{"id":368,"date":"2026-08-08T02:08:11","date_gmt":"2026-08-07T14:08:11","guid":{"rendered":"https:\/\/oderena.com\/?page_id=368"},"modified":"2026-08-09T03:37:49","modified_gmt":"2026-08-08T15:37:49","slug":"improving-onboarding-through-experimentation","status":"publish","type":"page","link":"https:\/\/oderena.com\/?page_id=368","title":{"rendered":"Improving Onboarding Through Experimentation"},"content":{"rendered":"\n<h5 class=\"wp-block-heading\">Used funnel analysis, user research, and A\/B testing to identify onboarding friction and improve the journey from sign-up to first trade.<\/h5>\n\n\n\n<div style=\"height:32px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a9f343dbab5e&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a9f343dbab5e\" class=\"wp-block-image alignfull size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"370\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/oderena.com\/wp-content\/uploads\/2026\/08\/Onb-experiment-hero-image-1024x370.png\" alt=\"\" class=\"wp-image-369\" srcset=\"https:\/\/oderena.com\/wp-content\/uploads\/2026\/08\/Onb-experiment-hero-image-1024x370.png 1024w, https:\/\/oderena.com\/wp-content\/uploads\/2026\/08\/Onb-experiment-hero-image-300x108.png 300w, https:\/\/oderena.com\/wp-content\/uploads\/2026\/08\/Onb-experiment-hero-image-768x277.png 768w, https:\/\/oderena.com\/wp-content\/uploads\/2026\/08\/Onb-experiment-hero-image-1536x555.png 1536w, https:\/\/oderena.com\/wp-content\/uploads\/2026\/08\/Onb-experiment-hero-image-2048x740.png 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<div style=\"height:32px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-f56f613f wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<h4 class=\"wp-block-heading\">Understanding where users struggled<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">I started by analysing the live onboarding funnel to understand where users were dropping off. 90-day funnel analysis revealed <strong>key friction points<\/strong> across:<\/p>\n\n\n\n<h6 class=\"wp-block-heading\">Sign-up \u2192 Phone verification \u2192 KYC \u2192 Funding \u2192 First trade<\/h6>\n\n\n\n<p class=\"wp-block-paragraph\">To understand <strong>why<\/strong> users struggled, I combined behavioural data with qualitative research:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>User interviews across the US and UK.<\/li>\n\n\n\n<li>Customer feedback analysis.<\/li>\n\n\n\n<li>Collaboration with Product and business teams.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:8px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Selecting biggest opportunities around<\/strong>:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Early onboarding abandonment.<\/li>\n\n\n\n<li>KYC completion.<\/li>\n\n\n\n<li>Transition from approved account to first deposit.<\/li>\n\n\n\n<li>User confidence during funding.<\/li>\n<\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a9f343dbb6b2&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a9f343dbb6b2\" class=\"wp-block-image size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"830\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/oderena.com\/wp-content\/uploads\/2026\/08\/Onb-experiment-img-1-1024x830.png\" alt=\"\" class=\"wp-image-370\" srcset=\"https:\/\/oderena.com\/wp-content\/uploads\/2026\/08\/Onb-experiment-img-1-1024x830.png 1024w, https:\/\/oderena.com\/wp-content\/uploads\/2026\/08\/Onb-experiment-img-1-300x243.png 300w, https:\/\/oderena.com\/wp-content\/uploads\/2026\/08\/Onb-experiment-img-1-768x623.png 768w, https:\/\/oderena.com\/wp-content\/uploads\/2026\/08\/Onb-experiment-img-1.png 1320w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:32px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\">Turning insights into measurable hypotheses<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Based on the funnel analysis and user research, I have created several A\/B-tested experiments targeting specific drop-off points.<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-f56f613f wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<h5 class=\"wp-block-heading\">1. Phone-first onboarding<\/h5>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Problem<\/strong> &#8211; early abandonment after sign-up.<br><strong>Hypothesis<\/strong> &#8211; starting with phone verification would reduce friction and help identify higher-intent users.<br><strong>Test<\/strong> &#8211; moved phone number capture to the first onboarding step while keeping email and social sign-in available as secondary options.<\/p>\n<\/blockquote>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<h5 class=\"wp-block-heading\">2. Reducing authentication friction<\/h5>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Problem<\/strong> &#8211; users needed a faster and easier way to return to the platform.<br><strong>Hypothesis<\/strong> &#8211; introducing passkeys and biometrics would improve future login experience without removing familiar authentication options.<br><strong>Test<\/strong> &#8211; prompted users to set up passkeys\/biometrics immediately after password creation.<\/p>\n<\/blockquote>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<h5 class=\"wp-block-heading\">3. Improving KYC confidence<\/h5>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Problem<\/strong> &#8211; users abandoned when they were unsure about the verification process.<br><strong>Hypothesis<\/strong> &#8211; clear expectations upfront would reduce uncertainty and improve completion.<br><strong>Test<\/strong> &#8211; introduced clearer guidance around ID checks, selfie verification, and estimated completion time.<\/p>\n<\/blockquote>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<h5 class=\"wp-block-heading\">4. Improving first deposit conversion<\/h5>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Problem<\/strong> &#8211; users hesitated when choosing funding methods and were uncertain about deposit processing times.<br><strong>Hypothesis<\/strong> &#8211; interviews showed that some users delayed their first deposit because they were unsure how long fiat deposits would take. Funnel analysis also showed that some funding methods were used significantly more frequently than others.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Improvements<\/strong><\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Prioritised the most popular deposit method as the recommended option based on user behaviour data, while keeping other methods available but less prominent.<\/li>\n\n\n\n<li>Updated processing time messaging, that helped set clearer expectations while reducing unnecessary concern:\n<ul class=\"wp-block-list\">\n<li>from: &#8220;1\u20135 business days&#8221;<\/li>\n\n\n\n<li>to: &#8220;Usually within hours, occasionally up to 5 business days&#8221;<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n<\/blockquote>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:32px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\">Impact<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Created a <strong>continuous optimisation approach<\/strong> combining behavioural data, user research, and experimentation.<\/li>\n\n\n\n<li>Enabled the team to make <strong>evidence-based product decisions<\/strong> instead of relying on assumptions.<\/li>\n\n\n\n<li>Built a <strong>foundation for ongoing improvements<\/strong> to onboarding conversion and user activation.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-f56f613f wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/oderena.com\/?page_id=20\">\u2190 Previous project<\/a><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"has-text-align-right wp-block-paragraph\"><a href=\"https:\/\/oderena.com\/?page_id=70\">Next project \u2192<\/a><\/p>\n<\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Used funnel analysis, user research, and A\/B testing to identify onboarding friction and improve the journey from sign-up to first trade. Understanding where users struggled I started by analysing the live onboarding funnel to understand where users were dropping off. 90-day funnel analysis revealed key friction points across: Sign-up \u2192 Phone verification \u2192 KYC \u2192 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":199,"menu_order":4,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-368","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/oderena.com\/index.php?rest_route=\/wp\/v2\/pages\/368","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/oderena.com\/index.php?rest_route=\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/oderena.com\/index.php?rest_route=\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/oderena.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/oderena.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=368"}],"version-history":[{"count":9,"href":"https:\/\/oderena.com\/index.php?rest_route=\/wp\/v2\/pages\/368\/revisions"}],"predecessor-version":[{"id":448,"href":"https:\/\/oderena.com\/index.php?rest_route=\/wp\/v2\/pages\/368\/revisions\/448"}],"up":[{"embeddable":true,"href":"https:\/\/oderena.com\/index.php?rest_route=\/wp\/v2\/pages\/199"}],"wp:attachment":[{"href":"https:\/\/oderena.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=368"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}