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The principles that make app engagement marketing simple

Posted by Ben Dickson on Oct 18, 2016 12:00:00 PM
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These days, the mission of most companies is plain and simple: putting every effort into increasing their value to the highest peak possible. However, there is another viewpoint that does not consider the product, the brand, or even the team to be the most valuable asset. In fact, the most important asset is sitting right before your eyes, the person that’s always right: the customer. The companies that enjoy the most success follow a simple line in each and every stage of their customer lifespan: during the acquisition of new buyers, in escalating the lifetime value (LTV) of each buyer, and during their conversion process into advocates of the product.

In today’s world it is the duty of the marketer to act as guide to the journey their customers are on; to establish bonds with each and every customer no matter where they are. This may involve making contact using social media, providing a unique experience through various devices, or providing personalized criteria and communications.

The strategy of engagement marketing

Connecting with people is at the heart and soul of engagement marketing. This practice is: adapted to individuals according to their jobs and habits, lasts for a continuous basis through a particular timespan, aimed at reaching a certain objective, and carried out no matter where the customer is in the world.

Learning and mastering the principles of engagement marketing should be considered vital for each and every company, especially considering the booming market of mobile phones, mobile apps, and so on. 


Find out how to make them come back: How To Encourage Users To Return To Your App


The app RETENTION problem

In today’s digital era, your company most definitely needs a mobile app if you already haven’t developed one. However, the question remains: Are modern-day apps actually used by users? A large number of companies are facing problems after investing a significant amount of time and money into mobile app development, before witnessing a decline in market engagement after their app release. Average retention rates in mobile app installations see a major decline after just one day, nosediving to 25-29% (especially for iOS and Android), and down to a mere 3% after a month, according to eMarketer.

In the search for a quality mobile app

Mobile apps are offered by many companies to their audiences using smartphones. However, how many of these companies actually provide a quality mobile app? There are mobile apps that fail to deliver any extra value in comparison to the company’s actual mobile website experience. Others, however, actively disengage their users by adopting an excessively promotional approach. Therefore, your mobile app is faced with a challenging uphill battle to gain retention. Following simple principles of UX design, however, can escalate your chances of customers coming back to the app.

Providing an instinctive UI

People allocate 85% of their time on smart phones to mobile apps, according to Digiday. A growing trend is also witnessed in overall mobile app usage. In a world saturated with millions of apps, an easy- to-use, intuitive interface must be what you aim for, which should also allow your users to realize your app’s value very quickly. If your audience don’t understand the purpose of your app or how to experience what’s been advertised, they will uninstall it in no time.

Look at your app menu from your customer’s perspective. Are unclear labels or hard-to-comprehend structures making it difficult for you to understand where to go? If so, alter the layouts and relative text to allow your users to navigate quickly. Keep the number of subcategories and other nested areas of your app at a low number to avoid your audience getting trapped between several screens. Your simple design should also have back and home buttons to provide a much broader overall navigation ability. The back button should lead users one step backwards, and the home button should lead them directly to your app homepage.

Make the boarding process simple

Have you made your users to fill out a registration form for full functionality of your app? If so, avoid creating a complex onboarding process that causes problems for your users and ends up losing their attention. A friction-free and seamless sign-up process should be provided especially for new users. Filling an easy registration form from the sign-in page should be the first step. Try to prevent any confusion when guiding customers to a certain area.

Password creation and the issue of management will be the next usability challenge before you. Users will definitely be lost at this particular step if you set password requirements that are not clear, or involve multiple steps. Try not to get involved with third-party login APIs, including Facebook and Google, or even simple processes involving authentication.

Using seamless in-app purchasing

Does your mobile app allow users purchase products, request services or other items? Customer confidence grows if you provide excellent UX in this field, especially the payment process. If your audience runs into complex and non-user friendly mobile app features or errors when trying to check out, rest assured they will never feel comfortable leaving you to handle their credit card information.

Start by improving shopping experience usability. Allow your users quickly view their previous order data, including previous in-app searches. Shoppers using mobile devices usually have a clear idea regarding the product they are seeking. However, they usually need to finalize the last part of their decision-making process. Comparison elements let these customers determine exactly what products best suit their needs.

The payment process itself will be a critical issue for you, because consumers will come with high expectations of checkout points. You should provide a variety of payment options, as long as you feel comfortable in supporting them. This should involve third-party options, including PayPal and mobile payment services. Avoid forcing the buyer to carry out time-consuming tasks if there is a need to switch to a new card. Providing a simple method of payment management is must.

Importance of feedback and proper user guidance

The knowledge level of a user can be assumed through the familiarity enjoyed by mobile app developers regarding their applications. When the experience of your users fails to match the expectations of the app developer, this will have a negative impact on the mobile app UX.

You should first take a deep look at the language used in the app. Does it match the phrases and terminology used by your audience? Avoid using jargon as much as you can, especially if it exceeds the technical expertise of the intended users. Your UI, with its minimal icon, may actually appear sleek and polished to your eyes. However, failing to gain a broad understanding of the universal icon will mean some customers actually hit buttons at random until something finally works, or they will end up simply uninstalling the app from their devices. Definitely consider adding instructive labels for each picture in order to provide a seamless experience. Forms in your mobile app should follow the same principle. The user should know the purpose of each form to prevent any kind of miscommunication or misunderstanding.

If your mobile app uses forms, take into account that you may stumble upon a considerable number of glitches that damage usability. It is a fact that many people usually take longer to type on smartphone screens than other devices. They may abandon the entire process if forced to complete a long form and then find out they have to start all over again because of a very annoying error. Use a real-time type of error detection capability to let your users know immediately when there is a problem. Visuals should also be used to acknowledge the end of the process.

Final word

As mobile apps enjoy a significant amount of contact time with your targeted audience, you should provide the users a reason to continue using and referring back to your company’s app through their smartphone and other devices. These mobile UX suggestions should be used to establish and deliver a user-friendly and interactive experience with your audience. This, in turn, will allow you to hit your business objectives in no time.

Topics: App marketing

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