When it comes to subscription-based apps, making a lasting impression is crucial. The median app-download-to-trial-start conversion rate is just 3.7%, indicating that an overwhelming 96.3% of users don't take the vital first step in engaging with their downloaded apps. To successfully monetize their downloaders, subscription apps must overcome this roadblock.
Onboarding plays a critical role in nudging users onto the right path of trial and conversion. However, there's a delicate balance to strike. It's essential to educate users about the app's features without overwhelming them with too much information too quickly. If the onboarding process doesn't adequately educate users about the app's value and features, users may not fully understand the app's benefits, leading to early drop-offs.
The key to reducing user churn lies in crafting an onboarding sequence that strikes the perfect balance between education, engagement, and enablement. With the powerful integration between OneSignal and RevenueCat, let's explore how to create a seamless onboarding experience for subscription-based apps.
Understanding User Churn
New user churn refers to the percentage of users who abandon an app within a specific timeframe – commonly measured seven days or 30 days after installation. Every mobile app experiences user churn, with subscription-based apps relying heavily on retaining existing subscribers to maintain financial success. When users cancel their subscriptions or stop using the app altogether, it leads to a loss of recurring revenue and a decline in long-term sustainability.
Acquiring new users to replace churned ones is costly, making retention of existing subscribers absolutely critical for maintaining profitability and growth. On average, apps lose 77% of their daily active users within the first three days after installation, jumping to a 90% loss within 30 days.
The Power of Onboarding Messaging
Mobile app onboarding acts as the bridge between user interest and retention. This process can take various forms, including tutorials, interactive guides, tooltips, and video walkthroughs. A well-designed onboarding sequence should drive user interest and jumpstart subscription revenue by:
- Educating: Providing clear information about the app's key features, how to navigate, and how to perform essential tasks.
- Engaging: Capturing users' attention and interest from the moment they first open the app, enticing them with immediate key value drivers and rewards.
- Enabling: Building a foundation for continued success within the app, well after onboarding is complete.
Typically, mobile apps rely on three types of onboarding to give new users traction: Function-oriented, benefits-oriented, and progressive onboarding. While there's no one-size-fits-all solution, the type of your mobile app will likely dictate which onboarding sequence to lean on most.
By implementing a thoughtful onboarding campaign, subscription-based apps can reduce user churn, boost retention rates, and ultimately enhance their long-term revenue potential. With OneSignal and RevenueCat working in tandem, you'll be well-equipped to create an unforgettable onboarding experience for your users.