Three in four users delete an app after a single use. User onboarding— the process of setting up first-time users to be successful with your app— is crucial to grow your app. In this webinar we will cover 7 onboarding tests and their results, providing you with actionable ideas to improve your app’s onboarding flow. You’ll also see a live demo, with a step-by-step breakdown of the steps involved in setting up an onboarding flow experiment. We will also cover interpreting results to gain useful insight.

1. 7 Test Ideas To Improve
User Onboarding

2. @apptimizeAB
#OnboardingWebinar
HOUSEKEEPING
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3. ABOUT APPTIMIZE
The best-in-class mobile growth platform for enterprise and SMBs.
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4. @apptimizeAB
#OnboardingWebinar
PRESENTER
Stephanie Standen
Customer Success Manager

5. @apptimizeAB
#OnboardingWebinar
AGENDA
• Onboarding 101
• Common Onboarding Mistakes
• 7 Test Ideas You Can Try
• Interpreting Results
• More Onboarding Examples
• Quick Demo and Q&A

6. @apptimizeAB
#OnboardingWebinar
WHAT IS MOBILE ONBOARDING?
• The purpose of onboarding is to introduce the app and
demonstrate what it does to your users
• Companies invest majorly in user acquisition
• A download is not a user
• The first experience determines if the user returns

7. Cost per Install (CPI) - 2016

8. 1 of 4 people abandons
an app after a single use.

9. Cost per Loyal iOS User - 2016

10. Common Onboarding Mistakes
• Assuming everyone needs an onboarding tutorial
• Asking too much or irrelevant information upfront
• Not providing a clear value proposition to sign up
• “Abandoning” your user after registration
• Not focusing on the first crucial in-app action
• Using an identical flow for iOS and Android

11. 7 Test Ideas You Can Try

12. @apptimizeAB
#OnboardingWebinar
#1 Hero Image and Value Proposition
• Best performing image are usually “teasers”
• Try different variants, based on user segments
• Test different value propositions
• Test each element separately

13. #2 Onboarding Tutorial
Vevo’s “Mandatory” 4-step Onboarding Flow

14. HYPOTHESIS
Removing the
tutorials would
increase logins
and signups.
Vevo’s New Onboarding Flow

15. Winner
• Completed logins: +9.69%
• Completed signups: +5.85%
• No. of videos watched per user
stayed the same
• No. of users returning in 1 and 7
days stayed the same

16. Does your app need an onboarding tutorial?
Onboarding Tutorial of Headspace

17. @apptimizeAB
#OnboardingWebinar
#3 Registration
• What information is needed?
• What should be the flow?
• How many steps?
• What information can be
collected later?
• Test for bottlenecks

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#OnboardingWebinar
#4 Call-to-Action(s)
• Test button, copy, location.
• Keep it clear and short
• Start with simple tests and narrow down the
options (e.g. button color/size)

19. Glassdoor CTA Test
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CONTROL VARIANT A VARIANT B VARIANT C VARIANT D

20. Glassdoor CTA Test - +8% Lift in Conversion
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CONTROL VARIANT A VARIANT B WINNER VARIANT D
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21. @apptimizeAB
#OnboardingWebinar
#5 Login Options
Create a variant with the
addition of social logins
Would that increase or
decrease conversion rate?

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#OnboardingWebinar
#6 Social Proof
Leverage similar users’ behavior to
incentivize a specific action

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#OnboardingWebinar
#6 Social Proof
Test peer-validation and 3rd party reviews.
Some options to consider:
• Similar users
• Experts
• Celebrities
• Friends
• Crowds (e.g. “10M+ downloads”)

24. #7 First Action(s) After Registration
It’s important to guide your new
users as soon as they complete
the registration
What action(s) would make them
stick? Examples include:
• Create your first playlist
• Add Friends

25. Interpreting Results

26. @apptimizeAB
#OnboardingWebinar
Results

27. More Examples

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#OnboardingWebinar
• Compelling value proposition
• Clear CTAs
• Prioritizes them using color and size
• Gives you options if you are not ready
Robinhood

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#OnboardingWebinar
• Easy value proposition
• Big and clear CTA
• Forces users to engage
Lookout

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#OnboardingWebinar
• Reduce friction by focusing
on key actions
• No need to create an
account
• Option to create an account
to save your preferences
Domino’s

31. Quick Demo

32. Questions?
Type them into the chat box!
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