Turning App Installs into Users: The Guide to Mobile App Onboarding
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The document discusses the importance of mobile app onboarding, emphasizing its role in user retention and engagement. It outlines common onboarding mistakes and suggests A/B testing ideas to improve user experience, such as optimizing the hero image, onboarding tutorials, and calls-to-action. It highlights the critical nature of the first app visit and the need for effective onboarding to convert new users into loyal ones.
Turning App Installs into Users: The Guide to Mobile App Onboarding
- 6. Why is Onboarding Crucial? Mobile App Onboarding 101 7 Test Ideas You Can Try Interpreting Results
- 7. ABOUT BRANCH $113 million in funding across 4 rounds 100+ Employees, 60% engineering Offices in SF, NYC, India, Russia, Brazil, UK 24,000 apps across the globe using links 2+ billion monthly users
- 8. Search Deep Linked Email Social Deep Linked Ads Web-to-App Campaigns BRANCH LINKS SOLVE MOBILE LINKING
- 11. What does it mean to “onboard” a user? Onboarding is the process of creating a successful and loyal user by explaining the core value and the basic actions behind your product. App Install Active User
- 12. Why is Onboarding Crucial? • • • •
- 13. Cost per Install (CPI) - 2016
- 14. 1 of 4 people abandons an app after a single use.
- 15. Cost per Loyal iOS User - 2016
- 16. Habit-Forming Products = Loyal Users
- 18. The Hook Model • TRIGGER ACTION VARIABLE REWARD INVESTMENT “Hooked” - Nir Eyal
- 19. User engagement and retention starts from the first app visit. You only have one chance with each user.
- 21. ABOUT The best-in-class mobile growth platform for enterprise and SMBs. A/B A
- 23. Driving Users to the AHA! Moment • • • • •
- 24. Understand your AHA Moment
- 25. 7 Test Ideas You Can Try
- 26. #1 Hero Image and Value Proposition • • • •
- 28. HYPOTHESIS Removing the tutorials would increase logins and signups.
- 29. WINNER ● No. of completed logins: +9.69% ● No. of completed signups: +5.85%
- 30. Does your app need an onboarding tutorial?
- 34. Glassdoor CTA Test - +8% Lift in Conversion CONTROL VARIANT A VARIANT B WINNER VARIANT D
- 36. #5 Login Options
- 37. #6 Social Proof
- 39. #7 First Action(s) After Registration • •
- 41. Examples
- 43. • • • Lookout
- 44. • • • Domino’s