Web Apps Don’t Motivate New Users Enough

August 6, 2009 by Ben Yoskovitz 32 Comments

Building a successful web application is not easy. And one of the areas I find particularly lacking in many new web apps is the experience immediately after signing up. Thankfully, signing up for web applications has gotten a lot simpler and faster with authentication through Twitter or Facebook, but it’s not even the standard sign-up process (where you fill in a form, wait for a confirmation email, click the link and then login) that’s really problematic.

It’s the experience immediately after.

Web applications are popping up daily. They’re a dime a dozen. And like any good “early adopter” I’m game to try new things. But I find my engagement with new web applications is dismal. A big part of that is because I’m not motivated or excited enough by the post-sign up experience.

How many times have you signed up for a web application only to be confronted with a “My Profile” type link that asks you to fill out more basic information? Upload a photo, perhaps? And again, Facebook Connect and Twitter oauth can eliminate some of this, but most web applications are all the same in that way. You sign-up and you’re … *yawn*

It’s hard enough to get people to convert through a sign-up process only to lose them ten seconds later because they’re left unmotivated and uninspired. When building a web app think about that very first experience that a user has after they sign-up. Can you give them something to do that’s entertaining / engaging? Can you hook them in a unique way? Can you make them say, “Hhhm…that’s cool. Let me dig into this more.”

Jay Goldman

Absolutely true Ben. It's actually one of the areas we focus on the most at Rypple — how to make sure that users who register and log in have an experience that makes them want to come back, and the experience that first time advisers have when they unexpectedly get a Rypple from a contact.

We've recently started using http://usertesting.com and I can't say enough good stuff about them. It's a great way to get to watch people go through researching your site, signing up, and having a 'blank slate' experience. Check it out!
Jay Goldman

Absolutely true Ben. It's actually one of the areas we focus on the most at Rypple â€” how to make sure that users who register and log in have an experience that makes them want to come back, and the experience that first time advisers have when they unexpectedly get a Rypple from a contact.

We've recently started using http://usertesting.com and I can't say enough good stuff about them. It's a great way to get to watch people go through researching your site, signing up, and having a 'blank slate' experience. Check it out!
cindyalvarez

I couldn't agree more.

I'd advise that early stage product companies focus a full 50% of their effort on the “immediate gratification” of a dead-simple signup and then something that excites them.

That ratio can decrease over time, but in the beginning, if you can't excite the newly-converted, what good is it to build “the rest” of your app?
cindyalvarez

I couldn't agree more.

I'd advise that early stage product companies focus a full 50% of their effort on the “immediate gratification” of a dead-simple signup and then something that excites them.

That ratio can decrease over time, but in the beginning, if you can't excite the newly-converted, what good is it to build “the rest” of your app?
sinnemax

hmms
Pingback: Web Apps Don't Motivate New Users Enough – The Facebook News()
Jessica

I have closed an application on Facebook a number of times because I thought it was too boring or it asked for too much information. It would be great to see some fun information right after i click on an application.
Asheville Website Design

This is a very accurate assessment, Ben. And I think your observation can be extended to other types of web development.

For example, when a user signs up for newsletter updates, they all too often have to wait one week or more to receive the next published newsletter. By the time it arrives they have lost that initial interest and their emotional connection with the website.

It would take the website administrator all of 30 seconds each week to paste the content from their current newsletter into the body of their “thank you for subscribing” autogenerated email. This simple change would provide new subscribers instant gratification and keep them pumped for the next information packed newsletter later that week.
Asheville Website Design

This is a very accurate assessment, Ben. And I think your observation can be extended to other types of web development.

For example, when a user signs up for newsletter updates, they all too often have to wait one week or more to receive the next published newsletter. By the time it arrives they have lost that initial interest and their emotional connection with the website.

It would take the website administrator all of 30 seconds each week to paste the content from their current newsletter into the body of their “thank you for subscribing” autogenerated email. This simple change would provide new subscribers instant gratification and keep them pumped for the next information packed newsletter later that week.
yuyudin

Sometimes I don't remember the sites I've signed up with until my birthday when they send me the automated “happy birthday” email. 🙂 Before people put resources into developing things, they should do a research of what's out there, what works, and what doesn't work first before they start a another run-of-the-mill web app.
yuyudin

Sometimes I don't remember the sites I've signed up with until my birthday when they send me the automated “happy birthday” email. 🙂 Before people put resources into developing things, they should do a research of what's out there, what works, and what doesn't work first before they start a another run-of-the-mill web app.
Wine Clubs

Good list. We've got to continue giving away info and experience, but need to create an engaging experience that will bring people back for more the next day. Mafia Wars on FB does a great job and has 5M+ daily players because of it
Wine Clubs

Good list. We've got to continue giving away info and experience, but need to create an engaging experience that will bring people back for more the next day. Mafia Wars on FB does a great job and has 5M+ daily players because of it
kelowna internet marketing

I couldn't agree more on the sign up and first experience issues. I HATE being grilled for personall info, emails etc before getting ot see what it is im actually getting. I like speedy sign up and optional user info you can fill out later.
Pingback: Web Apps Don't Motivate New Users Enough – The Facebook News()
Pingback: Web Apps Don't Motivate New Users Enough – The Facebook News()
Lee

You said, “Web applications are popping up daily, they're a dime a dozen.” So true! And many of them don't work well or take too much time to figure out. I wouldn't sign up for a web app unless I saw it in action somewhere else because I've had such bad experiences with giving away my email address just to get junk. So, making a great product is still the best policy!
Lee

You said, “Web applications are popping up daily, they're a dime a dozen.” So true! And many of them don't work well or take too much time to figure out. I wouldn't sign up for a web app unless I saw it in action somewhere else because I've had such bad experiences with giving away my email address just to get junk. So, making a great product is still the best policy!
regcure review

I think designing an avatar-cartoon type thing would be cool. A La Yahoo Answers…
insuranceq

I only discovered your blog a few weeks ago, but since then I watched it every day. And I really like it , keep up the great work
gokhanht

Joomla

Film izle

Film seyret

Film

güzel sözler

joomla siteleri
gokhanht

Joomla

Film izle

Film seyret

Film

güzel sözler

joomla siteleri
Pingback: Everyone Read It! » Blog Archive » YourVersion Sign-Up Process Works()
Pingback: Design Web Apps With a Scalpel Not a Hammer()
Pingback: Take Advantage of Users for Their Benefit and Yours()
Pingback: The Risks and Rewards of Delighting Users (or Attempting To)()
Pingback: There’s No “Shitty” in MVP()
Pingback: Design is Purpose Driven and Solves Problems()
Pingback: Design is Purpose Driven and Solves Problems - XTBlog!()
Pingback: Engagement is a Long-Term Process()
Pingback: Prioritize Product Development by the Four Stages of Use()
Pingback: Prioritize Product Development by the Four Stages of Use » Sam Saints()

Instigator Blog

Lean Analytics, startups, angel investing, product management and more!

Web Apps Don’t Motivate New Users Enough

Ben Yoskovitz

Buy Lean Analytics

Get updates