3 things you need to know to enhance your mobile app experiences
Consumers today are mobile first. The mobile channel is the single channel closest to us; it sits on our bed stands, it’s in our pockets, and it’s within reach whenever and wherever we need them.
It’s a no-brainer for marketers to take advantage of consumers’ behaviors and target them through mobile. 71 percent of marketers believe mobile marketing is the core of their business and 68 percent of companies have integrated their mobile channel into their overall digital strategy.
Companies, big or small, are investing in mobile to build and improve on their mobile apps to reach to their end users. Big organizations like Walmart have improved their mobile app to stay competitive while small organizations rely on mobile apps as their sole interface with their users.
However, targeting consumers through mobile is not an easy feat. With over 24,000 Android device types, marketers have more data than they know what to do with. And finding the right, relevant metrics to continuously measure and optimize can be a challenge.
1. Know your audience and where they are struggling
Attracting app users can be a challenge, but keeping your app users can be just as difficult. The average app loses 77% of its daily average users within the first 3 days after the install.
Your users may be abandoning your app because of a point of friction they encountered in your app. Users are becoming less and less patient due to on-demand technologies. It has become the norm for users to expect their experience to be effortless and seamless. Make sure you deliver to the level of their expectations.
2. Know where your customers are interacting the most
Start measuring the success of your mobile app by understanding what content and which areas where your users are spending the most time. Use this knowledge to create more content that users love to read. If users aren’t scrolling down or tapping on a link, it is most likely that they aren’t interested in that content.
3. Know how your customers are interacting with your app
Mobile screens are small so it’s important to closely watch and understand users’ behaviors and intents. Are they rotating their devices repeatedly or are they tapping repeatedly but nothing happens? If users exhibit these behaviors, it is most likely that they can’t find what they need on the mobile screen or the mobile app is not responding.
At IBM, we have worked with organizations across industries. We’ve learned that their number one pain point is to have visibility into their customers’ experiences on the web and mobile applications. As a result, we have made it possible for organizations like yours to improve on your mobile applications by launching IBM Watson Customer Experience Analytics Mobile Basics Edition. This solution is designed to help mobile teams monitor the user experience of their mobile apps to reach their mobile business goals and increase user loyalty.