How do I create customized user experiences for mobile apps?
A personalization engine makes it easy to test and optimize, segment and target, and create true 1-on-1 experiences. With all of this in one personalization platform, mobile marketers have the flexibility to leverage proven strategies and practices to improve the customer experience not just on the mobile app, but across all digital touchpoints.
In order for brands to create meaningful individual experiences, a personalization platform should fulfill the following key promises:
1. Customer data platform (CDP) – A CDP is a new necessity today and the elixir of life for every app-first brand. However, one of the main obstacles to advanced personalization is inaccurate or incomplete customer data, which currently serves as the basis for delivering an individual customer experience. Uniform customer data is an important resource for customization. Building this consistent data is an important task in itself, and most brands have a hard time doing it. A … have Holistic and complete customer data, which includes all interactions, transactions and other data beyond marketing, are of great value for customizing the customer journey with your app.
By using a customer data platform (CDP) as part of your marketing and engagement efforts for apps, you can:
- Develop customer intelligence on an individual level
- Deliver insights into your customers’ experiences across multiple channels.
- Turn raw data inputs into standardized data accessible to your entire marketing tech stack
- Create a targeted, individual multi-channel experience in real time that goes beyond pure marketing.
2. Predictive audience – real time Predictive audience segmentation helps marketers optimize their personalized campaigns for the right audience and engage them through the right channels and devices. It can help businesses identify the target audience with the highest potential for conversion to a sale or to click or install, regardless of your KPIs.
When armored with AI-powered predictive audiences, you can:
- Use advanced algorithms to predict each customer’s likelihood of taking an action; B. Probability of purchase or probability of uninstallation
Use RFM segments (Recency, Frequency, Monetary) to address customers
- who come back often but spend very little (high frequency, low money supply),
- who only ordered once but spent an above-average amount (high amount of money, low frequency)
- that used to have a high frequency and a high monetary value, but no longer ordered from you (low topicality)
- Send personalized push notifications to give each customer a higher conversion intent.
- Automatically adjust the trip for each individual customer along a pre-defined funnel.
- Deliver the best next product, content, or deal to each and every user based on their current in-app behavior and historical data.
- Send customized notifications at the right time when a customer is likely to be engaged.
3. Real-time messaging – Mobile devices are inherently personal and it is extremely rare for customers to have their smartphone out of reach. Mobile messaging makes it easier for brands to have personal contact with potential and existing customers. But reaching them where they are and the messages sent won’t do the job. You need to send them the right content at the right time. Customization is all about attracting customers with the most preferred content at the right time.
Imagine you’re an ecommerce brand and a customer browsed Blue Jeans on your mobile app. They find a pair they like and add them to their shopping cart. However, please exit your app before completing your purchase. This gives you the opportunity to send them an abandoned cart reminder message with a picture of the jeans you have chosen and a direct link to complete your purchase. By interacting with customers in real time, you can build stronger bonds with them and drive greater brand loyalty.
4. Mobile app analytics – Once a user has downloaded the app, it is important for any business to activate it and provide a seamless onboarding experience. It doesn’t just stop there, you need to involve your app users on a regular basis to develop habits, personalize their trip, and make sure you keep them for a longer period of time. To personalize user journeys and engagements, you need to understand what your users will do after installing your app.
Here is a Mobile app analytics platform helps you to take individual experiences to a higher level. It also helps in creating customized user experiences on a large scale. With these analyzes, you can create different segments based on user actions and behavior. Targeted and individualized push messages that are sent to these user segments can significantly increase opening rates.
Using analytics is a great way to get to know your new and existing users, including those who fell off the marketing funnel, and to win back your troubled users. By analyzing the data obtained from the in-app user behavior and profile data, you can inform your marketing strategy to win back users with customized messages and in-app experiences.
5. AI-based recommendations – The longer you get your users to stay on your app, the higher the chances of them converting. One way to do this is by delivery wise recommendations This helps users find a product that suits their needs. To provide a customized app experience, be sure to use contextual recommendations based on the current in-app behavior of users.
According to a Study by Salesforcefound that customers who clicked on product recommendations were 4.5 times more likely to add items to their shopping cart and 4.5 times more likely to complete their purchase. This ability to coordinate customer lifecycles with the right marketing technology stack to deliver the most relevant product recommendations to individuals in real time is invaluable.
For example, if a customer is looking for a specific type of TV, you can send product recommendations based on the size of the display, the technology being browsed, and the best sellers in that category. To achieve this level of personalization, you would need to use an AI-powered recommendation platform that can help you deliver a customized app experience.
Rethink mobile app engagement with customization
There has never been a greater opportunity to build brand preferences and increase engagement by delivering individual experiences across channels. However, marketers need to realize that personalization is not just a marketing tactic. This strategy focuses on the entire relationship between company and customer and manifests itself not only in the mobile app, but across touchpoints in every phase of the customer journey. The strategy becomes challenging, however, when mobile marketers confuse true 1: 1 personalization with traditional, segmentation-based personalization that doesn’t deliver the individually relevant experiences their audience expects.
Because of this, brands that are at the forefront of innovation are taking personalization to a whole new level by delivering hyper-personalized, or in orderly words, individualized experiences. Experiences can only be as effective as the data and technologies on which they are based. Hence, brands that are raising the bar for delivering customer experiences are leveraging artificial intelligence and big data to deliver real-time experiences that really appeal and convert.