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CKED	
  
Onboarding:	
  	
  
Everyone	
  Does	
  It,	
  But	
  Does	
  Anyone	
  Do	
  It	
  Well?	
  
	
  
	
  
	
  
Noah...
The Very First Launch

Account Creation / Sign-in

Accounts, Passwords, Facebook Connect

Guided Experience – Tutorial

As...
“78%	
  of	
  apps	
  are	
  never	
  launched	
  more	
  than	
  once”	
   	
  
	
  	
   	
   	
  	
   	
   	
  	
   	
  ...
1st Bingo Game on iOS & Android
10M+ players in first year


ADVANCED FUNCTIONALITY
MY BACKGROUND
CommandIQ is the best platform to power segmentation,
personalization, and automation of push, email and other channels
at...
GOOD
SIGNUP
TO DRIVE FACEBOOK CONNECT
FB connected players 9X more likely to spend (Wooga)
GREAT
SIGNUP
ALSO…
WHY
SIGN UP?
Facebook Connect – powerful, verified email 

9X more likely to spend (Wooga)

But maybe not the best one…may not be primar...
OTHER
TRICKS
PASSWORD
FREE?
GNAIL
AOL.CON
ETC.
After significant testing & optimization… 


60% increase in signup conversion



…But there’s still a lot more to do…



A...
WHAT’S
MISSING
HERE?
NO BACK
BUTTON –
(USERS
LOCKED
INTO FLOW)
GUIDE
CONTINUES
DRIVE
DESIRED
ACTIONS
WITH
ADDITIONAL
CALLOUTS
SHOW
HOW
(MAKE
TUTORIAL
SHORT, NOT
OPTIONAL)
ADD
CHANNELS
SIMPLY
“Consumers	
  who	
  opted	
  into	
  push	
  no7fica7ons	
  on	
  
retail	
  apps	
  generated	
  40%	
  more	
  monthly	
...
ASKING
PERMISSION:
ONLY ONE
CHANCE
(IOS)
1) Timed call-back Notifications – Easy

2) Drip campaign based on behavior – Medium

3) Multichannel engagement – Harder 
...
1) TIMER
2)
BEHAVIORAL
DRIP
3) MULTIPLE TOUCH POINTS
4)
CHANCES TO
OPT-IN
Start with low-hanging fruit, quick wins

Set cadence expectations early

Automate whenever possible

Track key metrics (r...
Substantial Gains to be had optimizing
onboarding– 

100% of users experience your FTUE

Best way to help long-term retent...
THANK	
  YOU 	
   	
   	
   	
   	
  NOAH@COMMANDIQ.COM	
  
Mobile App Signup / Onboarding / First Time Experience.  From Grow.co June 2014, by Noah Jessop of CommandIQ
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Mobile App Signup / Onboarding / First Time Experience. From Grow.co June 2014, by Noah Jessop of CommandIQ

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Everyone does it, but does anyone do it well?

78% of users never open an app more than once. First experience leaves room for lots of optimization.

Noah Jessop, CEO of CommandIQ (http://commandiq.com). CommandIQ is the best platform for segmentation and personalization of push notifications, email marketing and any other channel at enterprise scale.

More insights on the CommandIQ blog: http://blog.commandiq.com

Talk given at the Grow.co conference on June 11th, 2014

Publié dans : Marketing, Technologie, Business
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Mobile App Signup / Onboarding / First Time Experience. From Grow.co June 2014, by Noah Jessop of CommandIQ

  1. 1. CKED   Onboarding:     Everyone  Does  It,  But  Does  Anyone  Do  It  Well?         Noah  Jessop   @njess  
  2. 2. 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
  3. 3. “78%  of  apps  are  never  launched  more  than  once”                                                              -­‐Fiksu ADVANCED FUNCTIONALITY WHY APP ONBOARDING MATTERS
  4. 4. 1st Bingo Game on iOS & Android 10M+ players in first year ADVANCED FUNCTIONALITY MY BACKGROUND
  5. 5. CommandIQ is the best platform to power segmentation, personalization, and automation of push, email and other channels at scale. ADVANCED FUNCTIONALITY NOW
  6. 6. GOOD SIGNUP
  7. 7. TO DRIVE FACEBOOK CONNECT FB connected players 9X more likely to spend (Wooga)
  8. 8. GREAT SIGNUP
  9. 9. ALSO… WHY SIGN UP?
  10. 10. 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
  11. 11. OTHER TRICKS
  12. 12. PASSWORD FREE?
  13. 13. GNAIL AOL.CON ETC.
  14. 14. After significant testing & optimization… 60% increase in signup conversion …But there’s still a lot more to do… ADVANCED FUNCTIONALITY NOW.. ACCOUNT SUCCESSFULLY CREATED
  15. 15. WHAT’S MISSING HERE?
  16. 16. NO BACK BUTTON – (USERS LOCKED INTO FLOW)
  17. 17. GUIDE CONTINUES
  18. 18. DRIVE DESIRED ACTIONS WITH ADDITIONAL CALLOUTS
  19. 19. SHOW HOW (MAKE TUTORIAL SHORT, NOT OPTIONAL)
  20. 20. ADD CHANNELS SIMPLY
  21. 21. “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
  22. 22. ASKING PERMISSION:
  23. 23. ONLY ONE CHANCE (IOS)
  24. 24. 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
  25. 25. 1) TIMER
  26. 26. 2) BEHAVIORAL DRIP
  27. 27. 3) MULTIPLE TOUCH POINTS
  28. 28. 4) CHANCES TO OPT-IN
  29. 29. 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
  30. 30. 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
  31. 31. THANK  YOU          NOAH@COMMANDIQ.COM  

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