In the wake of the economic crisis, companies around the globe were massively changing their financial plans and postponing purchases that are not included in the essentials category. In these conditions, it was imperative for businesses to monitor the quality and density of contact with customers, reduce the distance with them, use methods of promoting goods and services, taking into account the dynamically changing realities of the market.
It has become even more critical for companies to properly build communications with consumers – to unobtrusively be in the field of their constant attention and offer goods and services that are interesting and useful to them personally. A universal intermediary that facilitates contact between a business and a client can be a mobile application. This article will tell you for which business it is vital to transfer customers to a mobile application, how to do it correctly, and how to attract an audience to a new communication channel.
The relevance of mobile application development depends, among other things, on the company's market. For a fertilizer manufacturer that sells its products in bulk, its development looks less promising than, for example, for a seller of cosmetics and perfumes or a pharmacy service.
The metrics tree framework and the evaluation of product and marketing metrics will help calculate the unit economics of a mobile application. It is necessary to ensure the profitability of the current IT product, determine the average duration of its use by customers, conversion, cost of promotion, and the effectiveness of audience expansion.
You need to track both product and marketing metrics. For example, if we see that the coefficient of abandoned baskets (CAR) is increasing, we need to find out what this is related to and work on changing the situation.
It is also important to consider a particular company's business processes. For one area, it is necessary to make a separate checkout for processing orders received through the application to improve the CX (customer experience). And another business needs a technical support team of users to interact with the requests of new users.
Also, at this stage, a study of the business for which the product is being developed and the company's key competitors is being conducted. High-quality analytics allows you to create a mobile application that considers all business goals and customer needs, not a product "on the table" that will accumulate virtual dust in stores.
Often clients want the release to take place as soon as possible, so they suggest ignoring the analytics stage and starting design and development as quickly as possible.
Taking into account our experience, we recommend paying attention to the detailed design of the user experience and setting a budget for the research part of the work. Usually, more thoughtful applications are more successful in stores: they get high ratings and bring more profit and fame. But we also do not recommend delaying the application development because competitors are not asleep. The business must be mentally and financially ready not to miss any important stage of development and to cooperate productively with programmers
You and your colleagues are the first people who should understand why your users need a mobile app. Do you understand well why they need it? For example, you have owned a furniture store for many years. Initially, there were enough pages on social networks for doing business, production expanded, and more customers were of magnitude. An online store has been launched. Now customers are asking to develop a mobile application. It will be more convenient for them to pay for orders from a smartphone or start choosing products on a computer and continue flipping through the catalog from their phone.
Find clients or colleagues in a free online service for business networking. There are more and more requests for the appearance of a mobile application, and you just want to update the loyalty program. The appearance of a mobile application is natural. It will be helpful for users and will help you in solving business problems.
Transferring users from a website to a mobile application is not always easy. Many offers no longer attract sophisticated users. We recommend that you work out a group of such proposals and test their effectiveness, choosing favor of the most effective ones.
For example, you can promise in an e-mail newsletter or advertising on social networks that the first order made through a mobile application will be given to customers with a 15% discount. You can also offer free shipping or a small gift. The offer must be interesting for users, but at the same time, it fits into the initial budget you lay down for developing a mobile application.
Bonuses can be tied to major socio-political events or a season. For example, contactless delivery was in demand at the height of the pandemic. It was profitable to offer it as an offer. Customers were satisfied. Buyers may be attracted by the appearance of functionality in the application that is not available in the online store but will be available to them from a smartphone. For example, the choice of pick-up points of products. Using promo codes and UTM tags will allow you to track how many users came through the offers, what the conversion was, and whether the marketing campaign was successful.
Let's tell you some of the standard tools of communication with users.
No one will ever be able to announce the only right answer. As we mentioned at the beginning of this article, it very much depends on the area of business and its audience’s profile. For IT or ecommerce, it may be highly profitable and become a strong tool in developing one’s business. For smaller businesses with specific and not so many recipients, it is considerable but not a must. The titular whim is being used deliberately. We found out that sometimes companies are so focused on Saint Graal, a mobile app, that they do not conduct proper research beforehand. Should you ever think of creating your own mobile app, read these materials first: