When people try something new, they form an opinion in seconds. Apps are no different. After just one session, a new user will decide if your product feels clear, helpful, and worth their time.

That first session is powered by your in-app onboarding.

Good in-app onboarding turns curiosity into confidence. It shows users what your product does, how it helps them, and what to do first. Bad onboarding leaves users confused. They close the app, forget about it, and never come back.

In this guide, we’ll cover:

• What user onboarding is
• The purpose of in-app onboarding
• Key differences between mobile and web onboarding
• Types of onboarding flows, with real examples
• Best practices for user onboarding
• How to measure and improve your onboarding over time

By the end, you’ll have a clear playbook for building in-app onboarding that drives retention and engagement.

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What is User Onboarding?

User onboarding is the process of guiding new users through their first steps in your product. It helps them:

• Understand what your app does
• Learn key features
• Complete important actions
• Reach an early moment of value

In-app onboarding usually appears as:

• Welcome screens
• Product tours or walkthroughs
• Checklists
• Tooltips and in-app messages
• Resource centers

The goal is simple: help users go from “What is this?” to “I get it, this is useful.”

What is the purpose of user onboarding?

Think of onboarding as the bridge between curiosity and confidence. Users arrive interested but unsure; onboarding helps them understand your value, removes confusion, and guides them toward those early “aha moments” where everything clicks.

1. Demonstrate the app's value proposition

From the very beginning, users should understand why your app matters. Clear, simple messaging about the value you provide helps capture their interest and builds trust. This first impression shapes how they engage with your product moving forward.

2. Familiarize users with key features and functionality

New users need to know just enough to get started. By introducing core features and basic navigation, you lower the learning curve and help users feel capable. The more confident they feel early on, the more likely they are to continue exploring.

3. Reduce friction and potential confusion

Any confusion during onboarding can push users away. Simplifying steps, reducing unnecessary fields, and avoiding jargon creates a smoother experience. Less friction means fewer drop-offs—and more users reaching the point where your value becomes clear.

4. Encourage users to take meaningful actions within the app

Onboarding should guide users toward actions that matter, such as completing a profile, setting preferences, or trying key features. These steps help users experience real value early, which increases the chances they’ll stay engaged.

5. Set the foundation for long-term engagement and retention

A strong onboarding experience sets users up for ongoing success. When the first session feels helpful and supportive, users return more often, discover more features, and are more likely to become loyal customers. Effective onboarding is one of the strongest drivers of long-term retention.

Mobile App Onboarding vs Web App Onboarding: What is the difference?

When designing a great onboarding experience, it’s important to recognize that mobile and web platforms work differently. Each platform has its own behaviors, constraints, and interaction patterns. Because of this, a single onboarding approach won’t fit both. Understanding these differences helps you tailor your onboarding so users get a smooth, effective experience no matter where they start.

Mobile Onboarding

Limited screen real estate‍

Mobile screens are small, so onboarding must be concise and visually clear. Focus on the essentials and avoid clutter that could overwhelm users.

Touch-based interactions and gestures‍

Mobile users rely on taps, swipes, and other gestures. Onboarding should guide users through these interactions naturally so they can quickly learn how to navigate.

Often used on-the-go or in short bursts‍

Mobile sessions are brief. Onboarding should be quick and direct, helping users get started without unnecessary delays.

May require device permissions (e.g., camera, location)‍

If your app needs access to device features, explain why that permission is required. Clear explanations build trust and prevent abandonment caused by privacy concerns.

App store ratings and reviews are crucial‍

A smooth onboarding experience can lead to positive reviews, which directly affect discoverability and overall app success in the app store.

Web Onboarding

Larger screen space for more detailed instructions‍

Web apps have more room for visuals, text, and guidance. This allows onboarding to be more detailed without overwhelming the user.

Keyboard and mouse interactions‍

Web onboarding should reflect traditional input methods. Providing cues for keyboard shortcuts and mouse interactions helps users navigate more confidently.

Often used for longer sessions‍

Web users typically spend more focused time in the product. Because of this, onboarding can explore more complex features without feeling rushed.

Generally doesn’t require device permissions‍

Most web apps do not need camera, location, or system-level permissions, which simplifies the onboarding process and reduces friction.

More flexibility in design and layout‍

Web apps can use sidebars, multi-step flows, embedded videos, and interactive guides. This flexibility enables more immersive onboarding experiences.

Why is user onboarding important for mobile apps?

It’s hard to imagine a time when mobile apps weren’t the default place we turned to for solutions. Because users have so many alternatives at their fingertips, competition is intense. To grow, mobile apps need to win users over quickly, and that starts the moment someone opens your app for the first time.

A poor onboarding experience can damage that first impression and lead to instant abandonment. A strong, user-centric onboarding experience does the opposite: it helps users see value fast, reduces confusion, and sets the foundation for long-term success.

By investing in thoughtful onboarding, you can:

Increase user retention rates

A clear and supportive onboarding flow helps users understand your value early. When users see benefits quickly, they’re far more likely to return and continue using your app.

Boost engagement and active usage

Effective onboarding encourages users to try your core features. When users interact with meaningful parts of your app early on, they adopt habits that drive ongoing engagement.

Reduce support tickets and user frustration

Onboarding that explains key actions and features reduces confusion. This means fewer support requests and a smoother overall user experience.

Improve app store ratings and reviews

A positive first experience often leads to better ratings and reviews—critical for app visibility, ranking, and long-term growth.

Accelerate user adoption of key features

Good onboarding highlights the features that matter most. Helping users discover value early accelerates their journey to becoming active, regular users.

Increase the likelihood of users becoming paying customers (for freemium or subscription-based apps)

When users quickly understand why your app is valuable, they’re more inclined to upgrade or subscribe. Onboarding helps make that value clear from the start.

Reduce churn rates and improve long-term user retention

A smooth onboarding experience helps users form an early connection with your app. This reduces early churn and increases the likelihood of long-term retention.

The impact of onboarding on the mobile user experience is significant. Poor onboarding creates confusion and frustration, while strong onboarding increases retention, boosts satisfaction, and supports sustainable growth.

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Case Study: How Duolingo became a benchmark for mobile user onboarding

Duolingo, the well-known language learning app, is one of the strongest examples of effective mobile onboarding. Their onboarding experience is built to capture user attention immediately, highlight value quickly, and motivate continuous use. Every step is intentional, helping users understand the product while feeling encouraged to keep learning.

1. Immediately engages users with a quick language proficiency test

As soon as users sign up, Duolingo pulls them directly into a short language proficiency test. This first interaction does two things at once: it creates instant engagement and gives the app the information it needs to personalize the learning experience. Users feel like the app understands their level from the very beginning.

2. Personalizes the learning experience based on the user's goals and prior knowledge

After the test, Duolingo asks users about their goals—whether they want to learn for travel, career, or personal interest. This step makes the experience feel tailored and meaningful. By aligning the learning path with each user's motivation, Duolingo increases relevance and long-term commitment.

3. Provides a sense of achievement through gamification elements

Gamification is woven directly into Duolingo’s onboarding and core product experience. Points, streaks, levels, and rewards give users small wins early and often. This steady sense of progress keeps users motivated, encourages daily practice, and builds habits that increase long-term retention.

4. Gradually introduces more complex features as users progress

Duolingo avoids overwhelming new users with too much information at once. Instead, the app gradually reveals more advanced features—such as stories, competitions, or skill paths—only after users are comfortable with the basics. This approach keeps the learning journey approachable and reduces cognitive load.

As a result of this thoughtful onboarding and product design, Duolingo has reached impressive milestones:

• Over 300 million total users worldwide, demonstrating broad global appeal
• 34 million monthly active users, showing strong ongoing engagement
• A seven-day retention rate of around 55%, far above typical mobile benchmarks

Duolingo’s success highlights how powerful personalization and gradual skill building can be. By matching lessons to each user’s goals and level—and by motivating them with small wins—Duolingo keeps users engaged from their very first session through long-term learning. This personalized onboarding strategy is a key driver behind the app’s industry-leading retention and global popularity.

Types of user onboarding (with examples)

There are several approaches to user onboarding, and each one works best in different product contexts. Understanding these methods helps you choose the strategy that matches your app’s features, user needs, and level of complexity.

1) Quickstart onboarding

Quickstart onboarding is designed to move users to core functionality as quickly as possible. It works well for apps with simple interfaces or for products where users already understand familiar patterns.

Instagram is a good example. After creating an account, new users complete a few quick setup steps, like following accounts or adding a profile photo—before they’re taken straight to their feed. Within minutes, users can explore the app’s main features and start interacting.

2) Self-select onboarding

Self-select onboarding lets users choose their own onboarding path based on their goals or preferences. This approach is especially effective for apps with multiple use cases or different user types.

LinkedIn uses this model by asking new users about their primary goal: job searching, networking, or staying informed. Based on the user’s selection, LinkedIn presents a tailored onboarding flow that highlights features most relevant to that goal. This makes the experience feel more personalized and more valuable from the start.

3) Top user benefits onboarding

This approach focuses on showing users the key benefits or unique selling points of your app. It is useful for apps competing in crowded markets or products with a strong value proposition.

Headspace, the meditation app, begins onboarding by asking users what they want to improve—stress, sleep, or focus. The app then emphasizes how its content supports those outcomes. By connecting benefits to personal goals, users immediately understand why the app matters to them.

4) Key functions onboarding

Key functions onboarding teaches users how to complete essential actions in your app. This method works well for apps with multiple important features or more complex workflows.

Evernote is a classic example. It guides new users through creating their first note and shows formatting tools and organizational options along the way. This step-by-step introduction builds confidence and reduces the learning curve.

5) Progressive onboarding

Progressive onboarding reveals features gradually as users explore the app. This method is ideal for feature-rich apps or products with more advanced functionality.

Slack uses progressive onboarding by introducing features like channels, direct messages, and integrations exactly when users encounter relevant use cases. Instead of overwhelming new users at the beginning, Slack ensures that guidance appears at the right moment, making the experience intuitive and approachable.

15 best practices for mobile app onboarding

Now that we've covered the importance and types of mobile app onboarding, here are best practices that help you create a clear, effective onboarding experience:

1) Highlight your value proposition

Start by explaining what makes your app unique and how it helps users. Clear value messaging sets the tone for the entire experience. A clean, user-friendly interface reinforces that value and helps users immediately understand why your app is worth their time.

2) Showcase core app features

Interactive walkthroughs are one of the best ways to teach users your core features. They allow users to try actions directly, which reduces confusion and speeds up learning. Focus on the essential features that deliver early value, and avoid overwhelming users with too much information at once.

3) Ask for necessary permissions only

Request access to device features—like the camera or location—only when they are needed. Briefly explain why each permission is required to build trust and prevent users from abandoning onboarding.

4) Keep onboarding quick and concise

Respect the user’s time. Keep steps short and focused, and use progress bars or indicators to show how far they’ve come. Short, clear flows reduce drop-off.

5) Simplify the sign-up process

Remove unnecessary friction by offering social sign-in or letting users explore the app before creating an account. Providing a “skip” option supports users who prefer to jump in immediately.

6) Offer contextual instructions

Deliver guidance at the moment users need it. Use tooltips, inline hints, or small in-app messages to explain UI elements as users encounter them, rather than front-loading instructions.

7) Leverage empty and success states

Use empty states to guide users when screens have no content yet, showing them how to get started. Use success states to celebrate completed actions and reinforce positive behavior, encouraging users to continue exploring.

8) Provide the option to skip

Let users skip onboarding if they want to explore on their own. Just make sure help and guidance are easy to find later. This flexibility supports different learning styles.

9) Preview app content before sign-up

Show users what your app offers before requiring registration. Previews increase conversion rates—especially for apps centered on content, communities, or media.

10) Use multiple channels for onboarding

Support in-app onboarding with channels like email, push notifications, or short webinars. These reminders help bring users back, encourage key actions, and keep them engaged even after the first session.

11) Personalize the onboarding experience

Use information from sign-up—like goals, preferences, or role—to tailor the onboarding path. Personalized flows feel more relevant and help users connect with the product faster, improving engagement and retention.

12) Implement learning by doing

Encourage users to complete real tasks inside your app. Doing is more effective than reading. Let users create something, adjust settings, or perform a key action during onboarding.

13) Optimize for different devices

Make sure your onboarding works smoothly across smartphones, tablets, and desktops. Adjust layouts and gestures based on the device to keep the experience intuitive and consistent.

14) Use gamification elements

Introduce light gamification—such as progress bars, achievements, or rewards—to make onboarding more motivating. These elements help users stay engaged through the process.

15) Provide clear next steps

Once onboarding is complete, guide users toward what to do next. Offer a clear next action or checklist so users don’t feel lost or unsure after finishing the initial flow.

How to measure user onboarding

The metrics you use to evaluate your onboarding depend on your goals. Some teams focus on reducing churn, while others prioritize increasing trial conversions or improving activation. Your onboarding KPIs should align directly with the outcomes you want to drive.

Here are some key metrics to consider:

1) Completion Rate

The percentage of users who finish the entire onboarding flow. A low completion rate usually signals that the process is too long, confusing, or not engaging enough. Tracking completion helps you understand how smoothly users are moving through the early steps.

2) Time to Complete

How long it takes users to reach the end of onboarding. If users are taking too long—or consistently dropping off at the same point—it may indicate friction or unclear instructions.

3) Feature Adoption Rate

The percentage of users who engage with your most important features after onboarding. Strong adoption rates show that users understand the product and know where to find value.

4) Retention Rate

The percentage of users who return after key time periods (such as Day 1, Day 7, and Day 30). Retention is one of the strongest indicators of onboarding success and long-term product engagement.

5) Conversion Rate

For freemium or trial-based products, this measures how many users upgrade to a paid plan after onboarding. High conversion suggests your onboarding clearly communicates value and helps users experience meaningful outcomes quickly.

6) Drop-off Points

These are the places in your onboarding flow where users exit. Identifying these points helps highlight steps that may be confusing, unnecessary, or too demanding.

7) User Feedback and Ratings

Qualitative feedback from surveys, app store reviews, and support tickets can reveal user frustrations or unmet expectations. This context helps explain the “why” behind the numbers.

8) Session Length and Frequency

How long users spend in your app and how often they return—especially in the first days after onboarding, can reveal how well your onboarding sets users up for sustained engagement.

Tools like Mixpanel, Amplitude, and Userflow’s built-in analytics make it easy to track these metrics, identify patterns, and refine your onboarding based on real user behavior.

How to Improve Your Onboarding Flow

Continuous improvement is essential for maintaining an effective onboarding experience. As your product and users evolve, your onboarding should evolve with them. Here are several strategies to help you optimize your onboarding flow.

1) Conduct user testing

Regularly test your onboarding with real users to uncover friction points and areas that cause confusion. Watching users go through the flow, either through tools like UserTesting or in-person sessions—reveals issues you might not see internally. Consistent testing helps you refine the experience and improve early retention.

2) Implement A/B Testing

Run experiments to compare different onboarding variations and see which version leads to better engagement or retention. Test things like copy changes, UI adjustments, step order, or alternative flows. Small experiments can lead to meaningful improvements.

3) Analyze user feedback

User reviews, support tickets, and direct feedback help you understand where users struggle. Incorporate surveys into your onboarding flow, especially after key milestones, to gather insights at the right moment. Using a tool like Beamer, which recently acquired Userflow, allows you to collect and act on user feedback as part of your onboarding toolkit.

4) Personalize based on user segments

Onboarding is more effective when it reflects a user’s goals, role, or behavior. Tailor the experience for different personas by highlighting features that match their needs. Personalized onboarding paths increase relevance and help users see value faster.

5) Optimize for different devices

Ensure your onboarding works consistently across smartphones, tablets, and desktops. Adjust layouts, interactions, and gestures based on the device. A smooth cross-device experience prevents confusion and improves completion rates.

6) Regularly update your onboarding

As your product changes, your onboarding should stay up to date. Review the flow often to ensure steps, tooltips, and messaging reflect the current product. While updating, look for opportunities to add personalization or incorporate new data that improves relevance.

7) Leverage user behavior data

Use analytics tools to monitor how users behave during and after onboarding. Look for patterns—such as which steps correlated with long-term retention or which actions predict churn. These insights guide where to optimize next.

8) Implement contextual onboarding

Move beyond a one-time, linear onboarding process. Provide guidance throughout the user journey using contextual tooltips, in-app messages, and targeted walkthroughs. Tools like Userflow let you build this type of just-in-time onboarding so users get help exactly when they need it.

Onboard users with confidence using Userflow

With Userflow, creating a personalized onboarding experience becomes simple and fast. Our no-code tools let you tailor onboarding flows to each user’s needs, ensuring that every person can understand your product and find value from day one. Whether you use in-app guides, tooltips, checklists, or interactive walkthroughs, Userflow helps you deliver onboarding that drives activation, adoption, and long-term retention.

Effective onboarding is never a one-time project. It requires ongoing refinement based on user behavior and feedback. By continuing to improve your onboarding, you set your users—and your app—up for long-term success.

Remember the key takeaways from this guide:

1. Understand your users and tailor the onboarding experience to their needs and goals.
2. Keep the onboarding process concise, engaging, and focused on early value.
3. Use multiple types of guidance, including interactive walkthroughs, tooltips, and in-app messages.
4. Continuously analyze and optimize your onboarding based on user feedback and behavior data.
5. Leverage personalization to create more relevant and engaging onboarding experiences.
6. Don’t forget about post-onboarding engagement to reinforce learning and encourage long-term usage.

By focusing on creating an exceptional onboarding experience, you improve user retention, increase engagement, and build a stronger foundation for growth. Onboarding is not just the first step of the journey. It is an ongoing process of supporting users as they learn, explore, and succeed with your app.

Sign up for a free trial of Userflow to see how easily you can build in-app guides, tooltips, and interactive walkthroughs that help your users get value from day one and keep them coming back.