— As your product evolves and changes over time, you’ll invest money and time in new features, big product launches and expensive release cycles. Despite this, the vast majority of new features flop — because they never get used.

When we think about onboarding we usually don’t think beyond signup. In reality, you’re onboarding is just getting started. You haven’t turned users into experts, and they haven’t yet given up all the other products they used before yours. In their new book, Intercom reminds us that if you only focus your onboarding efforts on new signups, you’re leaving a massive opportunity on the table — passionate, engaged customers.

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