![]() And if you want to read more reviews, it’s a hassle to do so without having to download the app. This pops up again when they choose a restaurant. When looking for a restaurant recommendation on the fly, users pull up the mobile site where they’re greeted with “Open in the Yelp app”. As we’ve seen, sometimes developers will resort to all kinds of annoying anti-patterns on their mobile site to get users to download their app. Shopping on a mobile page can be a nightmare, especially if you have to scroll through many pages looking at tiny pictures to find what you want and then input all of your information before you can checkout. Use Case: Input-rich ApplicationsĮcommerce businesses can benefit greatly from Instant Apps. Users can quickly get what they need and product managers can forego worrying about installations and instead track more useful engagement product metrics. By providing the option to simply scan a QR code, tap an NFC, or click a Google search result to get into an Instant App, app developers can overcome this hurdle to user acquisition. The commitment (however small) required to wait for the app to download, and then take up space on their device can introduce enough friction to turn users away. Getting people to simply download and use these kinds of “situational” apps is actually one of the biggest challenges they face. Takeaway: Instant Apps mean easier user acquisition For a new user who is standing in the rain and just needs a ride, having to wait for the app to download over their data plan may just turn them away enough to hail a cab instead.
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