at Userflow

Userflow was born as a product-led business. We always think product-first in everything we do.

Learn about how we do product-led growth at Userflow.

What Product-led Growth means to us

Userflow co-founder Esben Friis-Jensen shares why we decided to make this video series, and what it means to the Userflow team to be product-led and why we think it is the model for most SaaS companies in the future.

Born Product-led
At Userflow we consider ourselves born product-led and always think product-first in everything we do.
Lean organization that can scale
By being product-led, we can scale fast without hiring a lot of people and stay lean and product-focused.
A better product
Through our product-led mindset we are always hyperfocused on building a better product for our customers.

Landing Page

The landing page is the first impression for your users. In this video we share how we have constructed our landing page and public facing website to support a product-led journey.

Clear value and problem statement
We make sure to clearly explain our value proposition and the problem we solve.
Incentivize sign up
Our primary call-to-action is to get the user to sign up for a trial. Booking a demo is the tertiary last resort.
Show the product
Instead of marketing fluff we show our product in screenshots, videos and clickthrough examples.

Sign up Process

The Sign up process in our view needs to be smooth, but also ensure security and serious users. In this video we share our own signup process as well as some improvements we plan to make in the future.

Reduce info collection
Reduce the amount of information you ask for during signup. Email, name and password is enough.
Verify to ensure seriousness
We believe email verification ensures better security and more serious users. Do it at scale with an API.
Use one-click signup with X
Use Sign up with x to get a smooth one-click signup process that also verifies the email.

In-app Onboarding

In-app onboarding is of course very close to our hearts here at Userflow. In this video we share how we have used Userflow on Userflow to create our onboarding.

Personalized welcome message
Welcome the users with a personalized message. Ask them a question to drive engagement.
Drive towards actions and Aha
Instead of presenting each page to the user, drive them towards actions and the key Aha moment(s).
Onboarding checklist.
Make an in-app onboarding checklist that the user can follow to get onboarded on their own time.

Email Onboarding

We supplement our in-app onboarding with emails to ensure full adoption of our product pre and post-purchase.

Onboarding never ends
Onboarding is not only in the trial or the first week after purchase. It is a continous process.
Semi-personal and personal
Do a mix of semi-personal and personal emails to engage with users in different ways.
Automate it all
Even personal emails can be automated to ensure scale and not forget about anyone.


No matter how well you do at onboarding, there will always be a need for support. In this video we share how we approach support in a product-led fashion.

Chat, email and documentation
Make sure you are available to support and use documentation to allow users to self-educate.
Use videos for advanced cases
Use recorded videos to explain/discuss support questions to avoid scheduling calls.
Fix it in the product
Think about how you could avoid the recurring support requests by fixing the root cause in the product.

Product-led Sales/Demos

Despite being a product-led company, we still have a sales motion and offer demos/meetings/emails to customers who needs this before making a decision.

Encourage trials before a meeting
Make booking a demo a tertiary call-to-action to encourage hands-on trials before a meeting.
Build a pipeline
Build a pipeline for your leads to keep track of where they are in the process.
Use PQL criteria to identify hot leads
Define simple PQL metric(s) that can help you identify leads where sales should do more effort.

Pricing and Payment

Transparent pricing and easy payment is key to a successfull product-led SaaS setup. In this video we explore how we do it at Userflow.

Transparent pricing
Customers should be able to research your pricing themselves on your website.
Use a 3rd party payment provider
Using a 3rd party payment provider makes it easy to manage payments and stay compliant.
Keep it simple and standardized
Standardized and simple pricing makes it easier for customers to understand and for you to track.

Product Research

Having a great product is essential to a product-led growth model. A key component to this is understanding user behaviors as well as having a fantastic UX. In this video we explain how we think about this.

Analyze your product
There are amazing product analytics tools on the market. But start simple and iterate.
Listen to customers
Listening to your customers and their feature requests and support issues is key input for your product.
Make UX a top priority.
UX issues should be prioritized and considered for all new and existing features. Use your own product.

CRM and Subscription Tracking

Just because you are product-led, you will still need a CRM. Doing deal and subscription tracking is actually a lot easier in a product-led world.

Use a CRM for pipeline
Having a CRM is key for keeping track of trials, deals and conversations.
Modern payment and reporting
Modern product-led tools like Stripe and Chartmogul are great for tracking subscriptions.
Keep things standard
Keeping pricing, subscriptions and discounts standard are key for automated subscription tracking.

Retention and Expansion

Learn how we drive retention and expansion in a scalable way using Userflow lists and flows, and automated emails.

Track customers based on activity
Build customer lists and segments with different retention and expansion driving attributes.
In-app highlights
Drive retention and expansion by highlighting new or unused features with in-app messages.
Automated emails
Get people to login again and discover new or unused features via automated emails.