Reducing time to aha! moment in B2B SaaS

A case study of Otter.ai

Get these a week early at growthdives.com ✨

Last week, I wrote about Otter.ai’s onboarding flow.

In the deep dive, I found three things they do really well:

• 🛠️ Introduce set-up tasks one by one: turn on meeting notes, sync calendar and invite team — — all covered within 5 mins from landing page
• 🍔 Give people a monetisation sandwich: paywall at start and end of onboarding to drive conversion (as well as have a freemium + free trial model)
• 📆 Have a leading indicator for activation: calendar sync is pushed so many times, likely correlating with activation & retention later on

When I was writing last week’s issue, I found there’s just so much good stuff to analyse. So, I had to do another issue 🙃

This week we go deeper into the recording tool’s activation funnel to analyse:

1. How the Homepage pushes to key tasks without overwhelming
2. An onboarding checklist that progressively discloses what to do
3. A tutorial to get users to record ASAP
4. Some cool GIF demos for prompting their chat search

And a lot more.

Here’s a summary for the busy bees out there:

Join the conversation here on LinkedIn

Without further ado, let’s jump in.

First up, a recap of the onboarding UX on a macro level, which is crucial for how users are primed (and not overwhelmed) when they land on the homepage.

Pre-homepage UX

Last week we covered the journey from Landing page to the last paywall in detail. Zooming out, their onboarding flow goes like this:

1. Landing page
2. 🍔 First step = Paywall
3. Account creation 1: registration
4. Account creation 2: set a password
5. Account creation 3: first and last name
6. Set up task 1: turn on auto meeting notes