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Mobile App Signup / Onboarding / First Time Experience. From Grow.co June 2014, by Noah Jessop of CommandIQ

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Everyone does it, but does anyone do it well?

78% of users never open an app more than once. First experience leaves room for lots of optimization.

Noah Jessop, CEO of CommandIQ (http://commandiq.com). CommandIQ is the best platform for segmentation and personalization of push notifications, email marketing and any other channel at enterprise scale.

More insights on the CommandIQ blog: http://blog.commandiq.com

Talk given at the Grow.co conference on June 11th, 2014

Published in: Marketing, Technology, Business
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Mobile App Signup / Onboarding / First Time Experience. From Grow.co June 2014, by Noah Jessop of CommandIQ

  1. 1. CKED   Onboarding:     Everyone  Does  It,  But  Does  Anyone  Do  It  Well?         Noah  Jessop   @njess  
  2. 2. The Very First Launch Account Creation / Sign-in Accounts, Passwords, Facebook Connect Guided Experience – Tutorial Asking for Permission: Push, Contacts Basic Overview: Push & Email Strategy ADVANCED FUNCTIONALITY TO COVER
  3. 3. “78%  of  apps  are  never  launched  more  than  once”                                                              -­‐Fiksu ADVANCED FUNCTIONALITY WHY APP ONBOARDING MATTERS
  4. 4. 1st Bingo Game on iOS & Android 10M+ players in first year ADVANCED FUNCTIONALITY MY BACKGROUND
  5. 5. CommandIQ is the best platform to power segmentation, personalization, and automation of push, email and other channels at scale. ADVANCED FUNCTIONALITY NOW
  6. 6. GOOD SIGNUP
  7. 7. TO DRIVE FACEBOOK CONNECT FB connected players 9X more likely to spend (Wooga)
  8. 8. GREAT SIGNUP
  9. 9. ALSO… WHY SIGN UP?
  10. 10. Facebook Connect – powerful, verified email 9X more likely to spend (Wooga) But maybe not the best one…may not be primary email address for a user Everyone Has Multiple Email Address On first login use “throwaway” – return with “trusted” account Merging Accounts ADVANCED FUNCTIONALITY UNEXPECTED COMPLICATIONS
  11. 11. OTHER TRICKS
  12. 12. PASSWORD FREE?
  13. 13. GNAIL AOL.CON ETC.
  14. 14. After significant testing & optimization… 60% increase in signup conversion …But there’s still a lot more to do… ADVANCED FUNCTIONALITY NOW.. ACCOUNT SUCCESSFULLY CREATED
  15. 15. WHAT’S MISSING HERE?
  16. 16. NO BACK BUTTON – (USERS LOCKED INTO FLOW)
  17. 17. GUIDE CONTINUES
  18. 18. DRIVE DESIRED ACTIONS WITH ADDITIONAL CALLOUTS
  19. 19. SHOW HOW (MAKE TUTORIAL SHORT, NOT OPTIONAL)
  20. 20. ADD CHANNELS SIMPLY
  21. 21. “Consumers  who  opted  into  push  no7fica7ons  on   retail  apps  generated  40%  more  monthly  app  opens   than  opted-­‐out  consumers”                            -­‐Urban  Airship ADVANCED FUNCTIONALITY PUSH – KEY CHANNEL
  22. 22. ASKING PERMISSION:
  23. 23. ONLY ONE CHANCE (IOS)
  24. 24. 1) Timed call-back Notifications – Easy 2) Drip campaign based on behavior – Medium 3) Multichannel engagement – Harder 4) Opt-in Events – Varies ADVANCED FUNCTIONALITY START SIMPLE: CAMPAIGN IDEAS
  25. 25. 1) TIMER
  26. 26. 2) BEHAVIORAL DRIP
  27. 27. 3) MULTIPLE TOUCH POINTS
  28. 28. 4) CHANCES TO OPT-IN
  29. 29. Start with low-hanging fruit, quick wins Set cadence expectations early Automate whenever possible Track key metrics (retention, sessions, push/email unsubs, presumed uninstalls) against control group ADVANCED FUNCTIONALITY MESSAGING TAKEAWAYS
  30. 30. Substantial Gains to be had optimizing onboarding– 100% of users experience your FTUE Best way to help long-term retention? One day at a time. Start with Day 2. ADVANCED FUNCTIONALITY IN SUMMARY
  31. 31. THANK  YOU          NOAH@COMMANDIQ.COM  

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