What Value Do You Offer?
I just deleted an app. I know, not earth-shaking news. It happens all the time…in fact, some studies show that most apps are never used again only 30 days after download and first use. Other studies show only half of downloaded apps are used more than once!
Why is this? And why did I delete an app without EVER using it?
In my case, it was simple – I was using an app on my smartphone, saw an in-app ad (I notice these more than most users I suppose… I am in marketing). I was intrigued by the ad. So, I clicked to download the app. When it loaded, I opened it.
SO, the app developers/owners were successful getting me to do FOUR things:
- Click the ad
- Read the app store description and like the concept
- Download the app
- Open the app
That is very impressive. However, when I opened the app, I didn’t see cool functionality. I didn’t see a tutorial. I didn’t see a value promise.
What I did see was a login. I had two choices: register using Facebook or with an email. I closed the app. I deleted the app from my phone.
I am not going to give you ANY information until you provide me with some value. Give me some reason to be willing to trade you my information; some reason to trust you with my personal information. I didn’t get anything… so ‘I’m gone!’
Now some may say that I’m old and the app was for younger folks who aren’t as concerned about sharing information. That may be true…but I’ve yet to find a person who is willing to post to social media or have to deal with endless daily (sometimes hourly) emails without something in return. A coupon, a funny video, or some other special content. Something of value!
Unfortunately, many companies make this mistake in their marketing. They don’t really deliver value through content or a special offer. They may do a good job creating awareness. They may even do a good job of getting a prospect to respond initially, but then they don’t deliver on the promise.
I’ve experienced this from both sides. Here’s an example as a prospective customer…
I saw a very interesting product in an ad. (Awareness) So I went to the website shown on the ad. (Response) I could not find the product on the homepage. It took me about four minutes to navigate the menu structure and find it. I only did that as research (just how hard would it be to find). I had lost interest in the product. Most visitors would have bounced in less than five seconds (yes, if someone doesn’t see something interesting on your homepage in five seconds or less…they’re gone!).
Prospect’s (people’s) expectations are that life now affords them instant access to anything and everything. Life moves fast and potential customers don’t want to “work” to get information they need or want. We’re all used to getting what we want instantly… and many times (think Google, YouTube, Apps) for free.
Here’s an example as a marketer…
Recently, we put together an email campaign with a company. Catchy subject line (Awareness). Good information in the email (Education). Offer for a quote for this specialty service (Response).
The email ended up having a good number of opens, and a fair number of clicks. However, no one filled out the form and submitted it for the quote. Why? Our theory is that we didn’t provide enough value for the trade of information.
A resend of the email will include a free download of information that will provide more detail on the issues and problems the service solves. Not a sales pitch, but information that can help the reader do their job better. Then we’ll offer the free estimate…after we deliver more value.
The bottomline: to convert prospects, engage customers or get someone to try your app, your offer must provide enough perceived value for the reader/visitor/user to take the next step in the process. To provide that value means several things:
- Take a step back from the process and try to think like the prospect. How do they see the offer? What is value to them? Are you offering enough for them to give up something (time, contact info, etc.) and take the next step?
- Test, test, test. Like the email example above, try different offers, different messages, different media. All marketing is a test.
- Stay fresh. Rotate your information, content and offers. Don’t expect to have one ad, one article, one offer that works forever. If people don’t see something new from you or your organization, they won’t return again.
In a future article I’ll update the email story. If you’d like to discuss offers, value proposition or even cool apps, contact me.