Here’s a fact you probably aren’t aware of; 35% of all software installations fail.
What this shocking number means is that in general, no matter how great your app might be, or how well it is marketed, over a third of users who have attempted to download it, simply can’t.
The developer-user relationship is dead before it can even begin.
This astounding figure however, is one of the least mentioned and most overlooked component of developing and bringing a new software to the market. A developer’s true passion is designing a product that answers a real problem or offers added value.
Developers also invest substantial time and money into marketing their apps and products successfully in order to get to that special moment when a user decides if they wish to download their app.
The problem is, developers usually do not put much emphasis or thought into the technical aspects and complex logistics of getting their product successfully delivered and installed onto a user’s device.
Coming from the software world myself, the thought of losing someone who was about to convert and download my app due to technical failures in the install process can be quite maddening. My team at installCore researched the market, and to our surprise, found that there were no available tools that could get us anywhere close enough to successfully installing 100% of the time. Most of those numbers were closer to an inadequate 65%.
From a technical point of view, our team found that crucial factors were being ignored during the install process. For instance, understanding which operating system potential users are using impacts the ability to design a successful and functional installer. Although most developers are tempted to quickly address the newest and most advanced operating systems, a properly designed installer should pass through an arduous testing environment that imitates the thousands of different operating system configurations.
A second obstacle comes from the weakness of the user interface of common available installers. Users will either not understand or simply lose interest because of an unengaging, unresponsive install experience. This problem is enhanced by the fact that most existing software installers offer negligible flexibility in terms of design and design optimization.
Besides for addressing these technical issues, we continued by shifting our viewpoint to the role the install process plays in the product lifecycle. The install process signifies an important interaction with the user and provides a unique opportunity for developing and establishing brand identity.
Developers should be able to configure text, colors, positioning and fonts to create an installer that is both engaging and consistent with the brand identity of software vendors. We want developers to be able to A/B test these stylistic changes to see which one’s work most effectively during user engagement.
A successful installation or download also offers the developer a unique opportunity to monetize the product through advertising, promotion and upselling which then multiplies the value of each successful installation.
Analytics is another aspect of the install process which is often overlooked. To improve successful install rates, user-engagement and overall results, it’s vital to look at installation analytics for insights into each stage of the installation process. Installation analytics are especially important for identifying fixable problems and aid in important decision making.
If your app or product fails to install, all the effort you made in developing the best product and ensuring it gets to the correct people through extensive research and marketing becomes completely irrelevant. For an improved install rate, a platform such as installCore delivers better installation success rates while also leveraging the process to capitalize on the interaction with the user for better revenue generation and brand engagement.
The installation process can be considered the first handshake in your relationship with a new user. Make sure to make that handshake count.