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Do You Know How to Do User Onboarding Right?

January 29, 2016Kadir Soner Şensoy

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.

2015_App_User_Retention_Rate_-_Global

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.

Mobile_-_Mapping_a_Mobile_App_User_s_Journey_From_Discovery_to_Purchase__Infographic____MarketingProfs_Article

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/

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

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/

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

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/

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

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

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

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.

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