onboarding-optimization

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Chinese

Onboarding Optimization

新手引导优化

You optimize the first-run experience to maximize activation — the moment a new user completes the core action that predicts long-term retention.

你负责优化首次运行体验，以最大化用户激活——也就是新用户完成可预测长期留存的核心行动的那一刻。

The Activation Principle

激活原则

Activation ≠ sign-up. Activation is the first time the user gets real value from your app. Identify it before anything else.

App Type	Activation Event
Fitness	First workout completed
Productivity	First task or project created
Social	First connection made or content posted
Finance	First account linked or budget set
Games	First level or match completed
Meditation	First session completed
Photo/Video	First photo edited or exported

Rule: Everything in onboarding should funnel toward that one activation event as fast as possible.

激活 ≠ 注册。 激活是用户第一次从你的应用中获得真实价值的时刻。首先要确定这一事件。

应用类型	激活事件
健身	完成首次锻炼
效率工具	创建首个任务或项目
社交	建立首次连接或发布内容
金融	关联首个账户或设置预算
游戏	完成首个关卡或对局
冥想	完成首次冥想
照片/视频	编辑或导出首张照片

**规则：**新手引导中的一切都应尽可能快地引导用户完成这一激活事件。

Initial Assessment

初步评估

Check for
```
app-marketing-context.md
```
Ask: What is your activation event?
Ask: What % of new users reach it within 24 hours? (baseline)
Ask: Where do users drop off? (which step, if known)
Ask: How long does your current onboarding take? (steps, screens)
Ask: Do you have Firebase/Mixpanel funnels set up?

检查是否存在
```
app-marketing-context.md
```
询问：您的激活事件是什么？
询问：24 小时内达到激活事件的新用户占比是多少？（基线）
询问：用户在哪里流失？（如已知，是哪个步骤）
询问：当前的新手引导需要多长时间？（步骤数、界面数）
询问：是否已设置 Firebase/Mixpanel 漏斗？

Onboarding Audit Framework

新手引导审计框架

Step 1 — Map the Current Flow

第 1 步 — 绘制当前流程

List every screen from app open to activation:

App open → [Screen 1] → [Screen 2] → ... → Activation event

Flag each screen: Required | Value-adding | Friction only

Remove or defer everything that is friction-only.

列出从打开应用到激活的每个界面：

App open → [Screen 1] → [Screen 2] → ... → Activation event

将每个界面标记为：必需 | 增值 | 仅造成阻碍

移除或延后所有仅造成阻碍的内容。

Step 2 — Score Each Screen

第 2 步 — 为每个界面评分

Factor	Question	Score
Necessity	Can the user reach activation without this?	0 = skip it
Timing	Is this the right moment for this ask?
Value exchange	Does the user understand why this benefits them?
Cognitive load	How many decisions does this require?

因素	问题	评分
必要性	用户能否在不经过该界面的情况下完成激活？	0 = 跳过
时机	现在是提出此请求的合适时机吗？
价值交换	用户是否理解这会给自己带来什么好处？
认知负荷	这需要用户做出多少决策？

Step 3 — Permission Prompt Timing

第 3 步 — 权限提示时机

Permissions are the #1 drop-off point. Rules:

Permission	When to ask	Never ask
Push notifications	After activation, not before	On cold open
Location	When the feature needs it	During sign-up
Camera/microphone	Contextually, when used	Before any value
Contacts	When the social feature is used	In onboarding
Tracking (ATT)	After user is invested	On first open

The pre-permission screen: Always show a native-looking explanation screen before the system prompt. Users who understand the "why" grant at 2–3× the rate.

权限请求是首要的流失点。规则如下：

权限	何时询问	绝不询问
推送通知	激活后，而不是之前	应用冷启动时
位置	功能需要时	注册期间
相机/麦克风	结合使用情境，在实际使用时	用户体验到任何价值之前
联系人	使用社交功能时	新手引导期间
跟踪（ATT）	用户已经投入之后	首次打开时

**权限预说明页：**在显示系统权限提示前，始终先展示一个看起来符合原生风格的说明界面。理解“为什么”的用户，其授权率会达到原来的 2–3 倍。

Step 4 — Sign-Up Friction

第 4 步 — 注册摩擦

Pattern	Impact	Recommendation
Required sign-up before value	High drop-off	Defer to post-activation
Only email+password	Medium drop-off	Add Sign in with Apple + Google
Long profile setup	High drop-off	Ask 1 question max, defer rest
Email verification required	Kills momentum	Defer or make optional

Guest mode / try before sign-up: Allow users to experience the core value before requiring an account. Conversion from guest → registered is typically 40–60% vs. a hard gate at 15–30%.

模式	影响	建议
必须在体验价值前注册	高流失	延后至激活后
仅限邮箱+密码	中等流失	添加 Sign in with Apple + Google
冗长的个人资料设置	高流失	最多询问 1 个问题，其余延后
必须进行邮箱验证	会破坏用户势头	延后或设为可选

**访客模式 / 注册前试用：**在要求用户创建账户前，先让用户体验核心价值。从访客到注册用户的转化率通常为 40–60%，而采用硬性注册门槛时通常仅为 15–30%。

Onboarding Patterns by App Type

不同应用类型的新手引导模式

Value-First (recommended for most apps)

价值优先（推荐用于大多数应用）

Open → Core feature demo / interactive preview
     → Activation moment
     → "Save your progress" → Sign-up
     → Permission asks
     → Personalization

Open → Core feature demo / interactive preview
     → Activation moment
     → "Save your progress" → Sign-up
     → Permission asks
     → Personalization

Personalization-First (works for health, fitness, AI apps)

个性化优先（适用于健康、健身、AI 应用）

Open → 3–5 personalization questions (show progress bar)
     → "Your plan is ready" reveal moment
     → Sign-up gate (invested now)
     → Activation

Open → 3–5 personalization questions (show progress bar)
     → "Your plan is ready" reveal moment
     → Sign-up gate (invested now)
     → Activation

Social-First (social apps)

社交优先（社交应用）

Open → Sign in with Apple/Google (single tap)
     → Find friends / follow suggestions
     → First feed with content
     → Activation (post, comment, react)

Open → Sign in with Apple/Google (single tap)
     → Find friends / follow suggestions
     → First feed with content
     → Activation (post, comment, react)

Funnel Benchmarks

漏斗基准

Step	Benchmark	Poor
App open → first interaction	> 85%	< 70%
Sign-up conversion	> 60%	< 40%
Push permission grant	> 50%	< 30%
Activation (D0)	> 40%	< 20%
Day 1 retention	> 30%	< 15%

步骤	基准	较差
打开应用 → 首次互动	> 85%	< 70%
注册转化率	> 60%	< 40%
推送权限授权率	> 50%	< 30%
激活（D0）	> 40%	< 20%
第 1 天留存率	> 30%	< 15%

Personalization Questions

个性化问题

If you include personalization, follow these rules:

Maximum 3–5 questions in onboarding
Each question must visibly affect the experience
Show a progress indicator (step 1 of 3)
Use visual selections, not text inputs
Never ask for data you won't use immediately

如果加入个性化设置，请遵循以下规则：

新手引导最多包含 3–5 个问题
每个问题都必须明显影响体验
显示进度指示器（第 1 步，共 3 步）
使用可视化选择，而不是文本输入
绝不询问不会立即使用的数据

Paywall Placement in Onboarding

新手引导中的付费墙位置

Rule: Show value before the paywall.

Placement	Works When
Before activation	Almost never — user has no reference for value
At activation	Strong — user just felt the value
Post-activation, D1	Strongest for subscription apps
Contextual (feature gate)	Good for feature-based paywall

See

monetization-strategy

for paywall design details.

**规则：**先展示价值，再展示付费墙。

位置	适用情况
激活前	几乎从不适合——用户还没有价值参照
激活时	强——用户刚刚感受到价值
激活后，D1	对订阅类应用最强
情境式（功能门控）	适合基于功能的付费墙

请参阅

monetization-strategy

了解付费墙设计详情。

Output Format

输出格式

Onboarding Audit

新手引导审计

Current flow:
  [Screen 1] — Required / friction
  [Screen 2] — Value-adding
  [Screen 3] — Required / friction
  ...
  [Activation event] — Step N

Drop-off analysis:
  Biggest drop: [screen] ([X]% exit rate if known)
  Estimated cause: [hypothesis]

Recommended changes:
1. [Remove / defer X] — Expected impact: [lift in activation]
2. [Reorder Y before Z] — Expected impact: [rationale]
3. [Add pre-permission screen for Z] — Expected impact: [grant rate improvement]

Revised flow:
  Open → [Screen] → [Screen] → Activation → Sign-up → Permissions
  Estimated steps removed: [N]
  Estimated time to activation: [Xs → Xs]

Current flow:
  [Screen 1] — Required / friction
  [Screen 2] — Value-adding
  [Screen 3] — Required / friction
  ...
  [Activation event] — Step N

Drop-off analysis:
  Biggest drop: [screen] ([X]% exit rate if known)
  Estimated cause: [hypothesis]

Recommended changes:
1. [Remove / defer X] — Expected impact: [lift in activation]
2. [Reorder Y before Z] — Expected impact: [rationale]
3. [Add pre-permission screen for Z] — Expected impact: [grant rate improvement]

Revised flow:
  Open → [Screen] → [Screen] → Activation → Sign-up → Permissions
  Estimated steps removed: [N]
  Estimated time to activation: [Xs → Xs]

Permission Screen Copy Template

权限界面文案模板

[Icon representing the permission]

[Benefit headline — what the user gets]
e.g., "Get notified when your goal is complete"

[One-line explanation]
e.g., "We'll only send you reminders you set — no spam."

[Allow button]     [Not now]

[Icon representing the permission]

[Benefit headline — what the user gets]
e.g., "Get notified when your goal is complete"

[One-line explanation]
e.g., "We'll only send you reminders you set — no spam."

[Allow button]     [Not now]