MAU New York 2016 Keynote — 9:35am - 9:55am Onboarding is a problem as old as time, or at least mobile app time. While we can't promise you a silver bullet, we can offer a tactical level look at tests run to improve signup conversion as well as corresponding push enablement rates during onboarding for new users. Phil Anderson, Growth Advisor

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Onboarding Best Practices
Case study of how some simple tweaks (and lots of testing) resulted in:
65% -> 95% Signup Rate
30% -> 70% Push Notification Enablement
2.5 -> 4.1 Star Ratings

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PHIL ANDERSON
GROWTH ADVISOR
GROW.CO
ONBOARDING BEST PRACTICES
@jamespanderson
http://philanderson.net
#onboarding #mau2016

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Intro
65% 95%Registration Rate
30% 70%Push Enablement
100/wk 10k /wkDownloads
2.0 4.1Ratings

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What Is Nowait?

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Launch of Consumer App

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Start At The Top Of The Funnel

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SMS Optimization
10% CTR2% CTR
Contextual A/B Testing

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People Want Immediate Reward
Marshmellow Test
Only 30% Delayed Gratification

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SMS Winner?
25% CTR

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Landing Page Optimization
10% CTR 50% CTR

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People Hated Us.

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Engagement Problem

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Signup Analysis

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Signup Problem
65% Completion

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What’s the bare minimum NEEDED

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Solution - Optimize Signup Flow
95% Completion

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Solution - Give A Good Reason
70% Enablement

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Take The User To Correct Context
In Line Not In Line
Retention Increased

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You Can Still Collect Info Later
Same % of Emails Collected!

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Summary
• When optimizing, start at top of funnel
• Think about the user’s motivation
• Benefits should be split
• Reduce steps at all costs
• Minimize information requests
• Give people a good reason for permissions
• Be contextually aware