Increase activation with onboarding tips

Another way to improve user registrations is to send them fun tips on how to use your app. It's easy for people to feel overwhelmed with your app at first, or to miss a key feature your app offers. Tips can be a fun way to help them along. Plus, it helps pull users back into your app, which is always a good thing.

You can choose to send them one or two messages, or try different messages for different users to see which are most effective.

Key Strategies

Make the tips fun, enlightening and relevant for first time users

When drafting tips, be sure to make them short and to-the-point, and laser-focused on a goal that a new user should acheive. Since we're trying to increase registrations, you might want to push them towards features that require signing in, or better yet lead them towards signing up. Be careful though; asking too much of a user can have the opposite effect.

Some examples you might try:

  • Did you know you can save items to your favorites?
  • Get personalized recommendations after you complete your profile.
  • Did you know you can save a video to your watch later list?
  • Add two profiles - personal and work - so you can get a ride on the weekend.

The most effective tips catch users at the right moment, with something they're likely to use. It's a tough balancing act. But with Leanplum's targeting, you can send at a specific time, or after a specific user action.

A/B test it!

A powerful way to find the best tip is to A/B test several different versions (of the tip itself). You can easily setup a test where all groups (control and variants) receive a message, but the copy is different for each group.

To test the ROI, or overall impact of sending the tip, you could (once you have your tip finalized) create an A/B test where the control group does not receive the message. This will allow you to compare the number of regstrations between the two groups to see just how much of an impact your messages are having.

Use a Lifecycle Campaign

If you want to send a series of tips, you can use a Lifecycle campaign, which is a series of messages with shared entry and exit triggers. This means that users are entered into the Lifecycle if they meet the entry criteria, and are removed from the campaign once they meet the exit criteria.

It's important to keep this in mind, especially when building a Campaign for tips. You don't want to create a series of critical tips in a Lifecycle campaign and then set the exit trigger to something that a user will trigger too soon (because they won't get the subsequent tips). That said, if you want to design a campaign that will teach a user how to do a certain task (through a series of tips), then it makes sense to set the exit trigger to completing that task. Once they complete the task, they've learned what they need to learn, so it's a good idea to remove them so they won't receive anymore messages.

Example

For our retail app, let's create a simple tip for getting personalized shopping recommendations. In our app, if a user completes their user profile, our app can generate recommendations that are tailored to them. Note: to get this working, we'll track an event called "profileCompleted" that will let us target only users that have not completed their profile.

In the Message Composer, create a new push notification, and set the Targeting criteria to Behavioral > Occurences of Event or State and enter the event name "profileCompleted" and set the operator to is and value to 0.

The default targeting is all users, but you can limit the audience to a specific user segment. So, if we only want to send this to U.S. customers we could use the Localization > Country option under Targets.

Optional. Next, you can add this message to an A/B test. For a refresh on how to create an A/B test for a message, click here.


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