As the mobile industry continues to grow, so do consumers’ expectations. Unfortunately, the pace at which expectations grow is much faster than your ability to innovate. The inevitable lag between innovation and expectation is the main reason why you’re struggling to engage your mobile users and it’s reflected in low retention rates & high churn rates. But by having the right Mobile Onboarding flow to welcome your users you’ll boost your engagement metrics. There are variety of onboarding flows to choose from, but only after identifying what your app means to your users you can select the right one. The right onboarding user flow means engaged consumers, which means more business.

1. Mobile
Onboarding
THE FOUNDATION OF A LONG-LASTING USER BASE
OCTOBER, 2017

2. ● Intro: Challenges of Building a Habit-Forming App
● Content: The Role of Mobile Onboarding
○ What is Mobile Onboarding?
○ Which Type of Mobile Onboarding to Create?
○ What Metrics to Track?
● Exercise: Creating an Onboarding Strategy
● What’s Next? Tips to Create a Habit-Forming App
● Q&A
MOBILE ONBOARDING
Our Time Together

3. A Habit-Forming App will...
CREATING A HABIT-FORMING APP
● Influence users to form a habit
● Shorten the time between having a
need and getting a reward
● Engage users and continue to keep
them engaged

4. The problem is ...

5. * The average app loses 77% of its Daily Active Users
within the first 3 days after the install.
30 days = ↓ 90% 90 days = ↓ 95%
77%↓
USER BASE
GETS LOST
CREATING A HABIT-FORMING APP
We Lose Users Too Fast
* Source: Andrew Chen Growth Uber

6. How can we solve it?

7. ● Getting users “up and running” with your app
● Explaining a new product to first-time users
● Showing users the core value of your app
THE ROLE OF MOBILE ONBOARDING
Onboard Your Users
A Mobile Onboarding is the process of...

8. Follow Onboarding
Best Practices
Use Metrics to
Monitor Your Success
THE ROLE OF MOBILE ONBOARDING
How to Get Them the First Time

9. 1. Benefits-Oriented Onboarding
2. Function-Oriented Onboarding
3. Progressive Onboarding
FOLLOW ONBOARDING BEST PRACTICES
Which Onboarding to Create?
There are 3 types of Onboarding

10. 1
Benefits-Oriented

11. BENEFITS-ORIENTED ONBOARDING
Show the
core value &
benefits

12. BENEFITS-ORIENTED ONBOARDING
1. To increase the likelihood of signups
2. To inspire trust when asking for personal information
3. To create a deep emotional connection
4. For new apps with innovative services not seen before
5. For leisure and entertainment apps
When to Use It?
3 screens; 1 benefit per screen. Before registration.

13. BENEFITS-ORIENTED ONBOARDING

14. BENEFITS-ORIENTED ONBOARDING

15. BENEFITS-ORIENTED ONBOARDING

16. 2
Function-Oriented

17. FUNCTION-ORIENTED ONBOARDING
Show what
your app is
for & when
to use it

18. FUNCTION-ORIENTED ONBOARDING
1. When features are new and different competitors
2. For new apps with complex functionalities or gestures
3. For productivity apps
4. To get users started with a first task
3 screens, 1 benefit per screen. Before or after registration.
When to Use It?

19. FUNCTION-ORIENTED ONBOARDING

20. FUNCTION-ORIENTED ONBOARDING

21. FUNCTION-ORIENTED ONBOARDING

22. 3
Progressive

23. PROGRESSIVE ONBOARDING
Show how to
use your app
& where to
find ‘stuff’

24. PROGRESSIVE ONBOARDING
1. If your app has long and complicated workflows
2. To show hidden functionality
3. To teach users how to use a new gesture interaction
4. To help users complete the “job to be done”
Any number of the necessary screens. Place them within the app.
When to Use It?

25. PROGRESSIVE ONBOARDING

26. PROGRESSIVE ONBOARDING

27. PROGRESSIVE ONBOARDING

28. PROGRESSIVE ONBOARDING

29. PROGRESSIVE ONBOARDING

30. For starters… you need to know two basic facts:
1. How many users are keeping your app?
2. How many users are abandoning your app?
USE METRICS TO MONITOR SUCCESS
What Metrics to Track?

31. Retention Rate
Churn Rate
Daily Active Users (DAU)
Monthly Active Users (MAU
Daily Sessions per DAU
Stickiness Rate
Average Revenue per User (ARPPU)
Return of Investment (ROI)
Mobile
Metrics
Funnel
Cost Per Acquisition (CPA)
Lifetime Value (LTV)

32. Retention Rate
Churn Rate
Daily Active Users (DAU)
Monthly Active Users (MAU
Daily Sessions per DAU
Stickiness Rate
Average Revenue per User (ARPPU)
Return of Investment (ROI)
Cost Per Acquisition (CPA)
Lifetime Value (LTV)
First
Track
These two!

33. USE METRICS TO MONITOR SUCCESS
Retention Rate
How many users are using your app?
Credit Mary Kearl
# of users who used my app this month
# of users who used the app the previous month
Retention
Rate
=

34. USE METRICS TO MONITOR SUCCESS
Churn Rate
How many users are abandoning your app?
Credit Mary Kearl
Retention Rate
Churn
Rate
= 1 -

35. WORKSHOP EXERCISE
Creating a Mobile
Onboarding Strategy

36. In 20 minutes!
WORKSHOP EXERCISE
Creating a Mobile
Onboarding Strategy

37. ● Complete the sentences of
working sheet “A”
WORKSHOP EXERCISE, PT A
Describe the
Core Value

38. ● Read the cheat sheet
● Pick the onboarding that better
suits your app
RECOMMENDED READING
Choose an
Onboarding

39. ● Draw a quick sketch
● Describe the messaging
● Describe the imagery
WORKSHOP EXERCISE, PT B
Define the
Requirements

40. ● Retention Rate
● Churn Rate
● Cost per Acquisition
WORKSHOP EXERCISE, PT C
Calculate
The Metrics

41. Show off your work!

42. What’s next?

43. Create “hooks” so the user....
1. Has enough motivation
2. Is presented with a trigger
3. Decides to invest effort (but not too much)
4. Is rewarded yet left wanting more
5. Repeats the cycle...
CREATING A BUILDING-HABIT APP
How to Engage Your Users

44. 1. Triggers
Internal (motivation)
External (interface)
Credit Nir Eyal

45. 1. Triggers
2. Actions
Call to action (buttons)
A simple behaviour
Internal (motivation)
External (interface)
Credit Nir Eyal

46. Are immediate
Are Small & Incomplete
1. Triggers 3. Rewards
2. Actions
Call to action (buttons)
A simple behaviour
Internal (motivation)
External (interface)
Credit Nir Eyal

47. Are immediate
Are Small & Incomplete
1. Triggers
4. Investment
3. Rewards
2. Actions
Call to action (buttons)
A simple behaviour
Simple, quick, cheap
Works the next time
Internal (motivation)
External (interface)
Credit Nir Eyal

48. Download templates and slides
↓
DOWNLOAD
FORMAT
bit.ly/ns-onboarding
CREATING A BUILDING-HABIT APP
How to Engage Your Users

49. Key Takeaways

50. 1. There’s a very short time to create a first good impression
2. Onboarding users increases the likelihood that new users
will understand your app
3. Keep track of metrics to learn what works
4. Engage users by creating hooks around the core value of
your app
KEY TAKEAWAYS
Mobile Onboarding

51. Q & A

52. Misael Leon
Product Designer
mleon@nearsoft.com
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