Aircall is a cloud-based business phone and call center platform used by SMB and mid-market sales and support teams. It sells primarily through self-serve trials and sales-assisted onboarding, and competes on ease of setup, integrations, and speed to team productivity.
Aircall's self-serve onboarding funnel is underperforming before users reach first value. Trial analytics show that 100% of users create an account, but only 68% connect a phone number, 49% invite at least one teammate, 37% configure call routing, and just 24% complete a meaningful first-value action within 7 days (defined as successfully handling their first inbound or outbound business call through Aircall). Qualitative research suggests users are confused about setup order, unsure which steps are mandatory, and blocked by telephony configuration decisions they do not fully understand.
Leadership wants to improve activation without adding high-touch onboarding costs. You are the PM responsible for redesigning the onboarding funnel to reduce drop-off and help more customers reach first value faster.