Tactic Description:
Samuel highlights that onboarding should adapt to different user personas — their goals, experience levels, and use cases. A single linear flow leads to friction or abandonment for large chunks of your audience.
Priority: Mid-term
Difficulty: High
Best Stage: Growth
Example / Use Case:
A marketing SaaS segmented users by role at signup (founder, marketer, agency). They then offered personalized flows with unique tooltips and suggested actions. This reduced support queries by 40%.
Founder Quote / Mindset:
“Every user has a different job to do. Your onboarding should reflect that.”
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Trap / Challenge:
Building a generic onboarding journey that alienates non-core segments
Time: 6–8 weeks
Impact: 4/5
Cost: $$$
Team Owner: Product + Customer Success
Tool Type + Example: Dynamic Onboarding Flows – Persona-Based UX Paths
Source: Samuel Hulme – The SaaS Podcast Ep. 422
Stage Tag: Segmentation, Onboarding UX
Top Play Flag: ✅
Delivery Format: Podcast Interview
💡 How a Good Marketer Would Solve This:
They’d collaborate with product to map segments to key outcomes, then shape messaging and prompts accordingly – making onboarding feel bespoke and high-touch even at scale.
✅ Implementation Checklist:
- Identify top 3 user personas or use cases
- Add a segmentation question during signup
- Build separate onboarding tracks for each segment
- Customize email onboarding flows and in-app CTAs
- Monitor success rates across each path and iterate
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