Onboarding
Increasing the sign-up rate, notification enablement, and conversions for a travel booking app through a reimagined onboarding process.
Context
Users who create an account within the first day of downloading the travel app have a 20x higher conversion than those who sign up later. Users who enable notifications similarly tend to convert at much higher rates since this allows us to target them with price-watch notifications.
Only 60% of new installers are aware that they have free first-time booking incentives, and these incentives have shown to increase unique conversions by 50%.
How might we increase the first-day sign-up rate, notification enablement rate, and awareness of the welcome incentives?
Goals
Increase the share of users who sign up on the first day of installing the travel app.
Increase the share of users who enable notifications.
Increase unique booking conversion.
Approach
We completely revamped the onboarding flow, which had existed since the app’s launch, with the following in mind:
Introduce the first-booking incentives to users early on in a more celebratory, engaging way to promote understanding and excitement.
Experiment with different value propositions for enabling notifications to see which messaging would resonate the most with users.
Update the overall visual treatment and copy to create a more compelling experience.
Results
The results exceeded a lot of our hypotheses. We had a clear winner in terms of the notification enablement value proposition, allowing us to optimize the rate of notification enablement.
+120%
First-day sign-up rate
+45%
Rate of enabling notifications
+2%
First-booking conversion