Make people fall in love with your app from the first look
We all tend to fall in love with our own App ideas; and we actually believe that, what we are offering is the thing, which nobody can resist. But the real test comes when you launch your App idea for public and see how they respond. If your product is definitely a “need”, it will have better chances of survival but you can never guarantee its success even then. The first impression matters. And your approach towards creating that first experience is the seed.
Step 1: Self Analysis & Control Group
Once developed, have a look at your own mobile apps. Download it, create a small control group and among yourselves try to identify the answers to the questions like:
- Why did you install any app for the first time?
- Why do you still have it installed?
- What triggers you to use that app?
- What is the frequency of you using the app?
- And most importantly, what do you think can improve the app experience given it does solve some purpose.
With this exercise, you will be able to understand a few things about the behavior with respect to mobile habits. Create a set of question which helps you define your own Digital Strategy pertaining to your mobile app.
Step 2: Keep it simple: Light on functionalities and features
Now that you have identified the key points behind mobile habits of your control group, extend that learning, and use it to offer the proposition which you believe will generate maximum traction. Keep it in mind, that your app might make total sense to you in its entirety, but for people who don’t have any background of your app; it can create confusion which has the potential of destroying the first experience.
The very first impression needs to be minimal yet exceptional. You have to focus on the root of your core proposition and be very light on features and functionalities. Intuitiveness will be the key driver. Once your users know how they can use your app, the chances of it surviving the first test increases automatically.
Step 3: Look Matters!
There is no denying the fact that visual impression is one of the key drivers when it comes to the first app experience. The key elements of the visual impression are minimalism, “true-to-self nature” – reflected in imagery and color combination.
Your target audience maybe segmented on the basis of the factors like age, gender, and geography etc. or a combination of such factors. It is of utmost importance to take into consideration, each such factor and define the visual aesthetics which caters to your target audience and their sensibilities.
Step 4: Remove hassles of on-boarding
Ever used Netflix? It won’t take you more than 45 seconds from reaching there to watching your first movie.
Employ lean strategies vis-à-vis signup processes. Do not ask for any information which you can do without on the first login. Use social plugins for signup if you can. In short, remember that lesser number of steps in the first experience of the app gives better survival chances to your app.
Step 5: Segmentation & Clustering
In most of the practical scenario, your target audience is not a homogenous group. To be able to reach out to them in the most effective manner, you need to break your Target Group down to segments of near homogenous groups. This helps you in defining catchy invitations for a particular segment and the channels through which you can reach these individual segments.
Depending upon the nature and aspirations of your user segments, you can also create a cluster of such segments. A cluster will be a group of such segments collected on the basis of some common interests.
Step 6: Create Associative Branding
Your passion for the interests of your Target Groups goes long way, and creating associative branding for your mobile app helps your app connect with the users at a deeper level. A news app may make a connection with a thunder lightening or with a flying dove depending upon what perception it wants to build among users, segments and clusters. At a deeper level, even the visual elements like color combinations, icons and font used in your app helps in building that associative branding.
Associative branding creates a strong Brand Recall. A quick question! What brand comes to your mind when you see a Chinese pug?
Step 7: Growth Hack and viral marketing
As fancy as they sound, growth hack and viral marketing is basically derived out of your passion for users’ interests and aspirations. While growth is about finding opportunities and spaces where your target users are spending a lot of time or doing similar things in an inadequate manner, viral marketing is about creating a content which has a high propensity towards likes and shares on social media. Give them what they are searching for, and there you win.
Image Source: belgianentertainment.be