Mobile App Signup / Onboarding / First Time Experience. From Grow.co June 2014, by Noah Jessop of...
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Transcript of Mobile App Signup / Onboarding / First Time Experience. From Grow.co June 2014, by Noah Jessop of...
CKED
Onboarding: Everyone Does It, But Does Anyone Do It Well?
Noah Jessop @njess
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
“78% of apps are never launched more than once”
-‐Fiksu
ADVANCED FUNCTIONALITY WHY APP ONBOARDING MATTERS
1st Bingo Game on iOS & Android
10M+ players in first year
ADVANCED FUNCTIONALITY MY BACKGROUND
CommandIQ is the best platform to power segmentation, personalization, and automation of push, email and other channels
at scale.
ADVANCED FUNCTIONALITY NOW
GOOD SIGNUP
TO DRIVE FACEBOOK CONNECT
FB connected players 9X more likely to spend (Wooga)
GREAT SIGNUP
ALSO… WHY SIGN UP?
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
OTHER TRICKS
PASSWORD FREE?
GNAIL AOL.CON ETC.
After significant testing & optimization…
60% increase in signup conversion …But there’s still a lot more to do…
ADVANCED FUNCTIONALITY NOW.. ACCOUNT SUCCESSFULLY CREATED
WHAT’S MISSING HERE?
NO BACK BUTTON – (USERS LOCKED INTO FLOW)
GUIDE CONTINUES
DRIVE DESIRED ACTIONS WITH ADDITIONAL CALLOUTS
SHOW HOW (MAKE TUTORIAL SHORT, NOT OPTIONAL)
ADD CHANNELS SIMPLY
“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
ASKING PERMISSION:
ONLY ONE CHANCE (IOS)
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
1) TIMER
2) BEHAVIORAL DRIP
3) MULTIPLE TOUCH POINTS
4) CHANCES TO OPT-IN
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
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
THANK YOU [email protected]