Nobody Wants Your App.

Lessons Launching an App in 2015

Ryan Sheffer
Nov 11, 2015 · 5 min read

Our App Needed Work

I want to start out making it clear that I don’t believe Momunt was perfect by any means. I do think it was quite good, but there were lots of issues that inhibited our growth. With that being said, I think there are some trends that all new apps and tech founders will face.

Window-Shopping Early Adopters

Our initial users were tech fanatic early adopters. Analytics make it seem like they download apps more often to test out the UX than to actually use it. I’m not sure why I expected anything different with Momunt. As a tech company founder, I try out every new app I hear of, but in reality I only use 10–12 apps on my phone. It turns out…I’m not alone.

If Not Early Adopters, Then Who?

If the techie early adopters are deleting your app, you clearly need to find someone else to love it and share it. For us, we found a lot of initial traction with stories that were created through Momunt that displayed all of the visuals from pop concerts.

Views to Downloads

Here’s an example that got tens of thousands more views and shares than we had users at the time it was created. When this happened, we got so excited! Yay — people are loving our shit.

One download for every one thousand web views.

Your Funnel Must Be Broken

We initially believed that this huge disparity between views and downloads must be a design flaw. Maybe our call-to-action wasn’t good enough? So we improved that:

Peak App?

Word on the Street

To test our theories, we hired a part-time marketer who ran a small street team to ask regular people questions about apps. The overall result was that pretty much no one wanted an app. And absolutely no one wanted a new social media app. This points to the fact that the app world is so bloated, it’s overwhelming to the consumer. A consumer doesn’t know what they should have, what doesn’t matter, or what does matter — they just want everything to be simpler. People want to text message photos or post them to Instagram — they don’t need a new solution. Given that Momunt was/is a social media app, we knew we had to make a change.

Brand vs. App

We’ll be announcing our official re-launch and re-brand soon, but suffice to say that it will not be based around a social media app — and the success of the company will not be based around app downloads. People simply don’t want new apps. They want new and compelling services from brands that are attractive enough to be shared with their friends.

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Ryan Sheffer

Written by — Creator of videos, photos, and software.

The Startup

Medium's largest active publication, followed by +479K people. Follow to join our community.