- Category: July 2021 - Mobile Marketing & Analytics
Ultimately, the difference between successful mobile apps and those failing in the market is the quality of user experience. Hence, without a thorough understanding of factors like in-app behavior patterns and psychological underpinnings of your target users, you probably won’t be able to create a mobile product that surpasses expectations since user expectations constantly climbed higher with advancements in technology. They require ease of use, faster loading time, ability to complete a specific task within a minimum number of actions possible, and so on.
So, let’s shed some light on some of the elements, which offer an excellent user experience for mobile app users.
- Delivery of an excellent onboarding experience is crucial to attract and retain users. It not only cuts back the abandonment rates but also assists in accelerating long-term success metrics like user lifetime value and user retention. So, you might want to consider having a tutorial to make it easier for the users to understand how your app works. Moreover, you can also minimize the number of steps required for account signup/creation and enable multiple registration options. In other words, do not overwhelm your users with more information than necessary to avoid confusion. In addition, focus on making the design as practical as you can, and only involve elements that are of absolute significance and compulsion. The same is true for having too many images, texts, and buttons that can make the screen appear complicated; therefore, remove unnecessary content.
- Help your users discover what they need quickly with minimum search efforts to satisfy their needs and drive higher conversion rates. You can integrate search strategies like keyword search, barcode scanning, filters, etc., in your app to guide your users directly to what they are looking for. And make sure to deliver only relevant, timely, and valuable push notifications to not risk your app getting uninstalled.
- Make sure your app asks for relevant permissions to make it comfortable and safe for users. And if your mobile app needs form input from the users, make sure you’re keeping the required information fields to a minimum. More prolonged, complicated forms may end up putting the users off while filling it. You could also integrate tools like e.g., Place Autocomplete Address Form that combines address and geo-location prefilling to offer accurate suggestions based on the exact location of the user. This type of format helps reduce errors and improves the ease of use.
Already five years ago, mobile overtook desktop traffic for the first time, which is why companies must keep an eye on the dominating everyday tools. An optimal app experience is therefore more important than ever, as today's customers not only want to browse on the go but buy as well if the check-out is simple and secure too.
It is most important to look at the entire process offered: from the moment the customer is informed about your app, through a quick onboarding process, to a successful check-out.
1. Make targeted advertising for your app
As a first step, you must ensure that potential customers are aware of the mobile shopping options and use them. For example, you can increase the level of awareness by promoting unique advantages and functions of the app and focusing on special offers or exclusive advantages for loyal customers. It is also a good idea to start an A / B test to check how effective the advertising for downloading the app is and whether you are reaching the right audience.
2. Place special emphasis on an optimized onboarding process
It is not enough to optimize the check-out, you have to start much earlier, namely the onboarding. Show right from the start what advantages the customer will get from installing your app. Decide how much data you will request when registering and do not rely on your personal assessment here. Rather, test the different variants, because what you do right during the onboarding will benefit you later.
3. Clarify early on how the customer will pay later
What would you do if a customer found the products of their choice in your mobile shop but failed to pay? There are many ways to optimize the check-out, but it would be better if their personal data and payment information were already available. Either the customer has already logged in via the desktop computer and now only logs into your app – that is, the data is already saved in the CRM – or you offer the customer to log in directly using a payment service they trust, such as PayPal. You may want to consider creating incentives so that this link is already established in the onboarding process. The earlier the payment is cleared, the better the check-out will be.
4. Personalize the customer experience and use the mobile location function
Think about how content, design and navigation should be presented on a small mobile display. In addition, the customer can only absorb a certain amount of information. Anything beyond that confuses and scares him – less is more here. For that reason, you should analyze and personalize the user: e.g., identify interests and show corresponding products only. Help your users to filter out the articles that are important to them from a complex selection of products. In addition to interests in certain categories or products, there are also certain behavior patterns that are interesting for a personalization campaign, such as bargain hunters or abandoned shopping carts. Create the appropriate incentives for this. Also practical for on the go: specify the item availability in the store since many users want to know whether the desired product is stored in a branch near them.
5. Keep the check-out as simple as possible
Since your mobile shopping cart appears on a small, mobile display, avoid the buyer having to enter all personal and payment information in the check-out process. It would be best if the customer just selects his product and the shipping method and clicks on the order button. If the request for the data has not yet taken place and the user is only then directed to a registration process, make this as simple as possible. Request the data step by step instead of displaying a small form on one page. If the customer cannot properly click on the form fields, the cancellation of the order is pre-programmed.
6. Make your app interesting long-term
Continuously optimize the experience of your customers. Keep running tests to get new customers and improve customer loyalty. Experiment with the order of search results, price changes, and recommendations. With a suitable testing solution, you can change the way your app works in real time without having to wait for reviews in the App Store or Google Play Store.
Optimal user experience needs an innovative shift far away from conventional approaches towards a mobile-centric way of thinking. Considering the tips above, you can help you design the ultimate mobile user experience within the context of a UX-centric plan.