Aircall is a cloud-based business phone and contact center platform used by sales and support teams. It serves SMB and mid-market customers through a SaaS subscription model, and activation in the first days after signup is critical because teams must connect numbers, users, and integrations before they can place or receive calls.
Aircall's growth team has seen strong top-of-funnel trial volume, but trial-to-paid conversion has stalled. Funnel data for new self-serve and sales-assisted accounts shows the biggest onboarding drop-offs occur at four steps: phone number setup (18% abandonment), team member invite flow (27%), CRM integration setup such as HubSpot or Salesforce (34%), and call routing / IVR configuration (41%). Qualitative feedback suggests users often feel overwhelmed by setup complexity, unclear value realization, or uncertainty about which steps are mandatory.
The Head of Growth asks you: How would you decide which onboarding friction points to fix first? Assume engineering can address only 1-2 major friction points in the next quarter, and not every drop-off is equally important to long-term retention or revenue.