Instagram prioritized immediate value delivery over info gathering. Allowing new users to get started with some basic contact info and username/password, it delays data collection until users start using the app and interact with it over time. Though it has to learn info like username and email for account purposes, it prioritizes learning contacts/network of the user as well as what kind of content they want to see on their feed. I would guess around 1/3 or 1/4 of users drop off when Instagram asks for contacts early on since users may be hesitant at that point.
Notion
Notion collects data and delivers value in a much more progressive manner, starting off with a blank page and encouraging users to gradually personalize it and tailor it to their needs. First data points are name, what the user intends to use it for, and team size, etc. I would assume the drop off is slightly lower than Instagram since the information is much less personal and invasive, and most likely leads to positive long term effects like higher retention.
Venmo
Since it is in a highly regulated industry where security is the priority, it is no surprise that Venmo starts with name, contact info, bank info, or other legal personal ID info while setting up an account. As a result of the high friction cost, I assume 40-50% of initial users drop off; however, this is most likely for the best and unavoidable due to the compliance requirements.
Comparative Insights
Instagram leads with access to content, Notion with structure and personalization, and Venmo with security and compliance. Each company optimizes their onboarding depending on the space they are in and the needs of their users. Though they may have varying levels of initial friction or user drop-off, one onboarding is not necessarily better than another and each onboarding flow instead reflects the goals and values of the company while also understanding the users’ expectations.
