profile completion percentage. It prompts users to add a profile picture, set their status, and join channels relevant to their role. The checklist adapts based on whether the user is creating a new workspace or joining an existing one.

• Asana. This project management tool uses an interactive tutorial disguised as a sample project. New users complete a series of tasks that teach them how to use core features like creating tasks, assigning team members, and setting due dates. The checklist is cleverly integrated into the actual product interface.

• Canva. The graphic design platform guides new users through creating their first design with a step-by-step checklist. It includes tasks like choosing a template, adding elements, and downloading the finished product. This approach quickly demonstrates the value of the tool to new users.

• Duolingo. The language learning app uses gamification in its onboarding process. New users complete a series of quick lessons, earning points and unlocking new levels. The progress bar and achievements create a sense of accomplishment that encourages continued engagement.

• Evernote. The note-taking app employs a minimalist checklist focusing on core actions like creating a note, setting up web clipper, and syncing across devices. Each completed task is marked with a green checkmark, providing visual feedback on progress.

• Trello. This project management tool uses an onboarding checklist in the form of a Trello board. New users learn the platform by interacting with cards and lists, mirroring how they'll use the product in real scenarios. This hands-on approach helps users quickly grasp the product's functionality.

• Grammarly. The writing assistant tool uses a progress bar to guide users through setting up their account preferences, installing browser extensions, and trying out key features. The checklist adapts based on whether the user is using the free or premium version.

• Shopify. The e-commerce platform employs a comprehensive onboarding checklist that guides new merchants through setting up their online store. Tasks include adding products, customizing the store theme, and setting up payment methods. The checklist is prominently displayed in the admin dashboard until completed.

• Mailchimp. The email marketing service uses a checklist to help new users set up their first email campaign. It breaks down the process into manageable steps like importing contacts, designing the email, and scheduling the send. Each completed step turns from gray to green, providing a clear visual of progress.

Remember, the key to an effective onboarding checklist is to focus on actions that quickly demonstrate the core value of your product. By guiding users through these key steps, you can significantly improve activation rates and set the foundation for long-term customer retention.