LedgerFlow is a SaaS bookkeeping platform for small businesses. The product team launched a new onboarding flow for SMB signups and wants to know whether it is improving activation without hurting downstream retention or paid conversion.
Before the launch, LedgerFlow averaged 12,000 new SMB signups per month. Under the old flow, 68% completed account setup, 52% connected a bank account, 41% invited at least one teammate, and 34% generated their first invoice within 14 days. The team currently uses "generated first invoice within 14 days" as the working definition of activation. After rolling out the new flow to all new SMB users last month, the same funnel is 74% setup completion, 58% bank connection, 39% teammate invite, and 37% first invoice within 14 days. Early 30-day retention moved from 28% to 27%, and trial-to-paid conversion is still pending for most of the cohort.
Stakeholders are asking whether the new onboarding flow is truly better, which step is driving the change, and whether the company should keep, iterate, or roll back the experience.
signup_events: account_id, signup_date, company_size, acquisition_channel, country, device_typeonboarding_events: account_id, step_name, step_completed_at, flow_versionproduct_actions: account_id, event_name, event_time, invoice_id, bank_connected_flag, teammate_invited_flagsubscriptions: account_id, trial_start_date, paid_start_date, plan_type, cancellation_dateaccount_health_daily: account_id, active_users_7d, invoices_sent_30d, retention_day_30_flag