People talk a lot about on-boarding, whether on mobile, desktop, or really any piece of software. They generally talk about best-practices and show some examples of on-boarding flows or messaging that they think fits in with those best-practices. What people rarely talk or write about are the hard numbers. They don't show how changes to on-boarding process affects the percentages as it relates to conversions. And more importantly people rarely talk about just how bad conversion rates are to start with. Maybe people already view it as a given, but to me, I think we need to more openly discuss how big a problem on-boarding is in mobile.
Right now, if you publish a native iOS application that requires some sort of login to function you will at best get a 30% download-to-usage conversion rate. And that is only guaranteeing at least one-time usage. While, the 30% number is anecdotal, it is corroborated by personal experience and discussions with many other app developers.
The clear trends are like a punch to the gut. Combine the abysmal on-boarding rate with the fact of life that on iOS it will take you at least a week to get any update pushed to the store, and you have a massive uphill climb for any developer. The only way that has been 100% proven to get over this hill on mobile to date is to spend your way out of it. That is why the revenues generated on mobile are being dominated by a handful of players. It clearly takes a lot of manpower to overcome the problems in mobile.
Taplytics reduces the manpower requirement, because it gets rid of the structural problems. While Taplytics can't automatically fix your problems as they relate to on-boarding, Taplytics can let you make changes to your app and push them to your users in real-time. This gets rid of the week-plus delay with the app store and allows you to react to your analytics data instantly.
I can't overstate the importance of this. The only thing that will ever be able to solve the problems of on-boarding is the ability to react to data in a timely manner. Up until now that has just not been possible. The delays in pushing updates has meant that developers tend to push bigger changes with more hypotheses baked in than they should. The delays also mean that getting to some optimal state takes longer than it should.
In the competitive world we live in as mobile developers if you can't fix your problems right away you're as good as dead. The users and customers aren't waiting around for you and if it takes you five revisions and two months to fix something, consider your app to have missed its opportunity.
The mobile app market is insanely competitive with almost two million apps on iOS and Android combined. That type of market needs tools that let developers react quickly. Taplytics is one of those tools and we hope that it helps everyone to build better, more successful apps.