To get users onboarded onto your app, you have to overcome two hurdles:
On the web, these hurdles are much lower.
- Get people to download the app, which takes annoyingly long.
- Get people to sign up inside the app, which they may not complete.
On the web, these hurdles are much lower.
- You don't install a website, you just visit it.
- Websites can set a cookie to remember you. Facebook's social plugins are beginning to show how to avoid lengthy signup processes by relying on a central source of identity.
I believe that removing or at least lowering these two hurdles on mobile is incredibly important. It will lead to better apps and a level playing field: Right now, the most popular apps are mobile versions of already-popular websites. But these are not the apps that are the best-executed and the most useful. It will also lead to a better mobile web, rather than the one cluttered with "download our app" interstitials.
In the next few posts on this blog, I'll lay out a genuinely new approach to solving app adoption and thus improving the app ecosystem. Stay tuned.
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