Mobile

How to Improve Engagement on Your Mobile App

Mobile devices have provided marketers and businesses with an unprecedented opportunity. Never before have we had such a direct line with which to reach consumers. It is neither difficult nor expensive to hire a mobile app development company to create a mobile app for your business. Mobile apps are a great platform that you can use to engage and communicate with your clientele and any others who download it.

Nowadays most people have transitioned how they access the internet from their computers to their smartphones. In fact, according to eMarketer, in the US the amount of mobile digital media time on smartphones is now significantly higher (51%)than for desktop computers (42%).The widespread use of smartphones gives marketers an excellent opportunity for their mobile applications to create sales.

Mobile marketing is very powerful and effective not only because it is affordable but because almost every consumer can afford a smartphone and they generally have their phones with them all of the time. Don’t be tempted to overlook this channel because otherwise, it will be very hard to find a comparable channel with such access to your customers.

Mobile apps are important enough that sometimes consumers will change the brand of the product they usually use just because they are not satisfied with the mobile application of the company that offers that product. Your business’s mobile presence should not be an afterthought. When it comes to your mobile app, reliability is vital because it builds the trust and the confidence that customers have in your brand.

But these days having a reliable mobile app is not enough. The app store markets are loaded with options and if you can’t keep your users’ interest they will soon stop using your app and may even just delete it from their device. To avoid this, you must have a strategy for engaging your users. These practices are tried and true and work in many situations. Keep in mind you will need to look at your app and your audience and determine which are the most likely to succeed in your situation. Don’t be afraid to mix and match and use more than one.

Provide real value

Popular mobile apps tend to either provide entertainment or genuine utility. When businesses create a mobile app that is just a rehash of their website they are making a mistake. You need to give your customers a reason to keep coming back to your app. To do this, focus your app on providing functional value to your users. A great example of this would be the training apps created by Nike. These apps go hand in hand with their products and help their customers and potential customers get more out of their products but they are also able to stand on their own as functional apps that are regularly used and enjoyed. This real value creates powerful goodwill towards their brand and is a great tool for creating brand awareness.

Make it fast

Consumers are more demanding than ever before. In a world where retailers can deliver products the same day they are ordered, consumers have become accustomed to a high level of service. Right now, your customers can get a ride with a tap of a button. These same individuals have a world of information right in their pocket and can access it with a few taps on their smartphone screen. They have become accustomed to speed as a feature, so one of the key features of your app should be that it is fast and reliable. If your app is not fast and dependable, it’s won’t be long before it’s ignored or even abandoned.

Offer options to personalize

Not only should you get insight from you clientele so that you can be able to deliver what they want in your application but you should give your app users the option to personalize their experience within your application. This helps to enhance the user experience so that it can be suitable for all of your customers.

A great example of this are the options provided in The Score app. Not only can users create a custom feed with news about their favorite sports, teams and players but they can also edit the menu to reduce it to include only the sports that they are interested in reading news about. This level of customization improves the experience for each user as they are able to personalize the app to their personal interests. Happy users are more likely to remain engaged and not depart from your app for another option. Personalization helps create an experience that is relevant to the user.

Offer incentives

It can increase visits to your app if you give users incentives in your application. Doing so will help them feel that they are being catered to specifically. You can offer mobile-only rewards, coupons and special promotions alongside many others types of offers or incentives. Users like it when you give something to them and also enjoy the exclusivity of getting offers that they feel like others may not have access to receiving. Mobile-only deals can be a powerful way to keep users come back to your app over and over.

Push notifications

Push notifications can be a great tool for enhancing the user experience because you will be able to update users even when they are not using your application. Those who receive push notifications have been known to have a higher engagement level (Localytics found it to be 88% higher) than users that do not opt in to push notification programs. Push notifications allow all your users who have downloaded your application and opted in to receive push notifications on their device about updates, their account, beneficial tips or you can even share offers and discounts.

Once your users have chosen to opt-in to your push notifications, you now have established a direct line of communication with them where you can send targeted and contextually relevant messages. Once your users have put their trust in you, it is highly recommended that you develop a carefully controlled messaging program based on best practices. With push notifications make sure you focus on quality over quantity and make sure you take advantage of the opportunity to deliver contextually relevant messages by segmenting your user base. While relevant messages can prompt engagement and activity, messages seen as spam can quickly push users away from your app.

Update your application

Do not forget to update your application because if your app users don’t feel like you are actively maintaining the app they may go and look for a more up to date service from another company. Regularly update your mobile application and give your clients something new. Take this opportunity to revise and improve your app based on feedback from your users and analytics. User feedback gives you a great opportunity to improve the experience you offer users. Check your app’s analytics and determine the busiest features on your application. Make sure you refine these areas to offer users the smoothest possible experience. Don’t be afraid to simplify your application and remove areas that users are not using. Mobile users generally expect a streamlined experience with well-designed interactions.

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Kimber Johnson is the co-founder of ASPEN App Design, which is a sister company of Vanity Mobile Apps and Pacific App Design. He has worked within the web development, graphics design, mobile application development, marketing and advertising fields for over 17 years.

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