Why is your App not used by anyone? Please follow these 8 lines to control

Why is your App not used by anyone? Please follow these 8 lines to control

Kamo Asatryan may be one of the world's most concerned with the innovation ecosystem, and he has looked at hundreds of mobile apps, thinking deeply about their mechanisms and providing effective advice for their rapid growth. Currently, he is the CEO of Prime, a new company dedicated to improving the mobile App experience.

(This is Kamo Asatryan)

Therefore, if you are developing a mobile APP, read the following carefully.

For the fast-growing mobile App, they should be aware of the following points:

1, do not want to teach your users too many things

There are too many mobile apps on the go when there are too many sliding interfaces set up at the entrance, but paradoxically, in many cases, these sliding interfaces are just a few nice ways to present the content of the product. But please do not do so. "In fact, the user who installs your app has taken a lot of steps to find it in the App Store and download it and install it," said ",asatryan," they won't take that much effort to understand your product. " When you look at the behavior of the user, you will find that basically no one will stop to see the words. And when the few people who read those words come to the place to sign up, they will forget what they just did. 」

Instead, you might as well set up some useful tips in the starting interface (that is, the kind that floats on the main screen and you'll disappear), so users can learn how to manipulate your App. Learning through practice is quite effective because users can see instructions and practice in seconds.

When we replaced the traditional welcome interface with the above technique, we found that the user's conversion rate from installing the APP to activation increased by 30%-50%. This is the simplest and most effective change, and you can begin to change it right away.

2, eliminate the unexpected use resistance

Before adding new features, you'll definitely want to eliminate any resistance to new users in the APP. "You have to make sure that there is only one clear, primary feature in every interface in the APP, and don't use the extra buttons to show other sibling options. You cannot make assumptions that "users will see everything you provide". So you can try to cover those additional features with your hand and see if the main feature is visible on the screen. "asatryan said.

All of your major call-to-action settings should be consistent with the previous settings, at least in terms of color and font design. When your previous settings let users use the main button on the bottom of the screen, don't let your users suddenly press the top right corner of the screen. You know, when you make a design that is not expected by the user, you have to take the risk of user churn.

For example, if your users need to set a password, don't ask them to enter a number and password at the same time, because on the mobile side, users often have to switch keyboards.

You have to be cautious about any burdens your users bear. Please carefully consider all the content you bring to the user, and try to eliminate all unnecessary things.

When you're done with these removal tasks, the total user experience is only counted in seconds-in minutes it's never possible.

3. Find every opportunity to consolidate products from a positive direction

Having your users make an effort in your App-even if it's a small effort-is difficult, so you have to reward them with every little act. The scope of this bonus can range from making them easier when creating an account to thanking them with a small animation when they complete a more complex action, such as online payments.

For example, when people know they are about to finish something, they feel the need to finish it. So, you can add a progress bar to the top of the screen, which will increase your conversion rate by up to 40%.

In short, you need to make your users aware of what they have to pay to use the App and accept it.

4. Find your best user referral Channel

User referrals are becoming your most powerful source of user growth. By measuring each user's recommendations and the invitations they send to potential new users, you can monitor them at all times. Then prioritize the channels that get the highest number of invitations (such as text messages, emails, and so on). "We found that 80% of the invitations will only happen in 2 channels," ",asatryan said," So give up the other channels and try to maximize the number of invitations to the two channels, and then continue trying to maximize the acceptance of the invitations when the amount of invitations is large enough. " 」

We found that, in most cases, the most effective conversion channel for mobile apps is SMS, email, and Facebook (which is just the case in the United States, not necessarily in China).

5, let the user recommend to achieve a double-win effect

In most cases, the best recommendations are valuable to both the referrer and the referrer. These recommendations should be closely related to the product core usage experience.

For example, Uber's "split fare" feature, or Groupon's "group buy" request, and so on. In these examples, users recommend your products to others, and they also show you the features that are really useful, as well as the parts of the product that are valuable.

"It's hard to do this when your product doesn't have obvious social attributes, but it's not impossible," says ",asatryan," one way to discover opportunities is to think: What does a user do around it outside of your App itself? " 」

Think: Around your product, are you ignoring some of the social aspects of your product's functionality?

6. Consider two-way rewards

If you can't find a good way to deliver a win and a social boost, you should try to provide a rewarding solution for both of the recommended parties. The best way to do this is to present the reward plan to the recommended parties clearly.

For example, like Dropbox, he will give new users a clear storage space, and, for example, Airbnb, will offer a discount on the first order for new users. It is precisely because these rewards are clear and practical, which makes these products very easy to achieve a high user referral rate.

"The hard part is that when you do this, you can make sure you're still profitable," said ",asatryan," it's almost certain that the users who have been attracted by this way are for the benefit, not for the long term. " 」

So once you get these users, you'd better have enough ways to get them to use your product frequently. At the same time, you need to check out the small favors, and why those high churn users will stick with your product. This is important, even if these people leave at last.

It's a simple and risky approach, and you just have to put those rewards on hold and wait for less "exclusive" users, and if they get hooked, that means you always have a chance to keep them.

7. Don't rely on standardized social sharing models

In Asatryan's view, a common mistake many apps make is that they always let social-sharing buttons take up too much of an important place, especially for apps that don't socialize with their core features. "These buttons are so common that you can always see them, but they don't have any special meaning," he says.

They're not even worth mentioning, because basically, these buttons are useless. If you really want to add these features, carefully design them as part of your product's core process.

The designers of those apps now have these buttons set up because they can't think of a better way to move, so in theory, the easiest way to do this is to use this set of standardized practices. But the problem is that these buttons are so common that users often ignore them completely. If you want to remove something from your App, these buttons will be your first option.

8, long-term vision, aiming at a stable growth rate

If you want your product to have a longer-term future, Asatryan gives you 7 tips:

I. Identify several source channels for your most valuable users, and then focus on making it easier for more users to flow into your App from those channels above.

II. Know your product at your fingertips, to understand the interface that all users can see. From the first time a user enters your App to the end, you have to make sure that you feel the operation.

Iii. to measure the situation of those short-term users in detail, it is advisable to do so from the 1th day to the 30th day. Learn about the percentage of users on any one day within this range. You'd better ensure that you always have access to this data and take that data as a guide to action.

Iv. when you want to use analytical tools, try to use the one that gives you the fastest data, because you don't need overly complex tools when you start.

V. If you have a relatively large user base, you should regularly compare the behavior of those who left behind and the users who lost them in the early (1-14 days). What's the difference between them? How can you guide more users like those who have left? How do you eliminate the factors that lead to user churn?

VI. To think about what is close to your product in people's lives. What is the reason for users to constantly use your App? If you think of some very clear reasons, highlight them in your App. For example, you find that your users are particularly concerned about their news, and that what they click most is updates to their favorite team, so you need to work on this to improve their experience.

Why is your App not used by anyone? Please follow these 8 lines to control