Whether or not you actually celebrate the Easter holiday, you are likely familiar with the custom of Easter egg hunting. Kids absolutely love the adventure of seeking out eggs that their parents have hidden, and they take pride in bringing the prize back to show it off.
This is not the case with apps. Unlike Easter egg hunting children, users of your mobile app will not put the same effort into finding the best parts of your app. As a matter of fact, they do the exact opposite – they will put in the least effort possible. This is why the value that your app brings to the table must be immediately apparent and easy to discover.
This is an instinctive application to a consumer, but the data also backs this up. Eight out of every 10 apps are used only once, then deleted. Only 16% of app users will give you a second chance. The bottom line: You cannot afford to hide the capabilities of your app.
However, you need more than a great looking UI to present the capabilities of your app to your audience. Here are a few vetted tips that will get your app going on the right foot.
The more concise your onboarding experience, the better your app will perform. The number one thing to remember about onboarding is that this experience is the reaffirmation that reduces buyer’s remorse. Make sure that the core value of your app and its most important features are focused on in the onboarding process.
The onboarding experience can also drive key activities like creating a new profile or leveraging features. If you can drive users to immediate action, you stand a great chance of retaining that customer.
You probably cannot wait to show off all of the great features that your app has for new users. Does this mean that you should bring them out all at once at launch? No – you should definitely practice restraint here. Think of yourself as the consumer: You likely remember an app that starts off with endless onboarding screens and FAQs. This is ultimately ineffective if it is overdone. Modern app devs have created “phased onboarding” that includes tips and other intro activities only when the user gets to a specific point. As you aggregate user data about activity, you can then send in app messages pointing out features that may have gone overlooked. This progressive disclosure will improve your chances of retaining users and increasing their time spent on the app.
Why should your app remain the same if times and people are changing faster than ever? If your app is static, then it will eventually see the trashbin. In order to keep your app active, you must consistently build new features that speak to the changing needs of your audience. You need to update and review user guidance and in-app marketing according to your new and updated features as well, keeping in mind that not all of your users will need the same level of guidance. For example, users will not need guidance if they have used a new feature already. New users of a feature will obviously require a bit of extra care. Make sure that you form a user guidance strategy for every major release and contextualize it to your user groups.
The treasures of your app are not meant to be buried forever. Give your users easy access to their discovery, and your app will be celebrated long after installation.