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Context
77% of new users abandon an app within three days of app install and never return. This number jumps to 90% within the first month.
Google Pay tackles this by ensuring more users complete the core action that correlates to long-term retention 🔁. This is achieved by delivering the right onboarding experience.
When using Google Pay, new users will experience the value of the app when they make a transaction, either by scanning a QR code 📲 or searching for contacts, and users who do these actions are more likely to stick around for the long-term.
Why this works
For a cohort of users who’ve opened the app more than one time and still haven’t explored the search or the scan feature, Google Pay uses well-placed tooltips to nudge that segment of new users to complete the core action.
This reduces time-to-value as the new user immediately knows the right action to take, and thereby increases activation rates.
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