Even though we are now very familiar with experiencing user onboarding in mobile apps, it doesn’t change the fact that one fourth of users abandon apps all around the world. The uglier truth is this: While user retention rate is decreasing, the user abandonment rate is increasing year by year according to Localytics analysis in June, 2015.
When we analyze the reasons for this disloyalty, data shows that bad user onboarding experience is one of the main reasons. A brand new research indicates that whereas relevant information and recommendations are 2 of the main reasons for why people keep apps; complicated registration, unsatisfied UI/UX and irrelevant information causes them to uninstall the apps immediately.
This is why user onboarding is a very important metric to make your users love the app and keep it. Well, as you can understand, onboarding users, is a good starting point for your first impression and increasing your retention rate; however, of course, there are important best practices to do it right and also benefit from it. Here is everything you should know about user onboarding including common mistakes, best practices, and examples.
What Is First? Registration or Onboarding
Let’s start with the order. One of the common questions coming to mind when it comes to user onboarding is this: Which one should be the first: Registration or Onboarding? The answer is clear: It depends. It depends on the category and sector you are in. If you want to specify it, analyze the sector and examine your potential users’ behavior in detail.
- Stay Away from Too Much Text
Users do not like to read much to understand apps. Specifically, the Generation Y prefers quick actions, not time-consuming experiences. Because of this, avoid too much text and utilize short educational videos, images or in-app notifications to explain your app.
Do This
Image Source: http://www.bunnyfoot.com/blog/2014/03/how-gamifying-your-website-can-increase-engagement/
Not That
Image Source: https://hub.united.com/en-us/news/web/pages/united-launches-all-new-app.aspx
- Show One Feature / Benefit at One Page
Onboarding is something you do, to direct your users and help them understand your app’s features and benefits that make it unique. If you confuse them with too much information at one time, it causes dissatisfaction.
Do This
Image Source: https://www.smashingmagazine.com/2014/08/mobile-onboarding-beginners-guide/
Not That
Image Source: http://blog.kera.io/post/40920774387/web-apps-onboarding-how-to-treat-your-new-users
- Create a Rational Flow
There should be a rational flow in your onboarding to avoid confusion. It also helps you not to conflict with yourself. Interconnected actions need to be ordered respectively; otherwise, there is a possibility that your new users will not associate the points and therefore, result in low user experience.
- Don’t Frighten Your Users with Too Much Personal Information
Make the ‘very personal information’ optional, like Instagram does. Users don’t like to give a lot of information about themselves to apps, mainly to avoid disturbance by apps. Even if the data is important for you, take as little information as possible.
[Tweet “Even if the data is important for you, take as little information as possible.”]Do This
Image Source: https://blog.optimizely.com/2015/01/13/7-tips-to-improve-mobile-app-onboarding/
Not That
Image Source: http://www.edenspiekermann.com/magazine/the-importance-of-onboarding
- Humanize the Experience
You can talk like your users only if you understand their language. Do not treat them like a robot in the onboarding process. Pick the words and images carefully.
- Keep it Educational But Don’t Forget Fun
Even if your aim is to show your benefits instead of your functions, do not forget to be educational. Give your competitive advantage – the things that make your app unique and special – to your users. If they are function orientation, keep them short and keyword-based to make them useful. However, here the user behavior and user language is crucial; to make them fun, use their language.
- Don’t Show Them More Than 3 Benefits/Features
It doesn’t matter if you use onboarding for benefits or features. Don’t forget to keep it short. 3 is the ideal number for orientation. Focus on your main features and benefits and show them only.
[Tweet “3 is the ideal number for orientation. Focus on your main features and benefits and show them only.”]Don’t Do This
Image Source: https://media-mediatemple.netdna-ssl.com/wp-content/uploads/2014/07/06-readability-opt.jpg
- Let Users Take Action in the Meantime
Taking action makes your users feel attached to the process. While orienting your users, give them the option to do what you are showing. It prevents them from feeling bored, and simplifies the learning process.
Do This
Image Source: https://blog.optimizely.com/wp-content/uploads/2015/01/snapchat-onboarding-experience.png
- Don’t Forget Navigation
Your users should have the option to skip the onboarding process immediately. Make navigation accessible and easy to find.
- Avoid Over Do Inside the App
If you prefer in-app notifications for onboarding, it is enough to show once for one feature’s to-do. If you overdo it, your users get irritated. As it happens in the “maximum 3” rule above, pick the most important features to show and do it once for one feature.
- Optimize Images for Resolution and Fast Loading
You may find or design amazing images for onboarding, but you should be careful about the sizes and resolutions of them too. Particularly, the slow loading is a crucial problem users face when images are too big.
- Use the Colors Effectively
Use contrast in colors. The similar tones cause low user experience because of bad reading/viewing experience. To make them effective, be careful about the colors you choose.
- Listen to Your Current Users
Your users are the best sources to find your own best practices. Listen and watch them to make them happy. Analyze reviews and their comments in social media. Update your onboarding experience according to their needs to make it terrific for your next new users.
