Nowadays, smartphones have become part of our life. We use the device for work, shopping, and entertainment. Hence, for many brands, smartphones or mobile is the closest touchpoint they have with consumers – even more so during the pandemic.
In other words, mobile is essential to enhance the customer experience. Brands can use apps to increase brand awareness and loyalty. A good app should make consumers’ life easier, whether that’s allowing them to shop on the go or quickly make bank transfers.
From there, brands will continue to build on consumer engagement by collecting critical data that offers insight into user behaviour. Through evaluating essential metrics for measuring user engagement, such as activities, installations, sessions, retention and churn rate, CX professionals can create a more meaningful and customised experience for their users-enhancing engagement and boosting ROI.
Data Needed To Improve The App And CX
Mobile app analytics provides CX professionals with the essential insights needed to achieve the company’s goals. With the data, they will better understand their users and their intentions and see how their app can be optimised for growth and customer satisfaction.
“Whether you’re looking at how users interact with ads or their in-app behaviour, analytics can give you the data to improve your app. This includes optimisation for your user experience, conversion rates and overall understanding of your app with actionable information,” said April Tayson, Regional Vice President, India and Southeast Asia, Adjust.
Tayson further said “It’s also important to learn when users are churning, i.e. when they stop using your app. This could highlight common issue users are facing within your app. For example, if you have an e-commerce app and discover that many of your users churn before making a purchase, there could be an issue with the final step in your funnel. Even if there isn’t a fundamental issue with the purchasing process, this has shown an area in need of improvement to drive more conversions.”
Get Consumer Insights By Engaging With Them
Engaged consumers form the foundation of every healthy business-and it is all about having positive interactions with current and future customers. Polls and gifts are perfect for helping consumers engage with your brand and offer an excellent opportunity to understand your customers’ interests better.
“Giveaways are an easy way to boost engagement, as there’s a tangible benefit to entering a competition – i.e., the possibility of winning a prize. For polls, using gamification techniques is key to capturing (and retaining) customers’ attention,” said Tayson.
This method can be as easy as adding a progress bar that tells clients where they are in the polling process, or on a more technical level; marketers can monitor how users respond to surveys, such as finding any particular drop-off points. From there, it’s all about tweaking the experience to maximise the completion rate.
Mobile devices are almost inseparable from their owners so that advertisers can provide several pathways and forms of contextual cues for consumers and prospects. So, mobile marketers need to invest in mobile marketing analytics to improve customer experience.
For cxp.asia
AIWrites 