If you run a SaaS, you know signups are just the start. Most people drop off before they see value. You need an onboarding funnel that actually gets users to stick around. Problem is, most onboarding is either too basic or so complicated it never gets launched. This guide’s for SaaS founders, product folks, and marketers who want a practical, multi-step onboarding flow—without getting lost in the weeds or chasing every new shiny tool.
We're using RightMessage, which lets you personalize and build multi-step flows on your site, but a lot of these lessons apply no matter what tool you use.
Why Bother With a Multi-Step Onboarding Funnel?
Here’s the deal: Most users don’t care about your product yet. A single “Welcome!” email isn’t going to change that. You need to:
- Show value fast (ideally in the first session)
- Guide users through the must-do steps, not every possible feature
- Personalize when it matters, but don’t overcomplicate
A multi-step funnel lets you break onboarding into manageable chunks, so users aren’t overwhelmed and you can track where they drop off.
But don’t get seduced by complexity. More steps aren’t always better. If you can get users to “aha!” in two steps, don’t stretch it to five.
Step 1: Map Out Your “Aha!” Moments
Before you even touch RightMessage, get clear on what actually matters in onboarding. Forget about “wouldn’t it be cool if…” and focus on:
- The core action that predicts retention (e.g., creating a project, inviting a team member)
- What must happen before that action (e.g., connecting data, filling out a profile)
- What can be skipped or delayed (most things)
Sketch this out on paper or a whiteboard:
- Signup
- Core setup action (e.g., connect an integration)
- First real use (e.g., run a report, publish a post)
- [Optional] Invite team or set up billing
Pro tip: Don’t copy another product’s onboarding flow blindly. Your product’s “must-have” moment is probably different.
Step 2: Decide Which Steps Happen Onsite vs. In-App
RightMessage shines at onsite flows—popups, banners, surveys, and step-by-step guidance before users log in. But it’s not your in-app tour or email drip tool.
- Use RightMessage for: Pre-login personalization, post-signup nudges, collecting info you can use to tailor onboarding (like “What best describes you?”)
- Use your app for: In-app checklists, product tours, tooltips
- Use email for: Reminders, longer explanations, or bringing people back who’ve dropped off
What doesn’t work: Trying to force every onboarding step into RightMessage. It’s great for the front-end, not a replacement for a proper in-app experience.
Step 3: Set Up RightMessage for Your Funnel
Assuming you’ve signed up, here’s the practical setup:
- Install the RightMessage snippet on your marketing site and signup pages. It’s just a script tag—don’t overthink it.
- Plan your segments. Decide if you actually need to show different onboarding to different audiences. Most SaaS don’t need 10 segments—start with 1-2 (e.g., “Solo founder” vs. “Team”).
- Create your first multi-step campaign.
- Start with a simple welcome message or question right after signup.
- Add 2–3 steps max: ask what they want to achieve, or nudge them to the next action (“Ready to connect your data?”).
- Make it skippable—nobody likes being trapped in a funnel.
Honest take: The built-in templates are fine, but you’ll probably end up tweaking them. Don’t expect “set and forget.”
Step 4: Write Copy That Doesn’t Suck
Nobody wants to read onboarding that sounds like it’s written by a robot. Here’s what actually works:
- Be specific. “Let’s get your first campaign live” beats “Welcome to our platform!”
- Keep it short. Two sentences is usually enough.
- Use first-person (“I want to…” buttons) for micro-surveys or choices.
- Avoid fake urgency—users see right through it.
What to skip: Don’t waste time making every step pretty. Focus on clarity, not cleverness.
Step 5: Personalize—But Only If It’s Useful
One of RightMessage’s selling points is personalization. But here’s the thing: Most SaaS onboarding doesn’t need creepy levels of personalization.
- Personalize based on intent (what the user says they want to do), not demographics.
- Use answers to tailor the next step—e.g., if a user says they’re a marketer, show marketing-focused examples.
- Don’t create a unique flow for every possible user type unless you have the traffic and data to justify it.
Pro tip: Start with broad buckets (“Are you using this for work or personal?”). Add granularity later—if it actually moves the needle.
Step 6: Track Drop-Off and Actually Use the Data
This is where a lot of SaaS teams get lazy. If you don’t know where users drop out, you’re just guessing.
- Use RightMessage’s built-in analytics to see how many users finish each step.
- Tag users based on actions (e.g., completed onboarding, skipped step 2).
- Pipe this data into your analytics tool or CRM so you can follow up with users who get stuck.
What not to do: Don’t obsess over minor drop-offs. Focus on the big leaks—like people who sign up but never take the first core action.
Step 7: Don’t Forget the Hand-Off
Your onboarding funnel doesn’t exist in a vacuum. Make sure:
- Users who finish the funnel get a proper hand-off (into your app, an email, or a “next steps” page)
- There’s a way to exit or skip at any point (forced funnels create resentment)
- You’re not repeating info users have already given—nothing kills momentum like redundancy
What Actually Works (and What Doesn’t)
Works: - Keeping the flow short and focused (2–4 steps max) - Personalizing only when it’s meaningful - Following up outside of RightMessage (email, in-app)
Doesn’t work: - Over-segmenting (you don’t need 20 user types) - Forcing everyone through the same rigid steps - Making users answer questions just to collect data you’ll never use
Quick Example: A Bare-Bones Onboarding Funnel
Here’s what a simple, sane funnel might look like:
- Welcome message: “Hey, thanks for signing up! What do you want to accomplish first?”
- [ ] “Set up my first campaign”
- [ ] “Integrate with my tools”
- [ ] “I’m just exploring”
- Tailored nudge: Based on their answer, show a single step guiding them to the next action (“Let’s connect your first integration—it only takes 30 seconds.”)
- Confirmation: “You’re all set! Ready to jump in?”
- Hand-off: Direct link into the app, or a quick recap email
That’s it. No fancy logic unless you see a real need.
Things to Ignore (For Now)
- Overly elaborate branching logic
- Collecting every possible detail up front
- Custom code, unless you hit a real limitation
- Chasing every new feature—launch first, iterate later
Wrapping Up: Keep It Simple, Ship, and Iterate
Don’t let onboarding become a side project that never ships. Start with the bare minimum: a welcome, a couple of nudges, and a clear hand-off. Watch how people use it, tweak what matters, and ignore the rest. Most SaaS teams overcomplicate onboarding and end up with a mess no one maintains.
Launch ugly, learn, and make it better as you go. If you get stuck, remember: the best onboarding is the one that exists.