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How to avoid the app graveyard

August 19, 2020

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UX / UI

By

Amichai Oron, Thespark.ai CEO

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How to avoid the app graveyard

In 2020 the mobile apps market continues its massive growth. There are now more than 5 billion mobile users in the world. In the US,

consumers spend 90 percent of their mobile screen time using apps, whether it’s to search for information, be entertained, or buy things. Currently, users can choose from 4.8 billion Android and iOS apps to do virtually just about anything.

While the market is booming, the odds of success are still against us, even though the average person uses 25 apps per month, ten apps dominate the phone and account for 96% of that time. That means 75% of apps are used once after being downloaded, and then never used again.

So what separates the successful apps from the ones that reach the app graveyard?

1.RESEARCH

‘Blue ocean strategy’ teaches us to Diverge from the competition and differentiate the company from the industry’s average profile. It helps to achieve a leap in value on strategy by placing all the competitors on a ‘strategy canvas.’ Spending time on research of the current state of play in the known market space helps analyze the factors that the industry competes on and what buyers receive. Focusing on alternatives may help us reach noncustomers of the industry to break away from the existing competitive reality and offer values that differentiate the company.

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Strategy Canvas

Strategy Canvas

2. FOCUS OBBSESIVELY ON ONE NEED.

Your favorite apps initially started solving one problem well. This problem had enough value to sustain the app. Instagram offered filters for professional-looking images, and Youtube offered decentralized media, Facebook connected you to your social network. They added new features over time but kept the experience simple.

A good strategy should have a strong focus, and a company’s strategic profile should clearly show it.

Rather than diffuse your efforts on all the competitor’s values, focus on the critical factors on the ‘strategy canvas.’

3. DESIGN FOR DAILY ENGAGEMENT

Look at your mobile phone — probably you are using Facebook, Whatsapp, Instagram, Uber, Clock, Calendar, mail — what do they have in common? Daily engagement! If your app isn’t needed daily, customers will forget about it.

For example, Facebook, Instagram, and Tiktok use FOMO (Fear of missing out ) to drive customers back into their product. Providing a variable reward in the form of changing content creates a lasting interest.

4. MONETIZE FROM THE GETGO

Having a clear route to profitability ensures that you can generate cash early on and attract investors. There are many ways to monetize an app, including offering paid advertising, selling in-game features and items, charging a subscription rate, etc.

5. BUILT-IN GROWTH

Create something worth sharing — Incorporate some viral mechanism into the app’s core functionality, so each user who enjoys the app can potentially attract a network of new users.

6.EXPLORE

Rapid iteration has emerged as a critical strategy for the last decade, and it’s often far more effective than a more planned, deliberate approach, yet it is reaching its limits. To advance your technology, emphasize exploration, and spend time understanding new technologies and how they relate to our businesses.

7. PICK YOUR NORTH STAR

Set a clear goal: Whether you want to get downloads, impressions, or sign-ups, track and optimize towards a single metric goal. Optimize and improve your conversion funnel towards your goal and work to improve it.

8. FOCUS ON EXPERIENCE

After FLYING — 6,738 miles in the air, from NY to Japan, Customers will only remember the delays and in-flight service. They remember the 

About the author

Amichai Oron

Amichai Oron is Founder of Spark and leads a multidisciplinary team uniting people, culture, and technology to build joyful experiences for the world’s top brands and disruptors alike. Selected clients include Teva, Mysupermarket, Cedato , Mind Kick, Algosec , and many more.