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So, you’ve created a fabulous media app, put in place a smart app awareness strategy, and secured an impressive number of app downloads.
Once your user has been acquired, you need to offer a seamless mobile user onboarding experience that lays the foundation for successful adoption, engagement, and retention.
Done right, onboarding sets the ball rolling for you to deliver a fantastic user experience communicate your core value across the entire app user lifecycle.
Mobile apps now constitute almost 52% of all time spent on digital media. This presents you with a major opportunity to target users, persuading them to search, browse, consume, and purchase.
However, approximately 20% of all media and entertainment apps aren’t even opened after initial app download and launch.
You only get one chance to win over new users. This makes your app onboarding flow extremely important.
Yes, user interfaces should be simple and intuitive. But at the same time, you can’t realistically expect new users to understand your app’s interface without any direction at all.
Keeping in mind your app’s unique target user base and core value, your media and entertainment app should have a user onboarding flow that focuses on:
Popular content publication and distribution platform Medium is a classic example of a media app built on a simple yet elegant user interface. It offers quality and diverse content created by a loyal group of global users.
With over 5 million installs across Android and iOS, Medium has re-envisioned the way content is created, consumed, and shared.
At the core of Medium’s success is its efficient user onboarding flow.
On average, push notifications have a 71% opt-in rate across Android and iOS.
By prompting first-time users to enable push notifications, Medium gets the chance to run targeted, personalized campaigns that highlight relevant content, track authors of interest, and encourage subscription purchases and/or social sharing.
The Art of Onboarding Mobile App Users
When users install and use your media and entertainment app, they engage in different in-app activities that can be tracked and monitored as specific events.
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 upping your game, one newly acquired and onboarded user at a time.
Average App Load (Launch) Time
The average time it takes for your app to launch or load on your user’s 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 that go on to register post app installation
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
Creating app awareness and securing installs is a great launchpad for eventually delivering the ultimate user experience. This has to be followed by seamless user onboarding to drive conversions down the line.
Lose users at this stage and you’re fighting an uphill battle to grow your app.
I’ll highlight different strategies for driving user engagement and monetization in my next blog post. Stay tuned for more!
The Intelligent Mobile Marketing Platform