In the present world, the younger generation wants convenient and secured mobile communication. The majority of the teenagers expect their mobile apps and websites to be over personalized, but also something that can adapt and react to location. The other expectations of the folks are; to order on the go with faster delivery, instant real-time online consumer service and seamless product offering across different channels. A positive mobile experience provides a lot to the brand loyalty and online purchase decisions. In future, the folks will expect businesses to do an even better job in personalizing the mobile experience while giving a guarantee that their personal information is secure.
The concept of personalization can be explored in a variety of businesses and it is one of the key features that keep the people hooked to the apps. It is said to be mobile has become the center of all our daily activities. Apps have become a reflection of one’s lifestyles. A recent survey reveals that the number of mobiles- only internet users have succeeded that of desktop only, with more than fifty percent spending their digital time on mobile apps.
What do you mean by App Personalization?
An app personalization is a process of building a mobile application to meet the requirements of particular folks. It aims to present users with experiences customized to their specific needs.
Personalization has many faces, and retail app marketers can influence this plan in many ways for an app’s growth. A customized approach is based on a customer’s behavior is one of the main factors that defines personalization in a retail app. More than thirty percent of US E-commerce transactions are mostly driven by mobile. Then, the apps are generated over fifty percent of mobile transactions for the retailers. Personalization can be applied to an individual’s journey right from onboarding till a purchase.
What is Personalized Onboarding?
A bit of personalization can increase the longevity of an app many folds. There are various process and methods for doing that. For example, the apps can influence the data already provided by the user on sign-up and customize the experience.
What is personalized content?
One of the most important ways of personalization is through the content that one share with the users. A lot of marketers follow an Omni-channel approach, and the same data can be used for increasing an app user’s experience as well. When a person uses their desktop version for shopping, the same reflects in their mobile app as well.
Push notifications, In-app messages, and the emails are tried and tested ways of reaching out to consumers and ensuring a trade. The app marketers have to constantly evolve and offer something more to the users. To make sure that an app is memorable and brings good value to the context, app marketers need to invest money in personalization at most levels of a consumer’s app journey.
Major Ways to App Personalization
Before creating a personalized experience for users, the first step is to gather information so one can figure out the specific needs. Once the data is collected, it is possible to make informed decisions regarding the experiences one wants to provide, and which segments of the consumers are given specific experiences. The types of content one can collect about the folks to create personalized experiences can be dynamically divided into three categories. They are demographic, Contextual, and Behavioral.
The demographic targeting is about enquiring out who the users are so one can deliver custom experiences to them. The sample enquiry questions will be like the gender of the users whether they are male or females, the age group, the most like and dislike things about the customers. These types of demographic information help the individuals customize the experience of the app to display content that is more similar to that of the each consumer.
Demographic data can be gathered in many ways. An easier approach is to simply ask the customer during the app onboarding process. For example, a company that sells vehicle parts can ask its customers what kind of vehicle they drive, for example, pulsar bike, and then only display sales of relevant bike parts whenever the user logs into the app. Another method is to use integrations with social platforms like Facebook to pull in demographic and interest information about users.
Another way of partitioning the audience is through the contextual targeting. Contextual targeting is about searching information about what device the user is using, the time of the day, or the current consumer’s location part to personalize the app experience. For example, a local travel app could display shopping malls that are close to the user’s location that is still open, or an e-commerce app could display all the necessary details.
Why Segmentation (partitioning) is important?
Most of the users appreciate experiences that are subjective to their needs and are increasingly responding to the personalized experiences. The segmentation also allows an individual to focus on most valued prospects and customers. In brief, segmentation can be very useful to outbound marketing. It is better to create campaigns with strong appeal to most-valued folks rather than creating advertising campaigns which have weak appeal to a large number of audiences.
The final way of delivering personalized app experiences is done through behavioral targeting. Here, one can use the actual behavior of the customer to customize their app experience. For example, if a person tends to click more on cups than saucers in a shopping app, the app can adapt in real-time to display more products they might be interested in. Or if the folks have purchased a particular product before, the app can automatically display it the up-coming time it goes on auction. This approach is a powerful way to personalize the experience for app users.
What is constant testing and optimization?
Generally, people say that constant testing and optimization are the souls of marketing. Most of the development teams are mainly targeted on an app’s core functionality. Most of the websites are managed by the CMS and marketing campaigns are managed by the marketing automation platform. The app owners enable them to communicate, convert, and maintain personalized relationships with their consumers without depending on their development teams.
The Importance of App Personalization:
The app is already used by the billion of people all over the world and still the user’s expectations are growing. As of the year 2015, there are nearly two million apps in the App Store and two million apps in Google Play store. Once an app is chosen and installed, about sixty-five of users will delete it if the first experience using it is a negative one.
Even after an app has passed that brink, the average person will have about sixty-five apps on their device but only actually use about fifteen of them each week. There is no particular reason to expect that the above statistics will change, so it is becoming increasingly vital to make sure that the app provides its users with a great experience. In addition to many tips such as app discoverability, performance testing, etc, app personalization is one of the best ways to create an app that consumers will actually enjoy using it.