By David Angradi, Executive Vice President, Sales & Business Development
You’ve come up with a killer app for your business. You’ll build it, and then hundreds, no, thousands, of customers will engage with you, view your offering, and buy, buy, buy.
That’s the hope, at least – but too often an app just withers away, downloaded with great expectation and then rarely used and finally deleted. A very discouraging tale, but regrettably common: According to research from Adobe, only 45 percent of retail mobile app users are satisfied with their mobile app experience. On top of that, data from Quettra shows that in its first three days, an average mobile app loses 77 percent of its daily active users. By 30 days, 90 percent of its daily active users have disappeared. The top reason users give for deleting an app is that they do not use it.
It doesn’t have to be that way. You can create an app your customers will find useful, and that you’ll find beneficial to your business.
- Take the Customer View. First, view the experience you want to create through the customer’s lens. Determine a handful of goals you want to accomplish with the app. How do those align with customer goals for using the app? Each one of your goals needs to sync with the customer’s. Then, keep the design simple, and streamlined, etc. Every action within the app needs to be directed toward achieving a goal. For example, want to increase sales? Ensure the fewest possible steps to check out. Customers want tracking information? Include a “track it” button.
- Make it as User-friendly as Possible. Second, usability matters. Even apps that are used regularly are deleted if they are ultimately considered difficult to use. Intuitive navigation and overall usability are key functions your customers are looking for in mobile app experiences. Reducing the number of clicks is a big plus, because on mobile devices, it’s much more onerous to select information and enter data. The petite size of the keyboard is a big hindrance to accurately entering information. Therefore, a mobile app should be optimized to keep clicks and field entries to an absolute minimum, all without limiting functionality. Scrolling should be limited as well.
- Build in Security & Privacy. Third, don’t forget security and privacy. Build in protection from malware and other criminals from the ground up. In the first quarter of 2017 there were more than 16 million mobile malware incidents. People don’t want to give away too much information but will give some if they believe the payback is worthwhile and that their data is safe. Make sure to work with a cloud-native developer that understands how to detect and close security vulnerabilities and will harden your app against reverse-engineering and tampering.
Mobile apps can be useful tools for many retailers. They can boost revenue and increase customer loyalty. However, like all tools, they must be created with purpose and usability in mind. Otherwise, they will simply sit in the toolbox – and that helps no one.
Want to Learn More?
- Download an infographic detailing the RightStart strategy for building cloud-native apps here: http://bit.ly/2IwVDI8.
- Learn about our DevOptimized® Approach to cloud transformation, data center transformation and business optimization at http://bit.ly/2GDydAw.
- Take a RightStart quiz and see if your application dream is RightStrart Ready here: http://bit.ly/2pgcLtM.