You have to guide the getting started. If you do the job, the user then goes to step 3, that of remobilization. He uses the Dominica Email List lot of things. And there is also a need for communication: communication that highlights successes to motivate users, not communication that criticizes. So, when Emmanuel Macron says that StopCovid “ didn’t work. They frustrate the rare users who had made the effort to get started and who could have become ambassadors! It would have been better to highlight the successes – even if they are rare – by explaining how the app had protected more than 2,000 people from Covid19!
Even better! In the TousAntiCovid application, we should even have functionalities that highlight successes: like a thing that says that by using such and such a feature, we have reduced the risk of infecting those around us by X%. There, and only after all that, the users would have gone to step 4, that of engagement: we adopted TousAntiCovid and we recommend it to those around us. Finally that, still it would have also been necessary to avoid the following error. TousAntiCovid: an insufficient level of customization. Personalization is the key to a successful marketing strategy and the success of a product. Yet that’s what shocked me when I logged in to TousAntiCovid for the first time: nothing is personalized.
The development was done in one go
We see general figures, more or less interesting, and the list of barrier gestures that we have been bombarded on TV for 6 months. Except that today, we are inundated with content and tools of all kinds. So we sort it out and limit ourselves to what is done for us. Tailor-made in some ways. 1,200 advertisements per day compared to 200 in the 1980s. So here, I’m not saying that it would have taken one application per region or worse per person, but there are some very simple things to put in place. Watch Amazon, Airbnb, or Netflix. When you log into Netflix, you arrive in your universe: there are recommendations made for you.
And no one else, you have your lists, in short, you are at home. On TousAntiCovid, we could have had personalized sections: figures for our city or at least for our region for example, and then above all, advice according to our characteristics. Example for me: I have a newborn, he is not even 4 months old, he goes to the nursery and inevitably, all this raises its share of questions: if there had been recommendations on this specific context, I would have appreciated the app much more. So we will not lie: if TousAntiCovid is a failure is that the application’s customization level is worthy of a website in the late 90s.
How to Personalization
And that, that comes in part from the 3 rd error that follows. TousAntiCovid: an outdated development process. This is the first thing you learn when you create a start-up or launch an innovative product: above all, you must not develop your product in its entirety and put it on the market once completed. Because by doing that, you run the risk of basing yourself on assumptions that seem logical to you but which are false and therefore of developing features that no one will use. Do you see what I mean? With the Internet and new technologies, now we have the possibility to test all our hypotheses in real-time, to validate them or not.
This is also one of the missions of Marketing. So, rather than creating everything from A to Z before launching a product, we create A, we validate A then we move on to B, then to C, all that up to Z. For TousAntiCovid, I take the example of the travel certificate because that’s why I downloaded the application: If you have tested it, you will see that it is absolutely necessary to fill in ALL THE FIELDS each time you want to edit a certificate. The user experience is frustrating. So, I print 10 and I do it by hand. It’s not green, but in any case, this development error.