6 Ways to Engage Customers with Your App

Download 6 Ways to Engage Customers with Your App

Post on 26-May-2015

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Poq Studio shares some tips on how you can increase consumer engagement with your mobile app, as well as insights on some of the industry-best practices.

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  • 1. SixWaystoEngageCustomerswithYour App Appsarenowofficiallymainstream,asdemonstratedbythegeneratingrevenueofyearonyeargrowthof ApplesappstoreandGooglePlay. ComScorehasrevealedthatinternettrafficfromapps(47%)overtookdesktopusage(45%)intheUSforthe firsttimeanincreaseofmorethan700%. Gartnerhaspredictedthatmobileappswillbedownloadedmorethan268billiontimes,$77billion,by2017, andthatworldwiderevenuesfrominapppurchaseswillgrowfrom$4.6billionin2013to$36.9billionby 2017.Neverhastherebeenachancelikethepresenttoridethistrendingwaveandcaptureasizeable chunkofthisgrowingconsumerbase.Herewelistthetopsevenwaystoengagecustomerswithyourapp. MobileExclusives Onegreatwaytoencourageuserstoengagewithyourbrandonmobile,isthroughmobileonlypromotions. Forexample,30%offanytshirtpurchasemadeorfreeUKdeliveryonallapppurchases.Customersliketo feeltheyaregettingagooddeal.Asloyalconsumers,theyliketofeelappreciatedbygettingthatextra valuefromyourbrand.However,itdoesntalwayshavetobeadiscountoroffer.Offeringexclusivepreviews tonewcollections,promotingthetoplooksoftheseason,tipsonhowtocarefortheirclothesandnewson brandevents,etc.,alsogivesconsumersthatextravalue.Followingthisapproachgivesyourcustomers morereasonstoengagewithyourbrandonmobilemakingitthefirststeptobuildingastrongdigital relationshipwithyourcustomers,increasingthelikelihoodofconversionandrepeatapppurchases. 1

2. (AmericanEagleOutfitters20%discountoffermadeatlaunchapplicablewithappdownload,shownabove) Throughtheirimplementationofthisstrategy,AmericanEagleOutfitterswerenamedtheleaderamong fashionretailersinanewreportfromPlasticMobile.Thiswasbasedonhowtheirappincentivisesusers withmobileexclusivepromotions,featuresandpushnotifications.TheBritishretailerBlueInc(viewonthe AppStore)alsodidthiswitha10offofferonfirstappordersover30.Youcouldexpandthiskindof marketingtoincludeloyaltyprogrammes.Forexample,allowinguserstogainpointseachtimetheymakea mobilepurchase.Theycouldthencashinonaccumulatedpoints. LoyaltyProgrammes Loyaltyprogrammesareafantasticwaytodrivesalesandincreaseappengagement.Forexample,allowing userstogainpointseachtimetheymakeamobilepurchase.Theycouldthencashinonaccumulated pointstobuyanotherproduct. 2 3. Starbucks(whosoldmorethan$1billionthroughtheirappslastyear),usedthisconcepttoimplementa schemesimilartoairlinemiles.Appusersareabletocollectdigitalstarsandusethesetoearnthemselves freedrinkslateron. McDonalds'recentlyreleasedanewapp,whichtheynamedMcD.Thisexclusivelyoffersanappthat sendscustomersdigitalcoupons,whichtheycanthenredeematparticipatingstores. H&Missimilarlyincorporatinganinapprewardsschemethroughallowinguserstoearnpointsbyunlocking achievements.Thiscanbedonebysimplyopeningtheapp,orthroughamoreinteractivetasksuchas watchingapromotionalvideo. BarcodeScanning Enhanceyourcustomersinstoreexperience,whilstatthesametimeincreasingyourmobileapprevenue. Thebarcodescannerallowscustomerstoscananyproductinstoreandchecktheavailablesizesand coloursusingthemobileapp,throughwhichtheycanthenmakethepurchase. Promotingthisfeaturewithinyourstoreisafantasticwaytoleveragethefullomnichannelexperienceand getconsumerstoactivelyengagewithyourbrandbothinthephysicalanddigitalworlds.Theintegrationof thisnewtechnologyhasgarneredimpressiveresultsforappspoweredonourplatform,includingBOXPARK Shoreditch. TeenfashionretailerAeropostale,integratedthisfeaturewithintheirlatestmobileappandhasbeen experiencingahealthygrowthsince. WalmarthasalsoexploitedthisfeaturewithintheirapptoencourageconsumerstousetheirScanandGo selfcheckoutserviceinstore.Whilstshoppinginstore,appuserscanscantheproductstheywanttobuy andaddthemtoavirtualshoppingbasket,whichtheycanthenusetoeasilypayforthegoodsatthe selfcheckout.Thisseamlessintegrationofmobileappandinstorefacilitiesreiteratestheimportanceof providinguserswithanomnichannelexperience. 3 4. PushNotifications Makesurethatyouoptimiseyourusageoftheappspushnotificationsfeature.Thisisagoodwaytograb theattentionofcustomersevenwhentheyarenotactivelyusingtheapp. Arecentstudydonebypushtechnologystartup,UrbanAirship(PoqStudiosRetailAppTechnology Partner),showshowpushnotificationscanleadto: 540%increaseindailyappopens 3xfasterresponsetimethanemail 30%increaseinsocialsharingonFacebookandTwitter Belowareafewhelpfultipstooptimiseyourusageofpushnotifications: Sendreminderstouserswhohaventbeenactivelyusingtheappmuch. Usethemtoinformappusersofanyupcomingsalesorpromotions. Sendpersonalisedandsubstantialcontent. Withtheiruseofpushnotifications,flashsalessiteRueLaLasawa25%increaseinusersessions. GeoFencingPushNotifications Oneofthemostpowerfulaspectsofthisfeatureisthegeofencepush.Thisenablesyoutonotifyusersofa sale,forinstance,whentheywalkpastyourstore.Again,theintegrationofdigitalandphysicalbrand 4 5. interactionallowsyoutoprovideafullomnichannelexperience,andmostimportantlydriveahugeamount oftraffictostoresisveryimportant.Thisisafeatureavailableontheplatformforfreeandwithourcustomers BlueInc,ModainPelleandAshFootweararealreadytakingadvantageofthisfunctionality. Finally,youcanuseittobringbackuserswhohaveabandonedtheirshoppingcarts.Todothis,youwould needtotrackatwhichpointinthepurchasingprocesstheydroppedoffandusethisinformationtomake thempersonalisedoffersthatmightconvincethemtoproceedwiththetransaction.Formoreinformation abouthowtobestdothis,checkoutthisgreatarticle. AlsohavealookatPoqStudiosveryownguideto'WritingthePerfectPushNotification'here (AboveyoucanseethemonthonmonthtrendforpushsubscriberswithAshFootwear,increasingtonearly 50%morethanJanuarythisyear) EngagingHomeScreenContent Whenauserfirstlaunchesyourappontheirphone,youneedtousethatopportunitytoinstantlygrabtheir attentionandmoreimportantly,maintainit.Researchshowedthattheaverageattentionspanofahuman 5 6. beingwaseightsecondsin2013.Therefore,itiscriticalthatusersdonotquicklybecomedisengagedwith yourapp. Thelandingpageinterfaceofyourappisintegralinthedigitalworld,andsoitisimperativethatthisspace isutilisedeffectively. Itcanbeusedtohighlightyourappstopfeaturesortoemphasisethevalueofoptingintopush notifications.Youshouldalsouseittofeatureanypromotionsorsalesthatarehappeningatthetime. 6 7. (AlbamClothingsHomescreen,NewsletterandLookBookofshoppableproducts,whichcanbeaddedto theWish'listabove) AgoodexampleofanapphomepageisthescreenshotsofAlbamClothingsshownabove.Consideringthe biggerpictureofthisvastbrowsingbasedlandscapenewmobileusersneedtounderstandthevalueofyour appwhyisitamusthave?Makeagreatfirstimpressionwithaninformativesplashpage(anextra screenthatpopsupthefirsttimeauseropensyourapp).Usethisprimerealestatetoguidethecustomer throughyourappstopfeatures,andtodemonstratethevalueofoptingintopushnotifications. 7 8. Cultivateuserengagementandretentionbysendingmarketingmessageswithrelevant,valuablecontent. Personalizedrecommendations,basedonlastbrandviewedormostrecentpurchase,providevalueto yourusersandwarmthemtoyourmobileappexperience.Thekeyistotargetspecificsegmentsofusers andtoincorporatepersonalisationasmuchaspossible. Encourageyourcustomerstoshareonsocialthisisagreatwaytotransformyourcustomersintobrand advocates,andtogeneratenetworkeffectorganicusergrowth. Asyoucontinuetoengagewithyourmobilecustomers,preventovermessagingbytailoringyourpush strategytoaccommodateeachusersuniquetimeofdaypreferenceandmessagefrequencytolerance. www.poqstudio.com FollowusonTwitterat: @poqstudio,oryoucansubscribetoourblogpostshere 8