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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

Publicada em: Tecnologia
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Optimize Mobile Onboarding Like a Pro

  1. 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. 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. 3. 25% of users abandon an app after a single session
  4. 4. Wasted Effort • You can’t grow your app if users don’t engage • Need to show users the app value quickly and clearly
  5. 5. What Is User Onboarding? Downloads Engaged Users
  6. 6. Step 1: Measure Mobile Onboarding: A Few Good Examples
  7. 7. Value-Oriented Onboarding
  8. 8. Interactive Tutorial
  9. 9. Progressive Onboarding
  10. 10. Measure Identify TestAnalyze Optimize The Optimization Cycle
  11. 11. User Experience Analytics Zahi Boussiba CEO & Co-Founder Appsee
  12. 12. 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
  13. 13. “Classic” Metrics vs. UX Metrics Classic Metrics UX Metrics Active Users Conversion Rates Retention Gesture Analysis In-Screen Analysis Response Times
  14. 14. Runtastic App
  15. 15. Runtastic – Onboarding Optimization
  16. 16. Facebook Vs. Email Registration
  17. 17. Facebook Vs. Email Registration
  18. 18. Runtastic – Onboarding Optimization
  19. 19. Measure Identify TestAnalyze Optimize The Optimization Cycle
  20. 20. Step 1: Measure Step 1: Measure
  21. 21. Measure: The Usual Suspects • Retention • Engagement • Conversions
  22. 22. Retention & Engagement
  23. 23. Conversions
  24. 24. What’s Next? Quantitative metrics will only provide you a partial understanding
  25. 25. Step 2: Identify
  26. 26. Session Replay
  27. 27. In-Screen Analysis Original Screen Unresponsive Swipes Heatmap
  28. 28. 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
  29. 29. Step 3: Test Kendrick Wang Product Marketing
  30. 30. Apptimize • Fast, intelligent mobile iterations, without disrupting the user experience • Mobile A/B Testing • Instant Updates • Staged Rollout • Feature Flagging
  31. 31. Why Test? • We want to improve our app using data • Don’t know the impact of changes • Following KPIs is like guessing
  32. 32. How Testing Works • Make a change • Validate vs. control • Learn from results • Improve
  33. 33. Create a MVP • Visual Editor • Instant A/B Testing • No App Store Submission
  34. 34. Make the Change • More Powerful Changes • Code Blocks • Dynamic Variables
  35. 35. Target Specific Groups
  36. 36. Quantitative Data
  37. 37. 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
  38. 38. Step 4: Analyzing Test Results with UX Analytics Zahi Boussiba CEO & Co-Founder Appsee
  39. 39. Measuring UX Metrics Original Version Unresponsive Swipes Heatmap 7%
  40. 40. • Making a smart business decision • UX analytics can assist in the selection process when considering: • Usability • Time on screen • Flow analysis Insignificant Test Results
  41. 41. Step 5: Optimize
  42. 42. We Have a Winner
  43. 43. Measure Identify TestAnalyze Optimize The Optimization Cycle
  44. 44. Appsee + Apptimize • Official integration – coming soon • Looking for beta testers
  45. 45. 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!
  46. 46. 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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