Yalantis: iOS, Android And Web App Development Company

How Can App Registration Impact KPIs? Which Type of Registration is Best For My App?

You launch an app for the first and, and voila – you’re on the registration screen! Registration screens are the doorway into your app. As you can imagine, this means that types of registration screens are pretty important.

It may surprise you, however, when we tell you that both our clients and our Yalantis team rarely spend much time thinking about user registration screens. We also found this surprising, so we decided to do some research about how registration screens affect an app’s KPIs.  

Read on to find out how registration by email, phone number, Facebook, Twitter, and Google+ stack up.

But before we dive into AARRR, we must mention one important metric up-front. That metric is accessibility. Accessibility is pretty simple: if your app only offers Facebook registration, then your app can only be used by people with Facebook accounts. If you can only register by phone number, then you’ve got to have a phone number.

User registration

[Image by Milan Vuckovic]

So at step one we must consider: What accounts are our target audience using? Which do they prefer?

Now that we’ve thought about accessibility, let’s take a look at how our registration screens can impact other metrics, or KPIs.

What metrics can you improve with the right registration screen?

You can measure the success of your app with a variety of metrics. The majority of metrics for mobile apps fall under the category of Engagement metrics. But there are also the so-called “Pirate metrics,” or AARRR, introduced by Dave McClure.

Pirate metrics address Acquisition, Activation, Retention, Referral and Revenue. But what do all these Pirate metrics have to do with user registration?  

It turns out that registration can influence some Pirate metrics, particularly activation, retention, and referral. Some types of registration can even improve Engagement. Let’s talk about these metrics in a greater detail.

1. Activation

Activation tells how many people actually use your product. Poorly designed onboarding, complex UI and registration can all lead to your newly acquired users from bouncing as soon as they see the inside of your app.

2. Retention

Retention is about how many users continue using your product after initial activation. In other words, what percentage of users not only create an account, but actually return to the app and use it.

3. Referral

This metric shows the number of users referred to a product by existing users. Ideally, every user should invite at least one friend to use an app. It may sound strange, but there is a connection between referral and registration. We’ll talk about it a bit later.

4. User Engagement

Engagement can be measured as the number of interactions with the app. The more time users spend interacting with an app, the more engaged they are. Some types of user registration can make an indirect influence on increasing user engagement.

We’ve just looked at four specific Pirate metrics and User Engagement that can be influenced by app registration. Now we’ll consider five types of registration – email, phone number, Facebook, Twitter, and Google+ – to see how each of these registrations might affect these four Pirate metrics.

[Image by Desk.com]

Email Registration

Let’s look how email registration can make an influence on the specified above metrics. In the table below, we evaluate how email registration is working against Activation, Retention, Referral, Engagement and Accessibility.

We’ll use the following grades: A means Excellent, B means Good, and C means Satisfactory and D means Poor. Excellent, Good, Satisfactory and Poor all refer to rates of a given metric.

Activation

D

Retention

B

Referral

C

Engagement

-

Accessibility

A

Read also: MPAC – a way to control the quality of your team’s work

Registering by email requires a lot of effort. Users need to come up with a password, confirm the password in a second field, and then go to their email and confirm the registration. No wonder many users never get past the email registration screen. 

On the other hand, email registration can be great for retention – you can send emails about product news and updates. If you have a shopping app, you can send your users emails about clothes they’ve been looking at.

Email isn’t that great for referrals. Of course, you can suggest that users invite their friends to use your app by email … but that’s kind of old school.

Email registration also doesn’t provide many opportunities for increasing engagement. In fact, email registration can actually decrease engagement because some potential users will just uninstall an app instead of taking the time to fill out an email registration form.

Email registration is highly accessible, however, because virtually everybody has an email address.
 

2. Phone Number Registration

Phone number registration can be implemented with Digits by Twitter. Let’s see how phone number registration impacts our metrics:

Activation

B

Retention

D

Referral

C

Engagement

B

Accessibility

A

Registering with a phone number is easy: you don’t need to create a password and you don’t need to check your email to confirm the registration. You do need to confirm your phone number, but that’s much simpler than confirming an email. All you need to do is enter a code sent by SMS.

We’ve given phone registration a Poor rating for Retention because messages sent by SMS are usually perceived as spam.

Registration by phone number doesn’t provide any opportunities for increasing referrals or for improving engagement. Some apps – such as WhatsApp – try to get around this limitation by asking for permission to access a user’s address book and invite their friends to the app.

Like email registration, phone number registration is highly accessible. Nearly everyone has a phone number.

3. Facebook Registration

Facebook registration is the best type of registration from the perspective of a product owner. The downside is that not everybody uses Facebook, and among those who do, not everybody is ready to use Facebook for app registration.

Activation

A

Retention

A

Referral

B

Engagement

A

Accessibility

B

 
We’ve given an “Excellent” rating for Activation, because Facebook registration is dead easy. Just click twice to register. No passwords, no confirmations.

Retention also gets an “Excellent” rating, because with Facebook you not only get a user’s email, but you also get the opportunity to use engagement ads. These ads can be used to communicate with both active and lost users through Facebook feeds.

Facebook also lets you show new users which of their friends are already using your app. This helps people to make new in-app connections. In short, this means that Facebook registration can help you improve engagement metrics.  

Users can also share interesting content from your app on Facebook, increasing your app’s visibility and attracting new users.

[Image by Jeff Lupinski]

4 & 5 Twitter and Google+ Registration

Twitter and Google+ offer opportunities similar to Facebook for increasing KPIs, so we won’t go into them again here.

What really matters for social account registrations is what percentage of your target audience has a given account. How many of your potential users are on Twitter, Google+, and/or Facebook? Perhaps of equal importance, we must consider: What percentage of your audience is willing to use these social accounts to register with your app?

Here’s all of our ratings for the five registration types discussed above, across all four Pirate metrics and Engagement metrics:
 

 

Activation

Retention

Referral

Engagement

Accessibility

Email

D

B

C

C

A

Phone #

B

D

C

D

A

Facebook

A

A

B

A

C

Twitter

A

A

C

B

D

Google+

A

B

D

C

B


Which registration wins?

In conclusion, we should note that the more accessible registration is, the better. The “best” type of registration for your app is likely the registration that is most accessible for your target audience.

Always keep in mind that privacy concerns may prevent some potential users from registering your product using social accounts.

Because accessibility is of the utmost importance, and because some users have privacy concerns about registering with social account, we recommend that you offer at least two methods of registration. To decide which two are best for your app, you can draw up a comparison just like the one we presented above. A ranking table –  taking into account your particular target audience – will make it easier for you to decide which type of registration to use to meet your business goals and reach your target audience.

Insights

MPAC – A Way to Control the Quality of Your Team's Work

Tech

A Full List of the Best Frameworks for Building Android Apps

Design

5 Design Tricks to Succeed in 2016 for Mobile App Product Owners

Design

Boboarding: Yalantis Open Source Library for Building Onboarding Experiences Is Coming Soon!

Marketing

How to Conduct Your Competitor's App Audit