We all know that phrase, “Customer is king. Listen to them.” However, that phrase isn’t quite catching on in the mobile world. According to Google, “25% of app users open an app once and never return.” So what’s the point of talking about “mobile-first jargon” if your users don’t care about your app? So then, why are users not returning? The bottom line is that marketers simply do not know what their customers expect from the app.
We’ve learned that setting up a customer-centric, mobile-first strategy many times includes an integration of customer data which comes from systems such as CRM, POS, e-commerce. Further, we’ve learned that segmenting users based on persona or profile information should come into play as marketers begin to build their mobile journeys.
Then what comes next after a user downloads your app? Depending on what you facilitate in your mobile marketing strategy and how you’d like to on-board your new users, one way to break the ice with users is by asking them to share what they like up front – through a profile questionnaire, survey, poll, photo gallery, etc. For example, if you’re a clothing brand, why not ask your female users which items they like or don’t like in a photo-rich gallery…
However, in this blog post, I’m going to explain a different approach on how to on- board customers and get to know them through deeper insight. I’m proposing this: Just sit back and relax for a day or two.
Ah what? You might be thinking, how is doing “nothing” something?! Bear with me. Letting your users get acquainted with your app might be the best thing in your favor as a marketer. Getting to know your customers by actually understanding what content in your app they see, touch, or interact with is actually a pretty good start in understanding what they want, what they find interesting, what they don’t like, etc…
Ask yourself: What are your users doing in the app? What screens do your users view? Where do they explore, how long do they dwell or read and do they click on certain items/products? Do they return on a monthly basis or a daily basis? How many sessions do they have per day, week or month and so forth in your app? How can you find out this valuable customer or user insight? Well, it starts with the handy-dandy tool, what we call at MobileBridge, in-app beacons.
A developer implements beacons which essentially indexes the app screens and through MobileBridge Analytics, those virtual beacons pick up valuable data and deep customer insights about user behavior and app usage of your customer. In-app beacons essentially translate that raw data into actionable analytics for deeper customer insight. As a result, you can make better decisions through deep customer insight as you build more dynamic customer journeys going forward.
Here Are a Few Examples What MobileBridge In-App Beacons Index:
1st open: When did your users first open your app from day 1? As a marketer, you could automate a welcome invitation to users who first installed the app on March 2nd, for example. Last open: Let’s say you’re a sneakers brand. You’re running a promotion on October 9th. Let’s filter users who were last online on October 8th. Send them an urgent reminder about the sale before it expires!
# of openings: Let’s say you represent a news publication app. Everyday morning you send out a “morning news alert” when people are on their way to work commuting. See how many times the app was opened in a time frame from 8am-10am.
# of views on screen and time spent per screen: With that news publication example, see how long (the duration) did users read the “Top Story” of the day.
# of clicks on item: Let’ say you’re are a women’s shoe brand. You want to index the number of clicks users press the “leather boots.” So you filter your profile data to users who clicked at least 3 times on that type of shoe. Then you automate an exclusive invitation to those users to come into the store and try on the shoes and as a result, award them a number of in-store loyalty points. Based on beacons, a triggered welcome message appears when they walk through the door with an automatic 15 loyalty points. Let the journey begin.
Ultimately, the possibilities are limitless with leveraging in-app beacons in your branded app. In-app beacons are there to show you the data, so sit back, relax and let your customers explore. If you’d like to see these in-app beacons in action, I encourage you to fill out a demo form here.
Otherwise, I encourage you to make the most of your workflows with in-app beacons by reading up on our eBook, “What You Need to Know About Mobile App Engagement.”
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