Building a Product-Led Growth Setup

Jeremy Levy, CEO, and the Indicative team were on a journey to drive product-led onboarding and trial conversion.

“Indicative has a lot of fantastic capabilities, so even though it is easy to use, it does require some guidance to show users the full value of the product.”

- Jeremy Levy, Indicative

As an analytics platform, Indicative had built a demo experience with dummy data to showcase the power of their queries firsthand—a true product-led approach to demonstrating value. The next step was finding an in-app onboarding tool that could guide users through different query types and highlight the platform's speed and flexibility.

They started with a competitor, but it quickly fell short. Setting up quality guides was harder than expected, flows were crashing, and the end result simply didn't look the part—a real problem for a product known for its clean, polished UI.

Demo of the Indicative Userflow implementation

Watch this video where Userflow co-founder Esben Friis-Jensen highlights how Indicative uses Userflow for their demo experience.

Userflow Was Immediately a Great Fit

After struggling with the onboarding solution for a while, they started looking for alternative solutions and found Userflow. They signed up for a trial and immediately saw the value.

“We could not be happier with Userflow. The competing product was hard to use and not robust. With Userflow we set up robust and great looking onboarding guides in 3 days - it has never been easier.”

- Jeremy Levy, Indicative

Jeremy and the team loved the UX and UI of Userflow. It was easy to use, robust, cosmetically better looking and had more powerful features than the competition.

Advanced Element Selection, Analytics and Themes

The ability to select elements automatically and manually gave the Indicative team a lot of flexibility. The embedded flow analytics allowed them to quickly discover issues in the onboarding, which they could then quickly fix.

The robust theme editor giving the ability to customize the look and feel of the content and the advanced flow step triggers made it feel like a truly integrated part of the Indicative product. Which was exactly what they were looking for.

Strong Results from the Start

Immediately after having launched Userflow as a replacement for the competing product, they saw an increase in flow completion.

“We immediately saw a 15% increase in the engagement with flows and thereby the demo, and we expect this number to increase.”

- Jeremy Levy, Indicative

Besides the higher engagement rate, the flows were also running smoothly without errors.

Over time, Indicative sees Userflow as a strategic part of their product to drive conversion and adoption, to reduce the time-to-value. Furthermore, they plan to use the Userflow data to correlate with other analytics they can collect in Indicative to better understand how the onboarding can be further improved to drive higher conversion rates.

Replaced Survey Provider

Beyond onboarding, Indicative also found a better solution for user feedback. Userflow's survey functionality proved more flexible and far better looking than the dedicated survey tool they had been using—making it an easy switch.

“We loved the look and feel of Userflow’s surveys and they were as easy to set up like everything else in Userflow.”

- Jeremy Levy, Indicative

Another feature they found valuable in Userflow was the Launchers that allow them to highlight new or unused features to a specific segment of their users with a beacon and tooltip.

“We want to drive adoption of the amazing new features we are building, and Userflow’s launchers are great for this. I highly recommend it to any product-led SaaS business that wants to improve its conversion and retention.”