Article in Product Design UX UI category.
Mobile App Onboarding – how to keep users from dropping out
The Fueled Growth team recently partnered with Amplitude, a leading digital platform for product analytics, to produce a three-part webinar series: “Zero to Hero: Fixing…
The Fueled Growth team recently partnered with Amplitude, a leading digital platform for product analytics, to produce a three-part webinar series: “Zero to Hero: Fixing the App Design Mistakes That Are Costing You Customers”. The goal of this series is to showcase how data-driven insights can inform design decisions, enabled by the powerful functionality of Amplitude.
In the presentations, which can be found bellow, the Fueled team will highlight case studies of consumer apps and walk through how each client can optimize their in-app experiences and growth metrics.
What are Mobile App Onboarding Best Practices
Our first webinar illustrates the mobile redesign for Circle, a fictitious client who provides a video sharing experience similar to TikTok. The primary pain point for Circle is that a large proportion of users are dropping off at several points of the in app onboarding process. It is clear that there are too many steps during onboarding — the client seems to be too concerned about collecting as much information as they can on first touch.
Here, Fueled uses Amplitude to diagnose the drivers of churn by visualizing the steps in a funnel chart. By digging deeper into the app onboarding, we see that there are missing steps in the user flow that are not being tracked. The team also shows the usefulness of Amplitude Experiment. By grouping users into two behavioral cohorts, the client can run an experiment and assess the effectiveness of the redesign, as shown by improvements in their core success metrics.
The Circle redesign reveals two important takeaways about how to optimize mobile onboarding. First, the time to first value exchange is crucial to establish a strong user relationship at the start. We need to think about what the user wants to accomplish and minimize the time and interactions required to achieve that goal. Secondly, it is important to map out the process in its entirety. If steps are missing in the customer journey, you can easily misinterpret a user’s true behavior and lose out on potential insights.