We all know user onboarding matters. But you might be surprised by how big of an impact it can have on your mobile app's success.
There’s been a lot of buzz about mobile onboarding lately. That’s because the mobile industry continues to grow at a rapid clip, and product managers are trying to figure out how they can distinguish their app from competitors.
Since we all know how important first introductions are, there should be no questioning how important (and effective) mobile onboarding can be. And indeed, the most effective way to set your app apart is during new users’ first experience with your app.
Looking for proof that onboarding matters? Just take a look at the 4 statistics below.
👋 25% of users abandon an app after just one use.
What this statistic tells us: There are several reasons users come to an app once and then promptly abandon ship: The user experience is bad, the app isn’t relevant to their needs, or they don’t see the value of the app. Let’s assume the first 2 don’t apply, since you’ve spent time and money on your UX and ensured you’re targeting the right audience with your ads.
This leaves the latter: users aren’t seeing the value of your app. That doesn’t mean it isn’t there! Remember that you’re battling a world of short attention spans. If how your app helps users isn’t explicitly clear right out of the gate, you risk losing them.
How better onboarding can help: One way to approach app onboarding is to treat it like a (well done) movie trailer that provides users with a synopsis of what the app has to offer and why it’s beneficial. Sure, there will be more to explore once the user gets into the app, but good app onboarding leaves them with a clear picture of what to expect and makes them excited to get started.
🌎 There are 2.6 million apps in Google Play, 2.2 million apps in the App Store—and 194 billion app downloads in 2018 alone.
What this statistic tells us: To say the app market is oversaturated is an understatement. As global trends shift towards mobile-first, it seems like everyone is vying for their piece of the pie. Competition is fierce, and only those apps that manage to make a lasting impression will survive.
How better onboarding can help: The faster you can relay the value of your app to users, the better chance you have of winning them over. And good onboarding has a strong trickle-down effect:
A strong app onboarding experience = happy new users = higher retention rates = more organic app downloads from recommendations = higher app store rankings and overall visibility
📲 In 2018, 58% of site visits and 42% of all web traffic came from mobile devices.
What this statistic tells us: Mobile is officially the first-screen preference and apps are the most efficient way for mobile users to complete tasks. Apps have the ability to remember preferences, allowing users to pick up where they left off and also personalize the user experience in ways web can’t. But getting mobile users to commit to new apps is tricky.
How better onboarding can help: App onboarding showcases the benefits of a tailored experience. From in-app customizations to faster check-outs, using an app over a mobile browser is a no-brainer. A great onboarding experience will relay this message to potential users.
📈 Retention rates increased by up to 50% with effective app onboarding.
What this statistic tells us: If the first 3 statistics didn’t do it for you, this one should. App onboarding is proven to be successful at boosting retention rates—which is the end goal for all mobile marketers and product managers.
How better onboarding can help: If you want to see a good lift to app retention rates, make sure your app onboarding clearly highlights the value of your app—aka what’s in it for the user. A great onboarding experience should leave users feeling bought in and excited to get started.
Make onboarding part of your mobile strategy
The above stats speak for themselves. As we move into 2020, app onboarding shouldn’t just be on your radar—it should be an integral part of your mobile strategy. If you think about it, it’s no surprise that app onboarding is so effective. Liken app onboarding to test driving a car or trying on a new pair of shoes before buying. Being able to understand a product’s value and how it aligns with their needs is what drives customer loyalty and retention.