Improving onboarding questionnaire for new sign ups

I led the redesigned of FreshBooks onboarding questionnaire to lower drop offs and increase in quality data gathering

Timeline

May 2021 - Aug 2021

Collaborators

Product Managers

Engineers

Marketing (Lifecycle Team)

My Impact

Designed a streamlined onboarding quiz that speeds up user completion while still capturing key customer segmentation data.

Introducded new branding into the product and established guidelines for future design implementation.

Removed outdated questions that provided no value to customers or the business.

Overall Impact

Achieved a 4% month-over-month increase in onboarding quiz completion compared to the previous version.

Drove a 10% year-over-year improvement in overall completion rates.

Problem & Discovery

Many trial users never complete the onboarding questionnaire, preventing them from experiencing FreshBooks’ core value and leading to low trial activation rates.

The existing onboarding questionnaire had over 30 questions that led to alot of friction for new users

Only 21% of sign-ups were reaching the dashboard, so we prioritized the amount of people making it through the funnel first.

To understand why users were dropping off during the onboarding quiz, we interviewed business owners who had never used FreshBooks. Here's what we heard...

The takeaway

  • The onboarding quiz included too many questions, creating friction for users

  • Several questions felt overly personal, making users uncomfortable

  • Users didn’t perceive any clear benefit from providing their answers

Partnered with the Lifecycle team to identify essential questions, cutting the onboarding quiz from 30 to just 11. I also streamlined the experience by reducing clicks, simplifying answer selections for users.

The Redesign

  • 4% month-over-month increase in onboarding quiz completion

  • 5% decrease in drop off from the orginal quiz

Final decison was to release it to 100%. Stakeholders saw this as an opportunity to better collaborate to leverage the onboarding quiz to capture more valuable data and drive stronger activation.

The Impact