onboarding - do your users understand your app?
TRANSCRIPT
User onboarding
What really matters?
• Number of downloads doesn’t say much about your success.
• Pay attention to downloads / active users ratio.• Uninstalls and low number of active users
affects your ASO.
Word of Mouth Marketing
• Most apps are found through keywords search in app stores but your most valuable traffic comes from recommendations.
• Low number of active users will not only make your app less appealing, you also won’t get referrals.
• Only users who understand your app and are happy with the experience are willing to share it with their friends.
What is onboarding?
• Even biggest companies have problems with good on boarding (I’m looking at you Apple Music).
• Making your users learn your app by guiding them through core features.
• Simplifying first time experience.
How to onboard users?
• Keep in mind who is your target and what’s the problem you can solve for them
• Focus on one path your user should take to understand the app
• Make it simple!
• “It’s obvious where to click next!” No it’s not, remember about it!
• Don’t assume your users know how to use your app. • What’s obvious for you, doesn’t have to be obvious
to others.• Try to make your onboarding process as simple as
possible.• IFTTT is onboarding users really nicely but they
assume users will know where to click.
Assumptions
Assumptions
This is what you get after signing up. Message is clear but there's no CTA. Anyway,
let's proceed.
Assumptions
This is what you get after signing up. Message is clear but there's no CTA. Anyway,
let's proceed.
Again, it could be bit more clear in terms of what to do next
Assumptions
This is what you get after signing up. Message is clear but there's no CTA. Anyway,
let's proceed.
Again, it could be bit more clear in terms of what to do next
There it is! Ready recipes I can add to my account,
awesome!
Action learning
• Don’t show users how to do something, make them do it!
• Snapchat got this part of their on boarding process really well
Action learning
This is nice! The core feature of the app is the first thing I can use after getting in the
app. But is it going to be sent to my friends? Should I be careful with what snap I'm
taking?
Action learning
This is nice! The core feature of the app is the first thing I can use after getting in the
app. But is it going to be sent to my friends? Should I be careful with what snap I'm
taking?
I'd love to! Again, teaching me a feature by making me
do it. Good.
Action learning
This is nice! The core feature of the app is the first thing I can use after getting in the
app. But is it going to be sent to my friends? Should I be careful with what snap I'm
taking?
I'd love to! Again, teaching me a feature by making me
do it. Good.
Okay, what do I do now?
I guess I click the animated arrow but I still don't know who am I
gonna send it to.
• Give what is needed - focus on core feature of your app and let your user understand it without overwhelming them with all your features.
• Peach is an example of throwing all features at user on his first visit, before showing him main feature.
Keeping it simple
Keeping it simple
Clear CTA, nice!
Keeping it simple
Clear CTA, nice!Bit early, isn't it? I just created
my account. But at least it explains why I need these
notifications
Keeping it simple
Clear CTA, nice!Bit early, isn't it? I just created
my account. But at least it explains why I need these
notifications
Okay, telling me to do something and not just watch it being done,
I like it.But didn't it tell me to see what's new with my favourite people?
When can I see it?
Keeping it simple
Oh hi, can I see what's new with my friends yet?
I guess I’ll post a photo then.
Keeping it simple
Oh hi, can I see what's new with my friends yet?
I guess I’ll post a photo then.
Asking me for permission to access my camera when I'm
trying to use the camera. Perfect and simple.
Keeping it simple
Oh hi, can I see what's new with my friends yet?
I guess I’ll post a photo then.
Asking me for permission to access my camera when I'm
trying to use the camera. Perfect and simple.
Okay, let's try even more features…
Keeping it simple
And here we go, after showing me everything I can do in the app I can
finally do what I came here for. I'm bit bored at this point :(
Keeping it simple
• Ask for what is needed at the moment - consider what permissions do you really need to get your user to start using your app? Don’t overwhelm users with more than what you really need.
• Pocket asks for permissions while introducing users to features. Great approach.
Keeping it simple
This screen shows pretty well which option they would rather I used. You
can use this idea if you have a preferred way of sign up to your app
Keeping it simple
This screen shows pretty well which option they would rather I used. You can use this idea if you have a preferred way of sign up
to your app
Hello there! Telling me why I need to go through this process and
explaining. I’m doing it so I can start saving
items to my list is pretty clear, isn't it?
Keeping it simple
This screen shows pretty well which option they would rather I used. You can use this idea if you have a preferred way of sign up
to your app
Hello there! Telling me why I need to go through this process and
explaining. I’m doing it so I can start saving
items to my list is pretty clear, isn't it?
Understanding what the app does and setting it up at the same time.
Clever.
Keeping it simple
Some may think this email could be
sent without this screen, since I already registered, but it makes me
feel like it was my decision and now I'll know to open this email
and not ignore it like most welcome emails from apps.
Keeping it simple
Some may think this email could be
sent without this screen, since I already registered, but it makes me
feel like it was my decision and now I'll know to open this email
and not ignore it like most welcome emails from apps.
And this is where the real fun starts!
Keeping it simple
Some may think this email could be
sent without this screen, since I already registered, but it makes me
feel like it was my decision and now I'll know to open this email
and not ignore it like most welcome emails from apps.
And this is where the real fun starts!
No annoying popup and nice explanation.
Now I know exactly why I should give Pocket permission to send me
notifications.
• Ask friends to go through your app and watch while they do it
• Pay attention to what users are clicking, swiping and where are they trying to go
• Any point that causes hesitation is a point you need to fix.
Watching users
• After releasing your app, keep analysing data about your users’ behaviour in the app
• See what your most active users do and consider pushing new users the same way
• Control your analytics and iterate. Some assumptions based on analytics may be wrong.
Analytics
• Success of your apps depends on the quality of your app as much as on your users’ understanding of the app.
• Active users and recommendations are huge ASO factor. Without good onboarding, your positions will drop.
How it’s all connected?
• To read full article on successful user onboarding, click here
Want to know more?
Sara Marska MajGrowth Hacker & ASO specialist
mobile: +48 514 453 927e-mail: [email protected]: pl.linkedin.com/in/saramarskamaj
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