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ONBOARDING ESSENTIALS
AND BEST PRACTICES FOR
CREATING ENGAGED USERS
DECEMBER 7, 2016 / 2:00PM ET
DONTE LEDBETTER, GROWTH P...
2
WHY ONBOARDING 

IS IMPORTANT
3
WHY ONBOARDING IS IMPORTANT
The cost of acquiring an engaged user is high. 

Onboarding sets the stage for the rest of a...
4
ESSENTIAL ELEMENTS
OF AN ONBOARDING
CAMPAIGN
5
ESSENTIAL ELEMENTS OF AN ONBOARDING CAMPAIGN
MULTICHANNEL
MESSAGING
INTRODUCTORY 

CONTENT
MEASUREMENTPERMISSIONING TEST...
6
MAKE A GOOD FIRST IMPRESSION WITH INTRODUCTORY CONTENT
Once a user downloads your app, it’s important to greet
them with...
7
MAKE A GOOD FIRST IMPRESSION WITH INTRODUCTORY CONTENT
5 TIPS FOR GOOD INTRODUCTORY CONTENT
1. Provide length indicators...
8
ASK THE RIGHT WAY WITH PERMISSIONING
If your app requires special permissions for users to 

get the most out of it, or ...
9
ASK THE RIGHT WAY WITH PERMISSIONING
4 TIPS FOR GOOD PERMISSIONING
1. Use custom opt-in dialogues to ask for special
per...
1 0
BOOST RETENTION WITH MULTICHANNEL MESSAGING
Multichannel onboarding campaigns 

raise the odds that new users complete...
1 1
BOOST RETENTION WITH MULTICHANNEL MESSAGING
2 TIPS FOR A GOOD MULTICHANNEL
CAMPAIGN
1. Supplement push notifications w...
1 2
OPTIMIZE YOUR ONBOARDING FLOW BY TESTING
While the data is pouring in from your
onboarding campaign, it’s important to...
FiberMonk 5m ago
You’re almost there! Add a credit
card to your FiberMonk account
and get 15% off your first order!
FiberM...
1 4
MEASURE SUCCESS
You need a way to measure the
success of your onboarding
campaign or else you’ll just end
up wasting m...
1 5
MEASURE SUCCESS
CLASSIC RETENTION / OVERALL
RETENTIONRATE
0%
5%
10%
15%
20%
25%
DAY
1 2 3 4 5 6 7 8 9 10 11 12 13 14 1...
CLASSIC
Looks at users that return 

on a specific day
RANGE
Looks at users that return at any
time during a range of time...
1 7
ONBOARDING
EXAMPLES
1 8
IHEARTRADIO - GREAT INTRO CONTENT, PART 1
StyleRyde
Sara — The ryde
you scheduled has
2m
slide
StyleRyde
Sara — The ry...
1 9
IHEARTRADIO - GREAT INTRO CONTENT, PART 2
StyleRyde
Sara — The ryde
you scheduled has
2m
slide
StyleRyde
Sara — The ry...
2 0
HOPPER - GREAT PERMISSIONING
StyleRyde
Sara — The ryde you
scheduled has now
2m
slide to
StyleRyde
Sara — The ryde you...
2 1
TRIPIT - GREAT MULTICHANNEL ONBOARDING, PART 1
StyleRyde
Sara — The ryde
you scheduled has
2m
slide
StyleRyde
Sara — T...
2 2
TRIPIT - GREAT MULTICHANNEL ONBOARDING, PART 2
StyleRyde
Sara — The ryde
you scheduled has
2m
slide
StyleRyde
Sara — T...
2 3
1/ INCLUDE INTRODUCTORY CONTENT IN YOUR
ONBOARDING EXPERIENCE
2/ ASK FOR SPECIAL APP PERMISSIONS VIA
CUSTOM OPT-IN PRO...
2 4
Q+A
2 5
Appboy is the leading lifecycle marketing platform for the mobile-first age. We exist to help
marketers seize the oppor...
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Onboarding Essentials and Best Practices for Creating Engaged Users

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A user's first session determines the rest of their journey with your brand. If your onboarding process fails to help new users become more familiar with your app and understand your app's value and core features, you may lose them faster than you acquire them.

Here are the essential components of an effective onboarding campaign and tips and examples on how to introduce new users to your app and increase engagement and retention.

Published in: Mobile
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Onboarding Essentials and Best Practices for Creating Engaged Users

  1. 1. ONBOARDING ESSENTIALS AND BEST PRACTICES FOR CREATING ENGAGED USERS DECEMBER 7, 2016 / 2:00PM ET DONTE LEDBETTER, GROWTH PRODUCER, 
 CONTENT & PROGRAMMING
  2. 2. 2 WHY ONBOARDING 
 IS IMPORTANT
  3. 3. 3 WHY ONBOARDING IS IMPORTANT The cost of acquiring an engaged user is high. 
 Onboarding sets the stage for the rest of a user’s journey with your brand and determines your chances of retaining a user. $61Effective Cost Per Engaged Customer 1IN4Fewer than 1 in 4 users will return to the app the next day
  4. 4. 4 ESSENTIAL ELEMENTS OF AN ONBOARDING CAMPAIGN
  5. 5. 5 ESSENTIAL ELEMENTS OF AN ONBOARDING CAMPAIGN MULTICHANNEL MESSAGING INTRODUCTORY 
 CONTENT MEASUREMENTPERMISSIONING TESTING
  6. 6. 6 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.
  7. 7. 7 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.
  8. 8. 8 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.
  9. 9. 9 ASK THE RIGHT WAY WITH PERMISSIONING 4 TIPS FOR GOOD PERMISSIONING 1. Use custom opt-in dialogues 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).
  10. 10. 1 0 BOOST RETENTION WITH MULTICHANNEL MESSAGING Multichannel onboarding campaigns 
 raise the odds that new users complete onboarding and become engaged with the app. According to our research, multichannel onboarding campaigns resulted in a 130% increase in two-month retention versus 71% for single push campaigns.
  11. 11. 1 1 BOOST RETENTION WITH MULTICHANNEL MESSAGING 2 TIPS FOR A GOOD MULTICHANNEL 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. FiberMonk 5m ago You’re almost there! Add a credit card to your FiberMonk account and get 15% off your first order! 50% RISE IN NEXT DAY 
 RETENTION 71% RISE IN 
 TWO-MONTH 
 RETENTION
  12. 12. 1 2 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. FiberMonk 5m ago You’re almost there! Add a credit card to your FiberMonk account and get 15% off your first order! FiberMonk 5m ago Uh oh, you forgot to complete registration. Register to take advantage of our promotions. VARIANT A VARIANT B
  13. 13. FiberMonk 5m ago You’re almost there! Add a credit card to your FiberMonk account and get 15% off your first order! FiberMonk 5m ago Uh oh, you forgot to complete registration. Register to take advantage of our promotions. VARIANT A VARIANT B 1 3 OPTIMIZE YOUR ONBOARDING FLOW BY TESTING 40% CONVERSION RATE INCREASE WITH TESTING 2 TIPS FOR A GOOD TESTING 1. Test your onboarding flow (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.
  14. 14. 1 4 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 RETENTIONRATE 0% 5% 10% 15% 20% 25% DAY 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 45 60 90
  15. 15. 1 5 MEASURE SUCCESS CLASSIC RETENTION / OVERALL RETENTIONRATE 0% 5% 10% 15% 20% 25% DAY 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 45 60 90 1 2 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 1 2 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 and registrations. 3. Compare your retention metrics with your industry’s.
  16. 16. 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 RETENTIONRATE 0% 5% 10% 15% 20% 25% DAY 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 45 90 THREE POPULAR WAYS TO CALCULATE RETENTION
  17. 17. 1 7 ONBOARDING EXAMPLES
  18. 18. 1 8 IHEARTRADIO - GREAT INTRO CONTENT, PART 1 StyleRyde Sara — The ryde you scheduled has 2m slide StyleRyde Sara — The ryde you scheduled has 2m slide StyleRyde Sara — The ryde you scheduled has 2m slide StyleRyde Sara — The ryde you scheduled has 2m slide StyleRyde Sara — The ryde you scheduled has 2m slide
  19. 19. 1 9 IHEARTRADIO - GREAT INTRO CONTENT, PART 2 StyleRyde Sara — The ryde you scheduled has 2m slide StyleRyde Sara — The ryde you scheduled has 2m slide StyleRyde Sara — The ryde you scheduled has 2m slide
  20. 20. 2 0 HOPPER - GREAT PERMISSIONING StyleRyde Sara — The ryde you scheduled has now 2m slide to StyleRyde Sara — The ryde you scheduled has now 2m slide to
  21. 21. 2 1 TRIPIT - GREAT MULTICHANNEL ONBOARDING, PART 1 StyleRyde Sara — The ryde you scheduled has 2m slide StyleRyde Sara — The ryde you scheduled has 2m slide StyleRyde Sara — The ryde you scheduled has 2m slide StyleRyde Sara — The ryde you scheduled has 2m slide StyleRyde Sara — The ryde you scheduled has 2m slide
  22. 22. 2 2 TRIPIT - GREAT MULTICHANNEL ONBOARDING, PART 2 StyleRyde Sara — The ryde you scheduled has 2m slide StyleRyde Sara — The ryde you scheduled has 2m slide IN-BROWSER MESSAGE MOBILE APP CONFIRMATION EMAIL AND
 WELCOME EMAIL
  23. 23. 2 3 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
  24. 24. 2 4 Q+A
  25. 25. 2 5 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. appboy.com hello@appboy.com

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