Simplifying onboarding for every new store
We turned a crowded home page into a guided setup, and it became the default for every new store.
Overview
+10%
Upgrades vs. previous onboarding (Brazil)
+5%
CVR to new payments (Brazil)
+25%
CVR to new payments (Colombia)
100%
New merchants on the new onboarding
Relative uplift in A/B tests against the previous onboarding. New payments: trials that became paying merchants.
Context
Every option at the same level, for every merchant
The home page gave every option the same weight. In usability tests, merchants skipped setup steps, couldn’t tell whether their store was published, and some edited the default theme before choosing one. A first-time seller got the same flow as someone migrating a business.
Approach
Fewer choices, in the right order
Option A: add guidance
Keep every option and add tips on top. Safe, but the noise stays.
Option B: simplify
Remove options merchants already used and show only what matters now.
Our call
Simplify. A new store needs one clear next step, not a full menu.
What we gave up
Quick access to options some merchants were used to finding on the home page.
Solution
One guide, different paths
A single setup checklist with a clear order and state. A short pre-onboarding question then let us adapt the steps to how each merchant sells.
Ordered steps
One task open at a time, in the order a store needs them.
Clear state
Merchants always see whether their store is published.
Profile-driven
A social seller gets chat and social setup; a point-of-sale seller gets POS.
Accepted risk
Fewer shortcuts for experienced sellers, in exchange for a clear path for new ones.
Timeline
Tested market by market
Nov 2024
BR · AR · CO · MX
New setup guide
A/B test against the previous onboarding.
Jan 2025
BR · AR · CO
Rolled out
Became the default for every new store.
May 2025
BR · AR · MX
Pre-onboarding
Steps adapt to sales status and channel.
Jun 2025
Post-setup
Promote
Guidance continues after setup, toward first traffic.
Results and learnings
Clearer setup, more paying merchants
In Brazil, upgrades rose about 10% and CVR to new payments about 5% against the previous onboarding. Colombia saw +25% to new payments and Argentina +4% upgrades. The new onboarding then became the default for every new store.
What improved
More upgrades and payments in three markets, with one flow for every new store.
What didn’t move
Argentina’s payment CVR stayed flat, and Mexico needed more time to show results.
What I’d do differently
Personalize by ICP from day zero, instead of one flow first and profiles later.
Relative uplifts from A/B tests against the previous onboarding, Nov 2024–Jan 2025.