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7 strategies to improve CX with mobile apps

6th Dec 2017
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Let’s face it. If you’re developing a mobile app for your business, you’re heading down a challenging road. The truth is, even though people download apps, most don’t continue to use them. In fact, ecommerce apps are the 4th most deleted app category.

Does this mean you should abandon apps and focus only on your mobile website? Not necessarily. If you take the time to create a great customer experience within your app, you can overcome the odds. Check out seven strategies for improving CX with mobile apps.

Link Your Loyalty Program With Your Mobile App

Whether they can earn free products, cash back, or simply access special discounts, people love rewards and loyalty programs. One way to accomplish this is to simply offer additional awards for using your mobile app. Starbucks has gone so far as to limit their loyalty program to mobile transactions only. If customers wish to get those points, they have to use the app. As a result, nearly a quarter of Starbucks transactions are completed via the mobile app.

However, this doesn’t simply force customers to use your app. It rewards those that do by delivering easy tracking and access to all the current loyalty stats.

Focus on Making The Mobile Purchasing Experience Seamless

You can be doing everything else correctly, but if your purchasing process is clunky people are going to drop out before converting. Not only that, there’s a good chance that they will abandon your app altogether.  You can improve the mobile purchasing process by doing the following:

  • Using shorter forms to avoid user frustration;
  • Prefilling forms using existing customer data;
  • Reduce the overall number of actions required to check out.

Consider The Benefits of Progressive Web Apps

In some ways, there is unavoidable friction that comes with mobile apps. They have to be downloaded. They take up phone space, and users have to take time to download updates. Progressive web apps can take away much of that friction.

Businesses that want the convenient UI of mobile apps with the power of websites should consider whether or not they need progressive web apps development. After all, progressive apps reduce the friction often present in mobile apps, enhance UX and cost less to build compared to the native apps.

However, not all browser versions support PWAs and you will not be able to take advantage of all smartphone-native features such as advanced camera control or geo-fencing.

Keep Omnichannel in Mind

While it’s great when customers do complete transactions via your app, they may  not do so. Instead, many prefer to browse using your app. They will then make purchases either in store, or using another device. This is why it’s important to remember that your mobile app CX is part of a larger, omnichannel CX.

When designing mobile app CX, it’s important to consider the instore and online experience as well. Your mobile app should be easy to use for those who have never been to your store or website. However, for those who have, it should act as a seamless continuation of those experiences.

Use Customer Feedback to Prioritize Future Development

Soliciting customer feedback is a must. First, it communicates to the customer that you care what they think, and that you want to create an app that meets their needs. It can also help you to create a future development roadmap. After all, what is more important than adding features that your users most want, and eliminating points of friction and frustration that they point out.

Consider adding links to give feedback, sending out simple surveys, even creating an online user community where those who have adopted your app can discuss issues they are having, suggest improvements, even consider new features. You can then use that feedback to determine how upcoming app development projects will be prioritized.

Create Personalized Experiences

Personalization is a huge part of CX on any platform. Not only that, it can improve customer lifetime value. With mobile apps, where you’re already having to work harder than ever to get people to download and continue to use your product, it is a must. To create personalized experiences, you can do the following:

  • Use previous purchases and in app behavior to recommend products.
  • Add features to the app that enhance your in store experience.
  • Use Geolocation to customize offers for local customers
  • Share relevant content

Use Push Notifications Judiciously

Push notifications are a great way to reach customers with special offers, relevant messages, and exciting announcements. Unfortunately, many brands overuse this feature. Customers then become frustrated with being inundated with messages, many of which aren’t relevant to them. These messages are ignored at best, at worst they drive users to delete.

Implement a few best practices for using push notifications. First, aim to never reach out more than once or twice a day. The only exception to this should be to share something that is truly exceptional. It’s also important to curate push notifications so they are relevant to those receiving them.

Ultimately, if your apps are useful and provide great user experience, your customers will continue to download and use them. By applying the seven strategies above, you can ensure that your mobile app is intuitive, unobtrusive, and meets your customers’ needs.

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