This is part 5 of a 10 part series. We’re looking at how startups and consumer apps can study their customers under a microscope in order to create an app that works exactly how they need it to.
5) Nudge Users Through Funnels
You’ve equipped your users with how to use your app, and simplified your app so that it can be used without a doctorate in “Company X Inventory Management.”
What if people still aren’t quite using some portion of your app? How do you give them little nudges to push them toward pieces of the app that aren’t being discovered, or funnels that consistently drop-off users?
In consumer apps, you might have noticed that REALLY good apps seem to send you an email, a push notification, or a popup at the exact moment you get stuck. That’s exactly what we’re going to do too.
What Not To Do
Don’t leave your app alone and assume it is what it is. You can still impact user behavior from afar!
What To Do Instead
Think about where people are falling off the funnel. Would an extra notification help give them a prompt to try to click the “Lookup Reviews” feature that keeps getting missed? Or if you determine that’s too disruptive, think about sending a targeted email or notification at the end of the day that gives your user some pictures and ideas suggesting ways to get more out of your app’s features.
An associate has fallen off the funnel at the same place 10 times, and has never clicked your “Lookup Reviews” feature. You have configured your analytics tool to track each of these instances, and you configure the app to trigger a push notification at the exact moment the user reaches their typical stopping place without clicking Lookup Reviews. The notification triggers the app to send out a little popover saying “Did you know you can give customers extra information on the good and bad about the Maytag Dishwasher XL?” The associate FINALLY sees that button and it helps them complete a sale.
Other topics covered in this series include:
- Part 1: Have A Clear Bold Goal
- Part 2: Guide Users Toward Goals
- Part 3: Measure User Activities and Funnels
- Part 4: Onboarding, Not Training
- Part 5: Nudge Users Through Funnels
- Part 6: Thrill Users With Customer Service
- Part 7: Solicit Feedback from Real Users
- Part 8: Build Evangelists
- Part 9: Stay Slim
- Part 10: Iterate or Die