The value of products no longer gets locked behind iron-clad paywalls. SaaS is a buyers' market in which users expect to be able to try before they buy. More and more companies have had to lead their sales process with a free trial to demonstrate the worth of their service and tempt users to buy. But users are fickle, and why wouldn't they be? They can hire and fire products without a second thought—the next product is only one browser tab away. It's hyper-competitive, fast-paced, and ruthless. To survive, businesses must figure out how to produce engaged customers and sustainable acquisition rates from their “free trials.” They understand the only way to do this is with a well-thought-out onboarding flow because it is the most crucial part of the customer journey. Still, many businesses are making the same onboarding blunder. They're treating their users as their customers. And there is a distinct difference.