Marketing Tech Blog: Mobile Apps - Why To Build, What To Build, How to Promote It

July 23, 2015

We’ve seen businesses succeed with mobile apps and other businesses really struggle. Core to much of the success was the value or entertainment the mobile app brought the lead or customer. Core to much of the struggling apps were poor user experience, overly salesy, with very little value to the user. We’ve also observed incredible mobile apps that were developed but were never adopted due to weak promotional efforts.

Mobile application development continues to drop in price as more and more companies have effectively build frameworks and mobile app platforms. That’s actually introduced a lot of problems to the industry since now everyone is publishing apps. The problem is that not enough money was spent on user testing, user experience and promotion… which truly make or break the mobile app’s success.

It’s still a venture worth investing in, you just have to find the right partners. Mobile apps can improve business loyalty and grow your sales. As an example, we built a simple conversion application for a chemical company that helped their clients make accurate conversion calculations without having to head back to their desktop. And, of course, the app had a click-to-call feature that enabled them to just call our client for assistance or to make an order.

"18% of the top 500 retailers in the UK and over 50% in the US offer customers a transactional app. With half of mobile users turning to apps to make purchasing decisions, brands must take the time to study consumer needs and create app experiences that directly cater to customer needs. But before launching your next big app, there are some key points to keep in mind."

Key Takeaways from Usablenet’s latest infographic:

  • One-third of mobile app users uninstall apps because they lost interest

  • 30% of mobile app users would use an app again if it offered a discount

  • 2/3rds of mobile media users worldwide consider transparency very important

  • 54% of millennials globally say a poor mobile experience would make it less likely for them to use a business’ other products.

Read more about designing an optimal mobile app strategy in Usablenet’s free Guide to Mobile Apps.

Read the piece on Marketing Tech Blog

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