7 test ideas to improve user onboarding

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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#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

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