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Turning App Installs into Users: The Guide to Mobile App Onboarding

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On mobile, it’s particularly important to quickly drive users to the “Aha Moment.” If a person deletes an app, it’s very unlikely that they will ever install it again. Without an optimized onboarding flow, you risk losing most of your users after the first few clicks.

In this webinar, we are joined by Harvey Liu, a mobile expert from Apptimize. Harvey will share some of the lessons that he learned working with enterprise customers on optimizing their onboarding flow and overall user experience to maximize conversion. We will walk you through the necessary elements of a successful onboarding experience and we'll include a few examples from the top apps.

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Turning App Installs into Users: The Guide to Mobile App Onboarding

  1. 1. Why is Onboarding Crucial? Mobile App Onboarding 101 7 Test Ideas You Can Try Interpreting Results
  2. 2. ABOUT BRANCH $113 million in funding across 4 rounds 100+ Employees, 60% engineering Offices in SF, NYC, India, Russia, Brazil, UK 24,000 apps across the globe using links 2+ billion monthly users
  3. 3. Search Deep Linked Email Social Deep Linked Ads Web-to-App Campaigns BRANCH LINKS SOLVE MOBILE LINKING
  4. 4. What does it mean to “onboard” a user? Onboarding is the process of creating a successful and loyal user by explaining the core value and the basic actions behind your product. App Install Active User
  5. 5. Why is Onboarding Crucial? • • • •
  6. 6. Cost per Install (CPI) - 2016
  7. 7. 1 of 4 people abandons an app after a single use.
  8. 8. Cost per Loyal iOS User - 2016
  9. 9. Habit-Forming Products = Loyal Users
  10. 10. Buying virtual cows
  11. 11. The Hook Model • TRIGGER ACTION VARIABLE REWARD INVESTMENT “Hooked” - Nir Eyal
  12. 12. User engagement and retention starts from the first app visit. You only have one chance with each user.
  13. 13. Mobile App Onboarding 101
  14. 14. ABOUT The best-in-class mobile growth platform for enterprise and SMBs. A/B A
  15. 15. Common Onboarding Mistakes • • • • • •
  16. 16. Driving Users to the AHA! Moment • • • • •
  17. 17. Understand your AHA Moment
  18. 18. 7 Test Ideas You Can Try
  19. 19. #1 Hero Image and Value Proposition • • • •
  20. 20. #2 Onboarding Tutorial
  21. 21. HYPOTHESIS Removing the tutorials would increase logins and signups.
  22. 22. WINNER ● No. of completed logins: +9.69% ● No. of completed signups: +5.85%
  23. 23. Does your app need an onboarding tutorial?
  24. 24. #3 Registration • • • • •
  25. 25. #4 Call-to-Action(s) • • •
  26. 26. Glassdoor CTA Test
  27. 27. Glassdoor CTA Test - +8% Lift in Conversion CONTROL VARIANT A VARIANT B WINNER VARIANT D
  28. 28. Test Button Color
  29. 29. #5 Login Options
  30. 30. #6 Social Proof
  31. 31. #6 Social Proof • • • • •
  32. 32. #7 First Action(s) After Registration • •
  33. 33. Interpreting Results
  34. 34. Examples
  35. 35. • • • • Robinhood
  36. 36. • • • Lookout
  37. 37. • • • Domino’s
  38. 38. Questions? apptimize.com harvey@apptimize.com branch.io franco@branch.io

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