We analyzed the behaviors of users who converted and found that trialers who booked a session within their first 7 days converted at over 80 percent. This seemed promising initially, but deeper analysis revealed this was survivorship bias. These users weren't new clinicians getting started; they already had active practices and were testing our platform with existing clients.
This discovery led us to reconsider how we measured early value. Rather than focusing on final actions like booking appointments, we mapped the complete trial journey to identify repeatable steps that correlated with conversion before clients were even involved.
After analyzing 90 days of onboarding data and conducting user interviews in collaboration with our data science team and marketing analytics, we identified three key patterns. Trialers who completed all three actions had significantly higher conversion rates:
Basic information that helped them feel established, even before their first client.
Gave structure to their client interactions and helped them prepare for sessions.
Deep dive into this project hereOne-click publish that made them look professional to potential clients.
Each of these actions provided structure to their business, even if they weren't seeing clients yet. Rather than pushing users to move faster through the trial, our approach focused on helping them feel like a real practice.
We redesigned the onboarding flow to prioritize these high-value actions while staying out of the clinician's way, allowing them to focus on what they do best: helping patients.
We conducted an A/B test with ~12,000 trialers. The control group continued using the existing checklist approach, while the test group experienced the new guided onboarding flow.
Old checklist approach
Guided setup flow
We measured impact using logged product events, changes in survey responses, and tagged support issues. We ran significance testing to confirm each result before reporting it. These numbers shaped pricing strategy and onboarding headcount. All metrics were pulled directly from our data stack and validated by the product and marketing data teams.
Before rebuilding onboarding, we ran structured research across both quantitative and qualitative channels. The goal was to understand not just what users did, but why they hesitated.
"What's stopping you from creating your first appointment?"
12 moderated interviews (45–60 min each) with new solo practitioners who signed up but didn't create an appointment
Mix of therapists, counselors, and social workers, mostly early-career or launching a private practice
We surfaced the right forms earlier, previewed what clients would see, made the experience linear without being rigid, and built subtle safeguards into the process.
The changes gave new clinicians a clearer path. Within 30 days, more felt in control, understood the platform, and used it with confidence.
Time to first appointment dropped by 50%, from 6.4 days to just over 3. This helped trialers reach a moment of clarity: "This platform works."
NPS among new users climbed from 30 to 65 in 90 days. We weren't just converting more—we were creating advocates.
I specialize in product-led growth strategies that drive real conversion improvements. Let's discuss how systematic experimentation and user-focused design can unlock your product's potential.
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