Reducing app abandonment

app abandonment - app store imageAt the UAEurope 12 conference, SAP’s Keren Okman quoted a shocking statistic: that the average mobile or tablet app* is used an average of just 3-4 times by a user.

The issue of “app abandonment” is one that is likely to be of greater concern for software developers in the future, as they invest ever increasing amounts of time and money into developing apps for tablets and mobile devices.

Keren said SAP’s response has been to get their Technical Authors involved in writing the product descriptions displayed in app stores. This is the information people read before deciding to purchase. They plan to rewrite these descriptions and provide more guidance on how to use the produce before customers get started.

In the same way that developers are now considering a “mobile first” strategy when they develop new software and web sites, we may be seeing the beginnings of a “Help first” strategy as well.

A “Help first” strategy is where developers abandon the belief in the totally intuitive app (one that sells itself, requires no online Help and only needs limited support) and recognises the limitations of mobile operating systems require Help/User Assistance to be designed into the application from the very outset of the project planning.

To prove this, developers can use A/B testing to reduce app abandonment and evaluate how much User Assistance is needed.

Unfortunately, if app developers leave the planning for Help to the end, then their app has probably already failed.

*App is a term used for software applications for mobile and tablet devices.

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