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Why is Onboarding Crucial?
Mobile App Onboarding 101
7 Test Ideas You Can Try
Interpreting Results
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
Search
Deep Linked Email
Social
Deep Linked Ads
Web-to-App
Campaigns
BRANCH LINKS SOLVE MOBILE LINKING
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
Why is Onboarding Crucial?
•
•
•
•
Cost per Install (CPI) - 2016
1 of 4 people abandons
an app after a single use.
Cost per Loyal iOS User - 2016
Habit-Forming Products = Loyal Users
Buying virtual cows
The Hook Model
• TRIGGER
ACTION
VARIABLE REWARD
INVESTMENT
“Hooked” - Nir Eyal
User engagement and
retention starts from
the first app visit.
You only have one
chance with each user.
Mobile App
Onboarding
101
ABOUT
The best-in-class mobile growth platform for enterprise and SMBs.
A/B
A
Common Onboarding Mistakes
•
•
•
•
•
•
Driving Users to the AHA! Moment
•
•
•
•
•
Understand your AHA Moment
7 Test Ideas You Can Try
#1 Hero Image and Value Proposition
•
•
•
•
#2 Onboarding Tutorial
HYPOTHESIS
Removing the
tutorials would
increase logins
and signups.
WINNER
● No. of completed logins: +9.69%
● No. of completed signups: +5.85%
Does your app need an onboarding tutorial?
#3 Registration
•
•
•
•
•
#4 Call-to-Action(s)
•
•
•
Glassdoor CTA Test
Glassdoor CTA Test - +8% Lift in Conversion
CONTROL VARIANT A VARIANT B WINNER VARIANT D
Test Button Color
#5 Login Options
#6 Social Proof
#6 Social Proof
•
•
•
•
•
#7 First Action(s) After Registration
•
•
Interpreting Results
Examples
•
•
•
•
Robinhood
•
•
•
Lookout
•
•
•
Domino’s
Questions?
apptimize.com
harvey@apptimize.com
branch.io
franco@branch.io

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