In this presentation, Dan Vallejo from Growth Lab @ Google, talks about using in-app growth patterns to drive engagement and retention across consumer apps

1. Using In-app Growth Patterns to
Drive Engagement and Retention
Across Consumer Apps
Dan Vallejo, Growth Lab @ Google

2. App growth patterns for
engagement & retention
Dan Vallejo
t: @danvallejo
(My own thoughts, not Google’s)

3. Common new user retention
75% of new users bail
between days 1-3
DAY 0 DAY 7DAY 3

4. Why?

5. Onboarding is often too long

6. Onboarding often teaches how to use UI

7. Onboarding is often one size fits all
Preloaded
Downloaded or
purchased
Coming from a
specific intent
Existing user

8. How do we fix it?

9. Design for retention not just setup completion
Set up Activation...engagement...retention

10. Know where churn happens
X% leave
on day 1
Y% leave
on day 2
Z% leave
on day 3

11. Understand what causes users to stick around
Most used features
for DAUs
Feature A
Feature B
Feature C
Feature D
Feature E
Most used features
for churned users
Feature A
Most used features
for 28 DAs
Feature A
Feature B
Feature E

12. New user in-app growth strategy
/ Forget everything you think you need around
educating and introducing
/ If user groups and acquisition channels onboard
differently, create custom onboarding for each
/ Get users into the UI as quickly as possible and drive
them towards that retention-correlated action or state

13. In-app growth patterns

14. Quick start
● Drop the user in UI
● Don’t leave them with nothing to do
● Prompt users to take first, key retention-correlated action

15. Self select
● Gives users skin in the game
● Implicit learning
● Make choices meaningful and noticeable

16. In action

17. Self select
X% increase in
week 2 retention

18. The Mindfulness app onboarding

19. Quick start
19% week 2 retention 33% week 2 retention
-84% premium signups

20. Getting the first week right: Pinterest
App UI Desktop UI Notifications Email

21. Keep nudging users toward a more engaged state
● When users open your app they have a
specific task in mind
● If you get in the way they’re likely to ignore
you
● Introduce them to features they haven’t
tried at contextually-relevant moments

22. Thanks!

23. Want video access
Jamie Siminoff, Ring
This
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