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.
Localytics ENGAGE - No-Fail Strategies for Activating & Onboarding your Users
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?
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?
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
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