Improving User Retention Through Key App-Feature Onboarding
Berenschot, Frank (2021)
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021121626425
https://urn.fi/URN:NBN:fi:amk-2021121626425
Tiivistelmä
This is a research-based thesis to find out what will improve the user retention of new app users. The thesis is a part of a broader business strategy of the case company to improve the user experience of their mobile application.
The author has used design thinking framework to come up with a solution to the churn in new app users. The solution: Onboard the new app users with key-feature content that will teach the user how to use the app. To test this hypothesis an a/b test was set up to see the difference between the 2 user groups in the first 30 days of app usage.
The result of the test was that the hypothesis test subjects were more likely to log in during the first week of the app usage. After the initial boost the 2 groups even out and by the end of the 30 days there was no statistical differences between the groups.
The test did not achieve the desired effect of significantly improving new app user retention. The results of this thesis can be used as an example of how to improve short term retention, but for better app retention during the first 30 days the company needs to do more onboarding to keep people using their app.
The author has used design thinking framework to come up with a solution to the churn in new app users. The solution: Onboard the new app users with key-feature content that will teach the user how to use the app. To test this hypothesis an a/b test was set up to see the difference between the 2 user groups in the first 30 days of app usage.
The result of the test was that the hypothesis test subjects were more likely to log in during the first week of the app usage. After the initial boost the 2 groups even out and by the end of the 30 days there was no statistical differences between the groups.
The test did not achieve the desired effect of significantly improving new app user retention. The results of this thesis can be used as an example of how to improve short term retention, but for better app retention during the first 30 days the company needs to do more onboarding to keep people using their app.