Questions

Our app is user content driven and news-based. We want to simplify the user experience as much as possible, to ensure that a higher percentage of new users are easily on-boarded and exposed to our content and features. From an investor's perspective, they're also interested in the general size and quality of our database. In the early stage, are we better off simplifying (or even removing) the registration process to increase new members/eyeballs, and overall content consumption - OR - stick with a more thorough, gated process which includes capturing multiple data fields upfront (such as DOB/gender/etc.) with an SMS verification. In terms of the features of the app, the mobile number is not really required. It was just included for general security purposes and to increase the potential quality of content submitted. I guess we're trying to understand whether potential investors would value a higher user base or a smaller, more thorough database.

Try not to think of your "conversion" as a single instance in your app users experience, but a series of nodes that have no try end point. Starting with the on-boarding process after they've DL'd the app it's important to understand what your conversion funnel looks like sequentially. For example, try breaking out the content into a few input opportunities so users can give you the base-level info (and not impede signups or frustrate the process before they get into seeing the value of the app); inversely some users may want to put it all up front, so giving them an outlet to do that as a work-around to your sequenced process may be advisable. Like with most apps, it depends on the types of users you are targeting, but generally speaking try not to create too many roadblocks early on (if your primary goal is first growing total users.)

If this is a problem you have already encountered on the app then I'd seek a quick fix remedy for the time being (even as simple as some text and link/CTA that takes them off that part of the screen but refer them later to it via a message etc.) either way though there are some interesting things you can do to find the right solution(s) to this and calibrate over time - things such as doing A/B or MVT testing with your layout options, using push notifications, gamifying user input etc can all be tools at your disposal to find and solve these sorts of issues. Tying this to investor preferences too is an important (but nuanced) tightrope to walk. Other factors such as security should certainly be taken into account, the exercise here is to lay out all of these details and find ways to test/validate your assumptions and solutions. As to what a potential investor prefers, oftentimes that boils down to the individual group or person you're pitching, the context you choose to provide on your chosen path and how effective you are at providing that context. But the question you ask is a classic one in app development - do you focus on the denominator (total users) first or on the numerator (the activity of what those users are doing.) there are arguments to be made for both, but you have to think what the most compelling narrative is for your app purpose and investor audience.

I've worked with many app-preneurs to build and maintain their conversion funnels/apps and maximize UGC/engagement (as well as go on to raise about a total of $250M+ in aggregate across venture financing paths); so if you'd like to talk about any other details feel free to reach out. good luck!


Answered 7 years ago

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