In the fast-changing mobile app world, app owners constantly need to upgrade their apps and keep up with the latest trends so as to keep the user engaged. The modern app user is spoilt by choice and has become more demanding with time.
Besides up-to-date features and latest trends, you also need to focus on personalizing the experience to keep them engaged. User retention is a big problem faced by app owners and they are always under pressure to upgrade their apps with continuous improvement in design, change in graphics and introduction of new features.
App personalization is a great way to retain users by fulfilling the user’s demands and upgrading them to maintain the number of users. Let’s understand what app personalization is all about in detail.
What is app personalization?
App personalization refers to the mobile app development process that particularly focuses on fulfilling the needs of the target audience. It is not only limited to the features but all aspects of a mobile app that lead to personalized experience. The idea behind app personalization is to tailor the experience for the user from the moment they start using the app. App personalization can also be explained in terms where the software or the mobile app are adapted based on the knowledge it has about the user.
Importance of app personalization
Today, we see thousands of new apps with attractive features being launched in app stores making them more desirable than the older ones. A research revealed that there are more than 2 million Apps in Google Play Store and Apple’s App Store. Users generally download the app and around 60% of users delete it after the first use. This happens mainly due to unfriendly features or lack of personalization. There is no reason the above stats will change until app developers take app personalization seriously.
The tough competition draws attention towards the stronger need for app personalization and makes apps as user-friendly as possible. The app owner has to upgrade the app by keeping in mind the user’s needs and expectations and ensure the current users enjoy using the app and the app can also attract new users.
Right approaches in-app personalization
Gathering Insights to segment users
Before you devise an app personalization strategy, you will need some user data to work on. Since users spend a large amount of mobile time using apps, it is easier to gain information from their actions. Remember, app personalization efforts focus on maintaining engagement. There are two types of data that are important from a personalization point of view.
User demographics are important for app personalization. The demographic characteristics such as age, gender, and income can help in understanding a user’s needs and the expectation that will ultimately help in app personalization. The demographic information helps in defining user segments and also helps businesses use a targeted approach for marketing and other purposes.
When the user downloads an app, they are asked a few straightforward questions that add up to demographic information. The process of collecting demographic information is simple and transparent and the user is aware of what kind of information the mobile app is collecting. The mobile app also integrates with social platforms that bring in more information about the user, their preferences, and knowledge of several other things that help understand the app user better.
The collection of demographic information of the mobile app user helps improve the segmentation of the user base. Segmentation can help in targeting app users based on their precise attributes. Users can be sorted based on their age, preferences, location, time spent and amount of purchases. This will allow apps to create personalized marketing campaigns for specific segments.
Users opt-in for push notification when installing apps. This customization tool allows users to select their own preferences and get alerts based on the content that is useful for them. The personalized notification can be of any type, such as reminding the user of an item in the shopping cart and taking steps to complete the purchase or an alert of a discount offered in a nearby store.
There is no doubt push notifications are good personalization tools because they encourage the user towards the desired action and also help drive sales. A basic rule when consulting for mobile app development services is to discuss about notifications as well.
Personalized location services
Integration of location-based tracking can help marketers gain actionable insights. Geo-targeting is a useful technology that allows marketers to send marketing messages to users based on their geographic location. Location-based marketing tactics enable marketers to serve users with relevant ads while they are on move. The working principle of personalized location services is when the user enters the area within a specific radius of the intended store; the mobile app sends a promotion. This location-based service can invoke a user’s interest and drive them to the store.
Personalized user onboarding
The user onboarding is an important process in app familiarization which is the foundation of app personalization. The first few days after installation of the app are crucial when it comes to engaging the user and taking their involvement to next level. The first impression the app makes on the user determines the trajectory of the whole user journey. Personalized user on-boarding can give you an edge in holding user’s interest and drive them further along the activation or sales funnel. Here are some guidelines and tips to personalize the user on-boarding experience.
Time is an important aspect in app personalization, and the success of your app depends on the timely management on what to convey, how to convey it, and when to convey it.
Personalized mail marketing
Personalized email marketing is also a great way to achieve app personalization. Sometimes push notifications can become a bit annoying for the user and some users may not opt-in for push notifications while installing the app. In such cases, personalized email marketing offer you a new way to connect with users. For example, an education app can send information about tests.
Smart recommendations are personalized messages and notifications based on user behavior and preferences. Mobile app analytics play a big role in understanding the user and make it possible to understand user preferences based on online activities and not limited to actions within the app. For example, if the user has selected “Rock Music” as a preferred music genre, the mobile app can send the user notifications about upcoming rock concerts and offer ways to book tickets for shows.
It is a common behavior in mobile app users to switch between apps. Hence the app should have the ability to save the current session and provide the user with a choice from their last step. This will not only save time but also helps users complete tasks without the need to start all over again. For example, many game apps save the current game session online and when the user returns, they can start from there.
Social Media Integration
Social media integration is a great way to personalize the app. Many mobile apps allow the user to register with their social media accounts that do away with the need to enter information on a small screen. Many users also avoid particular apps because they don’t like to go through complicated and length user registration processes. Users won’t even look at the features when ignoring them due to a lengthy registration process. So social media integration is the best way to achieve app personalization that goes a long way to engage users further.
Choosing a top mobile app development company is great, however, if you want your app to be successful, the golden rule that you need to follow is: no matter what type of app you have created, it needs to offer a great user experience and that is only possible through app personalization. Each app has its weaker and stronger points, but it is app personalization that will dictate the choice of users and encourage them to select your app over the others.
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