In 2025, mobile app retention rates remains a steep climb, and smart onboarding is more vital than ever.
Globally, approximately 26% of users return on day 1 after installation, plunging to roughly 13% by day 7 and stabilising near 7% by day 30. On Android, the picture looks even starker, with day 1 retention around 21% dropping to as low as 2.1% by day 30, while iOS fares slightly better at 23.9% and 3.7%, respectively.
These declines underline a simple reality: your onboarding is the critical first impression. When users quickly grasp an app’s value and usability, they’re far likelier to stick around. Onboarding isn’t optional; it’s essential for retaining users in the face of sharp early churn.
Onboarding screens
One of the most common and highly effective ways to familiarise new users with your app is through a short series of onboarding screens. Today, best practice typically means 3 to 5 concise, visually engaging screens that highlight your app’s value without overwhelming the user.
Give users a clear, visual run-through
Think of your onboarding as a micro-story that immediately communicates your app’s core benefits. Use high-quality imagery or short animations that reflect the real in-app experience. A great example of this is the RHS Grow app, which introduces users to its gardening tools with clear visuals, concise explanations, and easy setup steps, making it obvious how the app will provide personalised planting and care tips. Keep text minimal, scannable, and legible, and ensure visual consistency across all screens. Clarity is key; users should understand your app’s purpose in seconds.
To make these screens work harder, track your onboarding analytics. If you see high drop-off rates or many users skipping entirely, test different flows, layouts, or messaging. In 2025, with personalisation tools now more accessible, you can even A/B test onboarding variations based on acquisition channel or user segment.
Give users a taste of the in-app experience
Static screens still work, but interactive or animated onboarding can be even more effective at holding attention. Many apps now incorporate light gamification or personalisation to boost engagement from the very first tap. For example, Duolingo immediately asks new users to set a language goal and complete their first mini lesson during onboarding. This hands-on approach not only tailors the app to the user’s objectives but also showcases Duolingo’s gamified learning style points, streaks, and progress tracking right from the start. By letting users do rather than just read, the app reinforces its value instantly and makes it far more likely that users will return. Keep the tone conversational and approachable modern users respond better to human, friendly language than corporate jargon. Well-designed animations or micro-interactions not only make onboarding more enjoyable but also signal the overall quality of the app experience.
Top tip
Avoid bombarding users with permission requests immediately after onboarding. Instead, surface them contextually at a moment when the benefit is obvious, such as asking for location access when a map feature is first opened. This “permission priming” approach is proven to improve opt-in rates.
Progressive onboarding
Progressive onboarding remains one of the most effective ways to teach users your app’s features without overwhelming them. Instead of front-loading every detail during sign-up, you introduce functionality gradually and in context, triggered at the exact moment a feature becomes relevant. This approach feels natural, helps build habits, and significantly increases the likelihood of long-term retention.
A common tactic is to use contextual overlays or tooltips, small, well-timed prompts that highlight a feature without interrupting the flow. For example, if a user opens a new tab, tool, or game mode for the first time, you could display a short message or quick animation showing how it works. In 2025, many apps will already be integrating AI-driven triggers to personalise these prompts based on user behaviour, making onboarding even more relevant.
Progressive onboarding is particularly powerful for apps that involve registration, profile creation, or multi-step setup. Instead of forcing users to complete a long checklist before they can start exploring, you can:
- Ask for the bare minimum up front so they can begin using the app instantly.
- Introduce additional setup steps later, tied to logical moments such as prompting for an email address when unlocking personalised recommendations or exclusive features.
Always connect requests to a clear, tangible benefit, so the user understands why they’re being asked for information or permissions.
Design plays a huge role here. Use visual cues like colour contrast, animations, or iconography to draw attention to key actions. Keep instructions short, actionable, and friendly progressive onboarding should feel like part of the journey, not a lecture.
Finally, track interaction data for each prompt. If a tooltip is often skipped, it may be surfacing too early, too late, or in the wrong format. Continuous testing and iteration will keep your onboarding helpful, unobtrusive, and conversion-focused.
Video tutorial/introduction
In 2025, short-form video remains one of the most engaging ways to connect with users, and onboarding is no exception. With over 75% of global video views happening on mobile, an introductory or tutorial video can deliver a quick, high-impact explanation of your app’s value, making it feel instantly accessible. Better yet, modern codeless onboarding platforms make it simple to test and implement videos without heavy development work.
Set the tone
An onboarding video is a powerful storytelling tool. In under a minute, you can introduce your brand, highlight key features, and show how your app fits seamlessly into a user’s life. For example, Headspace uses a short, animated video to guide users through their first meditation session, paired with the calming voice they’ll hear throughout the app. This not only explains functionality but also builds an emotional connection, reinforcing brand identity from day one.
Offer a clear, visual tutorial
For apps with complex or multi-layered functionality, a video can replace long, text-heavy onboarding flows. Productivity tools, creative platforms, or advanced games often benefit from showing rather than telling, walking users through steps in a concise, visually engaging way. However, if your app’s core features are self-explanatory, skip the video or keep it extremely brief to avoid unnecessary friction.
Top tip
Always give users the option to skip the video. Forcing a tutorial before they can start exploring can frustrate eager users and cause early drop-off. Instead, offer the video as an optional resource they can revisit later from the settings or help menu.
In summary
Whether you choose clear onboarding screens, progressive feature reveals, or engaging video walkthroughs, the goal is the same: make the experience intuitive, personal, and rewarding from the very first tap.
Great onboarding isn’t “one and done” either. By tracking performance, running experiments, and refining your approach, you can turn those early interactions into lasting user relationships, boosting retention, lifetime value, and overall growth.
Talk to our experts today and start building an onboarding journey that keeps your users coming back.
