13 Key Customer Onboarding Statistics Every Business Needs

Recently, we launched our annual State of Onboarding to get a closer look at how companies welcome new customers. We spoke with over 80 leaders and discovered some really interesting insights on how onboarding actually happens across different product models.

In this guide, we will share those findings from our report along with other industry research, so you can identify the gaps in your onboarding process and make informed decisions to protect your pipeline.

Statistics from State of Onboarding report

1. 35.5% of experts operating in a PLG model consider email their primary communication channel.
2. The top product nudge in PLG products is tooltips, with 18.8% using them.
3. Hybrid models (PLG + SLG) send 3-5 emails during the first week of onboarding.
4. 11.5% use Slack or community onboarding, showing a shift toward peer support and group learning.
5. 18.3% update onboarding after a major product launch or change.
6. 32% see drop-offs during account setup, particularly in products with multiple steps like integrations, permissions, or detailed forms.

Statistics from other sources

We also analyzed external research, including industry surveys, and benchmark studies to give you a broader perspective on customer onboarding. Here are some key ones:

1. 77% of B2B clients say technology has dramatically transformed their expectations for how companies interact with them. [Salesforce]
2. 97% of companies believe effective user onboarding is critical for product growth. [UserGuiding]
3. 89% of customers who have a poor onboarding experience will turn to a competitor. [Fintel Connect]
4. Repeat purchases can result from positive B2B service experiences in 62% of cases, and in 42% of B2C cases. [ElectroIQ]
5. 86% of customers would remain more loyal if onboarding included helpful and educational content. [ElectroIQ]
6. 68% are willing to watch onboarding videos if they are one minute or shorter. [ElectroIQ]
7. 63% of customers factor the onboarding program into their purchase decision for a product or service. [ElectroIQ]

Final thoughts

To maximize the impact of onboarding, start by analyzing where users drop off—especially during account setup or multi-step processes. Implement concise educational content, tooltips, and targeted emails to guide users effectively.

Regularly update onboarding after product changes, and consider peer-support channels like Slack or communities. By personalizing the experience and removing friction, you can boost retention, encourage repeat usage, and strengthen customer loyalty from day one.