Many people think that an app will be popular if the basis is an interesting idea, and there are no serious bugs. But in practice, developers are faced with the fact that the audience either does not pay attention to the app, or stops using it immediately after downloading. What is the reason?
According to a joint study by Localytics and Slice, both specializing in mobile analytics, the retention rate will be higher by up to 50% if the onboarding is properly organized. There are several universal rules, following which you can increase your chances of success in the App Store and Google Play. Let’s dive deep into them.
One of the most common mistakes developers make is talking only about the functional features. At the same time, they miss an important point: how an app can change the life of its users for the better. Attracting people to your app with a set of the most attractive features is completely useless, so it’s worth immediately identifying the value for the audience. By “immediately” we mean as soon as on the app page in the store.
For example, in the description of Hootsuite app it is indicated that with it you can manage all accounts in social networks in one place. Thus, the user understands that he can save time and simplify the process of communication on Facebook, LinkedIn, etc. Conclusion: Hootsuite is a useful app for an active audience of social media, which has already convinced 15 million people to use it.
Introduce the most important functions
Once users get an idea of the value of the app, you can go on to describe its functions, but not all at once. It is necessary to determine the main features of the app (usually not more than 5), which, among other things, distinguish it from competitors. Information about them should be available on the main page of the app in the stores. The rest of the functions should be introduced to the audience either in the process of work, or when releasing updates.
WhatsApp developers perfectly demonstrate in practice the first two steps of onboarding. Their value is “convenient, confidential, in real time”. As for the most important functions, among them are the instant sending of photos and videos, free calls and voice messages to friends.
Request only the information that is really needed
Suppose that the user is interested in the app and has installed it. Then he may be asked to grant access personal data, be it a location or a contact list. It turned out that 60% of the potential audience could be scared off just at this stage. Therefore, you should request permission to work only with the information that is really needed. In this case, it is desirable to explain why your apps need that info. In particular, a window appears in Skype Qik, where it is indicated that access to a microphone, camera and contacts is necessary for communicating with friends.
Make onboarding as quick as possible
The most useful app can remain unwanted if after installation the user encounters huge essays explaining the principles of its operation. Mobile users value their time, so you need to replace the text with screenshots and illustrations that can be easily scrolled. For users to understand how long the onbaording will last, it will not be superfluous to set progress indicators.
Avoid the obvious
If your app uses the design customary for most users, then do not explain in detail what the camera icon means, how to like something or make a repost. The structure and features of navigation should be presented to the audience only when they are not obvious.
Give users the ability to sign up quickly
As it was said before, time is the most important resource, therefore in most cases users do not want to fill out long forms. The optimal solution will be to create an account through social networks or email. You should track which way of registration is the most popular among the audience to remove unnecessary ones.
Complete the call to action
At the end of onboarding it is important to do everything possible to ensure that the user remains involved and engaged. This requires a call to action, for example, in a feedback format, like in the Cinch app. As a result, everyone can ask a question, if in the course of onboarding there were any problems and/or misunderstandings.
Follow these steps, and also invent your own ways to immerse users in the world of your application, and success will not keep you waiting.