Mobile App Signup / Onboarding / First Time Experience. From Grow.co June 2014, by Noah Jessop of...
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Transcript of Mobile App Signup / Onboarding / First Time Experience. From Grow.co June 2014, by Noah Jessop of...
![Page 1: Mobile App Signup / Onboarding / First Time Experience. From Grow.co June 2014, by Noah Jessop of CommandIQ](https://reader034.fdocuments.net/reader034/viewer/2022051818/54b71b044a7959286f8b4700/html5/thumbnails/1.jpg)
CKED
Onboarding: Everyone Does It, But Does Anyone Do It Well?
Noah Jessop @njess
![Page 2: Mobile App Signup / Onboarding / First Time Experience. From Grow.co June 2014, by Noah Jessop of CommandIQ](https://reader034.fdocuments.net/reader034/viewer/2022051818/54b71b044a7959286f8b4700/html5/thumbnails/2.jpg)
The Very First Launch Account Creation / Sign-in Accounts, Passwords, Facebook Connect Guided Experience – Tutorial Asking for Permission: Push, Contacts Basic Overview: Push & Email Strategy
ADVANCED FUNCTIONALITY TO COVER
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“78% of apps are never launched more than once”
-‐Fiksu
ADVANCED FUNCTIONALITY WHY APP ONBOARDING MATTERS
![Page 4: Mobile App Signup / Onboarding / First Time Experience. From Grow.co June 2014, by Noah Jessop of CommandIQ](https://reader034.fdocuments.net/reader034/viewer/2022051818/54b71b044a7959286f8b4700/html5/thumbnails/4.jpg)
1st Bingo Game on iOS & Android
10M+ players in first year
ADVANCED FUNCTIONALITY MY BACKGROUND
![Page 5: Mobile App Signup / Onboarding / First Time Experience. From Grow.co June 2014, by Noah Jessop of CommandIQ](https://reader034.fdocuments.net/reader034/viewer/2022051818/54b71b044a7959286f8b4700/html5/thumbnails/5.jpg)
CommandIQ is the best platform to power segmentation, personalization, and automation of push, email and other channels
at scale.
ADVANCED FUNCTIONALITY NOW
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GOOD SIGNUP
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TO DRIVE FACEBOOK CONNECT
FB connected players 9X more likely to spend (Wooga)
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GREAT SIGNUP
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ALSO… WHY SIGN UP?
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Facebook Connect – powerful, verified email 9X more likely to spend (Wooga) But maybe not the best one…may not be primary email address for a user
Everyone Has Multiple Email Address
On first login use “throwaway” – return with “trusted” account
Merging Accounts
ADVANCED FUNCTIONALITY UNEXPECTED COMPLICATIONS
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OTHER TRICKS
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PASSWORD FREE?
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GNAIL AOL.CON ETC.
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After significant testing & optimization…
60% increase in signup conversion …But there’s still a lot more to do…
ADVANCED FUNCTIONALITY NOW.. ACCOUNT SUCCESSFULLY CREATED
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WHAT’S MISSING HERE?
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NO BACK BUTTON – (USERS LOCKED INTO FLOW)
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GUIDE CONTINUES
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DRIVE DESIRED ACTIONS WITH ADDITIONAL CALLOUTS
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SHOW HOW (MAKE TUTORIAL SHORT, NOT OPTIONAL)
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ADD CHANNELS SIMPLY
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“Consumers who opted into push no7fica7ons on retail apps generated 40% more monthly app opens
than opted-‐out consumers” -‐Urban Airship
ADVANCED FUNCTIONALITY PUSH – KEY CHANNEL
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ASKING PERMISSION:
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ONLY ONE CHANCE (IOS)
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1) Timed call-back Notifications – Easy 2) Drip campaign based on behavior – Medium 3) Multichannel engagement – Harder 4) Opt-in Events – Varies
ADVANCED FUNCTIONALITY START SIMPLE: CAMPAIGN IDEAS
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1) TIMER
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2) BEHAVIORAL DRIP
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3) MULTIPLE TOUCH POINTS
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4) CHANCES TO OPT-IN
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Start with low-hanging fruit, quick wins Set cadence expectations early Automate whenever possible Track key metrics (retention, sessions, push/email unsubs, presumed uninstalls) against control group
ADVANCED FUNCTIONALITY MESSAGING TAKEAWAYS
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Substantial Gains to be had optimizing onboarding–
100% of users experience your FTUE Best way to help long-term retention?
One day at a time. Start with Day 2.
ADVANCED FUNCTIONALITY IN SUMMARY
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THANK YOU [email protected]