GoCardless has carved out a strong position in the highly competitive payments space, and is now used by over 70,000 businesses globally.
What stands out in the product experience is its sharp focus: this isn’t a payments tool for everything – it’s purpose-built for Direct Debit, and that clarity carries through in the UX.
From first interaction to onboarding, the journey is shaped around a few key principles: minimise friction, communicate value early, and build trust quickly.
Setup feels genuinely light-touch – a reflection of how well they understand their core user’s priorities.
For product and UX teams, GoCardless is a useful case study in doing less, better. Instead of competing on breadth of features, it competes on relevance, clarity, and simplicity. That’s a lesson worth stealing.
Let’s dive in 👇
Effective onboarding is crucial for turning new users into active, engaged customers. Here’s what businesses can learn from GoCardless’ approach to creating a seamless and impactful onboarding experience.
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Simplicity Drives Engagement: GoCardless keeps their onboarding straightforward with minimal steps and clear instructions. This reduces friction and allows users to get started quickly, highlighting the importance of simplicity in user journeys.
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Clear Value Proposition: They emphasize their value proposition early, showing users the benefits of the platform, such as reduced transaction fees and secure payment management. This helps users understand what’s in it for them, boosting conversion rates.
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Leverage Trust Signals: Through the use of social proof, including showcasing the number of businesses using the platform, GoCardless builds trust and encourages users to feel confident in their choice.
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Integrated Experiences: By linking their onboarding to Xero, GoCardless provides a seamless experience that minimises setup time. This integration approach can be a game-changer for businesses looking to make their products more accessible and user-friendly.
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Maximise Activation: Offering an easy-to-find ‘book a call’ option right after onboarding ensures that users are supported at critical moments, helping to drive further engagement and maximise activation.
By focusing on simplicity, trust, and seamless integrations, GoCardless offers a prime example of how effective onboarding can boost user conversion and satisfaction.
