According to a 2015 Forrester report, “Retailers must understand that consumers are extremely picky about the retailer apps they use, demanding convenience, speed, and a personalized experience from those apps. Apps that do not meet expectations are quickly removed or replaced.”
In order to get the most out of your app, it is essential to mine your mobile analytics to understand how your customers are using the app, and where the app adds value to their individual experience. By understanding this, you will be able to facilitate deeper engagement for your app’s users. In today’s world, if you are not able to engage your customers, your competition will. In order to retain your valuable users, you need to predict and meet their needs in real time.
Retention and engagement become even more appealing when considering the rising cost of acquisition. The costs associated with acquiring a “loyal user” – someone who opens an app three times or more – is now at an all-time high of $2.25, per Fiksu.
Rising acquisition costs are not the only reason to focus on engagement, when thinking about your app strategy. Relevant and meaningful interactions also help increase brand loyalty among your app’s users. Mobile Marketing Automation helps facilitate timely, deep and contextual engagement with your mobile customers. Strong Analytics are the backbone of a great Mobile Marketing Automation platform.
In order to build campaigns that are engaging, relevant and meaningful to users, we as marketers need to rely on analytics to help us determine what individual users are doing in our app.
Questions to Ask Your Mobile Analytics Solution
When trying to understand mobile analytics for your app, here are some important questions you need to ask:
- Are there any trends amongst the active users in my app?
- What parts of the app are customers engaging with the most?
- How do I use what I already know about my customers in my mobile efforts?
- What are people doing (or not doing) in my app?
- What specific actions do I want customers to take within my app?
- How can I personalize messages to my mobile customers based on specific actions?
- Can I elevate the value of an offer or a message by using parameters like geolocation?
Once you start to ask the right questions, with the help of a strong Mobile Marketing Automation platform, you will be able to find answers and start building engaging mobile campaigns for the various segments of your customer base.