How (not) to lose 25% of your users in one moment.

Transcript

1. 1 How (not) to lose 25% of your users in one moment. First-Time User Experiences
2. 2 THE PROBLEM: 25% of users will open your app only once. (The majority of users just a few times). 1 >1 TYPICAL NUMBER OF APP OPENS SOLUTION: Optimize first-time user experience
3. 3 CASE STUDY: Fashion curation app. FIRST-TIME GOAL: Get new users to create a profile. PROBLEM: Only 14% of new users create profiles. SOLUTION A/B Test different first-time experiences
4. 4 Control Group Current setup Forced Registration No registration & in app tutorial No registration & in-app incentive Treatment 1 Treatment 2 3 A/B TESTS
5. 5 Control Group - Mandatory User Registration
6. 6 Control Group - Mandatory User Registration 0% 25% 50% Control Group Treatment 1 Treatment 2 14% Control Group - % User Registration
7. 7 Treatment 1 - No Registration. In-app tips
8. 8 Treatment 1 - No Registration. In-app tips 0% 25% 50% Control Group Treatment 1 Treatment 2 26% 14% Treatment 1 - % User Registration +85%
9. 9 Treatment 2 - No Registration. In-app Incentive
10. 10 Treatment 2 - No Registration. In-app Incentive 0% 25% 50% Control Group Treatment 1 Treatment 2 44% 26% 14% Treatment 2 - % User Registration +221%
11. 1st Open Create Profile Purchase Control Group Treatment 1 Treatment 2 0 25 50 75 100 44% Registration
12. 12 With statistical confidence, first- touch experiences, powered by messaging convert best. Shown Swrve messages Control. No Messages
13. 13 Lessons Learned. Always be optimizing your first-time user experiences They may last for one minute - but are core to your app’s long-term success.