after installing the app, the user walks a certain path to payment, when solving the user's tasks and identifying values, there is a high probability that he will return to the app and eventually make a payment. but how to explain the value of the product, if it is not visible or little noticeable at the first interaction? through activation, or rather onboarding.
onboarding success (aka first-time user experience, FTUE) is determined by the percentage of users who figure out how to use the app in the first session (the audience that interacts with onboarding is 100%).
so in order to more fully talk about the functionality of the application and motivate them to use it, we resorted to an experiment with a new onboarding in Prisma, which will now be not only about the styles, but also about additional functions of the application - frames, changing the background, segmentation, with a separate emphasis on the presence of unique portrait styles.
interactive onboarding with a visualisation of the functionality on tap and a description of the main features of the product, in which the expansion of onboarding all the essential features, will be able to increase the CR in its passage
from current data, we know that 40.5% and 25.9% of users play with Prisma onboarding in the second and third steps, respectively.
in addition, we expect that after seeing and playing with the functionality of the application on the onboarding, the user will be interested in going through it to the end and will be more motivated to make a purchasing decision.
the hypothesis was originally arrived at because of:
- lucky with the onboarding experiment Lensa;
- good scores for using the new portrait styles (I want to tell everyone who hasn't tried them yet);
- fears of a dramatic effect with the purchase of traffic
to evaluate the experiment was planned on CR, expected that it will not sag (and possibly grow) in the passage of onboarding and registration of the trial period.
for a more appropriate view of the changes in the photo, the cards were chosen, changing each other by active actions during the passage of the scenario, so that it was not static and boring. and although it was rebuilt from scratch, it still repeated the classic experience of interaction, because of which the negative consequences of the update, like loss and misunderstanding, could well be excluded.
in addition to telling about the features visually, was also revised copywriting and added descriptions that reveal the features of the product for new users, but in moderate doses, because no one reads long texts, and even if they do, they do not remember.