Your app users are changing by the day. Across the world, billions of mobile activities happen in milliseconds. However, are you offering app users something that does more damage than good? Like something that ultimately drives users to abandon, delete or uninstall? Better see the list below. Here are 3 things you should NOT give your app users.
1. A Copy of Your Website in the App
There’s nothing more annoying than to download an app that ends up being an exact carbon copy of a website. If app users need the website, they can access it through the mobile browser. However, keep in mind that being a mobile-optimized site is NOT the point here. If users download your shopping app, they’re expecting something that’s NOT available on the website. See the chart below.
Apps need to be designed around the customer’s mobile journey, not just a mirror of existing content. Know what your users expect with your mobile app – are they trying to search product information, contact support, check the status of an order, or even make a purchase? Then design your app with that in mind. Fewer taps to get to the information is imperative. And just like doing a periodic website refresh, an app should offer fresh content. Consider leveraging user-generated content and social feeds to support your brand value. The point is to make sure it’s specific to your mobile users and not a clone of your web browser strategy. Otherwise, your mobile users will get frustrated and abandon your app quickly.
2. An Ineffective Mobile Loyalty Rewards Program (or none at all)
The good news is 53% of shoppers would prefer a loyalty program on the app rather than a mobile website. In another google report, 61% of app users want discounts and offers and rated it the #2 most important reason to download an app. Thus, it’s a clear indicator a retailer needs to provide loyalty rewards with discounts and offers on their shopping app.
On the other hand, how can you offer a rewards program without unintentionally designing it for failure? Here are a few tips.
- Data drill down: Look closely at the user engagement and mobile analytics on how your app is performing overall. First, measure the basic data. How long are sessions? When do users open/close the app? Then, if you can drill down, check out how users engage with your content in the app. Did they open the catalog section of your app? How much time did they spend comparing prices on screens? Are they looking at product reviews? Did my mobile cart abandon rates increase? From this data, you can better set up the foundations of a loyalty rewards program.
- Points system: Are you offering points for them to earn that accrue based on their activity? For example, opening a push message, redeeming a coupon, watching a video, playing a game, taking a survey or poll.
- Loyalty Based on Location: Tap into loyalty by measuring user activity outside the app through proximity marketing. What if you were to set up beacons in your shop, then as soon as users enter your store, they get a welcome message and bonus loyalty points for their visit? Or perhaps you just account a number of store visits, say 5 per month, equates to 50 points. There are many ways to leverage proximity marketing to build loyalty with your customers.
3. Impersonal, Generic Messages, and Irrelevant Offers
Lastly, how you engage with mobile app users matters more than ever! Are you engaging contextually to mobile users, or are you continuing to broadcast generic, impersonal push messages to all users? Once you compile data and analytics about your users, you can begin to understand and engage them. Segment your audiences, personas and users with smart profiling and custom attributions. Then leverage rich mobile assets and offers that cater to those personas or users.
Want to learn more what you should and should not offer users? Debunk the mobile marketing myths first.