User experience (UX) is often the one thing that determines if an app will be successful or if it will flop. Therefore, when creating an app, UX must be the impetus for every decision. If you focus on providing the best UX, you will not struggle to boost conversion.
All the popular mobile apps today have one thing in common; they provide exceptional User Experience. There is no way to go around this.
For your app to stand out in the highly competitive market and have a good conversion rate, it must have value to users, and they need to enjoy using it.
The potential of mobile apps for conversion
The mobile platform is the best way to reach users today. Studies show that currently, users spend most of their media time on mobile devices. According to a report released by comScore in 2017, 69% of digital media time is spent on mobile platforms with apps accounting for 60% of the total.
Desktop has outperformed mobile platforms in terms of conversion over the years. Experts rationalized this by explaining that mobile devices were used to browse, while people used desktop devices for essential things like completing transactions.
However, this is quickly changing. According to Google, over 40% of online transactions are completed on mobile devices. What's more, smartphone users have been found to be 50% more likely to purchase things immediately via mobile.
The immense potential to drive conversion on the mobile platform is clear. With users spending more time on mobile devices and using it to perform transactions, the only barrier to optimizing conversion appears to be getting users hooked on your app.
To successfully stir-up conversion on your mobile app, you must depend on a systematic approach rather than a hit-or-miss strategy. And it all begins with UX.
How to improve UX to optimize conversion
There are many ways to improve User experience to drive conversion on your app. But before we look at that, we must highlight some telltale signs that lets you know it is time to redesign the UX of your app.
1. When your competitors have made a move
You must never allow your app to be left in the past. Always keep up with the trends. Your users will appreciate this, and it will reflect in your conversion rate.
2. When your conversion and engagement rate starts to dwindle
If the performance of your app is sluggish, then it is evident that something is wrong. Most of the time, it is an issue related to UX.
3. When you are expanding or introducing new features/services to your app
There is no better way to reintroduce your app to users than improving your UX.
Here are some of the best ways to optimize the UX of your mobile app:
i. Make conversion easy on the app:
What passes for conversion differs from one app to the next. The underlining thing is that all apps need users to convert. If you want to boost the conversion rate of your app, make it easy for users to do so. This means removing all unnecessary barriers to usage.
You must allow users to enjoy your app without any unnecessary impediments like a long sign-up form. Keep the design of the app simple while using colors, animations, and other design cues to drive engagement.
Make the user interface of your app simple and straightforward so it can be operated intuitively. The primary purpose of the app must be the central focus, and every other feature should play a background role.
Ultimately, optimizing the UX of your app to boost conversion is about fine-tuning your communication with users. The process calls for highlighting the best aspects of your app and making it easy for users to take a particular action.
ii. Know your users.
There is no better way to create an app that will be successful than taking the time to find out what your users want. Take advantage of UX analytics to determine what users are doing on your app. You can use a touch heatmap tool to determine which aspects of your app attracts users and what they don’t like.
Knowing your users will allow you to provide more personalization options, which would, in turn, strengthen their loyalty to your app.
iii. Boost the security of your app.
With the widespread data breaches, security is one of the top things that users consider when selecting apps today. This is particularly true for apps that require users to provide their personal information.
If users are confident about the security of an app, they will be more comfortable offering their details like credit card information. This will, in turn, lead to more conversions.
iv. Do not underestimate the power of post-conversion engagement
One mistake that some online marketers make is to overlook the importance of post-conversion engagement with users. Your goal must not stop at conversion but should extend to building a relationship with your users.
In face-to-face interaction, post-conversion engagement is not overlooked so why must we ignore its importance in the virtual world. A simple “Thank you” email after a purchase can go a long way to engender loyalty.
Interacting with customers post-conversion does not only show good manners but also presents an opportunity to measure their level of satisfaction and pitch your other products or services.
Some other things you can do to optimize the conversion rate of your app include using push notifications, adding a call-to-action button as well as an emotional trigger, social media integration, and improving personalization options.
Remember, first impressions count, but you must go beyond that to build a relationship with your users.
As far as UX is concerned, you cannot go wrong with improvements. Studies show that every $1 spent on improving the UX of an app can yield up to $100.
It is important to note that there is no one-size-fits-all solution when it comes to driving conversions on mobile apps. You must determine the mix of strategies that work best for your app and focus your efforts on them.
This post was submitted by a TNS experts. Check out our Contributor page for details about how you can share your ideas on digital marketing, SEO, social media, growth hacking and content marketing with our audience.