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Globally, mobile users are dedicating nearly 16 billion hours annually to mobile apps, marking a 24.5% increase from the previous year. As the global mobile app market is expected to keep expanding, adopting a "mobile-first" approach—focusing on mobile users—yields significant benefits for your business. Users are not only favoring the enhanced navigation that apps provide over mobile websites, but they are also increasingly opting to make purchases through apps, within branded environments that enhance the browsing experience and build trust.
Gen Z is at the forefront, with 71% of shoppers aged 18 to 24 preferring mobile-first for purchases of any size, often opting for mobile payments instead of entering details from a physical debit or credit card. In contrast—and much to Gen Z's amusement—Millennials typically switch from phone to laptop for larger purchases.
Regardless of whether your business already has an app, focusing resources on this area is a guaranteed way to boost customer satisfaction—and consequently retention—resulting in increased lifetime value (LTV) and ultimately higher revenue. Imagine the customer experience if a potential app user searches for a business’s app and either cannot find it or perceives it as a poor representation of the brand—the likely result is losing this customer and their valuable loyalty.
With more than half (52%) of adults globally having made purchases through a mobile app, it's evident that investing in thoughtful design and development to enhance user experience is beneficial for your brand and can increase revenue.
Your app should provide a distinct experience compared to your mobile or desktop site. This could range from a simple, streamlined shopping environment with exclusive app offers or a loyalty program to more advanced features like artificial intelligence or augmented reality.
If you decide to explore advanced next-generation technology, consider practical applications that align with your brand and industry. For instance, your homeware app might use augmented reality to place products in a user's home, your clothing app could offer virtual "try-ons," or your finance app might use an AI-powered chatbot to swiftly address customer issues.
Ten major advantages of enhanced mobile apps
Recognize the benefits of creating a new and improved mobile app or allocating resources to enhance your current app. Here are some persuasive reasons to prioritize your business's mobile app in 2024 and beyond.
Strengthen your brand’s customer connections: When a mobile user searches for your app, view them as a potential customer ready to be engaged. Their interest in your brand will increase upon discovering a well-designed app that caters to their needs. A satisfied customer is more likely to make a purchase—and even better, return for more.
Offer a more efficient user experience: Bringing a customer into your app environment allows you to fully control their experience. Remember, navigating app screens is typically faster than mobile sites and less susceptible to technical issues that can affect web browsing.
Explore new opportunities for customer engagement: Consider app-based communication tools like push notifications. If a user hasn't disabled these notifications, you can reach them even when they're not actively using your app. As part of a well-planned communication strategy, this is a highly effective way to connect with customers to share updates, promotions, etc.—all through a strong visual reminder of your brand.
Utilize in-app notifications: While users can disable push notifications, in-app notifications (alerts that appear when users are in the app) cannot be turned off. Carefully crafted and timed in-app notifications can prompt users to take desired actions—such as subscribing to your newsletter or making a purchase—while they are already engaged with your brand and less likely to be distracted.
Gain deeper insights into your users: The most effective customer targeting involves segmenting your customer base into groups with common traits. Use app usage and in-app behavior to gather valuable information about your users, and use this to enhance the relevance and success of your personalized communications.
An app serves as a 24/7 ambassador for your brand: A tile on a mobile device's home screen acts as a constant reminder of your brand. Is there a better way to stay at the forefront of your customers' minds?
Empower your customers with more control: Why not offer features like favorites lists or wish lists within your app? This personalizes the app experience, encouraging users to return and make purchases. Displaying users’ previous payment information at checkout or allowing payment via Apple Pay, Google Pay, or similar methods makes the purchasing process even faster, more convenient, and more satisfying.
Utilize deep links to encourage repeat visits: A deep link takes users from the mobile web to a mobile app with a single click, not just to the app's homepage but to the specific in-app destination the link directs them to. Imagine a user sees an ad for your product at a discounted price in their social media feed. One click takes them directly to this product page within your app. If they don't have your app installed, they'll be directed to the app store and then straight to the product page upon opening the app.
The benefits mentioned stem from dedicating resources and time, naturally enhancing essential marketing metrics like conversion rate, lifetime value (LTV), and return on investment (ROI).
To directly target revenue streams that are easier to manage and quantify, explore the various app monetization strategies widely adopted by app marketers across different sectors. Whether through in-app advertising or subscription models, there's a monetization strategy that suits your business and can enhance your app's profitability.
From 2016 to 2023, global mobile app downloads soared from 140.68 billion to an impressive 257 billion, highlighting that apps are rapidly becoming the primary platform for engaging your customer base's attention, creativity, and purchasing power.
Implementing one or more monetization strategies ensures consistent and dependable revenue streams, emphasizing your app's strategic value to your business and supporting ongoing efforts to enhance and expand your app's features.
Read our partner app monetization guide to effectively incorporate monetization in your app’s roadmap today.
While investing in your mobile app, it's equally essential to maintain your brand's mobile website by optimizing it for mobile use and ensuring it remains up-to-date and user-friendly. Mobile websites often serve as the initial point of contact for new users discovering apps, such as when they search the internet on their mobile devices and land on your site. It's crucial that your mobile site appears professional and reliable, leaving users with no hesitation to click a link to download your app and continue their journey with your business.
Facilitating a smooth transition from your mobile site to your mobile app is made easy with solutions like smart banners—pop-ups that display a call to action (CTA) banner as users navigate your mobile website, prompting them to download your app for continued browsing.
Discover how smart banners, especially those with integrated deep links, effectively guide browser users to your app, directing them to specific sections within the app.
When a user downloads your app and begins their journey, every action they take can be tracked using solutions from an advanced mobile measurement partner (MMP) like Adjust. The insights you gather from in-app behavior are crucial for guiding your app's development—not only identifying where users have positive experiences but also pinpointing areas where usage declines due to navigation issues or similar challenges.
Adjust’s Datascape solution allows you to measure your marketing efforts across devices, channels, and campaigns in one centralized location. Stay ahead by reacting in real-time to user behavior trends and patterns, enhancing your app's ability to meet user needs effectively.
Understanding user behavior over time is essential for making informed, data-driven decisions that propel your business toward ambitious goals and profitable growth.
Creating an app—or deciding to enhance an existing one—can be a challenging task.
