We’d Love To Hear About Your Project

What Motivates Users to Download Apps?

Derek Robinson

By Derek Robinson

Month: November 2016

What Motivates Users to Download Apps?

What Motivates Users to Download Apps?

By Derek Robinson

This is a simple straightforward question, right? Well it is a simple question with a simple answer. First you need to know why the user is looking for an app. The simplest answer is so that they can solve an existing problem. So, what motivates users to download apps? Motivation is the keyword here. This is the driving force that leads to a user wanting to download a specific app, in this case, your business’s application.

 

If you scratch the surface of the question, you will realize that it needs a broader look and this will basically complicate the answer. In most of the things that we do in our daily lives, there are multiple apps. All industries have countless applications and more are still being developed. The question is, if there are all these applications in the same industry, what will motivate them to download a new app?

 

Again, it is likely you will go with the simplest answer which is that the new applications are better than the existing ones. The truth is that the mobile app era has been around for some time and pretty much every one making an app knows how to make a good fresh one. This means that the newness is not the only thing behind the motivation.

 

It is not all about the problem that the app will solve for the user or about the quality of the app; it’s about both of these qualities and more. One download and use is different from the others but the most important thing is that it helps the user solve a problem better than other apps can. Most users download an app because someone told them to download it, they saw an advertisement or because they have nothing else to do.

 

Suddenly, there is no simple answer to what motivates users to download an app.

 

The quality of the application is no longer the only thing that determines its success. There are other factors such as the audience you are targeting, what they need, what they desire, the problems they are facing, the people around them and the marketing strategies you employ. This means that just having an app does not make the cut if all these other factors will not be put into consideration.

The Little Things Matter

A recent study by Yahoo explains a number of motivations that drive users to download new applications. These motivations are broken into a number of categories

 

A user has a problem they think can be solved by an app
A user is bored and looking for something interesting such as a game
A friend recommended the app
They have an app that does not meet their needs

 

In most cases, people think that apps downloads are purely based on problem solutions. According to the study by Yahoo, the top reason why most people download apps is boredom. Yes you heard that right, boredom. 80% of the people downloading applications are simply bored and want to download something interesting and this is how they find themselves on popular app stores.

 

The second reason is recommendations from other people. A user will be motivated to have the app on their phone because a friend told them the app is good or they came across an advertisement. Friends are most convincing when it comes to recommendations and this is according to a study by Google. There is power in word of mouth and the Yahoo study shows that the main reason why most people will avoid your application is because of negative reviews. The next time you see a negative review, you should think about this statement.

 

There are many people trying to get rid of ads but studies show that a good number of people downloaded apps as a result of advertisements. This means that advertising should not be ignored. You can significantly increase the app downloads by advertising to a target audience with a focus on demographics, device used among other metrics. You just need to make sure the ad is created in an interesting way.

Apps Can Solve Problems

After boredom, word of mount and other motivators, the fact that apps can solve problems comes in. According to the study by Yahoo, though the main motivators are boredom and recommendations, an app that does not seem to solve problems as effectively as new apps will be abandoned. If there is a problem in solving problems, the user will most probably download a newer or different app.

 

Most of the app downloads happen on the go when the user faces a problem. This is referred to as the hungry audience. This is because they are always looking for something the market is not currently offering. This means that when the app is downloaded, it will not be used all the time and might actually be deleted after the problem is solved. This puts problem solving as a common motivation why apps are solved.

Understanding the Motivations and Reasons

Increasing conversion rates, improving engagement and improving loyalty are all daunting tasks but absolutely necessary. If you do not know why people are using your app, nothing will make sense.

 

In today’s world of technology, applications are part of everything we do. People spend an average of 30 hours every day on apps every month. This is according to a study by Nielsen. Any situation that starts with ‘I want to’ will mostly end up with the user opening an app and finding what they want. It is your responsibility to find out what they want and make sure the process of finding it is easy.

 

To have a successful app that is downloaded multiple times, you should ensure that you find out the reason why the app is downloaded and the motivation behind the download. Understanding why a user will download an app will give you an idea of what to include in your app for more downloads. A good idea is to work with professional developers to get a great app. If you are here, then you are in the right place.

Read more
5 Goals to Set at the Start of an SEO Campaign

5 Goals to Set at the Start of an SEO Campaign

By Derek Robinson

SEO or search engine optimization purely depends on planning. The goals you set at the beginning of this campaign will determine the direction the project takes and how effective it will be. If you make a mistake and aim for the wrong target, you will just end up wasting a lot of resources and time working towards the wrong goal. To get your campaign moving in the right direction, you will need these 5 goals to set at the start of an SEO campaign for a strong foundation and better results.

  1. Choose your Audience

The process of choosing an audience is not as easy as most people would think. You might be aware of the target demographics and an idea of the type of audience your brand is made for but there are completely different elements to consider when it comes to search. For instance, is there a part of the target audience that will be using more of search than others? Is there a direct competitor focusing on one segment of your audience?

 

It is time to ditch the strategy that only focuses on the age, education levels and sex in the demographics. The focus should be broader and include the user’s preferences and interests. Focus on the buying stage that the audience will be. What will they be thinking about when making the search? These targets should be cautiously set to ensure that the campaign sets towards the right direction right from the beginning.

  1. Think about the Niche

The next step is to choose the right niche. Search engine optimization is a competitive strategy and will be getting more competitive. This means that choosing your niche should be among the crucial steps before the campaign starts. Of course you can rank higher with money time and important resources. Keep in mind that the big companies and corporations have created a foundation in this space. This is why you should select a new niche. This should be a specialized area that has less competition and visibility. This should carefully be considered and you should look at your venture and compare it to the existing competition. Look at things that make it unique and focus on what you have that your audience cannot get from the competitors.

 

This comes to the uniqueness of your venture including targeting a unique audience and adding special element to the content. Whatever you go with, it should give you an edge over your competitors and make you stand out for more attention. It should also be something your target audience will want to see. Standing out of the crowd will make sure that you are getting more traffic than your direct competitors.

  1. Focus on the Right Keywords

Though commonly misunderstood, keywords are crucial in search engine optimization. Keywords have always been important though a lot has changed especially with Google algorithm changes and the ever evolving rules. A good example is the Hummingbird update. The keywords you choose to focus on at the beginning of the campaign will play a major role in the direction the entire process takes.

 

As you do this, you will need to get a balance between low competition rating keyword and high search volume keywords. The most important thing is that the keywords need to be relevant to your website and should be what the target audience is looking for. This is where you need to do some deep research and come out with keywords that will work for all involved aspects.

  1. Traffic

When you have your niche, target audience and keywords decided, it will be easier to execute the strategies or at least know which angles to take. The momentum of the project is driven by the intensity to execute it. For instance, most people know that content and the links they should have but do not know how much they require. You also need to know the amount and the time you should invest. The most important thing you should pay attention to is the traffic.

 

Determine how much traffic you want to drive and how fast you want to see the results of your efforts. When you understand these dimensions involving your traffic, you will know where to put your resources and how to measure the success rate of your campaign.

  1. Conversion Rate

Though the conversion rate is not directly linked to the SEO campaign, you can optimize your website to improve the conversion rate. Albeit this might not affect your ranking in any way, the conversion rate will be affected positively. This will greatly determine how profitable your SEO campaign is. Picture a situation where your site is getting over 5000 visitors in a month and none of them are buying from you. This means the conversion rate is at its lowest and your efforts to drive traffic are all for nothing.

 

This is why you should include your conversion rate as a part of the SEO strategy. Focus on all elements that can be used to increase this important rate such as designing a specific landing page and call to actions that will bear fruits.

 

Setting these goals is not an easy task and being accurate is not obvious. However, it is better if you set these goals with support of research and reasoning. Make sure if there is any guesswork, it is limited to the minimums. The benefit of setting goals is that you will know what you are working towards. If by any chance there is a target that is not working as planned, then you have a chance to change things as you see necessary.

 

Setting these goals is not about perfection, it is all about ensuring that you are on the right path and creating a framework that you can work on for better results and growth.

Read more
10 Big Mistakes You Should Avoid When Redesigning Your Website

10 Big Mistakes You Should Avoid When Redesigning Your Website

By Derek Robinson

Websites are the representation and the foundation of your business online. These important assets need to be taken care of and updated according to the changes in the world of business and technology. The most common reason businesses redesign their websites is because they are not attractive or interesting to the target audience. They need a new look and the best way to accomplish this is through a professional redesign. The following are the 10 big mistakes you should avoid when redesigning your website.

 

Before we dive into these mistakes, we should look at reasons why the redesign is important. Some businesses want to change their products and services, while others want to launch new services and products.  A redesign will give your website a new appearance that will attract more traffic and meet all the new rules set by search engines. To achieve this, the process needs to be carried out by professionals. Making simple mistakes could end up making your site worse than it initially was. These mistakes will also cost you a great deal in money and time especially due to the downtime.

 

If you decide to go ahead with the redesign, the following are mistakes you should avoid by all means.

  1. Not having the Correct Goals for the Redesign Project

Prior to starting any project or fixing a problem, it is important to understand what the problem is and find out the causes. Without this kind of analysis, finding out what to solve, where to look and the expected results will be a difficult task. Creating a plan for the website redesign starts with setting of goals, the processes involved and which need more attention than others.

 

If all the analysis and the goals are complicated to you, the best thing to do is find a website you want your site to look like. You can then explain to the designer from here and this will be easier and it will make more sense.  Not having goals means the project can go any direction and you might not like the results.

  1. Putting Aesthetics over Functionality

The reason you are redesigning your website is so that it looks better but most importantly, it works better. The truth is that sometimes these two elements will overlap and you will need to choose one. A good appearance is important but it should not be prioritized at the expense of functionality. No one wants a website that looks like a million dollars but functions like 1 cent.

 

Above every other aspect, you should always ensure that the site is delivering on functionality. This means that is has great search and is created in such a way that the target audience can find whatever they need fast and easy.

  1. Lack of Website Analysis

You cannot set your goal without a proper analysis of the existing website design. You will need to analyze the metrics to find out what needs a change and what needs an improvement. This analysis will give you an opportunity to understand the problems you are currently facing and an identification of things that are working and those that are not. These elements should be incorporated in the redesign for the best results.

 

After the re-launch, it is also crucial that you monitor the elements you had analyzed. This will help in immediately identifying the problems and fixing them before they cause any problems. You will also get a chance to find out how much the redesigning has helped your site and your business. This means that the metrics are important and the professionals handling the process can avail them.

  1. Limiting your Budget

It is crucial to have a working budget to prevent overspending and under spending. Most website owners are on the lower side for obvious reasons. If your last redesigning project was half a decade ago, it does not mean the cost you paid is the same. Things have changed and so has the cost. A few years ago, all that was needed in the redesign was a few tweaks and an online brochure. Well, there are more things to be handled now and this increases the cost. Businesses are in competition with each other and all are trying to improve aesthetics while maintaining an impressive functionality.

 

With things such as responsive designs and content management, your website will do more than you can imagine and you cannot simply expect to pay a small price. Though you should not overspend, limiting your budget will mean that the changes will be limited and this will not be much of a change for your website and business.

  1. Having an Unrealistic Deadline

Okay, it takes time to redesign a website properly. Though it should not take a whole year, you should not expect to have a new design overnight. There are a number of phases that have to be followed such as researching, wire framing, creating content, design change, web development and testing. Depending on the wideness of your site and the work that has to go into each process, the project can take more than three months.

 

In most cases, website owners will want the process handled fast. This is based on fear of losing clients for the time the site will not be working. The process can be handled faster and this means a few corners will be cut. The resulting website will be a good example of a mistake. The clients you were so afraid of losing might actually not appreciate the hurriedly done redesigning.

  1. Forgetting About the Client During the Redesigning Project

As you handle the redesign, it is crucial that you let your clients feel at home. They should know what you are doing and that you have not closed your business. If you have a physical store, you need to let them know that the shop is still open. This is possible through social networks which can represent your website while it is getting a facelift.

 

Keep in mind that a first time visitor that visit the site during this transition might actually never come back regardless of whether you inform them what is happening or not. After the redesign, make sure you inform your customers that you are back and that there were some changes done to improve their experience. These simple gestures can greatly tell your clients that you really care about them. Whatever you do, never forget about your customers.

  1. Giving the Redesign Task to the Wrong People

Simply put, the redesign project will turn out as good as the people handling it. In this age, websites are important assets in the business world and they need to be treated as so. If you are changing the design, you need to make sure it is professionally handled; there is no room for trial and error. Go for designers with exceptional design abilities and technical skills. They need to be aware of what goes on in your relevant industry. Choosing an incompetent designer will end in a catastrophic website and this is something you just cannot afford.

  1. Content Strategy Neglect

Excellent functionality and great design is half the journey. It does not make any sense to have an attractive website that is at the bottom of the ranking list on search engine result pages. Everyone is aiming to be on the first spot. After the redesign, you should reinforce the new look with fresh interesting content. The content strategy you select should involve all the buying steps your customer should take.

 

Using the metrics from the previous analysis, you can organize the content based on the visitor’s behavior. Note where the visitors are paying attention to and where they are not. The content strategy should include relevant information such as news, industry details and other things your target customers will like. You should ensure that the content you are writing is interesting to your audience and friendly to search engine. This is where SEO comes in. The content should be optimized to push your site to the top of the search result pages.

  1. Forgetting About Mobile Users

If website redesigning is in your mind, it is important not to forget about mobile phone users. Most of the website visits today are from mobile devices. There are more people using mobile phone to access the internet than those using desktop computers. This means that the redesign should not lock out the mobile users at all costs.

 

Probably, your website will get more mobile phone users than other users. As the developer is planning on starting the project, you should make sure they optimize the site for mobile users. They should have an experience as good as the desktop user. Most mobile users will not stay a second longer if the site is not mobile friendly. Your guess is right; they will visit your direct competitor.

  1. Discontinuing All Efforts After the Launch of the New Website

Most people feel as if all the work is done after the redesign process. Well, if you stop putting in more work, the redesign was actually for nothing. Running a website is not just about having an attractive design and useful content. What was useful yesterday might not be all that useful today. This is where the smaller important tasks come in. You need to make content updates to attract customers and generate sales.

 

Smaller adjustments are beneficial in seizing sudden opportunities for engagement, conversion rate and sales. You should focus on growth and no growth will happen if you do not keep on working on the website to address the current changes.

 

In time and money, website redesigns can be a good investment which explains why you need to be cautious when carrying out this project. Avoiding all these mistakes will ensure that your project is worth your time and your money. You just need to focus on the important elements and your website will be a strong driving force in your business’s growth. Of course, there are other mistakes that people make but the 10 are the most common and carry the most weight.

 

Working with professional designers in your redesigning project will reduce the chances of these mistakes occurring and save you a great deal of money and time.

Read more