Improve Your Mobile App

Whether we actively notice or not, the smartphone is transforming our lives and transforming our future. If you go out to a public location, you most likely will see people using their smartphones to make calls, send emails, play games, or access internet. The mobile revolution has changed a great deal of the way we live our lives. The concept of mobile commerce has also gained prominence as it is also changing the way marketing solutions are delivered. This is the modern way to market your business and engage with your customers.

Keep in mind that mobile technology is still in its blossoming stages and full potential has still not fully matured. But it is already very important when it comes to your customers. There is a great opportunity here for businesses. Research shows that 90% of consumers who use mobile devices such as smartphones and tablets for research will proceed to complete their purchase.

Sometimes, however, mobile apps or mobile optimized websites are not able to capture attention in the mobile-first world and convert. To satisfy the needs of mobile users, you need to optimize your mobile experience to match a user’s needs and behaviors in the context of how they’ll mostly likely be using your mobile app or site.

When you think about using your favorite mobile application, what comes to your mind? Simplicity?Convenience? In that same way, customers want easy access to your product and store information;they also want the ability to communicate with your business in real-time and apps that are designed to meet their ever-changing needs and behaviors.

As consumers become ever more attached to mobile devices, and as they become more tech-savvy, it is of utmost importance to know that your consumers will want nothing to do with an app that is not relevant, fast and intuitive. Therefore, brands should focus on UX to provide their customers with the modern business app and website experience that they are looking for.

Start with micro-moments

Mobile has changed how retailers do business and how consumers purchase goods and services and one of these changes involves focusing more on micro-moments. Micro-moments are real-time occurrences or moments throughout the consumer’s journey during which they are ready to act. In these moments, shoppers’ expectations are higher than ever.

Google narrows these moments down to four main categories – I want to know moments, I want to go moments, I want to do moments and I want to buy moments. This means that you will need to start identifying these crucial moments on the journey your customers are taking.

In these micro-moments, shoppers expect their interaction with merchants to be a customized, uncomplicated and seamless experience.

Intent, context, and immediacy

Micro-moments are divided into three major components: intent, context, and immediacy. Intent trumps identity while immediacy beats loyalty. When a consumer has a need or want, they turn to their smartphone for help. They turn to their mobile devices to look for answers, discover new things, and make a decision. This is the best time for retailers to connect with shoppers at the exact moment they are searching for something.

To understand consumer intent, marketers need to focus on three crucial areas that define micro-moment behavior.

1. Understanding intent

Intent involves showing earnest and eager attention. If a customer is intent on doing something, they are determined to get it done. Micro-moments goes much deeper than matching content based on search behavior and involve an understanding of intent and the mindset of the shopper. There are many types of intents such as to know, to go, to do, or to buy that businesses need to understand.

2. Context matters

Just as your product and marketing message are important, the time, location, device and environment in which you are promoting it is also very important. Context of any given moment is important because a lot of factors can affect a buying decision at any given moment. From the time of the year or day to your location, context can affect the response to your marketing messages. Additionally, contextual differences might not be immediately visible and you will find that what works in one situation may not work in another. Testing is needed develop an understanding of what works, when and why. It is important to develop an understanding of how context affects your customer’s micro-moments.

3. A seamless customer journey

With consumers being able to purchase products and services at any given moment through their mobile devices, retailers need to be quick. The modern tech-savvy customer wants to see information and buy the product in a moment. They lack patience and they want everything right away. If they do not get what they want now, they move on.

Speed is absolutely crucial on mobile, as it impacts greatly on conversation rates and other metrics. Marketers, therefore, need to create consistent customer experiences on all channels by focusing on the small screen, as well as immediacy. A critical step in developing an effective UXdesign is an understanding the customer’s purchasing journey, and if you are able to focus in on intent and context, it will be easier to exceed customer expectations.

Relevance and intuitive design go hand in hand

In the mobile world, there are no second chances. Effective mobile user experience usually takes into account the customer’s engagement level with a business’ mobile app or mobile site. It is all about relevance and intuitive experience design. Mobile technology provides a rich understanding of the context around consumer’s underlying intent and improve the user experience. In addition, that context provides marketers some very powerful clues to be more relevant and useful to customers at their time of need.

Final thoughts

Today, people live life in moments and they are trying to get the most out of every moment. As consumers increasingly rely on their smartphones for research and information, digital marketers can take advantage of these micro-moments and be there when their customers need their products or services. It shows that the marketers are there to address customer needs in real-time – when they need them most.