Bayram Annakov (CEO App in the Air): How to do the right onboarding
CEO App in the Air, Bayram Annakova, at the Epic Growth Conference , a product marketing conference organized by Mobio and Getloyal with the support of Appsflyer and myTarget .
In his presentation, Bayram told how to do the right onboarding in a mobile application and what results it can bring.
Full text transcript can be viewed at the link . Or read short notes under the cut.
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Onboarding: how to drive one metric that matters (OMTM)
Popular services, such as Facebook or Twitter, do not allow clicking on “Skip”, that is, they do not give an opportunity to skip the process of getting acquainted with the service, the so-called onboarding.
This is the deliberate tactics of product managers. After all, the growth of users of the application, including, is based on the process of immersing the user in the application. For example, onboarding in Twitter is the secret to growing from 10 million to 100 million daily users.
As it would seem, paradoxically does not sound, onboarding encourages new users to further interaction, holds them for a long period of time and significantly expands the CRM-base.
Many product managers are afraid of losing users forever, doing long onboarding, gathering audience contacts. This is especially true of Junior Product Managers, who are terribly afraid of making a mistake. The main thing to remember here is that you, your product manager, are not your audience. You should not build tactics on your personal experience of use. If you think that you will not leave your mail, this does not mean that the user will do the same.
In App in the Air, the products added everything that drives RR to the onboarding process, and received 50% of the users who leave their data. As a result of the experiment - a multiple increase in RR.
The onboarding-a algorithm from Bayram:
Subscribe to our Epic Growth Channel channel in Telegram, so as not to miss interesting content on product marketing. Video presentations from EGC speakers will be available on the Mobio Talks YouTube channel .
In his presentation, Bayram told how to do the right onboarding in a mobile application and what results it can bring.
Full text transcript can be viewed at the link . Or read short notes under the cut.
')
Onboarding: how to drive one metric that matters (OMTM)
Popular services, such as Facebook or Twitter, do not allow clicking on “Skip”, that is, they do not give an opportunity to skip the process of getting acquainted with the service, the so-called onboarding.
This is the deliberate tactics of product managers. After all, the growth of users of the application, including, is based on the process of immersing the user in the application. For example, onboarding in Twitter is the secret to growing from 10 million to 100 million daily users.
As it would seem, paradoxically does not sound, onboarding encourages new users to further interaction, holds them for a long period of time and significantly expands the CRM-base.
Many product managers are afraid of losing users forever, doing long onboarding, gathering audience contacts. This is especially true of Junior Product Managers, who are terribly afraid of making a mistake. The main thing to remember here is that you, your product manager, are not your audience. You should not build tactics on your personal experience of use. If you think that you will not leave your mail, this does not mean that the user will do the same.
In App in the Air, the products added everything that drives RR to the onboarding process, and received 50% of the users who leave their data. As a result of the experiment - a multiple increase in RR.
The onboarding-a algorithm from Bayram:
- Find retention drivers action.
- Optimize onboarding.
- Test and evaluate.
- Repeat these steps.
Subscribe to our Epic Growth Channel channel in Telegram, so as not to miss interesting content on product marketing. Video presentations from EGC speakers will be available on the Mobio Talks YouTube channel .
Source: https://habr.com/ru/post/341354/
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