Why I Won't Download Your App
We’ve reached an age where almost every perceivable task has been digitised, scaled and made to fit in our pockets. Brands and organisations have wised up, and are creating apps for just about anything — leading to what some people believe is an app overload. But is this really the case?
A study by Compuware gave some interesting insights into how users feel about downloading apps. The vast majority, 85%, preferred having a mobile app over navigating a mobile website. 55% perceived apps to be more convenient, 48% felt that apps were faster, and 40% found apps easier to browse for content than a mobile website.
These are compelling statistics. Unfortunately, there still are a sizeable number of companies that incorrectly believe that customers simply don’t — or won’t — download apps. This could come from many places: one of them being that many marketers often assume that since they themselves wouldn’t download an app, their target audience wouldn’t either.
For those who have been in the industry long enough, this line of thinking is reminiscent of when websites were bursting onto the scene and hesitant brands would ask why they should build a website? "No one will come and I’ll just have to maintain it." Ask any marketer now and they would need to have a pretty good reason for not having a website: websites have tangible value, if not just for generating leads and tracking conversions.
On the same vein, apps rely on one reason to ensure a user not only downloads it, but also keeps it in their device: the app’s value. If your app doesn’t provide any ongoing value, there is no reason for a user to keep it in their device.
Getting Users to Download — and Keep — your App
If you’re a brand, leveraging a mobile loyalty-program will work. Check out how Starbucks built their mobile rewards empire — now, card-members simply scan the on-screen barcode on their app to pay for drinks, top-up their prepaid value, or redeem rewards. 21% of all Starbucks sales in the US are made in-app. Offering rebates, special privileges or built into a point system that can only be accessed through the app is key to sustaining perceived value.
But how do you get a user to download your app?
Deliver your user an immediate offer or promotion that will change their experience with your brand, and they will want to be engaged.
Case Studies:
This was the case for one of our clients at Riverview: a popular F&B chain of 24 bars and restaurants based in Singapore. Downloading their app and joining their membership program allowed customers to become a member and access promotions immediately: from 1-for-1 food and beverage options, to $100 worth of birthday vouchers during their birthday month.
Response grew steadily, especially with members sharing the app with their friends and family. Users started paying through their app, and were kept engaged with further special promotions and offers.
Moving their loyalty program to mobile kept the points, rebates and special privileges accessible only through the app — which incentivizes a user to not delete the app.
Who throws money down the drain?
We worked with an Indonesian eyewear retailer who wanted to migrate from their existing card-based loyalty program onto the mobile phone via their app. When the app rolled out, customers were encouraged to download the app in-store to redeem an immediate 5% discount, and it worked. The retailer used a digitized version of a popular rewards system for users to stay engaged: collecting stamps to redeem vouchers. Their rewards app now sits at #17 in the Indonesian download store.
So — back to the question. Why would I download an app? The answer is right there — because it provides tangible value. And if you can’t articulate the value of your app, then people will most probably delete it.
