Check the acquisition promise
Read the store headline, screenshots and description. What problem is the app promising to solve?
Study the storefront ↗Duke University · iOS
Explore the ad evidence, study the storefront, and build your next acquisition hypothesis.
01 / Creative research
Read the store headline, screenshots and description. What problem is the app promising to solve?
Study the storefront ↗Explore apps with direct store-link matches. Compare their hooks and formats without assuming the same approach works here.
Browse observed advertisers ↗Store rankings and revenue estimates describe market context. They do not establish ad spend, conversions or ROAS.
Review the market context ↗02 / Storefront & product
Study the product story and store experience behind the acquisition funnel.
03 / Market context
Keep revenue, downloads and store rankings separate from advertising performance.
The most commonly encountered phrase in the app is: “You are not authorized to perform this operation.” That seems to include the “operation” of logging in. So there is not much utility to the app. Duke recently is highlighting use of the app for discounts in Duke Stores. Apart from not being able to access the discount for the reason above, there is a more general problem that Duke Stores seems to assume that students and alumni are not interested in items not related to sports. There are no items in the store related to many of Duke’s schools, and for the schools that are included in merchandise, the selection is pretty thin. The assumption appears to be that school spirit comes only from sports.
It crashes too often when trying to log in. I have a Duke OneID and the logon keeps forcing me to use Facebook or another logon. My credentials are good, but have to go logon via a laptop to gain access. The app functionality is primitive and problem-prone.
You’d expect to see full alumni directory information for individuals when looking them up in this app. You would be wrong. You need to open a computer and go to the website to find that information.
The Duke Alumni App will offer a connection to all the alumni of Duke University to connect, collaborate and engage with each other and with Duke. Alu...