Mobile onboarding friction
A delivery app asks for phone verification, address, payment and notification permissions on launch. Many users close the app on the permission prompts and never place an order.
- Why it happens
- Asks are made before the user has seen any value, and permission requests lack context.
- What it costs
- Install spend wasted and low first order conversion.
- How we approach it
- We redesign the first session around the first task, request permissions at the moment they are needed with a clear reason, and test variants with analytics and usability sessions.
- What to measure
- Install to first action rate, permission grant rates and day one retention.