Mobile Apps. Pass or Fail?

With a commercial success rate of just .1% on Google Play within the first year, how many brands would want to waste their time and investment on developing their mobile app? That shocking statistic was delivered this January by app design firm Creative 27 on Mobil App Daily.

But as reported in earlier articles, consumers flocked to their digital devices during the pandemic and many are expected to continue relying on them in years to come. An April 2020 survey by eMarketer found that 88% of the time spent by Americans online is within apps. They also predicted that number to increase year after year.

Despite the growth in digital interest and mobile apps, Singular reported that uninstall rates increased significantly in 2020 compared to 2019. The mobile app tracking firm reported that for Androids alone, the uninstall rate for the first four months of 2020 was 52.15%, nearly double the 33.8% for the same period in 2019. On Apple phones, the rate was 16.1% in 2020 compared to 13.38% the year before. In either case, the rates of uninstalls rose last year, indicating short consumer attention spans and loss of interest. What’s a brand to do to remain top of mind with its customers and increase its chances of mobile app success? Here are some tips.

Making a good and lasting impression is key. A recent survey by video production firm Wyzowl found that 97% of respondents said video is the ideal way to welcome and educate new customers. 65% cited video as their choice in learning how to use a new product or service.

If a video is used, keep it and everything else brief in the welcome. Highlighting no more than five key features is plenty. There’ll be time for more later. Keep in mind that the attention span is short among mobile users.

Also, be aware that most consumers don’t access all their mobile apps daily. BuildFire, a mobile app builder platform company, recently reported an average of 80 apps on everyone’s smartphones but that the average person only accesses 8 each day and only as many as 30 in a month.

Here’s where consistency in the brand’s messaging and presentation on smart apps is important. Just using the same color scheme makes a difference. An Oberlo study revealed that a signature color can increase brand recognition by as much as 60%. It also reported that consistency in a presentation can lead to increasing revenue an additional 33%.

Consumers download the brand’s app because of an interest to learn more or purchase. Be quick to communicate the brand’s value proposition quickly. It’s why they’re there, isn’t it?

Another way to maintain interest and keep consumers returning is to display a human side of the brand. Use humor, when appropriate, even if it’s laughing at oneself. Use a platform that allows consumers to personalize the app to their interests or goals. Of course, personalizing all communications to what they entered helps immensely and increases chances of more use.

Above all, be sure to give consumers the option of completing all the information that’s being sought and asked. Displaying a progress bar helps them know how much longer they have or where they are in the process.

As Will Rogers said, “You never get a second chance to make a good first impression.”

Ronn Torossian is the CEO and Founder of 5W Public Relations. 5W PR is a leading digital pr and influencer marketing agency.