One of the most important metrics for any app is retention. It starts from the beginning when the user installs the app and makes the first launch and continues until the user deletes the app (churn). Getting users through the app is the key to positive retention.
Based on Statista research 25% of the US users delete mobile apps after only one use. Huge churn, isn’t it? When you pay for each install you can’t afford to waste money like this.
If you acquire the right users, they might churn immediately only if they do not understand how to use the app and what value it brings to them. This process is about communicating to your users from the first session and the best way to do that is to show them the user flow, best practices, and unique features. You need to make users interested and keep their attention while they try to understand how this app is useful to them. During this process you can naturally get some information that helps you in the future such as sign-up, allow push-notification, or some personal info like birth date, name, etc.
There are many factors to a good app onboarding such as the app category, target audience, and what is your success goal. You have a lot of leverage to improve your onboarding journey and the only way to find your best mobile app onboarding process is to iterate and test.
What is Onboarding?
Onboarding is the process of passing users through your app to show them the value and core features. The most popular way to do that is a series of screens you show after users install the app.
Best practices for user onboarding
Here we gather over seventy onboarding videos of the most popular iOS apps to help you better understand the approaches the largest companies use. There is no universal onboarding process for all apps but, hopefully, you find some great examples to implement your own app onboarding. Remember that all these companies made tonnes of AB tests so you can try to understand what works the best, an order of screens, and the best product mechanics.
I also looked at all onboardings from the UI/UX Onboarding iOS best practices website and below is the summary:
- Wow effect – emotional value
- Highlight value through features
Wow effect – emotional value
Onboarding is the first screen your users see after they download your app. Use it to make them interested with emotional effects and highlight why this app may change their lives. Look how the FLO app does this. They are chosen by 120 million women, their screen is an amazing example.
Highlight value through features
Show the most valuable product features and focus on the core functionality. Have a look at a good example – FaceApp.
People like to be unique. You can use it to personalize user experience and offer something special to them. This approach is especially popular for the Education and Health & Fitness categories. Example – MyFitnessPal.