7 test ideas to improve user onboarding
TRANSCRIPT
7 Test Ideas To Improve User Onboarding
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PRESENTER
Stephanie StandenCustomer Success Manager
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AGENDA• Onboarding 101
• Common Onboarding Mistakes
• 7 Test Ideas You Can Try
• Interpreting Results
• More Onboarding Examples
• Quick Demo and Q&A
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WHAT IS MOBILE ONBOARDING?
• The purpose of onboarding is to introduce the app and demonstrate what it does to your users
• Companies invest majorly in user acquisition
• A download is not a user
• The first experience determines if the user returns
Cost per Install (CPI) - 2016
1 of 4 people abandons an app after a single use.
Cost per Loyal iOS User - 2016
Common Onboarding Mistakes• Assuming everyone needs an onboarding tutorial
• Asking too much or irrelevant information upfront
• Not providing a clear value proposition to sign up
• “Abandoning” your user after registration
• Not focusing on the first crucial in-app action
• Using an identical flow for iOS and Android
7 Test Ideas You Can Try
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#1 Hero Image and Value Proposition
• Best performing image are usually “teasers”
• Try different variants, based on user segments
• Test different value propositions
• Test each element separately
#2 Onboarding Tutorial
Vevo’s “Mandatory” 4-step Onboarding Flow
HYPOTHESIS
Removing the tutorials would increase logins and signups.
Vevo’s New Onboarding Flow
Winner• Completed logins: +9.69%
• Completed signups: +5.85%
• No. of videos watched per user stayed the same
• No. of users returning in 1 and 7 days stayed the same
Does your app need an onboarding tutorial?
Onboarding Tutorial of Headspace
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#3 Registration• What information is
needed?
• What should be the flow?
• How many steps?
• What information can be collected later?
• Test for bottlenecks
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#4 Call-to-Action(s)
• Test button, copy, location.
• Keep it clear and short
• Start with simple tests and narrow down the options (e.g. button color/size)
Glassdoor CTA Test
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CONTROL VARIANT A VARIANT B VARIANT C VARIANT D
Glassdoor CTA Test - +8% Lift in Conversion
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CONTROL VARIANT A VARIANT B WINNER VARIANT D
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#5 Login Options
Create a variant with the addition of social logins
Would that increase or decrease conversion rate?
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#6 Social ProofLeverage similar users’ behavior to
incentivize a specific action
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#6 Social ProofTest peer-validation and 3rd party reviews.
Some options to consider:
• Similar users• Experts• Celebrities• Friends• Crowds (e.g. “10M+ downloads”)
#7 First Action(s) After Registration
It’s important to guide your new users as soon as they complete the registration
What action(s) would make them stick? Examples include:
• Create your first playlist• Add Friends
Interpreting Results
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Results
More Examples
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• Compelling value proposition
• Clear CTAs
• Prioritizes them using color and size
• Gives you options if you are not ready
Robinhood
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• Easy value proposition
• Big and clear CTA
• Forces users to engage
Lookout
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• Reduce friction by focusing on key actions
• No need to create an account
• Option to create an accountto save your preferences
Domino’s
Quick Demo
