Web onboarding intro + January RESET
A warm welcome to all new subscribers! The fact that so many people eagerly subscribed means a lot to me and truly warms my heart. Thank you for your support and for joining me on this journey.
I know I promised you some A-ha moments, but a lot of new people joined, so I wanted to cover some basics first, to follow the narrative of the funnel, so to say.
So this one will be about what web onboarding is and where it should be in the organization + a monthly RESET section at the end.
Web Onboarding
Let’s stop here for a second and define web onboarding. Web onboarding is a user acquisition flow that begins outside of mobile app stores, guiding potential users through a seamless, web-based introduction to a product or service.
Typically delivered via a quiz, funnel, or questionnaire, web onboarding allows app owners to engage users directly, personalize their experience, and build interest in the app before installation. Unlike traditional app onboardings, it provides more control over tracking, data transparency, and customization while bypassing app store restrictions. This approach increases flexibility for testing, pricing, and optimization, creating a more dynamic and tailored user journey.
It’s 2025, and surprisingly, web onboarding isn’t as widespread as you might expect. It’s gaining traction, with more people talking about it, but there’s still a significant gap in understanding across the market. Part of the issue is that it sits in a grey area, neither explicitly allowed nor strictly forbidden.
This murky status is what makes web onboarding both intriguing and challenging, and it’s why I’m writing an e-book dedicated to unraveling its potential, addressing its complexities, and showing you how to navigate this landscape effectively. Stay tuned for the release — it’s coming very soon.
Where should your UA funnel/onboarding sit in the org chart?
Marketing or Product? The debate continues.
I ran a LinkedIn poll, and the results were clear—75% agreed that collaboration is key. This confirms what I’ve seen in practice: siloed teams create friction, while cross-functional collaboration drives sustainable growth.
If you're aiming to boost your LTV ratio, here’s the thing: it doesn’t matter where it sits as much as how you align these teams.
The Problem:
Siloed teams create an “us vs. them” dynamic.
Marketing focuses on acquisition, while Product obsesses over longer-term metrics like retention.
Misaligned success metrics lead to disconnected efforts—and missed growth opportunities.
The Solution:
Shared Goals: Both teams must align on a unified growth metric. LTV (sometimes ARPU) is my favorite.
Cross-Functional Collaboration: UA funnels and onboarding require inputs from both sides—think creative storytelling (Marketing) + seamless user experience (Product).
Clear Accountability: Define ownership while ensuring collaboration, whether the funnel sits in Marketing or Product.
I’ve worked in both setups and seen what works (and what doesn’t). I had great success in an organization where onboarding was part of the Product team, but having to constantly align with Marketing, which reported to a different leader, made me wonder: what if both teams reported to the same person? So, I joined a startup and managed both the marketing and product teams. It was VERY effective, but also challenging — I had to learn marketing quickly to be helpful to my direct reports.
Both structures have their challenges, but the key takeaway is this: as long as Marketing and Product are committed to a shared metric, the setup should work out for both the customer and the business.
Whether your UA funnel sits in Marketing or Product, alignment is what truly makes the difference.
RESET: January 2025
RESET is a monthly section where I share what I’ve been reading, learning, and exploring. It’s a mix of professional insights and personal discoveries—no rigid themes, just whatever sparked curiosity this month. Think of it as a glimpse into the things that kept me engaged and thinking.
R: Reading – Like everyone on TikTok and their grandma, I started reading (well, listening to) Onyx Storm. Thirteen hours in, and I agree with the Goodreads reviewers—it’s a complete drag. But if you want to be part of a group struggling through watery, bloated writing to escape the reality, join in. Here, we don’t judge reading choices—read whatever makes your heart sing.
E: Events – January felt like the longest year of a month, so I’ve been hibernating, no events. But in March, I’ll be speaking at an offline event for Ukrainian Women in Career in the Netherlands. Let me know if you’d like to join!
S: Skills – This month, I worked on my money mindset with my coach, Maria Reid.
It ties nicely into another new skill: investing.
I joined the Female Invest app back in 2024, a female-founded community for women learning to invest. Highly recommend it! They’re hosting regular bootcamps—if investing is on your 2025 to-do list, here’s your sign. Subscribe here*
E: Exploring – Podcasts, articles, or videos that sparked ideas this month:
RevenueCat Blog – A must-follow for app owners and onboarding pros. My favourite reads this month:
Random but fascinating – I spent a few days of January watching a livestream of a stinky flower blooming in Australia. She bloomed, but you can see the timelapse here. Love livestreams too? Send me your favourites!
T: Thoughts – January was long and dark—27 days without sun in the Netherlands took a toll on my productivity and mood. After testing different approaches, I found I needed 9+ hours of sleep per night to feel rested (gasps in mom-of-two-small-kids) and more vitamin D (not medical advice). Also, I’m still off coffee—seven months now. Tried one decaf, and nothing exciting happened.
And that’s it for today, thank you for reading and being here!
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