- The report finds that users are not faithful to applications – they quickly abandon brands when the user experience breaks down
- Bad popups are not harmless, it is killers of silent customers that your analyzes could miss
- Half of users completely ignore the older people and users adjusted them the most
In the rapid world of digital products, expectations are high, patience is limited and brands are in common in aesthetics, elegant interfaces and gamified user trips. However, what really distances users is often much simpler and much more damaging.
Amplitude research has claimed that intrusive contextual windows, frequent accidents, unreadable small text and unrelated privacy parameters are now major tilting points that invite users to completely remove applications.
Some developers argue that popups are a need for monetization, but as the report has discovered, customer behavior tells a different story.
Popups are intrusive and above all poorly executed
More than half of applications (54%) completely ignore the windows, and only 46% have ever responded. The commitment varies considerably from one generation to another, with 53% of users of the Z generation saying that they had acted on a contextual window, against only 17% of baby boomers.
“It is a clear signal that people want people who are better timed, less intrusive and more relevant for their unique needs – and this is particularly important for older generations,” said Lee Edwards, vice -president, Emea with amplitude.
The data suggest that contextual windows are not intrinsically ineffective; On the contrary, they are often charged, disruptive or non -relevant, because poorly placed promotions erode confidence instead of driving conversions.
But these are not only popups. When applications slipped or freezed, the consequences are immediate. More than a third (35%) of users will abandon an application in the minutes following dysfunction, while 10% will not even give it so long.
User loyalty is rare: only 16% of users take the trouble to report problems or contact assistance, while 58% simply leave, never to come back.
Beyond the bugs, the wrong design choices add to the frustration of users. Almost half (45%) of users who encountered an erroneous design say that it made them feel “rabid”, the number of 59% among millennials and generation Z.
The small text, the creation of forced accounts and the confusing navigation all contribute to the problem – in particular, older users are particularly frustrated by the illegible text, an aggravated problem when designers optimize exclusively for modern devices, without considering accessibility on older or smaller screens.
What users want massively is reliability. A catchy application does not make sense if it cannot offer a stable experience – and in fact, 85% of users prefer an application with a clear appearance which works consistently on a beautiful that breaks.
To remain relevant, applications must gain their place on a user’s device, there is no room for mediocrity. Even promising concepts such as “super applications”, which combine messaging, purchases, banking services, etc., appeal to only 41% of users.
In the end, the marks that hoped to form fidelity must go beyond the analytical dashboards and examine in depth how real users interact, where they fight and why they leave.
