Beyond the App: What makes a good mobile experience?

©2015 BeyondCurious, Inc. Confidential.

BEYOND THE APP What makes a great mobile experience

NIKKI BARUA CEO

VISHAL AGARWAL CTO

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[email protected]

#beyondtheapp

BeyondCurious will help marketers understand how to create compelling mobile experiences that outperform the competition. Attendees will walk away with tips and tools to address challenges in mobile, such as:

In this Webinar: ü  How to choose between

mobile apps and mobile web

ü  How to approach mobile experience development

ü  How to engage your mobile audience

ü  How to measure your efforts

BEYOND THE APP What makes a great mobile experience

©2015 BeyondCurious, Inc. Confidential. 2


HOW TO

Choose between mobile apps and mobile web Six Key Considerations

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1 2 3 4 5 6


Smartphone Preferences

Mobile Apps

33% Mobile Web

67%

A

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https://blog.kissmetrics.com/surprising-mobile-ecommerce/


Tablet Preferences

Mobile Apps

29% Mobile Web

71%

A

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https://blog.kissmetrics.com/surprising-mobile-ecommerce/


Mobile Apps

88% Mobile Web

12%

A

Monthly media consumption

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http://www.iab.net/media/file/IAB_Apps_and_Mobile_Web_Final.pdf

40% MORE

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https://econsultancy.com/blog/66133-seven-reasons-why-retailers-should-have-an-app-and-six-why-they-shouldn-t/


Customers using Walmart app spend more


So how does one decide which solution to pick?

A

Mobile Web

Mobile Apps

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Need to raise brand awareness? ü  Mobile Web

54%

of mobile internet users cite Search as a primary way to find information

Your mobile website is indexed by search engines but your app content is not.

http://www.iab.net/media/file/IAB_Apps_and_Mobile_Web_Final.pdf

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Need to have widest reach at lowest price? ü  Mobile Web

Single code base that can scale across many devices and platforms and a larger pool of talent to build the solution.

1.9bn 1.7bn Mobile vs Desktop users

85% 12% Android vs iOS sales

7x iOS users are 7x times

more active than Android

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http://uxmag.com/articles/native-or-web-based-selecting-the-right-approach-for-your-mobile-app http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/ http://www.forbes.com/sites/ewanspence/2014/08/02/android-circuit-have-we-passed-peak-samsung-will-the-eu-investigate-android-and-where-has-flappy-bird-returned-to/ http://www.forbes.com/sites/ewanspence/2014/08/03/ios-users-seven-times-more-active-than-android-users-suggests-net-applications/


Need to make real-time updates? ü  Mobile Web

Average amount of time it takes Apple to approve an app

8 DAYS Full freedom as to when and how

often you can make changes and end users don’t have to do anything

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http://appreviewtimes.com

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https://econsultancy.com/blog/66133-seven-reasons-why-retailers-should-have-an-app-and-six-why-they-shouldn-t/


Need to maximize customer conversion? ü  Mobile App

More ways in which you can influence conversion, both online through real-time tracking and with in-store iBeacon led push notifications.

40% Of respondents who

downloaded a retailer app said they bought more of

that brand’s products https://econsultancy.com/blog/66133-seven-reasons-why-

retailers-should-have-an-app-and-six-why-they-shouldn-t/

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4


Need to deliver high fidelity experience? ü  Mobile App

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[Sources URL]

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The app is very responsive to touch and transitions, scrolling is much smoother even on content heavy screens, and experiences like complex 3D renderings become feasible and engaging.

Smoother Scrolling

Complex 3D Rendering

Responsive to touch


Need to access native device features? ü  Mobile App If features like NFC, Camera, and Sensors are critical to your user experience, then invest in a native mobile app. 49ers app guides you to

the nearest hot dog and beer stands using iBeacon

technology

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http://techcrunch.com/2014/11/04/how-the-49ers-are-using-beacons-to-help-you-find-hot-dogs-and-beer/

Summary

Scenario Mobile Web Mobile App

Raise brand awareness

Widest reach at lowest price

Real-time updates

Maximize customer conversion

High-fidelity experience

Access to native device features

A



HOW TO

Approach mobile experience development Six Best Practices

1 2 3 4 5 6

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•  What do your customers need on-the-go? •  What can mobile do that web cannot? •  What features are NOT relevant for mobile?

Let context drive your feature decisions

50% Walgreens’ mobile traffic that comes

from people currently in one of their stores

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http://www.searchenginejournal.com/10-best-practices-mobile-optimized-websites/115636/


•  Show video content over text as 41% of users prefer watching a video

•  Create structured text blocks with longer and shorter versions of descriptions

•  Create different variations of images to communicate your message

•  Make phone numbers visible with click to call function

Think responsive content, not just responsive design

Average adult attention span (It’s less than

a goldfish!)

2

8 SECONDS

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http://www.entrepreneur.com/article/232266 http://activemobi.com/blog/top-9-features-mobile-consumers-want-on-your-mobile-website


•  Look at analytics and see what devices are being used the most on your site and optimize for the 80%

•  Leverage an online testing tool like AppThwack to quickly test for compatibility

Be smart about the devices you target

OpenSignal finds that the number of different Android

devices using its app has grown by 58%, from 12k in

2013 to 19k in 2014

58%

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http://www.mobileindustryreview.com/2014/11/5000-mobile-devices-fragmentation.html


Test and learn with Mobile Age cloud tools candor

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•  Hotjar to gather insights on user behavior •  Splunk to detect patterns from big data •  Candor for efficient ideation •  InVision to express ideas visually and receive feedback •  AppThwack to test your app across hundreds of devices

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Obsess about performance

Delay in page response can result in a 7%

reduction in conversion.

ONE SECOND

•  Enable compression by using tools like Gzip to decrease the size of your HTML, CSS and JavaScript files

•  Optimize code by running tools like YUI Compressor for both CSS and JavaScript

•  Optimize images by using CSS sprites and correct file formats such as PNG’s and JPEG’s

•  Leverage tools like Pagespeed Insights from Google to get recommendations on improvements

01

5

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https://econsultancy.com/blog/10936-site-speed-case-studies-tips-and-tools-for-improving-your-

conversion-rate/


Don’t get lost in the crowd Tips for app icon design http://info.localytics.com/blog/tips-for-designing-the-perfect-mobile-app-icon

Use simple shapes Avoid using photos

Don’t include words Test on different backgrounds

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VS

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Ensure visual consistency with app Compare against the competition

Align with your brand identity A/B test app icon options

VS

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6

Don’t get lost in the crowd Tips for app icon design http://blog.goodbarber.com/10-tips-to-make-your-app-icon-stand-out_a193.html

50 PERCENT 50% Of Walgreens’ mobile traffic

comes from people currently in one of their stores!

Let context drive your feature decisions

The average adult’s attention span is down to just 8 seconds (That’s less than that of a goldfish.)

Think responsive content, not just responsive design

Android device usage for OpenSignal’s app has grown by 58%, from 11,868 in 2013 to 18,796 in 2014!

Be smart about devices you target

Design and build progressively to optimize for user’s mobile needs

Test and learn with mobile age cloud tools

A one second delay in page response can result in a 7% reduction in conversion.

Obsess about performance

Both Apple and Google stores offers more than 1 million apps each

Don’t get lost in the crowd 1

MILLION+

8 SECONDS


Summary

http://www.statista.com/statistics/276623/number-of-apps-available-in-leading-app-stores/


HOW TO

Engage your mobile audience Four Key Strategies

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1 2 3 4


Make it easy to find

10.3%+ Use Keywords in The Title Apps with keywords in the title ranked on average 10.3% higher than those without a keyword in the title

Optimize and Compare Regularly optimize your title and keywords by monitoring competitors week to week.

Ratings & Reviews Reviews and downloads affect your app store ranking. Invite your avid supporters to review.

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https://blog.kissmetrics.com/app-store-optimization/

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Make it easy to use

47% Of users are willing to stop using or delete an app they find difficult to use

Familiar environment

Remove barriers

Provide easy access

https://econsultancy.com/blog/62516-37-of-consumers-think-that-most-mobile-sites-are-difficult-to-navigate#i.tpgmt8luucp1t0

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Give instant value

20% Of apps are used ONLY ONCE after download http://info.localytics.com/blog/app-retention-improves

Provide convenience

Give rewards

Address pain points

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3


Provide Content

Give a reason to return Enable Commerce Learn Context Create Community

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4

http://liveactionnews.org/pampers-releases-ipad-app-that-shows-

human-development/

http://mobihealthnews.com/20171/walgreens-introduces-api-for-

mobile-prescription-refills/

http://www.benzinga.com/news/14/07/4725271/5-must-download-apps-before-visiting-disney-world-universal-

studios-and-more

http://techcrunch.com/2015/04/24/the-22-best-apple-watch-health-and-

fitness-apps/#.e4iblo:kVWp

Make it easy to find • Use keywords • Optimize and compare • Encourage reviews

Make it easy to use • Create familiar

environment • Remove barriers • Provide easy access

Give instant value • Provide convenience • Give rewards • Address pain points

Give a reason to return • Provide content • Enable commerce • Learn context • Create community

1 2 3 4

Summary


HOW TO

Measure your efforts Four Key Metrics

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1 2 3 4


Downloads are not a good measure

20 PERCENT

NEW

of apps downloaded are never used more than once

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http://info.localytics.com/blog/app-retention-improves


So how do you measure engagement?

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Four Key Metrics Measure user engagement from intriguing to addicting

Intriguing Addicting

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http://blogs.forrester.com/nicole_dvorak/14-11-10-applying_user_metrics_to_score_and_rank_mobile_apps_forresters_app_engagement_index


Popularity =

70% Smartphone users are also frequent Facebook visitors http://www.fiercedeveloper.com/story/70-smartphone-users-tapping-facebook-study-shows/2013-04-23

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1 Percentage of smartphone users using your app


Commitment =

65% of people that stop using mobile apps three months after installation http://mashable.com/2013/09/04/mobile-app-metrics/

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2 Percentage of app users accessing weekly


Frequency =

Number of apps the average consumer actively uses in a 30-day period http://www.numericanalytics.com/mobile-app-measurement-which-metrics-matter-most/

6.5 APPS

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3 Number of days in a week app is accessed by users

A A A A

A A A


Time Spent =

5.7 Average number of minutes users spend in app per session http://techcrunch.com/2014/09/16/time-spent-in-apps-up-21-over-last-year/

MIN

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4 Number of minutes in app per session


Common measurement tools Many options are available in the market today. The important thing is to avoid creating one off dashboards and selecting a solution that can provide you with an integrated view across all devices

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Popularity Percentage of smartphone users using your app

Commitment Percentage of app users accessing weekly

Frequency Number of days in a week app is accessed by users

Time Spent Number of minutes in app per session

1 2 3 4

Summary


Questions?

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INNOVATION FOR THE MOBILE AGE BeyondCurious is an innovation agency. We create mobile experiences that empower people and transform brands.

Contact Us [email protected]

Visit Us www.beyondcurious.com

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Beyond the App: What makes a good mobile experience?

Mobile

Transcript of Beyond the App: What makes a good mobile experience?