According to the Business of Apps, iOS has an average D30 churn rate of 96.3%, and Android has an even higher one, 97.9%.
While churn may seem inevitable, a lot comes down to FTUE.
FTUE stands for First Time User Experience.
It refers to the first interaction a user has with your app or game and, together with the onboarding, it can easily decide the fate of your retention rates.
In fact, a poor FTUE will likely result in a high churn rate.
When optimizing your FTUE, there isn’t just one right approach.
However, we’ve noticed some recurrent mistakes that can kill your retention.
Let’s go over them and see what to do instead.
Immediately Block Content Behind a Login
Imagine: you walk into a shop to buy something, but before even entering, you’re asked to subscribe to their loyalty program.
What would you do?
That’s exactly how users feel when a free app or game blocks all content behind a mandatory login. Before they understand the value, you’re already asking for commitment.
So, what to do instead?
There are two main options.
First, you could give a glimpse of your app without the login. The homepage, the interface, or the main value proposition before asking them to sign up.
Second, if you think a login is necessary to access your app, make sure to describe the benefits your user will get once signed in.
An example is WeWard, the app that rewards users for walking.
You need to create an account to track your progress and get the rewards, but the benefits are clear from the very first screen (plus, they also have a great testimonial to support them, Serena Williams).
Don’t Allow Skipping the Tutorial
You probably already know that having a good tutorial is essential for your FTUE funnel.
Providing clear instructions can decrease friction and help you lower your churn rate.
However, it’s equally important to give your users the possibility to skip the tutorial, or at least to fast-forward it.
The Nielsen Norman Group carried out an interesting study on this topic.
They compared two groups of people doing the same task for the same apps. Group A had to sit through the tutorial, while Group B was asked to skip it.
Interestingly, they found that Group B completed the task faster and perceived it as less difficult than Group A.
So, having a mandatory tutorial for an app that only has simple features and processes may also have the opposite effect.
People want to have control over their app experience.
Plus, not all users are beginners. Some already understand the genre, some are returning users on a new device, and others simply prefer to explore on their own.
Here’s how to fix this:
- Allow users to skip or fast-forward tutorials.
- Provide easily accessible help (tooltips, help buttons, or replayable instructions).
- Let users learn by doing, not just by following instructions.
Giving Too Much Information At Once
No one likes being bombarded with pop-ups that explain every single feature, mechanic, or menu option.
When you flood users with information during their first session, you’re essentially asking them to remember a manual before they’ve even experienced the product. This often leads to confusion, frustration, and immediate uninstalls.
In fact, Clutch found that 72% of users expect to complete the onboarding in less than one minute.
That’s why you should introduce features as users need them.
Start with the absolute basics, just enough to get them playing or using your core feature. Then, reveal additional mechanics and options naturally as they progress.
Take Duolingo, for example.
When you first open the app, you don’t learn about streaks, leaderboards, and achievements all at once. You choose your language and start your first lesson.
These features then unfold over the first few days, at the exact moment they become relevant.
This approach, called contextual onboarding, ensures users learn by doing rather than by reading. They retain information better because they’re actively engaging with your app instead of passively absorbing instructions.
Delaying the Core Features
If users don’t understand why your app is useful within the first few minutes, they won’t stick around to find out.
Many FTUEs focus too much on setup, explanations, or customization and delay the moment where users actually experience value. The longer it takes to reach that moment, the higher the risk of churn.
To avoid this, you should identify your core value, the one that makes users say, “Oh, this is why I need this app.”
Then:
- Reduce the steps required to reach it.
- Delay non-essential setup.
- Guide users directly toward that core feature or fun gameplay.
Prioritize delivering value fast.
Generic, Non-Human Copy
The words you use in your app’s FTUE matter.
Overly formal language can make users feel like they’re interacting with a machine rather than a helpful guide.
Even if your app works well and your interface is smooth, unwelcoming copy can create a sense of distance.
What to do instead:
- Write in a friendly, approachable tone that reflects your brand personality.
- Use language that acknowledges the user’s perspective and personalize where possible.
- Include encouragement, humor, or empathy when appropriate.
A great example of a welcoming copy in a FTUE funnel is Macadam, another walking app.
Besides being colorful and fun, Macadam personalizes the experience from the very first screens and uses a direct and simple copy.
The result is that you’re immediately drawn into the app experience, which becomes personal and tailored to your needs.
FTUE and App Onboarding: Final Thoughts
Designing an efficient FTUE funnel is a fundamental step to increasing your retention.
There are many things to consider, but these common mistakes can guide you in your optimization process.
Remember: it’s a good practice to personalize the onboarding to make the experience more tailored to each user.
Even asking their name at the beginning of the FTUE can make a difference.
Are you looking for more tips to optimize your app and game?
Check our blog: we have plenty of guides that can help you!
