If you’re in charge of onboarding for a SaaS product, you know how much those first few screens and tooltips matter. But unless you’re A/B testing, you’re pretty much just guessing what works. This guide is for product folks, growth teams, and anyone who actually wants to know if their onboarding is helping—or just getting in the way.
We’re going step by step through running an A/B test on your onboarding flows using Userflow. I’ll point out what’s worth your time, what’s a waste, and a few easy mistakes to dodge.
Why bother A/B testing onboarding?
You’ve probably seen onboarding flows that look slick but don’t actually help users. A/B testing lets you compare two (or more) versions of your onboarding and see, with data, which one does a better job. That might mean more users complete onboarding, stick around, or actually use the features you want them to.
Don’t worry—this guide isn’t about fancy statistical models or “growth hacking.” It’s just about finding out what works for your users.
Step 1: Get clear on what you’re testing (and why)
Before you open Userflow, figure out what you actually want to test. Some classic onboarding A/B tests:
- Is a checklist better than a tour?
- Do users sign up faster if you show them fewer steps?
- Does a tooltip nudge adoption of a key feature?
Don’t: Test a hundred things at once. Pick one change per test or you won’t know what mattered.
Pro tip: Write down your hypothesis in plain English, e.g. “If we remove two steps from onboarding, more users will finish it.”
Step 2: Set up tracking for your success metric
Decide how you’ll measure “better.” Typical metrics:
- Completed onboarding flow
- Activated a core feature (e.g. sent first message)
- Time to first key action
- Retention after 7 days
You’ll need to track this in Userflow or your analytics tool. If you don’t have tracking, set it up now—otherwise you’re just guessing.
Reality check: Don’t get cute with your metrics. “User delight” is not measurable. Stick to something you can count.
Step 3: Build your flows in Userflow
Now, the hands-on bit. In Userflow, onboarding flows are usually built as “flows” (sequences of steps, tooltips, checklists, etc.).
- Create your Control flow (the current experience).
- Create your Variant flow (the new version you want to test).
You can duplicate an existing flow and edit it. That’s usually faster (and safer) than starting from zero.
Keep it simple: Only change the thing you’re testing. Don’t sneak in a new color scheme or copy change unless that’s what the test is about.
Step 4: Set up the A/B test in Userflow
Userflow doesn’t have a dedicated “A/B test” button, but you can run A/B tests using its targeting and segmentation features. Here’s how:
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Create user segments for the test. For example, randomly assign new users to “Group A” (Control) or “Group B” (Variant). This can be done via a random property sent from your backend, or by using Userflow’s API to set a custom attribute like
onboarding_group: "A"or"B". -
Set targeting rules for each flow:
- Control flow: Show only to users in Group A.
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Variant flow: Show only to users in Group B.
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Double-check: Make sure users won’t see both flows. If in doubt, use mutually exclusive segments.
Heads up: Random assignment is important. If you, say, split by signup date, you’ll mix up test results with seasonal changes or marketing campaigns.
Step 5: QA your flows (seriously, do it)
Preview both flows as if you’re a new user. Try every edge case you can think of:
- What if a user gets interrupted halfway?
- Does the right flow always show up for the right group?
- Are completion events firing as expected?
Don’t assume. Test as many real-life scenarios as you can. It’s embarrassing to run a test for a week only to realize nobody actually saw your new flow.
Step 6: Launch the test and start collecting data
Turn on your flows. Let them run. Don’t watch the numbers every hour—give it time to get enough users through both flows to see a real difference.
How long should you run it? That depends on your traffic. A week is usually the bare minimum, but two weeks is better. If you don’t have a lot of new signups, you may need longer.
Don’t: End your test early because you’re excited by early results. Small sample sizes lie.
Step 7: Analyze your results
Once you’ve got a decent chunk of data (at least a few hundred users per group, ideally), compare your success metric:
- Did more users complete onboarding?
- Did they activate a feature faster?
- Did retention change?
If you can, run a basic statistical significance test. There are plenty of free calculators online—Google “A/B test calculator.” Don’t overthink it: you want a clear difference, not a PhD thesis.
Warning: If the numbers are close, don’t squint at decimals and declare victory. Marginal gains are often just noise.
Step 8: Decide what to do (and actually do it)
If your variant was better, make it your new default onboarding flow. If it wasn’t, stick with what you had or try a new idea.
- Document what you learned. Even a failed test tells you something useful.
- Don’t launch both flows to everyone. Pick a winner and move on.
Pro tip: Rinse and repeat. Onboarding is never “done.” You’ll always find new ways to improve.
What to ignore (and what to watch out for)
- Don’t chase vanity metrics. If a change makes onboarding look prettier but doesn’t help users succeed, who cares?
- Don’t test tiny copy tweaks unless you have massive traffic. Big changes usually matter more.
- Don’t forget the user experience. If an A/B test makes onboarding more confusing—even if numbers look better—think twice.
Wrapping up: Keep it simple, keep it real
A/B testing onboarding in Userflow isn’t rocket science, but it does take some discipline. Start with one clear change. Measure what matters. Ignore the noise, and don’t let “analysis paralysis” hold you back.
Iterate, learn, and remember: at the end of the day, the best onboarding is the one that actually helps your users—not just the one that wins a split test.