CS for Apps - Tip 2: App Onboarding

Welcome to the CS for Apps Tip-of-the-Day! Let's do this! Tip no. 2: Apps that offer a superior onboarding experience outperform all others in every metric.

Loyalty is dead, at least when it comes to apps

Did you know that, according to Fortune magazine, 75% of users who install and launch an app never come back? After 3 months, only 5% of total app installs are regularly used.

 

 

It seems that loyalty is dead, at least when it comes to apps.

Also, according to Ankit Jain of Gradient Ventures:

“Users try out a lot of apps but decide which ones they want to ‘stop using’ within the first 3-7 days. For ‘decent’ apps, the majority of users retained for 7 days stick around much longer. The key to success is to get the users hooked during that critical first 3-7 day period.”

The lesson here? Give the user a delightful, insightful and intuitive onboarding experience and the chances are they will stick around.

 

Many ways to get onboard

App designers use a range of different types of onboarding experiences, from the simple benefits approach (why they should use the app) to the more sophisticated interaction approach (encourage the user to interact and learn about the features – just like we do in Contentsquare today!).

Take Evernote for example. Evernote’s simple benefits approach flow starts with a simple three-screen tutorial that highlights why the app should be used, and does not focus on the features at all:

 

 

At each point of the onboarding flow, the user can ‘Get Started’ and skip right into the app. Perhaps it could be interesting to optimize this onboarding flow by analyzing app engagement based on how the user behaved during onboarding?

Another example is the Youtube app. Rather than using the benefits approach, Youtube use the interaction approach, explaining the features as they are used for the first time.

 

 

Regardless of the strategy used, it’s generally recognized and proven that onboarding results in higher user retention.

 

How CS for Apps can help

Firstly analyze how the user engages with each step of the onboarding process. CUSTOMER JOURNEY ANALYSIS can be used to discover how far into the onboarding the user progresses before signing up. Then create segments based on how users engaged with the onboarding process. Did they get to step 2 or step 5 before they signed up? What are the differences in behavior between users who completed the onboarding vs. those who didn’t?

These segments can be used with the comparison feature of screen zoning to learn how onboarded users compare to those who didn’t complete the process. For example, do onboarded users convert more frequently than others? Do they spend more $$? Also why not use screen metrics to compare sessions, session length, time spent and conversions.

CS for Apps customers can use this intelligence to optimize their onboarding strategy in order to maximize stickiness and adoption, and ultimately increase conversion rates.

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