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
1
hello@beyondcurious.com
#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
3
1 2 3 4 5 6

Smartphone
Preferences
Mobile Apps
33%
Mobile Web
67%
A
4
https://blog.kissmetrics.com/surprising-mobile-ecommerce/

Tablet
Preferences
Mobile Apps
29%
Mobile Web
71%
A
5
https://blog.kissmetrics.com/surprising-mobile-ecommerce/

Mobile Apps
88%
Mobile Web
12%
A
Monthly
media
consumption
6
http://www.iab.net/media/ﬁle/
IAB_Apps_and_Mobile_Web_Final.pdf

40%
MORE
7
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
8

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
9
1

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
10
2
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
8DAYSFull freedom as to when and how
often you can make changes and
end users don’t have to do anything
11
http://appreviewtimes.com
3
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/
12
4

Need to deliver high
ﬁdelity experience?
ü  Mobile App
13
[Sources URL]
5
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
14
6
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
16

•  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
1
17
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
8SECONDS
18
http://www.entrepreneur.com/article/232266http://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%
3
19
http://www.mobileindustryreview.com/2014/11/5000-
mobile-devices-fragmentation.html

Test and learn with
Mobile Age cloud tools candor
4
•  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
20

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
21
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
6
VS
22

Ensure visual consistency with app
Compare against the competition
Align with your brand identity
A/B test app icon options
VS
23
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

50PERCENT
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
1MILLION+
8SECONDS
Summary
http://www.statista.com/statistics/276623/number-of-apps-available-in-leading-app-stores/

HOW TO
Engage your
mobile audience
Four Key Strategies
25
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.
26
https://blog.kissmetrics.com/app-store-optimization/
1

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
27
2

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
28
3

Provide Content
Give a reason to return
Enable Commerce Learn Context Create Community
29
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
31
1 2 3 4

Downloads
are not a
good measure
20PERCENT
NEW
of apps downloaded
are never used
more than once
32
http://info.localytics.com/blog/app-retention-improves

So how do you
measure engagement?
33

Four Key Metrics
Measure user engagement from
intriguing to addicting
Intriguing Addicting
34
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
35
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/
36
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
37
3
Number of days in a week
app is accessed by users
A A A A
A A A

Time Spent =
5.7Average 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
38
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
39

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?
41

INNOVATION FOR
THE MOBILE AGE
BeyondCurious is an innovation agency.
We create mobile experiences that empower people and transform brands.
Contact Us
hello@beyondcurious.com
Visit Us
www.beyondcurious.com
42

Beyond the App: What makes a good mobile experience?

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