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5 Reasons No One is Using Your Mobile App

Posted by Michelle Johnson on May 11, 2017

Wondering why your app is not bringing back the results you expected? The answer may be more common than you think. The proof is in the numbers, since data doesn't lie about why common failures exist with business mobile apps, and in the world of retail where the competition is high, it's vital to minimize mobile app mishaps. If you're not paying attention, then you could be missing out on mcommerce sales. Here's why:

1. Your Content Segmentation/Personalization Is Poor

Personalization is important to the consumer because it's about offering content that is relevant and impactful. That's why it's vital to understand who your customer is and what they find relevant. Try understanding who your customer is first. You can even use emojis in push notifications to personalize the user's experience and drive your users to action. Research indicates that it can increase your app open rates by 85 percent.

2. Your App Has Too Few Push Notifications

While studies have indicated that more than 50 percent of app users are annoyed by push notifications, the ones who find push notifications helpful are often also the ones who receive messages that are relevant to them. In addition, research has shown that push notifications can triple the likelihood of conversion when it's personalized. At least 34 percent appreciate unique offers based on location. Personalized content also carries the benefits of increasing engagement and driving action. But if you're not delivering enough messages, your users won't be prompted to take this action. There's no magic number for the right amount to send. Just remember that one is too few to make an impact and that relevant content is key to enhancing user experience.mobile-app-market.jpg

3. Your App Lacks Intuitive User Experience (UX)

According to the 2016 UPS Pulse of the Online Shopper, 10 percent of mobile retail app users stop using them because they are difficult to use. This can be linked to a lack of intuitive or familiar elements that are key to an enhanced user experience. If the user is not familiar with the user interface, they will have to be educated. However, if you build an interface or introduce a concept that they can relate to, such as using a tablet to read a book, you can enhance the user experience.

4. You're Not Solving a Pain Point

Most retail apps fail to justify why the user should keep them on their phone. By not solving a problem, usage can drop by 65 percent after a three-month period. Sephora has introduced a series of features in their app that are fun, engaging and connect users to solutions that the beauty store can provide.

5. You're Not Observing User Behavior

The old adage that "action speaks louder than words" is true for a reason: Self-reported user behavior is often unreliable since most individuals aren't aware of what they actually do when using an app. It's important to watch how users are using your mobile app so that you can gain insight on where to improve the experience.

Final Thoughts

Mobile app development and successful user adoption is a moving target.  Technology is always changing and so are consumer preferences.  Recognizing where your brand's mobile app can improve is a good thing: it gives you a fair chance to identify gaps and fix them. The best thing you can do is make sure that your mobile web experience is best in class.  Employ ecommerce solutions and platforms that integrate UI and UX best practices, including robust tools to deliver relevant communication through all your customer touch points. 


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Topics: Mobile, Applications, mcommerce, Ecommerce, Retail

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