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CAIL Innovation Blog

App challenges to avoid (and how to fix them)

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1. 23% of users abandon an App after just one use!

With almost a quarter of Apps being abandoned quickly, suggestion to have more stickiness with Users include –

Engage with users.  Use onboarding and smart push notification tactics to drive engagement with those new users.

Create a killer on boarding process.  Set up a great onboarding experience to help users understand how to use your app.

Re-evaluate your acquisition sources.  Some acquisition sources will prove more valuable than others.  Take a look at which sources delivers the highest rate of app abandoners, and invest more in mediums that deliver users who stick around.

2. 80% of users churn after 3 months

While the above insights apply, there is a need to make use of  predictive marketing to understand the behavior pattern of churners vs. converters.  Predictive marketing can help highlight what marketing actions you can use to build loyalty by examining what’s worked for your app in the past, and what can be done to stop future abandonment.

3. 50% of app users find push notifications annoying

While many Users think push is obnoxious , they are the bread and butter of many mobile marketers since they instantly get a user’s attention with important and relevant information on a user’s screen, wherever they are.  Recognizing Push is a valuable tool that is easy to abuse, be smart with your push messages – don’t drown your users in them, and only send them when you truly have something to offer.  In conjunction with this, avoid broadcast push notifications and instead, send personalized push notifications tailored for an individual user’s behavior, purchase history, and other data to make sure they’re getting notifications they’ll truly appreciate and enjoy.

4. 57% of users say they won’t recommend a business with a poorly designed mobile site

While this stat from CMS Report specifically refers to users’ reception of mobile sites, the lesson is clear – users will not put up with ugly interfaces, and this goes for apps too!   The solution? Make sure your app design is easy on the eyes. Create an attractive app that users delight in using. Conduct app user testing to make sure your app is natural to navigate. Remember that you are not your audience, and that you’ve been working with the ins and outs of your app, while others have not – developers may think that their UX is superb, but a real user might not find it quite so fantastic.

5. Offers made through mobile wallets generate a 26% increase in average order value over static mobile coupons

This info from Juniper Research is likely only a scary stat for those who haven’t implemented compatibility with mobile wallets!  If you have, you can rest easy.  If not, get on board soon, as it could provide a significant bump to your average order value !   Navigating smartphones, especially with codes that need to be typed, copied, or pasted, can be quite cumbersome. Setting up compatibility with mobile wallets means users can make use of discounts with just a couple of taps.


For success, ensure you deliver a great User Experience to realize the significant benefits associated with the ” convenience of Mobile ”  and the  ” power of Apps “.

Oct 28, 2016           …. from Mobile  industry  commentary

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