Brittinee S. Phillips (Marketing Consultant) discusses with Nicholas Beck (Director of Product at K Health), Nataliya Novikova (Director, Product Marketing & CRM at Grubhub, previously Audible) and Adithi Sampath (at Walmart Labs) about strategies and tactics to improve onboarding and app engagement.
Defer asking users to opt in to when the context is right, when there is a reason/value for it. Example: getting notified when your doctor is available. If it's to complicated to explain in your onboarding, defer.
Experiment with deferring some onboarding "asks", especially if you know what the intent of the user is coming in. You can even turn that into the concept of a "post board" where you ask users things after they have completed what they came in to do and throughout the experience.
Think broader than just the first transaction: think at the brand/app level. After that first activity (audiobook, delivery), the first few weeks of onboarding are crucial to create habits.
LTV can and will change so you need to look back at what the customers actually generated compared to your LTV, which is rarely done.
To identify invested/engaged users you can look at how often your app is used but also at users' "wishlists" (likes/dislikes, favorites, etc.) because it increases the "cost" of switching products. To identify a further level of engagement you can also look at the usage metrics of the features built around these "wishlists" (e.g. reordering from a restaurant).
Look for what provides the best customer experience for a power user (the experience you want to create, what is important for users) and use that to review your first-time onboarding based on that.
Defer asking users to opt in to when the context is right, when there is a reason/value for it. Example: getting notified when your doctor is available. If it's to complicated to explain in your onboarding, defer.
Experiment with deferring some onboarding "asks", especially if you know what the intent of the user is coming in. You can even turn that into the concept of a "post board" where you ask users things after they have completed what they came in to do and throughout the experience.
Think broader than just the first transaction: think at the brand/app level. After that first activity (audiobook, delivery), the first few weeks of onboarding are crucial to create habits.
LTV can and will change so you need to look back at what the customers actually generated compared to your LTV, which is rarely done.
To identify invested/engaged users you can look at how often your app is used but also at users' "wishlists" (likes/dislikes, favorites, etc.) because it increases the "cost" of switching products. To identify a further level of engagement you can also look at the usage metrics of the features built around these "wishlists" (e.g. reordering from a restaurant).
Look for what provides the best customer experience for a power user (the experience you want to create, what is important for users) and use that to review your first-time onboarding based on that.
Defer asking users to opt in to when the context is right, when there is a reason/value for it. Example: getting notified when your doctor is available. If it's to complicated to explain in your onboarding, defer.
Experiment with deferring some onboarding "asks", especially if you know what the intent of the user is coming in. You can even turn that into the concept of a "post board" where you ask users things after they have completed what they came in to do and throughout the experience.
Think broader than just the first transaction: think at the brand/app level. After that first activity (audiobook, delivery), the first few weeks of onboarding are crucial to create habits.
LTV can and will change so you need to look back at what the customers actually generated compared to your LTV, which is rarely done.
To identify invested/engaged users you can look at how often your app is used but also at users' "wishlists" (likes/dislikes, favorites, etc.) because it increases the "cost" of switching products. To identify a further level of engagement you can also look at the usage metrics of the features built around these "wishlists" (e.g. reordering from a restaurant).
Look for what provides the best customer experience for a power user (the experience you want to create, what is important for users) and use that to review your first-time onboarding based on that.
Notes for this resource are currently being transferred and will be available soon.
Nicholas (K Health)
[💎@12:35] Defer asking users to opt in to when the context is right, when there is a reason/value for it. Example: getting notified when your doctor is available. If it's to complicated to explain in your onboarding, defer.
[💎@14:16] Experiment with deferring some onboarding "asks", especially if you know what the intent of the user is coming in. You can even turn that into the concept of a "post board" where you ask users things after they have completed what they came in to do and throughout the experience.
Adithi Sampath (Walmart Labs)
Do timely prompts for education and awareness. Ask for basic information upfront and anything else, keep that for later.
Focus on having an intuitive interface as well. Example for e-commerce: save sign in for right before checkout instead of when they come in, or even having a guest checkout (and ask for registration when they come back).
On the other hand asking for location can be crucial to check item availability in a local store for example. But still tell them why you're asking this.
Nataliya Novikova (Grubhub)
Keep in mind what user has in mind when coming to your app. Example: a specific audiobook or wanting to browse.
In general, show value first.
[💎@19:34] Think broader than just the first transaction: think at the brand/app level. After that first activity (audiobook, delivery), the first few weeks of onboarding are crucial to create habits.
Adithi Sampath (Walmart Labs)
If it's a new user you might not have the right information (yet). So you can look at "similar" users (e.g. same area) to find popular items.
This can start a virtuous cycle of having users purchase so you do end with data about the user.
You need to really understand the cohorts and the segments of users.
Nicholas (K Health)
[💎@12:35] Defer asking users to opt in to when the context is right, when there is a reason/value for it. Example: getting notified when your doctor is available. If it's to complicated to explain in your onboarding, defer.
[💎@14:16] Experiment with deferring some onboarding "asks", especially if you know what the intent of the user is coming in. You can even turn that into the concept of a "post board" where you ask users things after they have completed what they came in to do and throughout the experience.
Adithi Sampath (Walmart Labs)
Do timely prompts for education and awareness. Ask for basic information upfront and anything else, keep that for later.
Focus on having an intuitive interface as well. Example for e-commerce: save sign in for right before checkout instead of when they come in, or even having a guest checkout (and ask for registration when they come back).
On the other hand asking for location can be crucial to check item availability in a local store for example. But still tell them why you're asking this.
Nataliya Novikova (Grubhub)
Keep in mind what user has in mind when coming to your app. Example: a specific audiobook or wanting to browse.
In general, show value first.
[💎@19:34] Think broader than just the first transaction: think at the brand/app level. After that first activity (audiobook, delivery), the first few weeks of onboarding are crucial to create habits.
Adithi Sampath (Walmart Labs)
If it's a new user you might not have the right information (yet). So you can look at "similar" users (e.g. same area) to find popular items.
This can start a virtuous cycle of having users purchase so you do end with data about the user.
You need to really understand the cohorts and the segments of users.
Nicholas (K Health)
[💎@12:35] Defer asking users to opt in to when the context is right, when there is a reason/value for it. Example: getting notified when your doctor is available. If it's to complicated to explain in your onboarding, defer.
[💎@14:16] Experiment with deferring some onboarding "asks", especially if you know what the intent of the user is coming in. You can even turn that into the concept of a "post board" where you ask users things after they have completed what they came in to do and throughout the experience.
Adithi Sampath (Walmart Labs)
Do timely prompts for education and awareness. Ask for basic information upfront and anything else, keep that for later.
Focus on having an intuitive interface as well. Example for e-commerce: save sign in for right before checkout instead of when they come in, or even having a guest checkout (and ask for registration when they come back).
On the other hand asking for location can be crucial to check item availability in a local store for example. But still tell them why you're asking this.
Nataliya Novikova (Grubhub)
Keep in mind what user has in mind when coming to your app. Example: a specific audiobook or wanting to browse.
In general, show value first.
[💎@19:34] Think broader than just the first transaction: think at the brand/app level. After that first activity (audiobook, delivery), the first few weeks of onboarding are crucial to create habits.
Adithi Sampath (Walmart Labs)
If it's a new user you might not have the right information (yet). So you can look at "similar" users (e.g. same area) to find popular items.
This can start a virtuous cycle of having users purchase so you do end with data about the user.
You need to really understand the cohorts and the segments of users.
