A seamless app onboarding experience can be the difference between a loyal customer and a one-time user. With 25% of users abandoning an app after just one use, it's crucial to get it right. A confusing or tedious start can lead users to drop off, contributing to the high percentage of people who install an app only to uninstall it shortly after.
What is App Onboarding?
App onboarding is the introductory process that welcomes users to an app and educates them about its functions and benefits. This involves a series of onboarding screens or interactions to help set up an account (or initial preferences) and guide users toward the app's core value. A successful onboarding process typically covers three key components: education, setup, and personalization.
The Importance of Education
Education means showing users how to use the app or what value it offers. This can be achieved through interactive tutorials or brief tours of features. By providing a clear understanding of the app's purpose, you'll set the stage for a positive user experience.
Setup: Gathering Necessary Information
Setup involves gathering any necessary information or permissions, such as creating login credentials or requesting preferences in a quick and user-friendly manner. This step is crucial in ensuring users can access the app's core features without frustration.
Personalization: Tailoring the Experience
Personalization tailors the app to the user's needs or interests like selecting topics, setting goals, or enabling notifications for relevant updates. By offering a customized experience, you'll increase user engagement and loyalty.
Types of App Onboarding Flows
There are three common types of onboarding flows used in mobile apps, each with a different approach:
Benefits-Oriented Onboarding
This style highlights why the user should use the app, focusing on value propositions and benefits. Think of those welcome slides that show statements like "Save time and stay organized" – they're selling the outcome, not the mechanics.
Function-Oriented Onboarding
This approach teaches how to use the app's core functionalities. It usually involves guidance on the app's features or a tutorial that walks users through performing key tasks without overwhelming them.
Progressive Onboarding
Progressive app onboarding introduces information and features gradually as the user navigates the app. Instead of front-loading all instructions, it displays tips or tutorial prompts contextually at the moment they're needed.
12 Exemplary App Onboarding Experiences
Real apps provide some of the best onboarding flow examples to learn from. We've gathered 12 mobile app onboarding examples from popular applications, focusing on what makes their new-user experience stand out:
Movii: Improving User Engagement
Movii, a Colombian fintech offering digital debit cards, was experiencing high churn during the onboarding phase of its mobile app. By implementing data-driven onboarding and engagement strategies with CleverTap, they reduced churn by 36%, improved user activation, and built greater trust in their digital financial services.
Kitabisa: Enhancing User Engagement
Kitabisa, Indonesia's leading online fundraising platform, faced significant challenges in user engagement and retention. By partnering with CleverTap to implement a data-driven engagement strategy, they increased week-on-week retention by 30%, doubled donations per user, and enhanced user stickiness.
By learning from these exemplary onboarding experiences, you can create an unforgettable app experience that sets your users up for success and drives long-term loyalty.