“We conduct regular qualitative research with our users, and we received good feedback on the onboarding guides. In fact, our users thought the Guides and Tooltips were just part of our app, which is exactly what we were hoping for,” said Kelley.
The key result the company noticed right away was fewer “One-and-Done’s” which Kelley defined as users who install the app but never return. He didn’t assign the reduction in abandons entirely to Contextual but thought the service helped by giving his users a softer landing when they first installed the app.
The other area where Contextual made a demonstrable difference was with completions of Abound’s “Check-In,” which the company knows is a driving factor for stronger ongoing engagement with the app. “We know that if we can get a user to take the Check-In, they are much more likely to become a regular user. Before Contextual we were limited to sending emails to encourage users to complete the Check-In. With Contextual, we prompt users to take the Check-In after 7 days with a targeted Tooltip, and we can keep targeting that user cohort until they complete the Check-In. As a consequence, we have seen an increase in user engagement,” said Kelley.
“The third area where Contextual has helped us with bi-weekly announcements. Every two weeks we launch a new theme, and now we can announce that in-app using one of the Contextual Announcement templates. Contextual has saved us a lot of time because I don’t have to engage the dev team for any of our user communications. It gives me the ability to do things I normally wouldn’t be able to achieve without a developer,” said Kelley.
David Jones Co-Founder and CEO Contextual added “We feel very honored to be able to share in Abound Parentings mission”.