mobile app signup / onboarding / first time experience. from grow.co june 2014, by noah jessop of...

CKED  

Onboarding:    Everyone  Does  It,  But  Does  Anyone  Do  It  Well?  

Noah  Jessop  @njess  

The Very First Launch Account Creation / Sign-in Accounts, Passwords, Facebook Connect Guided Experience – Tutorial Asking for Permission: Push, Contacts Basic Overview: Push & Email Strategy

ADVANCED FUNCTIONALITY TO COVER

“78%  of  apps  are  never  launched  more  than  once”                          

                                   -­‐Fiksu

ADVANCED FUNCTIONALITY WHY APP ONBOARDING MATTERS

1st Bingo Game on iOS & Android

10M+ players in first year

ADVANCED FUNCTIONALITY MY BACKGROUND

CommandIQ is the best platform to power segmentation, personalization, and automation of push, email and other channels

at scale.

ADVANCED FUNCTIONALITY NOW

GOOD SIGNUP

TO DRIVE FACEBOOK CONNECT

FB connected players 9X more likely to spend (Wooga)

GREAT SIGNUP

ALSO… WHY SIGN UP?

Facebook Connect – powerful, verified email 9X more likely to spend (Wooga) But maybe not the best one…may not be primary email address for a user

Everyone Has Multiple Email Address

On first login use “throwaway” – return with “trusted” account

Merging Accounts

ADVANCED FUNCTIONALITY UNEXPECTED COMPLICATIONS

OTHER TRICKS

PASSWORD FREE?

GNAIL AOL.CON ETC.

After significant testing & optimization…

60% increase in signup conversion …But there’s still a lot more to do…

ADVANCED FUNCTIONALITY NOW.. ACCOUNT SUCCESSFULLY CREATED

WHAT’S MISSING HERE?

NO BACK BUTTON – (USERS LOCKED INTO FLOW)

GUIDE CONTINUES

DRIVE DESIRED ACTIONS WITH ADDITIONAL CALLOUTS

SHOW HOW (MAKE TUTORIAL SHORT, NOT OPTIONAL)

ADD CHANNELS SIMPLY

“Consumers  who  opted  into  push  no7fica7ons  on  retail  apps  generated  40%  more  monthly  app  opens  

than  opted-­‐out  consumers”                            -­‐Urban  Airship

ADVANCED FUNCTIONALITY PUSH – KEY CHANNEL

ASKING PERMISSION:

ONLY ONE CHANCE (IOS)

1) Timed call-back Notifications – Easy 2) Drip campaign based on behavior – Medium 3) Multichannel engagement – Harder 4) Opt-in Events – Varies

ADVANCED FUNCTIONALITY START SIMPLE: CAMPAIGN IDEAS

1) TIMER

2) BEHAVIORAL DRIP

3) MULTIPLE TOUCH POINTS

4) CHANCES TO OPT-IN

Start with low-hanging fruit, quick wins Set cadence expectations early Automate whenever possible Track key metrics (retention, sessions, push/email unsubs, presumed uninstalls) against control group

ADVANCED FUNCTIONALITY MESSAGING TAKEAWAYS

Substantial Gains to be had optimizing onboarding–

100% of users experience your FTUE Best way to help long-term retention?

One day at a time. Start with Day 2.

ADVANCED FUNCTIONALITY IN SUMMARY

THANK  YOU          NOAH@COMMANDIQ.COM