Growth & Marketing

October 25, 2020

May 26, 2020

Review on SaaS signup flows: We analyze their onboarding forms

Table of contents

Onboarding users is the very first step for many transaction processes. Creating the perfect signup form, with the perfect signup flows behind it is crucial to get more users and to maintain them over time. Today, we take a look at some of the most relevant SaaS and analyze their signup flows. Do they incorporate email or phone verification? Do they use multistep forms? Every business has its own needs and objectives, so we've gathered different examples to get you inspired. Find out what we love about them!

1. Slack: Passwordless signup via magic link

Slack features one the signup processes with less friction, since it completely erases the presence of passwords.

On arrival to Slack's signup page, you're first asked to choose between an existing workspace or to create a new workspace. This system works as a filter for those users who don't have a workspace, nor are intending to create one.

Then, users will see a sole field where they have to fill in their email address, so Slack can send a magic link.

When clicking it, users will be redirected to their available workspaces. If there aren't any, the user will be prompted to create one. No passwords involved!

What we love about Slack's signup flow

First, where do you want to go? Slack asking users which workspace they want to access facilitates users getting to use the platform as soon as possible and with an already set purpose.

No friction. Slack's onboarding process is as smooth as it can be. All it takes is typing your email address and a couple of clicks to be in.

No passwords. Slack eliminates passwords from the process, which lowers the level of friction for the user, as well as eliminating other potencial negative aspects regarding security.  

Email verification. Slack includes an email verification action containing a magic link. Far from being insecure, this step implies filtering spam accounts, bots, eliminates passwords database, and automatically authenticates users.

No profile setting. Asking questions about the user's profile is a trend on most SaaS. Because Slack displays the same platform for every working persona, personalization is not needed before starting using the platform.

2. Hubspot: Email verification and profile oriented

Hubspot signup form is divided into different steps, contaning only the necessary fields, so the steps feel short and easy. On the image below, you can see only the bare mininum is required to create an account on Hubspot: name, last name and email address.

Right after completing the first step, an email verification action takes place. Users are prompted to confirm the email address before proceeding to access Hubspot's utilities.

After having verified their email address, users are asked to set a password. This particular step avoids repeating the password for confirmation, and it adds a particularly attractive validation system so users know what the password requirements are.

Hubspot signup's last step consists on profile details. Users can fill in different aspects of their workspace, including number of employees, work field, and job title. This step can't be skipped!

Right after giving away these data, your Hubspot account will be ready to be used.

What we love about Hubspot signup flow

Form organization. Hubspot displays a multistep form with only the necessary fields to complete the onboarding. Having several short steps delivers a possitive feeling when completing each step. Also, the number of steps is constantly present throughout the process, which lets the user know how many steps are left at every moment.

Profile oriented. Hubspot onboarding system is clearly oriented to profile setting. Because Hubspot is such a huge platform with so many different features, initial segmentation is advisable so users can get a more personalized experience and take the most out of Hubspot's features.

Email verification. This signup flow includes en email verification action, that works as a filter to block spam accounts or bots, and adds an extra layer of security against fraudulent actions.

Data validation. Filling in Hubspot form feels uncomplicated all the way through. One of the factors that contributes to this is the field validation, especially on the password-setting step.

3. Zapier: no verification, no profile setting, no friction!

Zapier offers a clear path towards registration: a frictionless process where users can access the platform without any verification system.

On the very step of Zapier's onboarding form, users will have to fill in name, last name, and email.

Right after filling these basic data, users are asked to set a password. And that's it!

The last step of Zapier's onboarding flow is oriented to profile identification. Users are asked to determine their role in their company and select the apps they use the most. Although this step is not mandatory, it helps usability, since the user will get personalized recommendations.

Right before finishing up, Zapier suggests the user to take a tour to learn the basics of Zapier's functioning. The tour is organized in 4 additional steps, but users can skip it too.

What we love about Zapier signup flow

No friction. Because it’s frictionless and intuitive, Zapier signup system is one of the simpliest and easiest among different SaaS. Of course, this is a great method to increase conversion rates and get users using the platform as soon as possible. On the other side, we wonder if there is some spam filtering hiding behind this form, to equilibrate the lack of email or phone verification.

Optional profile setting. While setting up a profile may be useful on the long term, it feel right that Zapier includes an optional step. If the user finds it useful, they can get personalized tips on how to use Zapier. If not, this won't become an obstacle when using the platform.

Bots filtering. Zapier onboarding flow executes an email address filtering action when detecting a temporary email address. An reCAPTCHA is displayed to eliminate bot accounts, but temporary emails can still sign in.

4. Autopilot: one long form with several fields

Autopilot onboarding form is not divided into steps, and it displays 8 fields, all of them being mandatory. These fields include basic information, such as a name, last name, email and passwords, as well as complementary fields related to personal info and business input.

After completing this long form, the user is prompted to complete the signup by clicking this link on their email.

After confirming their email account, users will be automatically authenticated and redirected to the home page. More precisely, they are suggested to complete the account setup by adding the tracking code — a necessary step to actually start using the platform.

What we love about Autopilot signup flow

Email verification. Generally speaking, verifying an email address is always a good idea.

Signup in two steps. Autopilot's signup form consists on a only step with several fields plus the email verification factor. This results in an onboarding process with two steps. Fast and easy! On the other side, the form may turn out quite long for some users.

5. Hotjar: Get to work!

Hotjar's onboarding flow is organized in a multistep form, composed by 4 steps with a couple of fields each. On the first step, users have to fill in their names and email address.

Right after, users have to set a password. On this step, a validation system is included so the password meets all the standards of security.

The third step on this signup process is to include some data related to the job position and the company, so the account can be personalized.

And last, users are suggested to include their first website to be tracked so they can get started using Hotjar.

What we love about Hotjar's signup flow

Multistep form with few fields. Four simple steps with a maximum of four simple fields is all is gets to get onboarded in Hotjar. Like many other registration flows, the steps are organized in categories: basic personal data, password, profile and getting started. This process translates into a familiar and intuitive registration flow.

Password validation. As user types in their password, the validation process takes place. This visual hint helps the user understanding the requirements and setting up a secure password.

UI. The brand is present all throughout the flow, and it adds positive input about the company. This certainly helps not giving up in the middle of the form!

Introduction to set up. Hotjar is a kind of SaaS that requires more than just signing in to start using the platform. In order for users to start tracking their websites, a script has to be installed on the site. This is why the very last step of this onboarding is a quick, two-field introduction to start tracking your web, followed by a welcome email encouraging you to proceed with the installation. This last step is crucial so users complete their onboarding.

We hope you get inspired by these SaaS signup flows! Create yours now, with a completely personalized logic by using Arengu. Try it out for free!

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