In the increasingly competitive world of fitness apps, the onboarding experience plays a crucial role in driving conversion and determining their success.
Coach360 sat down with a product manager with a keen interest in product psychology, to learn the tips and tricks to successful client onboarding for coaching clients and business owners. Read on for the insightful knowledge she’s shared with our community!
Through a recently conducted research benchmark of the top grossing fitness apps, I’ve uncovered fascinating patterns in their onboarding strategies. It would be foolish to think that these patterns are not merely coincidental; they are deeply rooted in cognitive biases that influence user behavior and drive engagement. In this article, I will share these insights and how they can be applied to create compelling and effective onboarding experiences.
The Importance Of Onboarding
Onboarding is the first interaction a user has with an app, setting the tone for their entire journey. A seamless, engaging, and motivating onboarding process can significantly enhance user retention and, more importantly, boost conversion rates. According to userpilot:
63% of customers think onboarding is key to deciding to subscribe to a product
This means that user onboarding is a turning point for new customers, where they initially decide whether they want to continue using your app and become paying customers. Of course the top grossing fitness apps understand this and leverage psychological principles to ensure users are not only intrigued but also committed to their fitness goals from the get-go. We could debate whether some are borderline dark patterns: is it okay to leverage these biases towards promoting healthier lifestyles? I’ll just shed a light on these practices and let you dwell on the ethics behind them by yourselves.
Key Patterns in Onboarding Experiences
- Personalization And Commitment Bias
One of the most prominent patterns observed is the use of personalization right from the start. Top fitness apps often begin by asking users to input personal information, such as their fitness goals, current fitness level, and preferences. This leverages the commitment bias, where individuals are more likely to stick to a course of action once they have made a personal commitment. By customizing the experience based on user input, these apps create a sense of ownership and personal investment. This creates investment loops; when users invest themselves, they’re more likely to come back.
Claire Frank
Claire is a seasoned digital product expert. She leverages her extensive knowledge in business and technology to drive innovative solutions for clients at Amalgama Digital Consulting. Claire holds a Bachelor’s degree in Business, which has provided her with a solid foundation in strategic thinking and management. Outside of her professional endeavors, Claire is a passionate yoga enthusiast and a dedicated nutrition nerd, continually exploring the latest in health and wellness to maintain a balanced lifestyle.
