What kind of experience do your new users have the first time they sign in?

How do you know?

Once you know how to use your product, why you should use it, and how it feels when you’ve been successful with it – it’s impossible to go back to not knowing.

It’s impossible to look at something you built or something you use or something you write about every day and experience what you saw, felt, and thought.

But not if you look through someone else's eyes.

The SaaS “Mystery Shopper” Customer Experience Audit shows you what's happening for your customers in the moments when they join your world


This audit looks at the entire experience - in-app and in-inbox - so you can see what it's like for new users who neither know nor care who was in charge of which components of your onboarding flows.

Here's how it works:

First you tell me about your customers and your business:

  • You'll send me anything you have documented on your ideal customer and the job they "hire" your product to do
  • You'll send me all of your emails
  • You'll meet with me to go over your business goals and goals for this audit

Next I audit your new customer experience:

  • Teardown/audit/share feedback on the copy on your trial sign up page
  • Record a video of my first experience using your product
  • Teardown/audit/share feedback on your onboarding emails
  • Attempt to do what your emails and in-app messages ask me to do
  • Chat with support to see how easily my questions can be answered
  • Summarize findings and recommendations

Then I go out and ask people who match your ideal customer profile to share their experiences:


I'll use what you've shared with me about your ideal customer and what I've observed in my audit of your new user experience to design a study where real people start using your product - people who aren't me, you, your team members, or your long-standing customers. You'll see how other people get started with your product and hear where they get stuck. I'll:

  • Recruit 5 people who are similar to your ideal customer
  • Design a study instructing new users to start using your product
  • Ask them to answer questions as they proceed through your new user onboarding
  • Record videos of people using your product

After that, I'll send you a set of documents to review:

  • Video of my experience using your product
  • Written feedback on your emails
  • Videos of other people using your product
  • Recommendations for where your highest ROI opportunities are for you to research, write, or design a new user experience that helps more people become successful sooner

Last, we'll meet to discuss and review our findings and opportunities:

We'll meet to sort through the ideas that rose to the surface and next steps for how to decide what's next.

What you really get (aka, why is this project tightly scoped to onboarding):


Onboarding is  the moment when your customer enters your world. It's the moment when your customers have more momentum than they have had before and they are likely to have again in the future. It's the moment when you are most likely to capture or lose your prospect's attention and business.

It's also a microcosm of everything that is happening at your business.

Look at what your customers say during onboarding, and you'll see what they're struggling with before they enter your world.

Look at how well your in-app and in-inbox experiences connect during onboarding, and see how clearly your product and marketing teams understand what your new users need to do to be successful.

Look at onboarding, and see whether you need to re-organize how your product and marketing teams work together. See if you're targeting the customers you think you are. See if people are coming to you for the help you think they need. See if you are missing an enormous opportunity to grow your business.

When Hannah Voice at Buffer asked for guidance on an email, the feedback changed the onboarding itself.

“Your help with the webinar email was so incredible and funnily enough, led to a ton of improvements to the webinar itself. One of the main pieces of your feedback that stood out to me was how we were including a “feature focused” list of what users would learn, rather than a “benefits focused” list. This was absolutely spot on. So I worked on that and came up with a better benefits focused list. But after I’d done that it got me thinking…. now I need to live up to this on the webinar!

“So as a result, I’ve re-written the entire webinar and ran the first session on Wednesday. The feedback was incredible, the interest ratings shot up and the average time on the session was 20% higher! So I really do have to thank you from the bottom of my heart, not only for helping us to improve the invitation, but inspiring me to improve the webinar itself.”
-Hannah Voice, Onboarding, Buffer

So with that in mind:


How might your emails relate to other new user trainings?

How might your trainings relate to your in-app onboarding flows?

How might your customers experience every micro-moment of getting to know you?

To find out, tell me a little more about you.