A good first impression determines whether someone opens an app or even uses it. Testing and iteration played a big role in creating the right onboarding experience for Verst—to find the perfect balance of intriguing information and an intuitive simplicity.
In the end, it was quick, achievable tasks, promoting exploration, and adding gamification to the experience that won new users over.
Here's how I got there.
V1 launch data showed high click-through rates, but a fall-off after first-use in app. However, users who published 1 post increased conversion by 50%—and additional publishing increased conversion even more.
We looked to our onboarding experience to push conversion.
There were a few reasons users might be dropping off:
How could we get more users to actually try the app out?
We can encourage users to publish at lease one post to increase conversion by:
Every user we tested with preferred the new onboarding experience and agreed it led to greater investment in the product.
Great! But we also found a few things that could be better:
I did a research deep dive into apps that reenforce habit creation, like Headspace, Duo Linguo, and Calm. I found the following onboarding trends:
Major changes in this version:
4 out of 5 users we tested preferred the new, shorter flow with the checklist. They mentioned completing the checklist felt rewarding. They especially liked creating a post goal reminder and the new template picker.