You've planned. Designed. Developed. Tested. QA'd. Retested. Now it's time to launch your mobile app. The last most important step: chances are, you care more about your app than your visitors. The proof that most apps don't understand that is in the way the navigation is (unintentionally) riddled with giant UX bumps. Many potentially great concepts get hung up on standing on a soapbox instead of putting the user first.
One of the harsh realities of Mobile 102 is channeling those well-intentioned promotional messages that only your brand cares about into something better and more intuitive. Gizmodo makes a great point today in their piece, No One Wants to Download Your App When They Go to Your Website. Pretty self-explanatory title, but there are a few points to think about here.
When mobile users usually only have seconds to be impressed by your content, the last thing you want is to disrupt them with some brand messaging to send them away.
Apps are better than using the browser in many instances, but beware of assuming your brand fits the bill. Remember, your user has chosen to open your site with their browser instead of going first to their App Store. If you have or are thinking about promoting your app via browser, consider:
- What % mobile visitors are new vs. returning? Chances are, your new visitors aren't going to fork over their storage space for your app.
- How much time are mobile visitors spending on the site? Those looking for a quick reference point probably aren't going to stick around for the long haul. Casey Chan from Gizmodo compares it to getting bombarded with people pressuring you to sign up for the store's rewards card.
- If app use is down, it an awareness issue or do your browser users just prefer a quick site visit?
- If your dialog window takes more than .0000001 seconds to close, it's gotta go.
I'd be willing to bet most mobile users assume you have an app at this point. Sometimes they just want to run in for the gallon of milk and not be bothered.
Incorporating undisruptive calls to action to download the app on your site work way better than a modal box that disrupts the flow.
Image Credit: Jason A. Howie on Flickr.com