Onboarding Essentials and Best Practices for Creating Engaged Users

ONBOARDING ESSENTIALS AND BEST PRACTICES FOR CREATING ENGAGED USERS

DECEMBER 7, 2016 / 2:00PM ET DONTE LEDBETTER, GROWTH PRODUCER, CONTENT & PROGRAMMING

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WHY ONBOARDING IS IMPORTANT

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WHY ONBOARDING IS IMPORTANT

55%of users who use an app in the first

week after download will be retained (i.e. will show further activity over the

next three months).*

90%of the users who engage weekly for the first month after download are retained, compared to only 23% of

users who don’t engage in the second, third, and fourth week.*

82%of users who engage in week two are retained, but users who don’t engage in week two have to engage in both week three and four to reach almost

the same level of retention.*

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ESSENTIAL ELEMENTS OF AN ONBOARDING CAMPAIGN

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ESSENTIAL ELEMENTS OF AN ONBOARDING CAMPAIGN

MULTICHANNEL MESSAGING

INTRODUCTORY CONTENT

MEASUREMENTPERMISSIONING TESTING

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MAKE A GOOD FIRST IMPRESSION WITH INTRODUCTORY CONTENT

Once a user downloads your app, it’s important to greet them with introductory content. A good introduction showcases your app’s value, discusses key features, and encourages people to continue using your app with a clear call to action.

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MAKE A GOOD FIRST IMPRESSION WITH INTRODUCTORY CONTENT

5 TIPS FOR GOOD INTRODUCTORY CONTENT

1. Provide length indicators to show users how long it will take to get through the introductory screens.

2. Provide an option to leave the introduction.

3. Show the app’s value and functionality through images.

4. Keep it short and to the point. Only include the most essential information.

5. Include your app’s logo and slogan to build trust with the user.

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ASK THE RIGHT WAY WITH PERMISSIONING

If your app requires special permissions for users to get the most out of it, or if you would like for push notifications to be enabled to send useful messages, you need to communicate this with your users.

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ASK THE RIGHT WAY WITH PERMISSIONING

4 TIPS FOR GOOD PERMISSIONING

1. Use a custom opt-in prompt to ask for special permissions, such as sending push notifications or gathering location data to provide users with a better app experience.

2. Make sure your custom opt-in prompt shows before the native OS prompt. If a user declines, you get a second chance.

3. Test your opt-in prompts to see what variant generates more opt-ins.

4. Explain why users should opt in to receiving push from your app (i.e. prime for push).

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BOOST RETENTION WITH MULTICHANNEL MESSAGING

*Source: Appboy Proprietary Data

Multichannel onboarding campaigns raise the odds that new users complete onboarding and become engaged with the app. According to our research, multichannel onboarding campaigns result in a 130% increase in two-month retention over no onboarding campaign, and single push campaigns increase two-month retention by 71%.

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BOOST RETENTION WITH MULTICHANNEL MESSAGING

2 TIPS FOR A GOOD MULTICHANNEL ONBOARDING CAMPAIGN

1. Supplement push notifications with other messaging channels, like email, in-app/in-browser messages, or News Feed Cards.

2. Use push notifications or email to reach users who don’t finish onboarding.

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RETENTION*

71%RISE IN

TWO-MONTH RETENTION*


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OPTIMIZE YOUR ONBOARDING FLOW BY TESTING

While the data is pouring in from your onboarding campaign, it’s important to know what will work and what won’t. A good way to find your winning messaging is to test your messaging.

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VARIANT A VARIANT B

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VARIANT A VARIANT B

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OPTIMIZE YOUR ONBOARDING FLOW BY TESTING

40%CONVERSION

RATE INCREASE WITH TESTING*

2 TIPS FOR GOOD TESTING

1. Test your onboarding flow (e.g. content, length) to optimize for the flow that yields the most engagement.

2. Test different variables of your messaging, including copy, images, tone, and personalization.


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MEASURE SUCCESS

You need a way to measure the success of your onboarding campaign or else you’ll just end up wasting money on a campaign that’s not bringing in results.

CLASSIC RETENTION

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MEASURE SUCCESS

CLASSIC RETENTION / OVERALL

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Fewer than 1 in 4 users will return to the app the next day*

Users are more likely to come back to the app the day of the week they first engaged with the app*

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3 TIPS FOR MEASURING SUCCESS

1. Measure classic retention after onboarding, as well as range and rolling retention.

2. Analyze the impact of onboarding on first-time purchases, registrations, or other key actions.

3. Compare your retention metrics with your industry’s.


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CLASSIC Looks at users that return

on a specific day

RANGE Looks at users that return at any

time during a range of time

ROLLING Looks at users that return at any time after a specific day

CLASSIC RETENTION

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THREE POPULAR WAYS TO CALCULATE RETENTION

bit.ly/AppboyRetention

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ONBOARDING EXAMPLES

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IHEARTRADIO - GREAT INTRO CONTENT, PART 1

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IHEARTRADIO - GREAT INTRO CONTENT, PART 2

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HOPPER - GREAT PERMISSIONING

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TRIPIT - GREAT MULTICHANNEL ONBOARDING, PART 1

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StyleRydeSara — The ryde you scheduled has now

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CONFIRMATION EMAIL WELCOME EMAIL

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IN-BROWSER MESSAGE

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1/ INCLUDE INTRODUCTORY CONTENT IN YOUR ONBOARDING EXPERIENCE

2/ ASK FOR SPECIAL APP PERMISSIONS VIA CUSTOM OPT-IN PROMPTS

3/ USE MULTICHANNEL MESSAGING TO BOOST RETENTION

4/ TEST YOUR ONBOARDING FLOW AND MESSAGING

5/ MEASURE THE IMPACT OF ONBOARDING ON APP ENGAGEMENT AND RETENTION

KEY TAKEAWAYS

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Q+A

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APPBOY.COM/COURSE

BUILD A MOBILE STRATEGY FROM SCRATCH

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Appboy is the leading lifecycle marketing platform for the mobile-first age. We exist to help marketers seize the opportunities created by the challenges of today’s mobile economy. That means we built the world’s best intelligent CRM so marketers can connect human-to-human, at scale, with their customers, driving deep engagement and ROI.

The center of our platform is the holistic user profile that offers a single view of the customer. Our robust audience segmentation and advanced multichannel messaging allow brands to use the data from these user profiles to create and automate highly personalized marketing campaigns, and build meaningful dialogues with their audiences across devices and channels.

Thousands of global marketers use Appboy to connect with over 500 million active users, with 100 billion real-time events and 5 billion messages processed through our platform each month. We help brands like Domino’s, Tinder, iHeartMedia, Opera, SoundCloud, and Urban Outfitters to better engage, retain, and monetize their customers. Appboy is venture backed with over 120 employees and offices in New York, San Francisco, and London.

Learn more at Appboy.com.

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Onboarding Essentials and Best Practices for Creating Engaged Users