Getting started: tips for optimizing your in-app customer experience
Personalizing your mobile customer experience improves conversion and creates higher engagement. Read these simple tips and start optimizing your in-app customer experience.
With more consumers spending time on their mobile phones than ever, your app is the key to connecting to your customers in a personal and timely manner.
According to recent research, 79% of smartphone users made an online purchase using their device during the last 6 months, so getting it right is important for business growth.
But how do you go about optimizing this experience to increase your conversions and make the most of this unique connection to your audience?
Here are a few ideas to get you started.
Keep communication on-brand
Your customers don’t want to feel like they’re dealing with robots, so keep your communication human and in-keeping with your brand. Whenever you’re interacting with your customers via mobile, remember that this is a personal connection you’re making.
Customers are used to mobile phone interactions being conversational and personalized – so try taking that approach with your content and requests for feedback.
Ensure collecting in-app user feedback doesn’t disrupt the experience
Getting in-app user feedback is vital for figuring out where your user journey is causing friction. When using their mobile, people are typically on the go and multitasking - so to grab (and hold) someone’s attention, it needs to be easy to provide feedback. With mobile prompts placed at just the right moments natively in the app, you can easily understand where your customers are having problems, and what experience gaps need to be fixed.
If customers have to leave the app to provide feedback, or if the feedback prompts are too matrixed and detailed, this can be frustrating. Here’s some tips on great feedback-gathering:
- Make sure the experience is on-brand and native to the in-app experience
- Be thoughtful about how you place your feedback prompts, ensuring that they make sense in the context of the customer journey
- Don’t ask for feedback continuously from users that have already provided some during their journey - feedback fatigue is real
- Segment your feedback by audience for more targeted insights
- Ask customers directly about the overall app experience, but also feel free to try always-on feedback for continuous insights
- Encourage app store reviews to help bolster your brand reputation
Evaluate and take action to improve your in-app customer journey
Of course, gathering feedback is only half the battle – improving or designing new in-app experiences based on feedback is even more important.
Don’t just log the responses of your customers. Make sure you’re examining trends and taking action to create experiences that customers will return to.
Tips for taking action:
- Understand the overall in-app customer journey, and identify hot spots or conversion drops in the funnel
- Combine both operational and experience data to drive improvements
- Share your customer insights across your organization – make sure your customer intelligence is shared among your teams to better close the loop
- Act quickly by disseminating information to other teams so problem areas get fixed promptly, with actions backed by data
Engage with customers in the moment
Remember that our mobile devices are very personal to us and that they provide a unique opportunity to engage with customers on their terms in their preferred channel.
There are many ways to make the in-app experience feel personal and engaging to the customer.
Give customers direction
Once a customer downloads your mobile app, it’s typical to see low adoption rates. 28% of apps get uninstalled after the first 30 days, so you might need to provide a few prompts on how to use the app to inspire interaction.
For example, for a banking app, a customer might need a little nudge to understand which direction to follow, such as funding their bank account or setting up a direct debit for the first time. Make your customer experience simple and signposted to make customers feel at ease.
Make customers’ lives easier
Creating experiences that directly ease the challenges a customer faces can greatly increase their interaction with your app.
For example, if you had a travel-focused app, you could send a notification to your customers that their baggage has successfully been loaded onto their flight, or that their onward travel is on time. By keeping notifications useful and at the moment, rather than obtrusive, your engagement will increase.
Reward customer engagement
Giving customers positive feedback when they’ve engaged with your app helps them to continue using your product.
If you have a segment of highly loyal customers, sending them a congratulatory note with a promo code after the completion of a large milestone (time spent on the app, number of goals achieved, etc.) can help bolster their engagement. Positive reinforcement can go a long way to increasing engagement and the feeling of personal connection with your brand.
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