Shoto and
sd2labs recently co-hosted a webinar with RocketSpace where I outlined
some of my favorite strategies and user acquisition hacks for apps. I
refer to these strategies as the “magic” — or the glue — that increases
adoption and promotes long term engagement.
The 3 keys to creating “magic”
Within 50 seconds of downloading an app, users decide to get started or jump ship. The first thing the user sees — whether it’s copy, colors, a splash screen or permissions — is critical to the first impression your app makes and, potentially, its long-term success.
So how do you make “magic” happen? Appeal to the (1) motivation, (2) ability and (3) triggers in the process of adoption (a.k.a. the first 50 seconds).
The 3 keys to creating “magic”
Within 50 seconds of downloading an app, users decide to get started or jump ship. The first thing the user sees — whether it’s copy, colors, a splash screen or permissions — is critical to the first impression your app makes and, potentially, its long-term success.
So how do you make “magic” happen? Appeal to the (1) motivation, (2) ability and (3) triggers in the process of adoption (a.k.a. the first 50 seconds).
Let’s break it down:
Motivation = satisfy a need or emotion — the one thing that will blow users’ minds.We created the following push notification on Shoto to create this motivation: “Your friend X has 50 photos to share with you.” It creates excitement and triggers the user’s brain to release dopamine. WIRED offers a great explanation of the science behind it.
Ability = ease of use — the action users need to take in order to understand why your app is fun and/or useful.
For example, in Venmo, you can send money in two clicks. Straight away, users can use Venmo’s app to send money quickly and easily, establishing its convenience and use case.
Trigger = reach out at the right time/place — choose an action users will be able to take easily.
An easy example is putting running sneakers next to your bed to trigger a run in the morning.
Essentially, your app or technology needs to make sense to your users at the appropriate time and place.
