Unlike the famous line from the movie Field of Dreams, just because you’ve built a really cool, innovative web app doesn’t guarantee a lot of traffic. Furthermore, even if you get visitors, they may not become users.

There’s a lot going on when trying to gain acceptance by users. It usually requires work on the user’s behalf to learn how to use an application and to incorporate it into their normal behavior. It must be worth their while to make an effort to use it. Acceptance of a new application will be more successful if several steps are taken to communicate, inform and educate:

User input – Users are more likely to adopt your product if they are allowed to help decide, or create part of it. Beta testing has turned into marketing by getting end users involved in the final development stages.

Awareness & Interest – Users need to be made aware of the new app. This can be done a multitude of ways: traditional marketing and advertising, search engine marketing, blogging, word of mouth…

Evaluation & Trial – With web apps, trial is essential. It is far more likely someone will pay to use something if they can try it for free. Trial periods or trial memberships have become the norm.

Part of the project plan and budget for developing a web app should include techniques for attracting users. Afterall, why build it if no one is going to use it. It’s easy to get caught up in planning development, but it doesn’t end there. Get the word out early using on and offline tactics. Ask for opinions and suggestions from users. Offer free trials, or a free level of membership. Have a marketing plan and get help executing it.