Mobile App: Tips for maximizing user conversion rate

The growth and dominance of mobile as a platform, is undeniable, and any business still ignoring the paradigm shift, is in for a rude shock. The stupendous sales numbers of each new iOS Device, coupled with the proliferation of android globally, has created an ecosystem that is mobile driver almost entirely.

There have been many studies conducted in recent past, and reached the same conclusion, and a recent COMCAST Study has generated few statistics, that further illustrate the importance of mobile:

1. Smartphone usage growth between 2010-2014: 400%
2. Tablet usage growth between 2010-2014: 1700%
3.  Time online spent on mobile: 60%
4. Millenials online through mobile only: 25-27%

2 MAJOR FINDINGS that drive the point home:

1. => Mobile users spend 86% time on mobile apps and only 14 per cent of their time on mobile websites.
2. => The average time spent on native apps increased by 21 per cent between 2014 and 2015.

These statistics are reflective of the shift in focus, that businesses need to consider, especially Retail & Ecommerce.

All types of customer conversions are important, right from contact information to financial transactions. Below are a few methodologies and recommendations, in order to ensure growth in conversion rate, specifically for mobile apps:

1) EXHAUSTIVE UI/UX & FUNCTIONAL/Beta TESTING

In general, The aim is to ensure that the app successfully and quickly downloads to each device for which it has been developed. When updates are available, there needs to be a way to push out to the user. Test on every device with the operating system for which you have developed the app. Beside automated testing during development, there is a need for external beta user testing to ensure smooth usage cycle.
Avoiding this step, may prove to be costly in the long run. Given the almost 80% Bounce rates, the best way to convert users is to present a flawless user experience, with minimal strain.

2) PERSONALIZED USER EXPERIENCE

The Idea here is to make user feel “pampered” and “special”. Personalizing user experience can be achieved using various approaches like geo location, past behavior, demographics etc. Personalization helps convert users by providing a unique experience.

3) PUSH NOTIFICATIONS

The idea here is to be visible without being intrusive. Overusing push notificcations, is almost as bad as spam emails, and invariably results in users dumping the app altogether. The extent and frequency of notification, needs to be decided upon, considering factors listed below:

1. – Time sensitivity of information
2. – Importance to core process- reminders,etc.
3. – Dependency on user location
4. – Dependency on user behavior patterns

4)USAGE MAXIMIZATION
The aim here is to keep the user in the app, for as long as possible.Be welcoming to all users, no matter what their purpose – searching, browsing, purchasing. It is almost impossible to tell the user intent at the time of access, and so the app needs to engage any and all types of users with equally unique and engaging interface. Smooth transition between browse,search and buy, is to be the primary consideration here.

While CRO is still primarily dependent on UX, it has come unto its own as a separate facet of web and app development. And CRO for mobile platforms must be separate from CRO for desktop platforms.Research has shown that specific CRO approach for mobile platforms have resulted in increase of conversion rate by upto 150%.

Our team of Platform experts and  Social media experts have a grass root understanding of industry trends, and can help you effectively implement a sustainable User retention strategy. Get in touch with us for Complimentary analysis and recommendation, based on your individual needs.