Matt Restivo, Director of Product Management for MLBAM & Thomas Hillman, Mobile & Social Marketing Manager for Zipcar, talk about their winning strategies for ensuring the app onboarding process leads to loyal customers in the future.

1. No-Fail Strategies for Activating &
Onboarding your Hard Won Users
Matt Restivo, Director of Product Management, NHL
Thomas Hillman, Mobile & Social Marketing Manager, Zipcar

2. No Fail Strategies for
Activating and Onboarding
Your Hard Won Users
Matt Restivo, Product & Growth at MLBAM

3. 1. Goals & Market
2. Customer First
3. Track Everything
4. Be Nimble
Agenda

4. • Business Goals
– Direct to Consumer
– Logins
– Retention
• True North
– MAU + In App Purchase Users
– Weekly Posts / User
– # of Files
What problem are we solving?

5. Users
Core Users
Users
What piece of the market?

6. Users
Core Users
Active Users
Uniques
What piece of the market?

7. Users
Core Users
Active Users
Casual Users
Uniques
What piece of the market?

8. Users
Channel
Uniques
Core Users
Active Users
Casual Users
What piece of the market?

9. Users
Core Users
Active Users
Casual Users
Uniques
What piece of the market?

10. • Don’t Force Onboarding
– User from Invite
– User from Deeplink
– This is a secondary bullet
• 3 CTAs Max
– Don’t Overwhelm
• Think about Side Doors
– LinkedIn Profile Pages
Think Customer First

11. • Push Explanation
– +11% Opt In
• Analyze Each Step
• Mindful of Business Goals
Annoying Tactics

12. • Analytics
– Think Extremely Deeply
– Launch Product
– People Activate
– What about them?
• Find This Moment
– As fast as possible
– As frequently as possible
Track Everything

13. • Multiple Onboardings
– Feature Flags
– Develop in parallel
• Don’t Change Colors
– Small is OK for massive scale
– Bigger is better
Be Nimble

14. • “Our hardcore users love it, we just need to make more amazing
features in 2.0.”
– Product Manager
• “The UX isn’t good enough. We need a redesign”
– Designer
• “We need to change our buttons to orange”, “Lifecycle email”, “Push"
– Reads Lots of Blogs
• “I wish you had [one feature] that [competitor] has”
– Customer
Andrew Chen
What to work on?

15. What to work on?

16. THANK YOU

17. No-Fail Strategies for
Activating and Onboarding
Your Hard Won Users
Tom Hillman, Mobile & Social Marketing Manager –
Zipcar International

18. Hi!

19. • What is activation?
• The ah! moment
• Guiding users there
• Completing the loop
Agenda

20. • Not necessarily the initial
conversion
• A need to define your own
• Think LTV, not initial transaction
value
What is activation?
 Conversion
Install 
Retention
 Evangelism
 Engagement
Awareness 
$

21. The ah! moment
 Retention
&
Evangelism
$ 
Conversion

22. = 2x
Ah!ctivation
Retention

23. • When less than 10% of new
users Ah!activating
• You can’t force actions…
• But you can guide behaviour
Getting users there

24. = 25%CVR
(& learnt behaviour)

25. • What are we missing?
• Where else can we
test?
• What should we
remember?
Complete the loop
TEST
LEARN
ITERATE

26. THANK YOU
thillman@zipcar.co.uk // @wholenewwworld