The document discusses optimizing the first-time user experience in mobile apps. It notes that 25% of users will only open an app once and most will only open it a few times. A case study of a fashion app found that only 14% of new users created profiles after mandatory registration. A/B testing alternative first-time experiences found that removing registration and providing in-app tips increased profile creation to 26%, while removing registration and offering incentives increased it to 44%. The key lesson is that first-time experiences are critical to an app's long-term success even though they may only last a minute.

1. 1
How (not) to lose 25% of your
users in one moment.
First-Time User Experiences

2. 2
THE PROBLEM:
25% of users will open your app only once.
(The majority of users just a few times).
1>1
TYPICAL NUMBER OF APP OPENS
SOLUTION:
Optimize first-time user experience

3. 3
CASE STUDY:
Fashion curation app.
FIRST-TIME GOAL:
Get new users to create a profile.
PROBLEM:
Only 14% of new users create profiles.
SOLUTION
A/B Test different first-time experiences

4. 4
Control Group
Current setup
Forced Registration
No registration &
in app tutorial
No registration &
in-app incentive
Treatment 1 Treatment 2
3 A/B TESTS

5. 5
Control Group - Mandatory User Registration

6. 6
Control Group - Mandatory User Registration
0%
25%
50%
Control Group Treatment 1 Treatment 2
14%
Control Group - % User Registration

7. 7
Treatment 1 - No Registration. In-app tips

8. 8
Treatment 1 - No Registration. In-app tips
0%
25%
50%
Control Group Treatment 1 Treatment 2
26%
14%
Treatment 1 - % User Registration
+85%

9. 9
Treatment 2 - No Registration. In-app Incentive

10. 10
Treatment 2 - No Registration. In-app Incentive
0%
25%
50%
Control Group Treatment 1 Treatment 2
44%
26%
14%
Treatment 2 - % User Registration
+221%

11. 1st Open Create Profile Purchase
Control Group Treatment 1 Treatment 2
0
25
50
75
100
44%
Registration

12. 12
With statistical
confidence, first-
touch
experiences,
powered by
messaging
convert best.
Shown Swrve messages
Control. No Messages

13. 13
Lessons Learned.
Always be optimizing your
first-time user experiences
They may last for one
minute - but are core to your
app’s long-term success.