It is a well known fact, a Mobile App is the 2022 key element for any eCommerce. An app is useful to brands is many ways as it allows to: enhance users’ mobile experience, increase brand credibility and increase sales. Not only that, an important objective that a brand could reach thanks to an app is to strengthen the relationship with customers.
Thanks to the app the brand’s customers will be more loyal, buy more often and spend more compared to customers that only use the website. These users are called EMBED USERS, but to arrive there users must take a path.
A Google research identified the user journey that customers take before and after App use. This course is composed by 4 key steps:
In this article we’re going to analyze some questions that you could have asked yourself if you’re ready to create the mobile app for your brand:
We have just seen that thanks to a mobile app, it’s easier to make users arrive to the last step of the path (EMBED) compared to a website. Let’s discover together why it’s convenient for the brand to make the user complete the user journey, creating with him a stable and strong relation thanks to the App.
EMBED users are the one that identify the app as ‘vital’, it means that they don’t have and don’t want an alternative.
These users said that they ‘wouldn’t know how to do without the app‘, in fact: they use the app more often during the day, they use it for more time and spend more during purchases.
With the website it will be way harder to create a strong and lasting relation between brand and user. Thanks to the fast access to the app, visits are much more likely to be more frequent.
The loyalty of a user can be measured thanks to the NPS index (Net Promoter Score). NPS also measure the proportion between brand promoters and detractors and can take a value between -100 (all detractors) and +100 (all promoters), of course the goal of a brand is to increase this index as much as possible.
According to the Google research, EMBED users perceive a stronger brand relation and are more loyal to the company. Also they don’t only think more about your brand but don’t do that for brand competitors.
The users that use the app of a brand spend more. Why? According to an analysis, users are inclined to increase the average value of their shopping cart as the Mobile App makes shopping easier. Here’s how:
Thinking about everything we just said, we can define a successful app when it helps to reach the EMBED phase for as many users as possible. In this chapter we’re going to analyze which are the actions that a brand should make and so in which way it could guide the user reach this objective.
To make the user complete the path, first, he must start. The DISCOVER phase is the one in which the user is searching for the right app for him, because of this, the brand must try to be present on the main touchpoints. To identify the most important touchpoints we can classify them in 3 groups and attribute them to different to different companies, according to their maturity.
So, depending on the touchpoint in which a company intends to be found, it must take certain actions to make sure that its app is the one installed:
This is a very critical phase for the brand, because it is the first moment of contact between the brand and the user, if something should go wrong it is likely that he will not return to use it. Not only that, he is likely to become a detractor, lowering the NPS (Net Promoter Score).
How to make the onboarding phase pleasant to carry forward in the path as many users as possible?
Users have found your app, they installed it and started to use it. Let’s focus on the goal once more: increase EMED users as much as possible, this making the app vital to them. To achieve that your app must solve two needs: one emotional and one functional.
As for the first, there are 3 ways that the brand can solve them:
Along with functional needs, the App becomes successful when it is able to satisfy also emotional needs, thus, to entertain and amuse users. The main emotional needs for users are: fun, inspiration, distraction/keeping busy, relaxing and feeling better. The brand, therefore, should make the mobile experience fun.
Finally, a research classified the various functionalities, defining the most useful ones for the users:
After having poured time and resources to optimize the user journey, it’s important to understand how to limit users’ removal. Some useful actions have been identified:
The competition is high and the presence of competitors is the main cause (45%) of estrangement from a certain App. It is necessary, therefore, to always try to stand out in some way and always continue to innovate, also because the second major reason that drives a customer to return from your app is the presence of new features
Technical issues make the mobile experience less fluid, creating annoyance and frustration in users, leading them to abandon the App. Some issues to pay attention to are the reset of search terms and filters and slow loading.
A critical element for improving engagement is the ability to offer customized features (such as content or notifications based on user preferences).
Users, while using the app, expect to regain at least all the features they have on the website. The brand must engage in the creation of an app without blocks or slowdowns.
When making updates or innovations it is important to notify customers.
All these points, in addition to avoiding the abandonment of users, are also useful for reconnecting those who had moved away, in fact, 83% of people said that they would be willing to re-install an app.
To conclude, we can say that the Mobile App offers benefits to both brands and customers. What this article has tried to tell you is the importance of making your App ‘vital‘ and how to do it. The goal is to create an app that your users can not do without, this will allow you to create stronger relationships with customers and increase sales.
If you are ready to grow and innovate your brand and create a solid and lasting relationship with your customers, Shoppy could be the perfect solution. Find out more, click here.