Engaging Retail App Users
Getting users to download the app isn't enough. They have to use it. Learn how to keep their attention.
WHY DO USERS LEAVE AN APP?
In a digital world that’s chock-full of distracting content, people stop using shopping apps for all sorts of reasons. They might find apps with better functionality that offer the same products, or they may no longer need or want the products that your business sells.
A Google survey reported that half of users who download an eCommerce app do so to complete a single purchase when it is required to finalize the transaction—but never use the app again. There’s also the frustrating phenomenon of shopping cart abandonment.
As many as 75% of customers who abandon a shopping app after placing products in their cart report that they intend to return to the app and 63% of abandoned carts may eventually turn into actual purchases, according to Business Insider.
The Power of Referrals
World of mouth is still arguably the best form of advertising. Try to create a referral network that increases viral sharing though customers. It can be additional features, discounts, or other incentives for those who invite users to install the app.
Make it easy for users to spread information from the app in social networks through sharing buttons. Ideally, each new user invites one more user after an install, which leads the app into a viral cycle.
Streamline Your Checkout Process
Many shoppers abandon their purchases because the process of checking out is simply too cumbersome. By making it easier for customers to make a purchase, you make the purchase more likely to happen. Minimizing the number of screens that users must navigate and allowing easy access to the rest of the site without losing the contents of their cart are essential. Implementing social media login functionality and allowing guests to checkout without registering also help make the checkout process easier.
Utilize Push Notifications
A relatively high percentage of eCommerce app users opt-in to receive push notifications, so take advantage of this!
Make sure that your push notifications are personalized and relevant to their preferences. For example, if you remind users that they have items waiting in their carts and reference their specific choices, they may be inclined to return and complete the purchase journey. Push notifications can also be useful in contacting customers about sales, changes in stock, and discounts on items they’ve browsed in the past.
Facts and statistics about push notifications
- Push notifications have an opening rate of 90%
- Their opening rate is 50% higher than that of email marketing
- The click rate is 7 times higher than that of email marketing
- 70% feel that push notifications are useful
- 40% interact with push notifications within 1 hour of receiving them
Everyone hates junk mail, but carefully-crafted and highly-personalized email campaigns can be powerful tools for re-engaging customers. Email campaigns can take many forms, and like push notifications, they can be used to direct shoppers back to abandoned carts.
Subject lines like “We miss you” followed by copy that reminds them of previously-browsed items can motivate shoppers to complete a purchase. More general email campaigns, such as short, informative articles explaining the benefits of products that you sell can also generate interest in your brand.
Deep linking can be a great way to direct users back to your app. Deep linking methods, such as using targeted web ads to display products that a customer has viewed or purchased before or including links in marketing emails and push notifications, bring shoppers back to specific product pages in the app, rather than just bringing them to a landing page and forcing them to search for the page they need. Google’s Customer Match service can be particularly useful to eCommerce marketers who want to implement deep linking.
Launch Loyalty Programs
Inactive customers can also be re-engaged with loyalty programs. Loyalty programs show customers that their business is appreciated by allowing them to accrue points and redeem them with discounts and special offers. By incentivizing repeat business, you’ll boost engagement while reducing the chances that your customer base will seek similar products elsewhere.
Seek Feedback From Customers
Even shoppers that leave and are not receptive to coming back can sometimes be re-engaged through surveys. People generally enjoy providing their opinions, particularly when they believe their voice is heard. Surveys provide you with valuable data that can be leveraged to address areas of improvement and prevent other shoppers from leaving.
Remember, downloading the app is half the battle. Think about what would make YOU more likely to keep using a mobile retail app, and apply that to YOUR customers.