3 Friction Points that are Killing Mobile Apps

The first couple of months for the new mobile app are do or die. Statistics show that 90% of users delete the app within 30 days after installation. So, you either work hard and keep your head above the water or you go down like a Titanic.

There’s something in the app inhibits users from moving forward and makes them abandon the app, increasing bouncing and decreasing conversion. And that something is UX friction.The interaction with your app should be painless and intuitive.

In fact, a seamless, frictionless user experience has now become the new standard: the minimum to be relevant in the fast-paced world of technology. So, today we’re talking about common friction points that make people delete apps. Let’s go!

Mandatory registration process

Forcing people to sign up before allowing them to use the app is one of the fastest ways to lose the majority of your potential users. It requires a significant interaction cost and most importantly trust.

Mandatory login can only be justified for banking apps, e-wallets and other similar apps where login is a way to protect the data from unwanted eyes.

But in all the other cases, is it really that necessary?

And the argument: “It’s a one-time action — next time users stay logged in ” is not worth a dime. There may not be the next time.

People want convenience being forced to register right from the start isn’t convenient. Try delaying the login process or making it a bonus. Many apps offer their users to sign in order to backup the data and make it accessible from any device.

You don’t have to sign up to use Shazam. However, if you do, all shazams will be saved in your account and can be accessed from any device.

Leaving the user alone with dead ends

Good user experience is a flow that has no dead ends involved. Mobile users go from page A to page B to page C, eventually solving an issue or completing a task.

If somewhere along the way, they stumble upon page B2 and it offers no way forward to ultimately reach that final page C, then they’ve reached a dead end.

There must always be a way forward.

To help the users move forward, try to utilize empty states. An empty state occurs when there are no data to show, like when the user has just signed up, cleared all the data or there’s been an error. That state shouldn’t be making someone say “Now what?” — instead, it should offer a solution. If the user has no friends on the list, suggest adding some. If there’s no Internet connection, suggest to “pull to refresh”, etc.

Poorly timed reviews and rating query

Nobody likes a pop-up that jumps at you right when you open the website. As well as being asked to rate the app 5 minutes after downloading it.

We get it, reviews and ratings are important. They’re one of the reasons why users choose one app over another. But if you’re going to ask for a rating, make sure that you’ve given enough time to get to know your app.

At a restaurant, you’re first given the option to choose and taste the dish, then asked about how you liked it. Not vice versa.

Don’t:

• interrupt a user in a middle of completing a task;
• ask to rate your app too soon.

Do:

• find the moment in user flow that doesn’t feel intrusive;
• offer an incentive;
• give enough time to use the app.

Summary

It’s 2017, and mobile users are more demanding than ever. They want apps that are fast, seamless, intuitive, and personalized. So, don’t rush to get your app out on the market as soon as possible. This rashness often results in too much room for improvement in all aspects of the app.

As the saying goes, it’s the small things that matter.

Are you looking for a team that can design and build a user-friendly, frictionless mobile app? Shoot us an email at sales@selectoglobal.com. We’d love to hear your idea!