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Say GoodBye to Churn: The F.O.S.T.E.R™ framework for fixing the UX leaks which cause your users to silently churn
First Moment Clarity
Users judge your SaaS in their first 50 milliseconds, which is 0.05 seconds!
According to Nielsen Norman Group, users decide whether to stay or leave within 10–20 seconds.
So, for a SaaS it means that you have to tweak your onboarding, such that it gives the first impression within the first 10 seconds.
Their first moment with your product must be as clear as possible.
It should not confuse your users.
Because Confusion = churn & Clarity = retention.
Your users need to instantly understand: “What is this?” and, "What do I do next?"
This is what the first 10-20 seconds of your product’s onboarding must be like.
But still, there are SaaS which do unnecessary things like:
✦ Showing long tutorials on how to use the product
✦ Forcing Users to Complete Too Many Steps Before They Can Start
✦ No Clear Next Step (Users Feel Lost)
✦ Ignoring Personalization & Relevance
✦ No Immediate “Aha!” Moment
So, what is the correct onboarding process?
Your users have now signed up.
Now, you can ask them <5 questions.
Some questions like their job title, what do they want to achieve with the app etc.
If your app can be used by multiple people, make them invite their team members, because people stick with products they use together.
Then, it is now your chance to go give your users an aha moment. Make them feel ‘wow’.
It should be their quick win.
Like creating their first design, sending their first email etc.
Then, give them a checklist of features to try.
Also, after they have done all the steps, give them a sense of completion by showing a dashboard with their completed tasks.
Note: this isn’t a holy process which you can use to reduce your onboarding drop off rates.
You need to refine your onboarding flow continuously with data, to make sure the drop-off rate reduces with time.
Just because you have nailed the first moment doesn’t mean that they will stay in your app forever.
That’s where the next letter ‘O’ comes in:
This guide is made by Farhan Tawfeeq, Founder of BrightCav.
At BrightCav, Farhan helps SaaS companies reduce early-stage churn by silently fixing the gaps users never mention, but always feel.
Most SaaS churn isn’t loud. It slips away quietly. Unspoken. Unseen. Until revenue starts bleeding and no one knows why.
There’s a way to see it before it happens.
Use the Leak Finder Scorecard: a quiet diagnostic built to find the hidden cracks in your flow.
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