Proposify Onboarding Redesign

Evidence note: This is single-company, company-reported evidence. Use it for the behavioral mechanism (TTFB) and measurement frame; treat quantitative claims as company-reported unless independently verified.

BS-0078

Key Result (company-reported): Before redesign, only ~14% of trial users completed onboarding steps.

BS-0078

Case snapshot (schema) 

context: "Focusing onboarding on Time to First Behavior (sending a proposal) rather than pre-value choices aimed to improve activation quality (company-reported)"
company: "Proposify"
industry: "SaaS / Sales Enablement"
confidence: "working"
population: "New Proposify trial users"
target_behavior: "Send a first proposal"
constraints:
  - "Pre-value choices (templates/settings) increase decision friction and abandonment."
  - "Proposal creation must feel achievable without prior training or heavy configuration."
  - "Conversion correlations are confounded by marketing mix, cohort quality, and product changes."
measurement:
  denominator: "new trial users"
  window: "First 14–30 days"
  metrics:
    key_metric: "Before redesign, only ~14% of trial users completed onboarding steps."
results: "Company-reported analysis suggests focusing onboarding on TTFB is associated with improved activation quality"
limitations:
  - "Company-reported and confounded by cohort quality and product changes; treat as directional."
sources:
  - "See Sources section"
evidence_ids:
  - BS-0078

Target behavior (operational)

  • Population: New Proposify trial users
  • Behavior: Send a first proposal
  • Context: (see case narrative)
  • Window: First 14–30 days

Constraints (behavioral)

  • Pre-value choices (templates/settings) increase decision friction and abandonment.
  • Proposal creation must feel achievable without prior training or heavy configuration.
  • Conversion correlations are confounded by marketing mix, cohort quality, and product changes.

Fit narrative (Problem → Behavior → Solution → Product)

  • Problem Market Fit: Trial users overwhelmed by choices (e.g., templates) before experiencing value.
  • Behavior Market Fit: The target behavior is “send a proposal,” not “choose a template.”
  • Solution Market Fit: Redesign onboarding to guide users directly to first proposal sent (minimize steps/choices).
  • Product Market Fit: Users who send a first proposal convert at higher rates (company-reported).

Measurement (window/denominator stated)

  • Window: First 14–30 days; Denominator: new trial users.
  • Baseline onboarding completion: ~14% of trial users completed onboarding steps (company-reported).

BS-0078

  • TTFB: Reduced time from signup to first proposal (company-reported; exact value not disclosed).
  • Δ‑B: Higher share of trials sending first proposal under the new flow (company-reported; exact value not disclosed).
  • Conversion: Higher paid conversion correlated with sending first proposal (company-reported correlation).

Solution enablement (environment/process)

  • Remove pre-value choices; guide to proposal creation.
  • Provide in-context help to reach the “aha” moment.

Limitations and confounders

  • Single-company evaluation; product/version differences; marketing mix effects.

Results

  • Outcome: Company-reported improvements in activation quality after focusing onboarding on Time to First Behavior (TTFB)

Sources

BS-0078

See also