When exposed to something new, it takes your brain only a few milliseconds to begin forming an impression. Within 7 seconds, you can assess whether a new person, place, or experience is likable, trustworthy, or competent. But despite how quickly first impressions are formed, they are very lasting.

In user onboarding, first impressions are as important as in any other experience. An effective in-app onboarding process can make the difference between a user becoming a loyal advocate or abandoning your app after the first use. And given the lasting impact that first impressions leave, onboarding plays a crucial role in user retention and engagement. 

In this article, we'll explore the fundamentals of in-app onboarding, dive into the best practices for user onboarding, and provide you with actionable insights to create an onboarding experience that sets your users up for success.

What is User Onboarding?

User onboarding is the process of guiding new users through the initial stages of using your app, helping them understand its core value, key features, and how to achieve their goals. It's the crucial first step in a user's journey with your product and plays a vital role in shaping their overall experience.

What is the purpose of user onboarding?

Think of onboarding as the bridge that takes users from curiosity—where they’re interested in your product but haven’t fully committed—to confidence, where they see how your solution solves their problems. A good onboarding process removes friction, answers questions, and leads users to those "aha moments" where they truly get the value your product brings.

1. Demonstrate the app's value proposition

This is about showing users why your app is worth their time from the very beginning. By clearly articulating the unique value your app brings, you can capture the user’s interest and encourage them to explore further. This initial impression helps build trust and sets the tone for their entire experience with your product.

2. Familiarize users with key features and functionality

Getting users acquainted with the core functionalities of your app is essential. When users know how to navigate and utilize your app effectively, they’re more likely to stick around. This familiarity reduces the learning curve, helping users feel confident and capable as they start using your app.

3. Reduce friction and potential confusion

Friction points during onboarding can be a major deterrent for new users. By simplifying the onboarding process and eliminating unnecessary steps or jargon, you can create a seamless experience that keeps users engaged. This means fewer drop-offs and more users reaching the point where they can fully appreciate your app.

4. Encourage users to take meaningful actions within the app

Onboarding isn’t just about showing users around; it’s about guiding them to take actions that lead to value. Whether it’s completing a profile, setting preferences, or exploring key features, these actions are crucial for users to start seeing the benefits of your app. Effective onboarding should inspire users to take these steps, setting the stage for continued engagement.

5. Set the foundation for long-term engagement and retention

A well-executed onboarding process lays the groundwork for ongoing user engagement. By ensuring that users have a positive initial experience, you increase the likelihood that they’ll return to your app, explore more features, and ultimately become loyal customers. This long-term retention is what drives sustainable growth and success for your app.

Mobile App Onboarding vs Web App Onboarding: What is the difference?

When designing a great onboarding experience, it’s crucial to recognize the differences between mobile and web platforms. Each platform comes with its own user behaviors, technical constraints, and interaction patterns, which means the same approach won’t work for both. 

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Understanding these differences helps you tailor your onboarding strategy, ensuring users get the best experience no matter where they engage with your product. 

Mobile Onboarding

• Limited screen real estate: The small screen size demands a concise and visually clear onboarding process. It’s important to prioritize the most essential information and avoid cluttering the interface.
  
  
• Touch-based interactions and gestures: Users interact with mobile apps through touch, so onboarding should intuitively guide them through swipes, taps, and other gestures. This helps users quickly adapt to the app’s controls.
  
  
• Often used on-the-go or in short bursts: Mobile users might engage with the app in brief sessions, so onboarding should be quick and to the point, allowing users to get started without delay.
  
  
• May require device permissions (e.g., camera, location): Clearly explain why these permissions are necessary to build trust and ensure users are comfortable granting access. This transparency can prevent users from abandoning the app due to privacy concerns.
  
  
• App store ratings and reviews are crucial: A smooth onboarding experience can lead to positive reviews and ratings, which are critical for an app’s success and discoverability in app stores.

Web Onboarding

• Larger screen space for more detailed instructions: The additional screen space allows for more comprehensive onboarding, where users can be given more detailed explanations and visual guides without overwhelming them.
  
  
• Keyboard and mouse interactions: Web apps rely on more traditional input methods, so onboarding should include familiar cues for keyboard shortcuts and mouse interactions, making navigation easier for users.
  
  
• Often used for longer sessions: Users tend to spend more time in web apps, so onboarding can be slightly more detailed and drawn out, guiding users through more complex features without feeling rushed.
  
  
• Generally doesn’t require device permissions: The lack of need for permissions simplifies the onboarding process, reducing the steps users need to take to get started.
  
  
• More flexibility in design and layout: With fewer constraints on space, web apps can offer more creative and interactive onboarding experiences, taking advantage of the larger canvas to better engage users.

Why is user onboarding important for mobile apps?

It’s hard to remember a time when we couldn’t find solutions to most of our problems behind the screens of our computer or mobile phones. The abundance of alternatives at the disposal of mobile app users heightens competition in the market, meaning that in order to grow quickly, apps need to win users over.

The quest to gain the user’s interest starts with their very first interaction with your app. A poor onboarding experience can ruin first impressions and result in immediate abandonment. However, when done right, a well-crafted onboarding process can dramatically enhance user retention, engagement, and the overall success of your app.

By investing in a thoughtful, user-centric onboarding process, you can:

1. Increase user retention rates: A well-designed onboarding process ensures that users see the value of your app quickly, making them more likely to stick around and continue using it.
   
   
2. Boost engagement and active usage: Effective onboarding encourages users to interact with your app’s core features, leading to higher levels of engagement and more frequent use.
   
   
3. Reduce support tickets and user frustration: By clearly guiding users through the app’s functionalities, onboarding can minimize confusion and the need for customer support, leading to a smoother user experience.
   
   
4. Improve app store ratings and reviews: A positive onboarding experience often translates to better reviews and higher ratings, which are crucial for attracting new users and increasing app visibility.
   
   
5. Accelerate user adoption of key features: Onboarding helps users discover and understand the most valuable features of your app, accelerating their journey to becoming regular, active users.
   
   
6. Increase the likelihood of users becoming paying customers (for freemium or subscription-based apps): By showcasing the value and benefits of your app right from the start, effective onboarding can convert free users into paying customers more quickly.
   
   
7. Reduce churn rates and improve long-term user retention: A smooth and engaging onboarding process can significantly reduce churn by helping users form a strong connection with your app, leading to better long-term retention.

The impact of onboarding on the overall user experience cannot be overstated. A poorly executed onboarding process can lead to confusion and frustration, ultimately causing users to abandon the app. Conversely, a well-designed onboarding experience significantly enhances the user experience, leading to higher retention rates and more satisfied users.

Case Study: How Duolingo became a benchmark for mobile user onboarding

Duolingo, the renowned language learning app, is a shining example of how to execute mobile app onboarding effectively. Their onboarding process is meticulously designed to engage users from the very start, ensuring that they not only understand the app’s core value but also feel motivated to continue using it.

1. Immediately engages users with a quick language proficiency test

From the moment users sign up, they are drawn into the experience by taking a language proficiency test. This immediate interaction serves a dual purpose: it hooks users by engaging them right away and simultaneously helps Duolingo tailor the learning experience to their level, making the app feel personalized and relevant from the outset.

2. Personalizes the learning experience based on the user's goals and prior knowledge

Duolingo doesn’t believe in a one-size-fits-all approach. After the proficiency test, users are asked about their language goals—whether they want to learn for travel, work, or just for fun. This personalization ensures that the app aligns with the user’s motivations, making the learning journey feel more meaningful and customized to their needs.

3. Provides a sense of achievement through gamification elements

The app cleverly incorporates gamification to keep users motivated. Points, streaks, and rewards are woven into the learning process, giving users a sense of achievement as they progress. This not only makes learning fun but also encourages users to return regularly to maintain their progress and streaks.

4. Gradually introduces more complex features as users progress

Duolingo understands that overwhelming users with too much information at once can lead to frustration. Instead, the app gradually unveils more advanced features as users become more comfortable with the basics. This approach allows users to build their skills without feeling overwhelmed, ensuring they remain engaged and confident in their learning journey.

As a result of this thoughtful and effective onboarding strategy, Duolingo has achieved remarkable success:

• Over 300 million users worldwide: A vast user base that highlights the app’s global appeal and effectiveness.
• 34 million monthly active users: A testament to the app’s ability to keep users engaged long after their initial download.
• An industry-leading retention rate of 55% after 7 days: This impressive retention rate underscores the power of a well-executed onboarding process in fostering long-term user loyalty.

Duolingo’s approach to onboarding is a perfect example of how personalization can enhance the user experience. By tailoring the learning journey to each user’s goals and proficiency level, Duolingo ensures that every user feels engaged and motivated. This personalized onboarding process is one of the key reasons behind the app's impressive retention rates and global success.

Types of user onboarding (with examples)

There are several approaches to user onboarding, each with its own strengths and use cases. Understanding these different types can help you choose the most appropriate strategy for your app or product.

1) Quickstart onboarding

This approach focuses on getting users to the core functionality of the app as quickly as possible. It's ideal for apps with simple interfaces or when users are likely familiar with similar apps.

On Instagram, for example, after taking the first steps to set up an account, first-time users are prompted to perform four simple actions before being introduced to their feeds. In only a few minutes, users are ready to explore the app’s core features.

2) Self-select onboarding

This method allows users to choose their own path through the onboarding process based on their needs or preferences. It's particularly useful for apps with diverse use cases or user types.

LinkedIn, for instance, asks users to select their primary goal when joining—whether it’s finding a job, building a network, or staying informed. Depending on their choice, users are then guided through a customized onboarding experience that highlights features most relevant to their goal. This targeted approach ensures users see the value of the app in their specific context.

3) Top user benefits onboarding

This approach focuses on showcasing the key benefits or unique selling points of your app. It’s effective for apps entering competitive markets or those with innovative features.

Headspace, a popular meditation app, starts by asking users what they hope to achieve, such as reducing anxiety or improving sleep. The app then emphasizes how its meditation sessions and content can help achieve these goals. This onboarding strategy not only highlights the app’s benefits but also aligns them with the user's personal objectives, making the app feel both valuable and relevant

4) Key functions onboarding

This method guides users through the app's most important features or actions. It's useful for apps with multiple core functionalities or complex interfaces.

Evernote, for example, helps users get started by walking them through the creation of their first note. The app demonstrates various formatting options and features along the way, ensuring that users understand how to use the tool to its full potential. This step-by-step introduction to key functions reduces the learning curve and increases user confidence.

5) Progressive onboarding

This approach introduces features gradually as users navigate the app, providing contextual guidance. It's ideal for feature-rich apps or those with a steeper learning curve.

Slack, the popular communication tool, employs progressive onboarding by introducing users to new features like creating channels, sending direct messages, and integrating third-party tools as they explore the app. Rather than overwhelming users at the start, Slack ensures that new functionalities are introduced at appropriate times, making the learning process more intuitive and less daunting.

15 best practices for mobile app onboarding

Now that we've covered the importance and types of mobile app onboarding, let's dive into best practices that can help you create an effective onboarding experience:

1) Highlight your value proposition

Start by clearly communicating what makes your app unique and how it will benefit the user. This sets the tone for the entire onboarding experience and motivates users to continue exploring.

A well-crafted UX is key to effectively communicating your app's value proposition during onboarding. By designing a user-friendly experience that clearly highlights the unique benefits of your app, you can ensure that users immediately see the value, which motivates them to continue exploring. A seamless UX can set the tone for the entire user journey, making onboarding a critical step in achieving long-term engagement.

2) Showcase core app features

When introducing core app features during onboarding, using interactive walkthroughs can be invaluable. Walkthroughs allow users to engage directly with the app's functionalities, providing a hands-on learning experience that’s both informative and engaging. This approach not only helps users quickly understand how to use your app but also reduces the chances of frustration and early abandonment.

Focus on introducing the most essential features that deliver immediate value. Avoid overwhelming users with too much information upfront. 

3) Ask for necessary permissions only

Request access to device features (e.g., camera, location) only when needed and explain why these permissions are necessary for the app's functionality. This builds trust and transparency with your users.

4) Keep onboarding quick and concise

Respect users' time by making the onboarding process as brief as possible while still conveying crucial information. Use progress bars to show users how far along they are in the process.

5) Simplify the sign-up process

Reduce friction by offering social sign-in options or allowing users to explore the app before creating an account. Consider implementing a "skip" option for users who prefer to dive right in.

6) Offer contextual instructions

Provide guidance within the app where it's most relevant, rather than relying solely on upfront tutorials. Use tooltips and in-app messages to explain UI elements and features as users encounter them.

7) Leverage empty and success states

Use empty states (when no content is available) to keep users engaged when their path leads to a dead-end and to redirect them back to the app or their previous activity. Whenever users successfully complete a task or a key action, use success states to reinforce positive actions and encourage continued engagement.

8) Provide the option to skip

Allow users to bypass onboarding if they prefer to explore on their own, but make it easy to access help later if needed. This caters to different learning styles and user preferences.

9) Preview app content before sign-up

Give users a taste of what your app offers before requiring them to create an account, increasing the likelihood of conversion. This is particularly effective for content-driven apps.

10) Use multiple channels for onboarding

To maximize engagement, it's essential to utilize multiple channels during the onboarding process. Complement in-app onboarding with email sequences, push notifications, or even webinars.. This multi-channel approach reinforces key messages and keeps users engaged.

Push notifications can be particularly effective in re-engaging users after their first session, reminding them to complete key actions or explore new features. By strategically timing these notifications, you can guide users through their onboarding journey even after they've left the app, increasing the likelihood of continued interaction and reducing the risk of abandonment.

11) Personalize the onboarding experience

One of the most effective ways to create an engaging onboarding process is to personalize it based on user preferences, behavior, or demographics. By tailoring the experience to match individual user needs, you can significantly improve engagement and retention. For instance, you can use data collected during sign-up to customize the onboarding flow, ensuring that users are introduced to features that are most relevant to them. This level of personalization makes the onboarding process feel more relevant and valuable, leading to a more satisfying user experience.

12) Implement learning by doing

Encourage users to learn by actually using the app rather than just reading about its features. Guide users through completing key actions within the app as part of the onboarding process.

13) Optimize for different devices

Ensuring that your onboarding process is optimized for different devices is crucial for providing a consistent UX across all platforms. Whether on smartphones, tablets, or desktops, the onboarding experience should be intuitive and responsive. Consider how gestures and interactions may differ between smartphones and tablets.

A well-adapted UX can prevent users from feeling frustrated or lost, regardless of the device they're using, and encourages them to complete the onboarding process.

14) Use gamification elements

Incorporate game-like elements such as progress tracking, rewards, or achievements to make the onboarding process more engaging and motivating.

15) Provide clear next steps

At the end of the onboarding process, give users clear guidance on what to do next. This helps maintain momentum and prevents users from feeling lost or overwhelmed.

How to measure user onboarding

The metrics used to measure the success and effectiveness of your onboarding experience will depend of what you define as success. Some teams invest in better user onboarding to prevent churn, while others hope to increase trial conversion rates. The metrics you establish as onboarding KPIs willbe directly aligned with those goals.

Here are some key metrics to consider:

1) Completion Rate

The percentage of users who complete the entire onboarding process. Tracking how long it takes users to onboard can provide insights into the efficiency of your onboarding process. A low completion rate may indicate that your onboarding is too long or complex.

2) Time to Complete

How long it takes users to finish the onboarding process. This helps you understand if your onboarding is concise enough or if users are getting stuck at certain points.

3) Feature Adoption Rate

The percentage of users who engage with key features after onboarding. This indicates how well your onboarding introduces and encourages the use of core functionalities.

4) Retention Rate

The percentage of users who return to the app after specific periods (e.g., 1 day, 7 days, 30 days). This is a crucial indicator of onboarding success and overall app engagement.

5) Conversion Rate

For freemium or trial-based apps, the percentage of users who convert to paid plans after onboarding. This metric helps you understand how well your onboarding demonstrates your app's value.

6) Drop-off Points

Identify where in the onboarding process users are most likely to abandon the app. This helps you pinpoint specific areas for improvement.

7) User Feedback and Ratings

Collect and analyze user feedback, app store ratings, and reviews to gain qualitative insights into your onboarding experience.

8) Session Length and Frequency

Monitor how long users spend in your app and how often they return, especially in the days following onboarding.

Tools like Mixpanel, Amplitude, or Userflow's built-in analytics can help you track these metrics and gain insights into your onboarding performance. 

How to Improve Your Onboarding Flow

Continuous improvement is key to maintaining an effective onboarding process. Here are some strategies to optimize your onboarding flow:

1) Conduct user testing

Regularly test your onboarding process with real users to identify pain points and areas for improvement. By regularly testing and refining your onboarding process, you can make it easier for users to onboard and integrate with your app, leading to better user retention. Use tools like UserTesting or conduct in-person sessions to gather insights.

2) Implement A/B Testing

Experiment with different onboarding approaches to see which performs better in terms of engagement and retention. Test variations in messaging, UI elements, and onboarding flow to find the most effective combination.

3) Analyze user feedback

Pay attention to user reviews, support tickets, and direct feedback to understand common issues or confusion points. Use this information to refine your onboarding process and address user concerns.

Feedback requests and surveys can be added at the end of the onboarding flow to increase the response rates, bonus points if the feedback is triggered after the user reaches an onboarding milestone. A tool like Beamer, which recently acquired Userflow, lets you turn user feedback into an integral part of your onboarding arsenal.

4) Personalize based on user segments

Effective onboarding doesn’t just happen on a one-size-fits-all basis. To truly resonate with users, it’s crucial to personalize the onboarding experience based on different user segments. This could involve highlighting specific features that align with the interests or needs of particular groups. By creating tailored onboarding paths for different user personas, you can increase relevance and engagement, ensuring that every user sees the value in your app from the very start.

5) Optimize for different devices

Ensure your onboarding process works seamlessly across various device types and screen sizes. Pay attention to how gestures, UI elements, and interactions may need to be adjusted for different devices.

6) Regularly update your onboarding

As your app evolves, so should your onboarding process. Regularly reviewing and updating the onboarding experience is key to ensuring it remains effective and relevant. When updating, consider ways to further personalize the experience for users. This might involve incorporating new data points or feedback to refine the onboarding flow, making it even more aligned with user needs and expectations.

7) Leverage user behavior data

Use analytics tools to understand how users interact with your app during and after onboarding. Identify patterns in user behavior that can inform improvements to your onboarding process.

8) Implement contextual onboarding

Consider moving beyond a linear onboarding process to provide contextual guidance throughout the user's journey. Use tools like Userflow to create in-app messages, tooltips, and walkthroughs that appear when users need them most.

Onboard users with confidence using Userflow

With Userflow, creating a personalized onboarding experience has never been easier. Our powerful tools allow you to tailor onboarding flows to individual user needs, ensuring that every user gets the most out of your app from day one. Whether through in-app guides, tooltips, or interactive walkthroughs, Userflow helps you deliver an onboarding experience that drives user adoption and retention.

Remember, effective onboarding is an ongoing process that requires continuous refinement based on user feedback and behavior analysis. By focusing on creating a seamless, valuable onboarding experience, you'll set your users—and your app—up for long-term success.

Remember the key takeaways from this guide:
1. Understand your users and tailor the onboarding experience to their needs and goals
2. Keep the onboarding process concise, engaging, and value-focused
3. Use multiple types of guidance, including interactive walkthroughs, tooltips, and in-app messages
4. Continuously analyze and optimize your onboarding based on user feedback and behavior data
5. Leverage personalization to create more relevant and engaging onboarding experiences
6. Don't forget about post-onboarding engagement to reinforce learning and encourage long-term app usage

By focusing on creating an exceptional onboarding experience, you'll not only improve your app's user retention and engagement but also set the stage for long-term success. Remember, onboarding is not just a one-time event but an ongoing process of guiding and supporting your users throughout their journey with your app.

Sign up for a free trial of Userflow and discover how our powerful tools can help you create engaging, personalized onboarding experiences that drive user adoption and retention. With Userflow, you can easily implement in-app guides, tooltips, and interactive walkthroughs to ensure your users get the most out of your application from day one.