Online shopping is becoming a growing demand whether we like it
or not. The percentage of sales happening on mobile devices is climbing on a
steady pace. Large and small businesses are on the race when it comes to
launching mobile apps in the hopes of capturing ecommerce dollars. But for
every successful app, there are dozens that go down the drain.
Ever wonder what makes a top-rated app stand out from those that
disappears over time in iTunes and Google Play? Here are five things every
business mobile app needs in order to succeed.
For some
mobile apps, we would notice that they are just plain and canned version of
their company's website, which makes it unimpressive to the users. Let's take
the Gap app for
example: it's nothing but a packaged website, which makes the reviews not very
favorable from the consumers. It doesn't make sense installing an app when you
can just view the same thing on your mobile device's browser, right?
On the
other hand, successful apps like the Nike+, gives the users to install it as it interfaces with fitness
apps to track your activity, delivers advice from athletes based on your
interests and needs. Nike+ encourages you to play with it and provides users
something useful in return, which keeps them coming back. Making a business app
as interactive as possible will surely catch your customers attention.
A good
example for integrating a brand with a platform is Under Armour's MapMyFitness app.
MapMyFitness offers running, biking, walking, hiking, and calorie-tracking
apps; you can shop Under Armour gear in all the apps, but that's not the actual
reason why they're so in-demand.
The MapMyFitness platform
keeps users coming back every day to track workouts, record routes, participate
in challenges, and log meals. Research suggests branding on mobile devices
improve purchase intent, and even minimal brand impression can build a positive
association. The Under Armour name may not be so much "in your face"
in the MapMyFitness platform, but there's enough chance for it to be noticed.
It's not
enough that a mobile app is successfully installed in someone's mobile device
-- it needs to have a bigger reason why a consumer should use it and spend
money with your company. Starbucks' mobile
app, for instance, lets users order straight from their phones and pick the
order up from the store. Starbucks then bills the app as a way to avoid falling
in line and wait to get your ordered coffee, which is a major added value for
its customers.
Without the app's special
feature, the Starbucks app would simply serve as a store locator and a points
tracker, which is a common thing for most mobile business apps. Offering
customers that option to order through the app is something innovative and
provides a lot of convenience, which gives people a good reason to install it,
while giving the company a leg up in the competition.
Again, there are several
apps that possess poor interface. Businesses should keep in mind that they
should not mess with the basic ways users interact with their device. If your
app, for example, doesn't allow swiping to go back a page, nor does tapping on
the top of the screen return you to the top. These are two gestures that iOS
users are greatly familiar with, and if you want your app to succeed you need
to leave these -- and other basic commands -- in place.
Apps that get bad reviews
can affect your brand in a negative way, while high ratings can drive a huge
amount of business opportunities. User interface is fundamental to an app, and
no amount of added value, uniqueness, or interaction is going to overtake a
clunky homescreen.
Regular updates, both for
quality improvement and feature addition, can increase an app's success rate by
roughly three times than that of less updated ones. If you're not sure it's
worth updating an app frequently, it's better to check the app's ratings
section on iTunes or the Google Play page. Each update brings a new flood of
complaints and requests, and keeping up with them is easily a full-time update
schedule.
It's also a good idea to include feedback function in the app itself. While it doesn't guarantee users will respond, it at least encourages them to submit comments directly to your team.
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