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BizReport : Mobile Marketing : October 23, 2015

How to improve the mobile experience

Mobile experience isn't just about finding the right product. Mobile experiences are about finding the product, also-boughts, content and feeling as if the consumer has saved time by using their screen rather than a trip to the store. Here's how to test your mobile site to ensure the experience is optimized.

by Kristina Knight

For all apps, the holiday season usually only amplifies a leaky customer funnel, with new users crossing off their shopping lists and leaving just as quickly as they were acquired, or with existing users receiving the latest smartphone or an app store gift card for Christmas and suddenly abandoning your app to find a shiny new one. Planning correctly now can help you stop those leaks before, during and after the prime holiday season.

First, test the on-boarding of customers.

"The biggest culprits of leaky customer funnels around this time of year are onboarding, calls to action and checkout flows. Your effort is best spent focusing on making marked improvements in one of these areas - the one where you're losing the most users. You can pinpoint the major problem area by conducting a simple funnel analysis before the holidays are in full swing. Take each focus-point and run an A/B tests to understand where and when users are dropping off. If they're calling it quits during onboarding, chances are it's because they're unsure what to do, the process is too complex or you're asking for too much information from the get-go," said Aaron Glazer, CEO, Taplytics.

Second, consider how you're asking customers to move forward.

"If they're not buying or moving forward through the app, consider changing the location, color or text of your call-to-action button. Abandoned carts are often a symptom of poor checkout flow. Run experiments to figure out if you have too many or too few buying options, or to see if using pop-ups to direct users to the purchase page increases conversions," said Glazer.

And, Glazer reminds us, there is no secret sauce solution to patching a leaky funnel, but A/B testing is the best way to start fixing those leaks before losing new users or sales around the holidays.

Image via Shutterstock

Tags: appvertising, mobile app marketing, mobile engagement, mobile marketing, Taplytics

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