In just a few short years, mobile apps have changed the landscape of marketing and consumerism. The best in business know how to use apps to grow their business and keep their growing customer base exceedingly happy. Let’s look at a few of these.
1. Creating a Desktop Experience Instead of a Mobile Experience
Even in 2017 we see a lot of mobile apps that are simply a smaller version of their brand’s desktop experience. These apps offer the same exact functionality of a website, only on a smaller screen. Big mistake. Mobile apps are a totally different vehicle for user experience, and need to be designed as such.
For smart app designers, the smaller screen is a blessing, as it allows them to focus on things that are truly important. Ideally you should pare down your business app’s functionality to a few core tasks. You need not leave out important features, just let each functionality earn its place on your app.
2. Not Having a Marketing Plan for Your App
The marketing plan need not be an elaborate strategy thought up by a team of top advertising experts. Instead, you should start by focusing on the simple rule of making it easy for your customers to find your mobile app. Something as simple as showcasing your new app on your website or Facebook page can greatly increase your app’s effectiveness.
The bottom line is when you launch your app, it should be in front of your customers, loud & clear, hard to miss. Whatever that entails, from a simple email/message to customers to a well-placed announcement on your website, will form your app’s marketing plan. Make sure you have one.
I wrote previously about how to market your app here.
3. Assuming that Customers Will Return to Your App “Just Because”
User retention is perhaps the most important aspect in the world of mobile apps
Customers will return to your app for the same reason they will return to your business – if you’re offering them great value. If your app is novelty-driven instead of a source of recurring value, you will have a hard time retaining users. You need to create engagement mechanisms and remind customers of your app’s presence on their smartphones. Generating reasons to engage users such as offering discounts and rewards is a surefire way to make users keep coming back to your app.
4. Trying to Pass Off a Mobile Website as an App
Is your app simply a tool for launching your mobile website? If yes, you picked the wrong app developer. When you publish an app like this, you’re basically telling your customers you don’t understand mobile and you don’t understand their needs.
Creating a mobile app is hard work. This drives many mediocre developers to create an app that’s purely web-based to simplify their own work. This is just wrong; customers aren’t concerned about the complicated nature of app development. They only care about their user experience, which should be as simple and useful as possible.
5. Ignoring Your Customer Base
The true power of mobile emanates from its personal nature. When people download your mobile app, they essentially carry you in their pocket; you’re with them all the time. Or better yet, you have the potential to be with them all the time. By not making your app a channel for communication with your customer base, you’re setting up your app for failure.
Ignoring your customer base comes at a very high price. Customers will have questions, problems, suggestions etc. when using your app. Sometimes the issues will be related to the app itself, and other times to your company and products/services. In any case, you need to make it easy for users to reach out to you via your business app. It shows you care about them and are always listening.
With the right business app, you can create a powerful connection with your customers and grow your business.