Increasingly, your customers, employees and service users expect a fast and intuitive mobile experience. Eighty percent of purchases are now influenced by mobile. If you fail to meet these expectations, users will quickly turn away.
Meeting expanding customer expectations
Research demonstrates that 62 percent of consumers expect a mobile friendly website, while 42 percent expect a mobile app, and 23 percent expect a location specific contextual experience. Further, 86 percent favor mobile apps over mobile websites, and with 80 percent of purchases now influenced by the mobile channel for a projected $689 billion influence on sales, your business cannot afford to be left behind when it comes to mobile.
A 2015 AppDynamics report An App Is Not Enough found that consumer expectations of retail websites and mobile apps are evolving in response to the growth of mobile and emerging technologies, with 70 percent of consumers stating that the performance of a mobile app impacts their perception of the retailer. Further, two thirds of consumers said they would reconsider shopping with a retailer if they had a negative experience with its app. That places greater pressure on brands to deliver flawless app performance to keep their customers happy.
“As the lines between work and personal, digital and physical, continue to blur, retailers must ensure their apps function at all times across multiple platforms in order to retain and nurture always-on consumers,” said Jyoti Bansal, founder and CEO of AppDynamics. “Technology has transformed the retail landscape significantly over the past decade, and now more than ever, software defines business success – with revenue and reputation often hinging on customer interactions with apps.”
Providing seamless cross-channel experiences
“Today’s consumers expect a seamless shopping experience across online and offline channels, with minimal friction points,” said Paul Hobbs, head of e-commerce at Shop Direct. “This puts increased pressure on retailers to innovate, using the latest technologies to improve and augment the online e-commerce journey so it delivers the thrill of visiting the high street in a more convenient way. As an example, Very.com has recently introduced image recognition technology that allows shoppers to take photos of clothes they like and search for similar styles across the brand’s product range.”
“At the same time, mobile continues to play an integral role in increasing online sales – allowing consumers to shop when they want, how they want, and on any device,” Hobbs continued. “With retailers using a combination of technologies to deliver a competitive and flawless experience to shoppers, ensuring the performance of these applications is mission-critical.”
Tips For Creating A Top Mobile Experience
There were 2.1 billion mobile phones and tablets sold around the world in 2014, and by 2020 there will be a projected 200 billion connected devices. Here are some tips to help create a successful mobile experience that is fast, intuitive, and satisfies the demands of your customers.
- Start with a clear mobile strategy that aligns all internal stakeholders.
- Identify the user journey, defining the phases of their experiences from beginning to end to understand their context.
- Build personals and clearly identify your audience.
- Clearly define business goals that you are trying to achieve via the app. Is it boosting loyalty, sales conversions or recommendations? Identify the analytics to track and drive feature prioritization to ensure you are meeting your established business goals.
- Set a feature roadmap. This helps create the optimal user experience.
- Build with iterative development that connects all internal and external data points.
- Once your app is complete, don’t forget to use analytics to track and improve your app continually to ensure continued user satisfaction and cohesion to business goals.
From beginning to end, the process of bringing your mobile app to life should be thoughtful, calculated, and specific, tailored to your audience and your business’ goals. AppSheet can help your business create simple, user-friendly mobile apps that are customized to meet your specific goals.