It doesn’t matter how hard you’ve worked or how much money you’ve put into driving awareness and downloads for your food tech app. If your onboarding flow is clunky, you can kiss all those new users goodbye.
Harsh reality: more than 75% of users churn within the first 90 days.
The food tech industry is extremely competitive, characterized by high discounts, rising operating costs, and unpredictable customers.
In order to be successful, you need as many people as possible to fall in love with your app — and keep using it over the long term. Do you really want to lose valuable users at the onboarding stage?
The food tech industry is driven by instant gratification. Hungry people don’t like waiting for their food!
So to strike the ideal onboarding flow for your app, follow the principle of the 3 Ss: Short, Simple, and Speedy and use the following hacks:
Keep it crisp. Try to strike a balance between communicating your USP and creating anticipation so that users want to explore your app.
Foodpanda does a great job at keeping their messaging simple and to the point, effectively communicating their app’s benefits. And by leveraging a memorable mascot, they create instant brand recall.
DoorDash adopts a slightly different approach with a swipe-across carousel, but their text and images highlight their value right from the start.
Push notifications can be invasive and annoying. Users need a good reason to let you message them, so explain what’s in it for them. When users see that your push notifications are actually helpful, you’re not only delivering a great first-time user experience — you’re setting the stage for better engagement and retention down the road.
That’s why it’s so important to convince new users of the value of opting in to push.
Foodpanda persuades first-time users to enable push notifications by offering real-time order status updates.
Remember that effectively communicated value builds trust. And, trust lays the foundation for delivering the most personalized and satisfactory user experience. This data can then be used to target users in real-time with highly customized engagement strategies.
Foodpanda encourages users to allow geolocation sharing by letting them know how this information would help them locate restaurants that deliver within the users’ detected vicinity.
Zomato allows first-time users to share their location either through GPS detection or manual entry.
On one hand, you are providing the element of login convenience to first-time users and on the other, you are capturing your users’ personal and social data points. This can later be used to create rich user profiles in your CRM systems, helping you eventually deliver highly personalized user experiences.
When given the option, 77% of all app users choose to use social logins. They increase registration rates by up to 50% and sign up conversion rates by up to 20%.
Remember that the priority is fulfilling your first-time users’ pressing need without stretching out the onboarding process.
This would help you capture data points such as users’ delivery addresses categorized as “work”, “home” etc., favorite cuisines etc. Also, this lays the foundation to attribute the creation and curation of user-generated content on your platform – a major channel of engagement for your food tech app.
This doesn’t need to be a detailed exercise as time is of the essence. Allow users to even “skip” the entire walkthrough, if they so choose to. Chances are that they have used a food tech app before or might even take joy in exploring various features, provided that your interface is user-friendly and intuitive in nature.
Foodpanda once again excels at this by creating a series of simple tips to help new users get acquainted with the UI.
Appetizing images of burgers, pastas, pizzas, or noodles will always leave your users yearning for more!
Try and strike a healthy balance between crisp copy and visually appealing on-screen imagery to deliver the most engaging onboarding experience.
The Art of Onboarding Mobile App Users
When users install and use your food tech app, they engage in different in-app activities that can be tracked and monitored as specific events at multiple stages of the app user lifecycle.
Try these tactics to improve your user onboarding for different types of user segments:
Registered but not Activated Users
Registered and Activated Users
Now you have several key strategies for improving user onboarding. But how will you know if they’re working?
Track the following key metrics to gauge your success and keep improving your results:
Average App Load (Launch) Time
The average time it takes for your app to launch or load on your user’s smart device
Average Onboarding Time
The average time it takes a first-time user to complete the entire onboarding process on initial app launch
*This depends on the complexity of your app
Install to Registration Rate
The percentage of users who choose to register after installing the app
Average Cost Per User Registration
The average cost you incur in getting a user to install and register on your app
The percentage of app loads that result in crashing
1-2% of all app launches
Like cheese on pizza or marinara on pasta, your user onboarding flow whets new users appetites to dig in and fully enjoy your app.
Nail your first Aha! Moment and your users are guaranteed to come back for more helpings.
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