In-app gesture has become the snowclone of the mobile app’s design. This is not just a statement, there is a fair reasoning to it as well. Let us understand this in terms of an ideal mobile app.
So, what could be the checklist for an ideal mobile app?
Firstly, an ideal mobile app must be able to engage users, which is possible if basic objectives of in-app gestures are thoughtfully applied.
Secondly, it must deliver a revolutionary user experience, which is possible if you define one unique in-app gesture that creates a distinguished identity of your app.
And finally, the last leg of the journey is the most pressing, how would you be able to monetize your app? Can in-app gesture(s) play a pivotal role in setting up your pricing strategy? Would you be able to command a premium because of it?
Let’s get an answer to that in the last chapter of this in-app gestures saga. For that, we have to go back in time where in-app gestures remained largely concealed and yet managed to drive users towards the call to action (CTA) of payment.
Let us unfold this chapter with an interesting fact. Did you know, Twitter holds the patent rights for “Scrollable Refresh Trigger” or popularly known as the “Pull to Refresh” feature in the mobile app development space.
Twitter realized that it is essential to pass the IPR (Intellectual Property Rights) for free for better user experience extended through mobile apps. Now, almost every one of us, in some or the other app, use pull to refresh feature.
Now comes the monetization part, can you try and recall where Twitter used this gesture?
Twitter smartly used it in their mobile app to refresh the feed of the tweets. Twitter attempted to articulate a behavior amongst users that every time they wished to see new Tweets, they must pull to refresh.
Twitter uses “pull to refresh” not just as a feature, but also to keep a track on how many times users refresh to read new tweets. They presented this data to the advertisers and that is how they managed to charge a fair price from the investors as well as the advertisers. Also, every time users refresh the feed, Twitter displays new sponsored content. So, it was the user, who actually permitted Twitter to flood their feeds with advertisements.
Twitter did not STOP there! Every new user faced the issue of limited content on Twitter because of the limited or less followed accounts. Users lacked the number of tweets in their Twitter feed. So, every time users refreshed, Twitter displayed auto suggestions such as, accounts to follow or latest info, instead of showing same feed. They had planned to monetize that functionality as well. But they chose to keep it organic. Personally, I think monetizing it wouldn’t have been a bad idea because it would have worked as a trigger and induced users.
So, what can we learn from this? How can we use the same intelligence in our app to monetize via in-app gesture?
- Gesture can be used to extract data of users to understand their behavior
- Gesture can be directly linked to the display of the sponsored content
- Gesture can trigger right mindset of users where they cannot just ignore the ads
- You can easily capitalize on your PPC (Pay Per Click) revenue model
Some other takeaways from this example:
- Make money from advertisers and not from users
- In-app gestures cannot be a direct source of income, it can only act as a facilitator
There are certain scenarios where in-app gestures can be directly monetized. For example, Tinder which could have charged directly for more swipes (an in-app gesture which made them an overnight sensation) but they did not. Why? Because users are habituated of using free content.
WhatsApp is the best example of this, even though they have billions of active users across the globe, they have not been able to generate any revenue from the app.
Thus, it is advisable to focus more on the in-app advertising rather than a paid app or an app with in-app purchases or subscriptions when in-app gestures are concerned. Exceptions are always there; in-app gestures can be rightly monetized when it comes to gaming apps. It is comparatively easier to lure Gaming aficionados.
Thus, in-app gesture monetization completely depends on the domain in which your app falls. The saga of in-app gesture starts from the idea of the mobile application, incorporating them during the process of mobile app development and ends with the monetization of the app.
But, this may just be the beginning of your saga of success.
If you want to get started on this journey, let us know. Be it Windows, Android or iPhone app development, allow us to fuel your creative app idea with robust mobile app development.