“I’ve Got the Worst App Ever and Limited Development Resources. What Do I Do?”

Step 1: Document The App’s Unique Value Proposition

It seems like a simple enough question: why should users download your app — and why would they keep it? But it can be surprisingly hard to answer, because things get complicated.

Step 2: Document the Goals for the App

If this has already been done, great. If it’s been done, but you’ve read the goals several times and you’re still not quite sure exactly what they are (or you had to re-define the value prop) then start over — and keep it simple.

Step 3: Join up the Goal and the Value Prop and See Where You’re At

Let’s say the retail app’s goal is to increase in-app sales by 15% in Q3. And the unique value prop is that your customers will get exclusive discounts, perks and freebies if they download the app.

  • Can your app deliver exclusive discounts, perk and freebies? If so, how will app users know about them? (Especially if they’re not opted in to receive push notifications?)
  • What are your current in-app sales? Is 15% a realistic number based on quarter-over-quarter app data, or a stretch goal?
  • How have sales promotions worked in the past? Do they really drive sales — or just app opens? (Are your metrics set up to measure this?)
  • Can you measure the impact of the app or a push message on sales if they end up completing in store or online?

Step 4: Find Some Quick Wins

Armed with your goals, your value prop, some data and a sense of how these might all work together, it’s time to get creative.

Reach users on day one — and steer them in the direction(s) you want them to go.

With first open and inactivity triggers (available out of the box with our Engage solution), you’re on your way to using push notifications to engage your app users at scale, and send them where you want them to go within your app. You can also use automation and custom events to trigger personalized messaging to customers who abandon carts, or to encourage use of app features. For more possibilities, see our blog post that gives you 50+ ideas for using automated push notifications to create deeper connections with your users.

Divert user attention from areas of the app that are less satisfying with in app messages.

Get your app users’ attention with in app messages — especially important for reaching users who never opted in to receive push notifications (or who have opted out).

Create a “safe space” inside the app with an in app message center.

An in app message center is an in-box in your app helps you create a space inside the app that you can control, and where users can have a positive experience. It’s a brilliant destination to drive push messages to if your crappy app has a poor UX or challenging CMS.

Bypass the app but stay active on mobile: send a coupon/voucher/offer through a mobile wallet pass.

Sending a mobile wallet pass turns the pass into your front door on mobile instead of your crappy app.

Step 5: Deploy, Measure & Use Your Data to Drive Your Next Move

Before you deploy your easy win tactics, know how you’ll measure results so you can see what worked and what flopped. We’ve set up a content planning spreadsheet that incorporates message type, measurement and targeting to get you started.

Step 6: Parallel Track Your Strategy: More Quick Wins + Long Term Plan for App Improvement

Experiment and iterate to find the wins that keep driving goals while you create a longer-term plan for fixing those areas of your app that aren’t up to par.

Step 7: Report Out on Your Plan & Your Progress

Regularly communicating your goals, the app’s value prop, and learnings from your quick win experiments will help you continue to bolster your case for dev resources and raise the profile of mobile in your business.

--

--

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store
Airship

Airship

Urban Airship is now Airship! Leading brands trust us to help them achieve digital growth. We make mobile moments magic. www.airship.com