Optimize Mobile Onboarding Like a Pro

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Slides from a live webinar on Mobile App Onboarding best practices. Watch the recorded webinar at http://www2.apptimize.com/2015-10-28-AppSee-Webinar_OnDemand-reg-page.html

Technologie

Optimize Mobile Onboarding
Like a Pro
Optimize the Mobile Onboarding
Like a Pro
Optimize Mobile
Onboarding Like a Pro
Zahi Boussiba
CEO & Co-Founder
Kendrick Wang
Product Marketing

• Why you need to focus on onboarding
• Onboarding methods that top apps use
• App optimization cycle: Identifying the friction
points with UX analytics
• How to perform an effective A/B test
• Analyzing the data with UX analytics
Agenda

25% of users abandon
an app
after a single session

Wasted Effort
• You can’t grow your app if
users don’t engage
• Need to show users the app
value quickly and clearly

What Is User Onboarding?
Downloads
Engaged Users

Step 1:
Measure
Mobile Onboarding:
A Few Good Examples

Measure
Identify
TestAnalyze
Optimize
The Optimization Cycle

User Experience Analytics
Zahi Boussiba
CEO & Co-Founder
Appsee

Appsee
App User Experience Analytics
• Visualize users’ in-app interactions
• Capture every tap, gesture and user action
• Session replay & aggregated behavior visualization
• Single line SDK integration, auto tagging

“Classic” Metrics vs. UX Metrics
Classic Metrics UX Metrics
Active Users
Conversion Rates
Retention
Gesture Analysis
In-Screen Analysis
Response Times

Measure: The Usual Suspects
• Retention
• Engagement
• Conversions

What’s Next?
Quantitative metrics will only
provide you a partial understanding

In-Screen Analysis
Original Screen Unresponsive
Swipes Heatmap

Create a Hypothesis
Perhaps a confusing label is causing users
to not complete the process (continue if a
different path) , or users simply don’t want
to register

Step 3:
Test
Kendrick Wang
Product Marketing

Apptimize
• Fast, intelligent mobile iterations,
without disrupting the user experience
• Mobile A/B Testing
• Instant Updates
• Staged Rollout
• Feature Flagging

Why Test?
• We want to improve our app using data
• Don’t know the impact of changes
• Following KPIs is like guessing

How Testing Works
• Make a change
• Validate vs. control
• Learn from results
• Improve

Create a MVP
• Visual Editor
• Instant A/B Testing
• No App Store Submission

Make the Change
• More Powerful Changes
• Code Blocks
• Dynamic Variables

Validate Your Change
• Deploy to small percentage of users
• Gather quantitative data about how it performs
• Understand its effects before affecting your entire user base

Step 4:
Analyzing Test Results with UX Analytics
Zahi Boussiba
CEO & Co-Founder
Appsee

Measuring UX Metrics
Original Version Unresponsive
Swipes Heatmap
7%

• Making a smart business decision
• UX analytics can assist in the selection process
when considering:
• Usability
• Time on screen
• Flow analysis
Insignificant Test Results

Appsee + Apptimize
• Official integration – coming soon
• Looking for beta testers

Summary
• The importance of mobile onboarding
• How to perform an effective A/B test
• The optimization cycle
• Analyzing both quantitative and qualitative data
• Continues process!

www.appsee.com
zahi@appsee.com
@Appseecom
Q&A
www.apptimize.com
kendrick@apptimize.com
@apptimizeAB
Optimize Mobile
Onboarding Like a Pro

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Optimize Mobile Onboarding Like a Pro

1. Optimize Mobile Onboarding Like a Pro Optimize the Mobile Onboarding Like a Pro Optimize Mobile Onboarding Like a Pro Zahi Boussiba CEO & Co-Founder Kendrick Wang Product Marketing

2. • Why you need to focus on onboarding • Onboarding methods that top apps use • App optimization cycle: Identifying the friction points with UX analytics • How to perform an effective A/B test • Analyzing the data with UX analytics Agenda

3. 25% of users abandon an app after a single session

4. Wasted Effort • You can’t grow your app if users don’t engage • Need to show users the app value quickly and clearly

6. What Is User Onboarding? Downloads Engaged Users

7. Step 1: Measure Mobile Onboarding: A Few Good Examples

8. Value-Oriented Onboarding

9. Interactive Tutorial

10. Progressive Onboarding

11. Measure Identify TestAnalyze Optimize The Optimization Cycle

12. User Experience Analytics Zahi Boussiba CEO & Co-Founder Appsee

13. Appsee App User Experience Analytics • Visualize users’ in-app interactions • Capture every tap, gesture and user action • Session replay & aggregated behavior visualization • Single line SDK integration, auto tagging

14.

15. “Classic” Metrics vs. UX Metrics Classic Metrics UX Metrics Active Users Conversion Rates Retention Gesture Analysis In-Screen Analysis Response Times

16. Runtastic App

17. Runtastic – Onboarding Optimization

18. Facebook Vs. Email Registration

19. Facebook Vs. Email Registration

20. Runtastic – Onboarding Optimization

21. Measure Identify TestAnalyze Optimize The Optimization Cycle

22. Step 1: Measure Step 1: Measure

23. Measure: The Usual Suspects • Retention • Engagement • Conversions

24. Retention & Engagement

25. Conversions

26. What’s Next? Quantitative metrics will only provide you a partial understanding

27. Step 2: Identify

28. Session Replay

29. In-Screen Analysis Original Screen Unresponsive Swipes Heatmap

30. Create a Hypothesis Perhaps a confusing label is causing users to not complete the process (continue if a different path) , or users simply don’t want to register

31. Step 3: Test Kendrick Wang Product Marketing

32. Apptimize • Fast, intelligent mobile iterations, without disrupting the user experience • Mobile A/B Testing • Instant Updates • Staged Rollout • Feature Flagging

33. Why Test? • We want to improve our app using data • Don’t know the impact of changes • Following KPIs is like guessing

34. How Testing Works • Make a change • Validate vs. control • Learn from results • Improve

35. Create a MVP • Visual Editor • Instant A/B Testing • No App Store Submission

36. Make the Change • More Powerful Changes • Code Blocks • Dynamic Variables

37. Target Specific Groups

38. Quantitative Data

39. Validate Your Change • Deploy to small percentage of users • Gather quantitative data about how it performs • Understand its effects before affecting your entire user base

40. Step 4: Analyzing Test Results with UX Analytics Zahi Boussiba CEO & Co-Founder Appsee

41. Measuring UX Metrics Original Version Unresponsive Swipes Heatmap 7%

42. • Making a smart business decision • UX analytics can assist in the selection process when considering: • Usability • Time on screen • Flow analysis Insignificant Test Results

43. Step 5: Optimize

44. We Have a Winner

45. Measure Identify TestAnalyze Optimize The Optimization Cycle

46. Appsee + Apptimize • Official integration – coming soon • Looking for beta testers

47. Summary • The importance of mobile onboarding • How to perform an effective A/B test • The optimization cycle • Analyzing both quantitative and qualitative data • Continues process!

48. www.appsee.com zahi@appsee.com @Appseecom Q&A www.apptimize.com kendrick@apptimize.com @apptimizeAB Optimize Mobile Onboarding Like a Pro

Optimize Mobile Onboarding Like a Pro

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