What do the world’s most successful apps have in common?  Our research team have spent some time digging into this question and here is what we have found. Your awesome app idea has a much greater probability of success if it incorporates these 5 elements of success:

1. Meet a Universal Need:

A universal need is something that transcends culture, language, location and time.  These are things which make us all human beings, like:

• – The need for food and shelter
• – The need for safety and security
• – The need for connection and belonging
• – The need for recognition and appreciation
• – The need for skill mastery, achievement and freedom

For example, social networking and instant messenger apps are among the most successful category because they full fill the need for connection and belonging. Gaming apps help people feel skill mastery and give a sense of achievement. Sharing apps, like AirBnB and Uber, help people to save money and make money, and in doing so help meet their need for financial security and freedom.

2. Tap into the Habit Loop:

All successful apps tap into the human operating system by making some element of their app part of a regular routine for its users – in many cases, this leverages the first element of meeting a universal need. Successful apps utilise the habit loop of cue-routine-reward. They know and define the triggers or cues for users to use their app and include clear rewards for the habit. Read Sticky Apps: Decoding the Habit Loop to Ensure Success for more info on the Habit Loop for apps.

3. Incorporate Network Effects and Viral Loops:

The network effect is the phenomenon where a product becomes more valuable and useful when more people use it (this also plays an important role in your chosen revenue model, see next element). Facebook is great when all your friends are in there with you. Whatsapp is cool when all your friends, local and international, are using it as it makes communication quicker and easier. This motivates users to invite their contacts to use these app.

A viral loop is created when there is a clear need or incentive for 1 user to invite other users. The best apps build in incentives for their users to invite more users. Dropbox offers free storage when a user invites a friend to use Dropbox.  Uber gives you taxi credit when you share your experience with your friends and invite them to use it. AirBnB offers Hosts money for introducing new hosts to AirBnB. What viral loop can you create to leverage the network effect?

4. Discover the Right Revenue Model:

Revenue split, subscription, in-app advertising and in-app purchases are the 4 most successful revenue models. Which model is the best fit for your app?

• – Revenue Split: apps that make the most money are the ones which helps others make a lot of money – for a small cut. These app companies help their customers make money, and in doing so, they split the revenue. Uber takes a 25% commission, AirBnB takes a 6 to 12% commission and Spotify up to 30% commission.
• – In-App Advertising: This is when you build an audience (see the Network Effect) and then charge advertisers for clicks and views by your users. Facebook makes billions of dollars every month from advertisement revenue.
• – Subscription: This is where you charge an ongoing fee for the service your app offers. Lumosity, a cognitive games app that focuses on improving different functions of your brain, provides access to the app’s brain games for an annual fee.
• – In-App Purchases: Make your app free and have valuable features (ensure Habit Loop is in your app) within your app for users to buy. Candy Crush Saga is a multi-billion dollar app which uses in-app purchases with only a 3% conversion rate. This demonstrates the power of the previous elements of Human Need, Habit Loop and Network Effects. Read Ways to Make Tons of Money from Apps for detailed information on revenue models you can leverage for your app’s success.

 5. Focus on Your Niche:

Yes, we know, everyone wants their app to be globally dominant, but the starting point often requires focus on a particular niche and/or market. For example, Facebook initially had all its focus on Universities. Amazon was only selling books and then once it had the market, it started selling all products. This will allow you to learn fast and pivot (read Top Secret of Success: Billion Dollar Apps), market more effectively and build a proven model ready to scale. Make sure you have a clear niche target market you can get started with as it is through a targeted approach that you will learn what your users need and improve the success factor of your app.

How many of these items does your idea tick?  The more, the better.  Comment below if you are interested in our process for creating and installing these elements of success into your app.