App marketing and analytics
Download numbers, ratings, and user reviews will provide you with some understanding of whether your mobile solution is successful or not. But these stats will definitely not be enough to provide you with a full picture on the KPIs and long-term viability of your mobile app development.
Without integrated app analytics and reporting tools, you won’t be able to analyse user activity and measure user satisfaction with different aspects and features of your app. You will lack the useful reports with detailed statistics and metrics on app performance that could help you improve user engagement, encourage more downloads, and increase sales rapidly. You will also lack the data-driven insights necessary to implement positive feature changes and build efficient app marketing strategies for your business to grow and prosper.
Another important thing you should remember is personalization, which is one of the key requirements on the list of user expectations and should be prioritized in your marketing strategies when possible. Depending on the kind of application you’re building, personalization can be achieved through lots of different factors such as demographics, gender, behaviors that users take in the app, their interests and preferences, purchase history, location, etc.
With proper systems in place, your very app becomes an efficient marketing tool you can utilize to provide users with personalized experiences and offers—things that make your customer base more likely to connect positively with your app and grow a bond with your brand. Here are some things that can make your mobile solution more personal to your customers’ habits, needs, and preferences.
Push notifications are a fast and powerful tool businesses use to communicate with their audience. Today we practically can’t imagine an app that doesn’t have this crucial feature. Timely and personalized, mobile push notifications can serve a whole lot of purposes. This ranges from providing users with important news, promotions, and updates to gentle reminders, targeted offers, and suggestions.
Push notifications are your most cost-efficient marketing tool that can be used to:
- stimulate user engagement
- retain users
- increase conversion rates
- track actionable metrics
- build brand consistency
Whether in text, in the form of a simple graphic, or as a combination of both, relevant and personalized push messages will work much better than things like emails that are likely to end up in a spam folder anyway.
Depending on the kind of business you do, this feature may be key to how your mobile app solves the problem for your users. However, let’s take a look at how it can be used from the marketing and analytics perspective.
Knowing the geolocation and habits of your users brings personalization to a whole different level. The data such as accurate location, time, and place your users visited can help your business target the right people with the right, personalized services. This means real-time proximity advertising and personalized offers. Location tracking will also serve as a good source of user insight, helping your business find innovative ways to stay on top of your customers’ evolving expectations.
Social media integration
Provide your users with the ability to spread the word for you. Social media integration will not only simplify the signup and login processes for your users, but also enable your users to share the content from your mobile application through social networks. Achievements, invitations, events, offers—there is so much information users can effectively distribute about your app to a large number of people without your slightest financial or time involvement. Remember, users love sharing experiences. And sharing is a great way to engage new users and build a memorable brand.
This one is mostly related to the eCommerce domain, so if your app doesn’t offer a catalogue of products for users to choose from, you can confidently skip ahead.
In short, a wishlist is a feature that allows users to mark/save items they are interested in but do not intend to purchase on the spot. It’s a kind of a middle ground between users purchasing and forgetting about the items they desire. Without this small but meaningful piece of functionality, a customer might forget about the items they wanted to purchase the next time they revisit your app. It makes a user come back to your app and eliminates the need for them to browse for the desired products again and again every time they want to take a look-see.
This helpful feature simplifies product navigation and rationalizes shopping behavior, giving users the idea that their shopping is well planned. After all, buying something that has been hanging in the wishlist for a couple of months sure does feel justified and rational.
Ease of communication
When implemented well, in-app customer support and feedback are a great feature to have. Good or bad, anything could happen in your app. And before your users go 1-starring your app and writing a wrathful review about it on Google Play or Apple App Store, it’s good to have a buffer that can potentially not only fix the situation itself, but turn the whole thing into a pleasant customer experience deserving a 5-star rating.
Make it easy for your users to contact support and leave feedback in case they need help with something they encountered in your app or simply want to comment on a feature they think could be improved in a way. This can be as simple as an email form for users to send their comments and ask questions. Or you could take it a step further and implement a click-to-call button or go for chat functionality that will provide immediate help to your users. This can be a combination of both live chat and chat bot functionality where a chatbot answers frequently asked questions and transfers users to a support specialist in case the issue is more complex than the bot can handle.
Knowing that there is someone ready to provide you with immediate assistance will show your users that you care about their experience, needs, and opinions. It will give them more confidence in their actions and a strong sense of involvement that leads to increased customer satisfaction with the service.
Don’t be afraid to even encourage users to leave feedback about the app’s functional and non-functional features. Customer feedback is the best source of insights to how the quality of your features and services could be improved. It’s the best way to understand what your mobile solution lacks and where it thrives. It gives you the direction your users expect you to take in the future. By means of this sort of collaboration between users and the development team, you can even build a strong community around your mobile app.
High app performance
This quality requirement is pretty obvious so we will be short—users demand high app performance and there’s no way around it. The bar for user satisfaction with mobile apps is high and getting higher every single day. Users expect your mobile app to load in one-two seconds or less. They expect fast loading screens with optimized images, videos, animations, and transitions. They expect quick API responses and no network-heavy backend requests with dragging in-app processes and transactions.
If your app takes too long to load a screen or perform a certain task, it fails to deliver the expected or at least satisfactory experience. It hurts your app ratings, hurts your brand and the potential revenue altogether. Your users will simply drop it and go looking for a better-optimized alternative. That’s why you have to remember about the importance of thorough mobile testing before you release your app into the market.
Security & compliance
The more common breaches of confidentiality and data leaks in today’s digital world made mobile app security and compliance an essential requirement in every industry, and not just the financial and healthcare sector. In addition to keeping their own business operations safe, practically every mobile application out there deals with certain amounts of user data they have to protect in order to engage users and build a trustful, long-term relationship with them. This includes both digital and legal security with well-addressed compliance requirements such as GDPR in the European Union and CCPA in the state of California, United States.
From contact details to bank accounts, different mobile applications gain access to various levels of personal information that hackers may attempt to steal. They trick users into downloading malware onto their devices that frequently attempts to access their data through applications with weak security. They intercept sensitive data traveling over the network. They try to steal user identities or get hold of their assets.
To gain trust with your users and avoid compromising your mobile application with exposed security issues, make sure to:
- never ask your users for permissions not crucial to your app’s correct functionality
- implement multi-factor authentication
- use encryption to protect your source code
- take measures to secure data in transit
- use only verified and proven APIs
- equip your servers with multiple layers of security
- minimize the storage of private user data on your servers and in the app
- perform frequent and thorough security checks