Here's how you get someone to install your app: Give them a reason. Simple as that.
I just did my taxes online using H&R Block's Web app (which, since you might ask, was an overall good experience that I would recommend). Afterwards, they sent me a confirmation e-mail that my Federal return was accepted.
Now, because I have a refund coming, my next question — mine and that of the other millions of people who have a refund coming — is Where's my money? Fortunately, there's an app for that. Which is not remarkable and not what I want to point out here. What is worth noting is that H&R Block seamlessly included in the e-mail an appeal to install their smartphone app, and it's exactly the kind of appeal that works.
- It's not obnoxious or loud. Just text, not a promo.
- It's specific: To get X, install our app.
- It's presented in context: I just filed my return, and I'm due a refund, which I'm impatient to get my greedy little hands on.
- It's honest. They included the option to just go to the IRS's Web site.
The kind of promo that doesn't work, and which I see too often, goes something like, “Hey, check out our cool app!” There's no incentive there, no reason why I should install it. Doesn't matter how much you make the promo “pop”. If there's no incentive, and you're not catching people at the right moment, it won't work.
