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Beyond the App: What makes a good mobile experience?

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Beyond the App: What makes a good mobile experience?

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Engaging with customers on mobile means more than building apps and pushing mobile ads. So how are brands creating mobile experiences that inspire consumers to interact with them? Is yours leading the pack or barely keeping up?

In this webinar, BeyondCurious CEO Nikki Barua and CTO Vishal Agarwal help marketers understand how to create compelling mobile experiences that outperform the competition

Engaging with customers on mobile means more than building apps and pushing mobile ads. So how are brands creating mobile experiences that inspire consumers to interact with them? Is yours leading the pack or barely keeping up?

In this webinar, BeyondCurious CEO Nikki Barua and CTO Vishal Agarwal help marketers understand how to create compelling mobile experiences that outperform the competition

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Beyond the App: What makes a good mobile experience?

  1. 1. ©2015 BeyondCurious, Inc. Confidential. BEYOND THE APP What makes a great mobile experience NIKKI BARUA CEO VISHAL AGARWAL CTO 1 hello@beyondcurious.com #beyondtheapp
  2. 2. 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
  3. 3. ©2015 BeyondCurious, Inc. Confidential. HOW TO Choose between mobile apps and mobile web Six Key Considerations 3 1 2 3 4 5 6
  4. 4. ©2015 BeyondCurious, Inc. Confidential. Smartphone Preferences Mobile Apps 33% Mobile Web 67% A 4 https://blog.kissmetrics.com/surprising-mobile-ecommerce/
  5. 5. ©2015 BeyondCurious, Inc. Confidential. Tablet Preferences Mobile Apps 29% Mobile Web 71% A 5 https://blog.kissmetrics.com/surprising-mobile-ecommerce/
  6. 6. ©2015 BeyondCurious, Inc. Confidential. Mobile Apps 88% Mobile Web 12% A Monthly media consumption 6 http://www.iab.net/media/file/ IAB_Apps_and_Mobile_Web_Final.pdf
  7. 7. 40% MORE 7 https://econsultancy.com/blog/66133-seven-reasons-why- retailers-should-have-an-app-and-six-why-they-shouldn-t/ ©2015 BeyondCurious, Inc. Confidential. Customers using Walmart app spend more
  8. 8. ©2015 BeyondCurious, Inc. Confidential. So how does one decide which solution to pick? A Mobile Web Mobile Apps 8
  9. 9. ©2015 BeyondCurious, Inc. Confidential. 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
  10. 10. ©2015 BeyondCurious, Inc. Confidential. 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/
  11. 11. ©2015 BeyondCurious, Inc. Confidential. 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/
  12. 12. ©2015 BeyondCurious, Inc. Confidential. 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
  13. 13. ©2015 BeyondCurious, Inc. Confidential. 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
  14. 14. ©2015 BeyondCurious, Inc. Confidential. 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/
  15. 15. 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 ©2015 BeyondCurious, Inc. Confidential. 15
  16. 16. ©2015 BeyondCurious, Inc. Confidential. HOW TO Approach mobile experience development Six Best Practices 1 2 3 4 5 6 16
  17. 17. ©2015 BeyondCurious, Inc. Confidential. •  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/
  18. 18. ©2015 BeyondCurious, Inc. Confidential. •  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
  19. 19. ©2015 BeyondCurious, Inc. Confidential. •  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
  20. 20. ©2015 BeyondCurious, Inc. Confidential. 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
  21. 21. ©2015 BeyondCurious, Inc. Confidential. 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/
  22. 22. ©2015 BeyondCurious, Inc. Confidential. 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
  23. 23. ©2015 BeyondCurious, Inc. Confidential. 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
  24. 24. 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 ©2015 BeyondCurious, Inc. Confidential. 24 Summary http://www.statista.com/statistics/276623/number-of-apps-available-in-leading-app-stores/
  25. 25. ©2015 BeyondCurious, Inc. Confidential. HOW TO Engage your mobile audience Four Key Strategies 25 1 2 3 4
  26. 26. ©2015 BeyondCurious, Inc. Confidential. 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
  27. 27. ©2015 BeyondCurious, Inc. Confidential. 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
  28. 28. ©2015 BeyondCurious, Inc. Confidential. 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
  29. 29. ©2015 BeyondCurious, Inc. Confidential. 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
  30. 30. 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
  31. 31. ©2015 BeyondCurious, Inc. Confidential. HOW TO Measure your efforts Four Key Metrics 31 1 2 3 4
  32. 32. ©2015 BeyondCurious, Inc. Confidential. 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
  33. 33. ©2015 BeyondCurious, Inc. Confidential. So how do you measure engagement? 33
  34. 34. ©2015 BeyondCurious, Inc. Confidential. 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
  35. 35. ©2015 BeyondCurious, Inc. Confidential. 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
  36. 36. ©2015 BeyondCurious, Inc. Confidential. 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
  37. 37. ©2015 BeyondCurious, Inc. Confidential. 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
  38. 38. ©2015 BeyondCurious, Inc. Confidential. 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
  39. 39. ©2015 BeyondCurious, Inc. Confidential. 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
  40. 40. 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
  41. 41. ©2015 BeyondCurious, Inc. Confidential. Questions? 41
  42. 42. ©2015 BeyondCurious, Inc. Confidential. 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

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