4. HOW WILL YOU MEASURE
SUCCESS?
Your value prop should directly inform your
KPIs. Conversion isn’t the only metric.
3
5. 3 QUESTIONS:
Can you technically and financially support an app?
What problem are you solving and for whom?
How will you measure success?
mia.otte@modaoperandi.com
Notas del editor
The title of this talk is misleading – this isn’t exactly a question of ‘web or app,” it’s what’s the purpose of my website and should I also build an app?
Reference 2010 WIRED article proclaiming “The Web is Dead”
Follow up article this year saying it’s not
Browsers are getting better and better
SEO requires that your desktop site be responsive
Mobile browsing is more populat
Assume we all know the benefits of an app
Push notifications
Enhanced experience
Know the risks of embarking on a mobile app:
It will require years of maintenance, you can’t abandon it
iOS upgrades
American express Tumblr
Browser toolbars
High marketing cost
It’s not cheap to get people to download
Ask yourself the hard questions:
What problem are you solving?
Who are you solving that problem for?
What alternatives are out there?
Downloads
MAU
Conversions?
Only if that’s your goal – if apps are for loyalty you don’t care where they convert, but that they are doing whatever your hook is on the app