2015 was sensational for mobile apps, as mobile technology continued to expand into every aspect of our lives. Surveys by Pew Research Center show that in the U.S. alone, 64% of the population owns a smartphone, and of those, 46% say they can’t imagine life without their handset. A study by Smart Insights proved that, with a 51% share of users’ time, mobile digital media has taken the lead from its desktop counterpart, which accounts for 42% of time.
All these statistics show just how much mobile has become ingrained in our lives. Users expect more from their experience with mobile devices, and, as we all know, the best medium to deliver personalized experience on mobile devices are apps. This means that the success of mobile apps is becoming more and more critical in the year to come.
In 2016, in order to run a successful app, you need to make sure that your app engages your users on a more personal level, and that you interact with them on their own terms. Here are a few tips that will help you better achieve this goal.
1. Creating consumer-focused experience
Mobile has changed the way we interact with information. Therefore, your app needs to adjust in order to cater to the needs of your users. Don’t just presume you know how they are interacting and behaving in your app – track and analyze the relevant data, and make tweaks and changes accordingly.
This should happen from the first point of contact to the first sale and beyond. Evaluate customer experience at every step, and keep asking yourself:
- Is the user comfortable using this app?
- Do they know which step they must take next?
- How can I improve user experience in order to reduce drop-offs and improve conversions?
A suitable mobile analytics tool to track user behavior data in your app is a must-have in this regard.
Also consider that your app is not the only medium where customers are interacting with your brand. You have your website, ad banners, social media… All of these must have a harmonic look-and-feel. Offering a seamless and cohesive experience to your users across all your outlets, including your app, will go a long way toward making users comfortable with your app.
2. correctly using push notifications
When it comes to interacting with users, push notifications are an indispensable tool, and they will play a pivotal role in user engagement and retention for your app. In fact, a considerable amount of app interactions are initiated through push notifications these days.
But as is the case with every powerful tool, the wrong use of push notifications can be the bane of your app and end up causing more damage than good. Always consider that your app is not the only one popping notifications on the user’s screen. If users receive too many notifications from your app that do not match their preferences or meet their needs, they will end up either ignoring notifications from your app or they will turn them off altogether, depriving you from an excellent means to reach out to your users.
In 2016, businesses should focus on intelligent push notification programs that are more personalized and tailored based on user interaction and behavior within the app.
What are your users up to, anyway? Get the low-down on the Basics of App Marketing: Interacting With Your Users
3. Driving Marketing Campaigns Using Content
Smartphones are highy personalized devices; as such, traditional marketing methods used in other mediums have proven to be largely unsuccessful in mobile. Mobile users are quickly turned off by raw marketing efforts. They find content-driven approaches more appealing.
The ability to personalize offerings and content will be a key factor in defining the success of apps. One technique that can help you achieve personalization is to offer opt-in programs for users who wish to allow you to track data and deliver content specific to the user’s interests. Users are usually wary of data tracking programs, but if you go the extra mile to personalize their experience, you’ll improve user satisfaction, boost your brand’s reputation, and will be able to better target the needs of your users.
Combined with the power of analytics, data tracking programs can enable you to do very powerful marketing on mobile devices that are in your customers’ hands most of the day.
4. Improving your ad deliveries with personalized data
If you’re relying on ads for the monetization of your app, one of the side benefits of improved data-driven capabilities within apps is the ability to conduct more efficient ad delivery. When users opt-in to your data tracking program, the preference and demographic data they generate can be used to better guide your ad delivery platforms.
You can leverage the data to enhance and refine users’ ad experience and select ads that are more relevant to their needs. This will help decrease the distracting and intrusive effect that ads usually have, and at the same time improve CTRs (Click-Through-Rates), which means you’ll improve your app’s monetization rate.
5. Using video in your apps
A recent study by IAB shows that 58% of people watch videos on their mobile devices on a daily basis. The greater portion of that number prefer to watch videos in apps rather than websites. This has much to do with the growing capabilities of mobile devices in displaying crisp images and videos, a factor that will increase with time.
Rest assured that quality video production intended for small mobile screens can be truly effective in growing your audience and keeping users interested in your app’s content.