In this episode of 3 MINUTES BULLSHIT WITH GEORGE, George Natsvlishvili is joined by Louis Tanguay, Managing Director & Founder at App Growth Summit. App Growth Summit is the Global Leader of Mobile App Conferences.
Louis shares his experience as the Mobile Growth Expert about Mobile App User Experience.
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00:17 Louis’s Introduction
00:41 Mobile App User Experience
Transcript & Key takeaways from the episode:
First focus on your user experience. You never get a second chance to make a first impression. When a user goes to whatever your product is, it could be an event, download or open an app for the first time, going to a website etc.., it's always the first impression.
Many apps are thinking only about their UA, retargeting campaigns and monetization strategies. And they do not pay to much attention on key factor - user experience, which is an app’s first impression. Because of that there are many apps that don't respect the user as from the user's perspective.
You shall not bother user with unnecessary stuff. For example, do not send tons of messages to new user who has just downloaded your app. Or if you are a game app instead of showing instructional pop-up messages make a quick play version of the game and also make your early levels easier for the first time users vs. advanced levels if you do level-based gaming.
If users went through the trouble to find your app, download your app, open the app, set up a profile or just start using it they almost want to give you money.
You want user to get to use your app right away because the faster that user gets to use your app, then the faster user can give you money.
You shall make sure always to have the first time user experience some sort of success. The more times the user has a positive experience the more likely he/she will enjoy using your app. The longer users have success, based on sales technique called “building a yes ladder”, the higher that they will spend money on your product.
Grant them, get them to have a lot of successes, get them to use your app or game, get them to have a good first time user experience and then you'll see your app’s retention and monetization growth.
George: The question about the user experience: When does a person download the app and what's he or she wants to see. What is your expertise and what is your experience?
Louis: So basically I've done digital product development for far too long as well as you know, I’m working at App Growth Summit. That's App World Summit dot com. So and we put on all these events. So George speaks there as well as other experts.
George: That's why I'm speaking there.
Louis: That's why he is speaking tomorrow or whenever this is gonna happen, he's gonna speak. He speaks everywhere. He speaks all the time so it will be so good time.
George: I’m bullshitting all the time.
Louis: Yeah. If you have a seat for Georgie to bullshit, he will bullshit.
Louis: Anyways. No bullshit though. Talking about user onboarding experience, the thing that I've noticed that a lot of people are, I got two examples of apps that don't respect the user as from the user's perspective.
A lot of apps are like, they'll talk about all their campaigns and all their UA campaigns and their strategies. How are we gonna get the right users? Where are we gonna find them? How are we gonna target them correctly and retarget them etc…
And then they talk about: “Oh we got this great, we're just separating them into great user cohorts, we’re gonna check out all the user data, we're going to have all those great retention models, monetization strategies and all that.” But as the old cliche saying goes: “You never get a second chance to make a first impression.” So, when a user goes to whatever your product is, it could even be, just be an event, it could be a download or open an app for the first time, it could be going to a website, it could be going to a restaurant, you know, it's always the first impression. So you have to think, what is the user's experience? For example, when I was looking for a dog walking app, I did my organic research and I went to the app store and I downloaded a dog walking app. So then they make you set up your profile. Go through the whole thing as George if you were in charge of the product for this app. After I set up my profile, where do you think I should go?
George: I think you have to go in different sets up like walking your dog or make a schedule or whatever.
Louis: Yeah, exactly. This is why you should have George to work on your product because whoever they hire it sent me straight to the messages. Why would I got messages if I just download the app and started a profile? You want me to get to use your app right away because the faster that I get to use your app, then the faster I can give you money, so get me to use it. Don't send me to like a basically a dead end with messages, right? Like there's no messages, right? I’ve just joined.
Another thing is like, you download a game, right? And the game is like gets really complicated. So then they say, okay, use this with this, this but then, you have to x out all these instructional boxes, it's like actually want to play the fucking game. You complete that out if you need to, or as George, you were bullshitting, there's no bleeping with bullshit.
So maybe make a quick play version of the game and also make your early levels for first time users make those easier than you're more advanced levels if you do level-based gaming. Or even if it's a depending, what kind of a game it is, you know, always have the first time user experience some sort of success because the longer they have success this is also like a sales technique called “building a yes ladder”. So then the more times that the person has a yes or as a positive experience than the more times that they're more likely to enjoy that using your app.
So grant them, get them to have a lot of successes, get them to use your app, get them to like really have a good first time user experience and then you'll see your retention on the backend work. You know you see your monetization grow because people happily give you money. If they went through the trouble to find your app, download your app, open the app, set up a profile or just start using it they almost want to give you money. Like help them, help them give you money. Help employee George more.
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