EveryMe: Why Friend Spamming doesn't work
Ottway Ducard stashed this in Social
That Philosophically link was eye-opening:
There has been much discussion from the venture capitalist angle on the failings of mobile companies, including posts by Fred Wilson and Om Malik. I wanted to share my perspective, having been the co-founder of a mobile-first startup for the past year and a half that fits their mold exactly. We’ve raised $3.65m to date, and have tried two mobile-first free social products. However, for our next product, we are going web-first and charging out of the gate.
What makes them think that Web users will pay???
Ugh, Mobile app development sounds absolutely cut-throat:
Out of 300,000+ downloads and 250,000 unique website visitors, 200,000 people have signed up. So right away, chop off 60% of your audience whom are just window-shopping. As an aside, I have heard privately from an app maker with a 100m+ downloads that 50% of people don’t even open their app after downloading. And that’s not counting people who can’t find your app in the store or decide not to download it after seeing your app rating (4.5 stars, in our case).
We used to have a screen where users could input their phone numbers and emails to help other users find them better. Out of 200,000, chop off 25% who don’t have the patience for that or are scared that we will sell their phone number. We also used to have a social network sign-in screen to automatically create groups for our users. Another 25% don’t want to sign-in to a social network, don’t see the skip button, or get bored by this time. We have since removed those two steps, but it took us a while to get there because we had to re-engineer how onboarding worked.
So that takes our original 550,000 eyeballs + people to 100,000 users. Now that the user is in our app and has an account, we want them to create a group and add their friends or family to the group. 25% of users won’t create a group and another 25% won’t add anybody to the group they created. Now we need them to share something to those people. Then the people they share with need to see the value, understand what is going on, and go through most of the steps above.
At best, we retain 5% of users through the entire onboarding process. Attempts to fix it have raised it only nominally. We are not alone on that count even amongst apps with much better onboarding and many more app versions than our own. Mobile screens are too small to show more than one step at a time.