When someone installs your app, it can feel like a win. But installs don’t pay the bills. What matters is what happens next – whether users stick around, activate, and eventually become paying customers. That journey starts with onboarding.
Sami Caracand, founder of DocuGen, has been through that journey firsthand. Since the beginning of the decade, DocuGen has grown into one of the most adopted and highest-rated apps on the monday.com marketplace, becoming a Gold partner.
Sami joined us for a live partner workshop to share the lessons, wins, and hard truths he learned while scaling his app from zero to thousands of installs.
These aren’t generic best practices. They’re field-tested principles – shaped by real user feedback, funnel data, and late-night support calls. If you’re building an app in the marketplace, here’s what you’ll want to take with you.
1. Focus on activations, not just installs
“An install means nothing unless the user finds value quickly”, Sami says. That’s why at DocuGen, they define a clear activation milestone: the moment a user generates their first document. That’s when the value clicks. That’s the A-ha moment.
Everything in the onboarding flow is designed to get users to that moment – fast. “Optimize the time-to-activation”, he emphasizes. “That’s what gives the customer confidence in the product”.
2. Track your funnel like a product, not a campaign
“It’s great if you have a thousand installs”, Sami says, “but what matters is how many activate, how many subscribe”.
At DocuGen, they track everything: installs, activation rates, subscriptions, even button clicks like “Upgrade”. That attention to detail helps them identify where users drop off – and what small nudges can keep them moving forward.
“Your install count doesn’t matter unless you track metrics”. The goal isn’t perfection – it’s progress. Improve each stage, bit by bit.
3. Invest in your marketplace listing
Some users find DocuGen while searching for other apps. Why? Because their listing is optimized for discovery.
“People sometimes look for another app and find us instead”, Sami shares. “We try to include as many relevant keywords as we can on our listing page”.
The tip: Don’t just write for what your app does. Think about what your ideal user is typing – or what they’d search for when looking for a competitor. Use those keywords naturally in your title and description.
4. Product-led growth isn’t a buzzword – it’s how you scale
“In a marketplace, you won’t scale by doing manual demos for every lead”, Sami explains. That’s why DocuGen invests in self-serve flows – intuitive experiences where users can install, explore, and subscribe without friction.
“Customers should install, use, and subscribe with as little involvement as possible”. That means clear tooltips, pre-built templates, contextual help, and smart defaults. When users help themselves, your team can focus on building – not chasing leads.
5. Speak to every user, not just the one who clicked ‘install’
Here’s a dynamic most marketplace builders miss: the person who installs your app might not be the one using it.
“Admins often install apps, but don’t use them”, Sami says. That means your onboarding needs to work for different personas – the admin who sets it up, the end user who interacts with it, and the decision-maker who approves the purchase.
Segment your messaging. Tailor onboarding emails and in-app guides based on user roles. A single install could represent multiple jobs to be done.
6. Support builds loyalty – and long-term relationships
“The good partners are the ones that are driven by all the service work they’re able to sell on top of the app”, Sami explains.
He’s not just talking about customer support. He’s talking about enabling partners and service providers to build businesses around your app. That’s where real growth happens – when others advocate for your app because it helps them deliver more value.
So instead of just handing out affiliate links, DocuGen offers demo environments, premium support, and training materials.
7. Ask for reviews – the right way
Most customers won’t leave a review on their own. But they will if you ask at the right time.
“We manually reached out to users after a successful support call”, Sami shares. “Automated review prompts rarely convert, but personal, well-timed asks do”.
DocuGen makes it a weekly habit – they identify happy users, reach out directly, and make the ask. Over time, those positive reviews drive credibility and conversions.
8. Don’t discount by default
“Customers pay when there’s a pain we’re solving, not because the price is lower”, Sami says.
Rather than offering discounts to drive early conversions, DocuGen aligns pricing with the problem they solve. Sami only gives discounts when someone specifically requests it and shows clear price sensitivity.
The better play? Communicate the value. And if you’re still unsure where to price, run experiments across different segments or user cohorts.
Bonus insights: beyond onboarding
When a customer churns, listen
Churn isn’t the end of the story – it’s a clue.
Sami sends a short post-churn email that simply asks, “Why?” Even when users don’t respond, he looks at usage patterns and support tickets for insight. “Even without replies, trends emerge if you listen closely”.
This feedback loop helps DocuGen improve the early experience and reduce future churn.
Want to dig deeper into churn prevention? Read our playbook.
Be part of the community, not just a name in the marketplace
“You’re not just building an app – you’re joining a community”, Sami says.
He’s a regular presence at monday.com partner events, both virtual and in person. That visibility matters. “When monday’s sales team knows and trusts you, they’ll be more likely to recommend your app”.
It’s a long game. But it pays off in partnerships, exposure, and word-of-mouth (And if you haven’t yet, consider joining us at the monday Elevate conference).
What to take away
Sami’s approach is straightforward: Understand what success looks like for your customers and build toward it. Whether it’s faster activation, clearer messaging, or a smarter funnel, each improvement adds up.
You don’t need to be perfect. Just keep learning, adjusting, and showing up.
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