People are now expecting personalised interactions with practically every digital experience. With so many parts of online marketing relying on AI as well as other technological advancements to enable personalization, it's understandable that customers have learned to demand it. As per Accenture, 91% of customers will only interact with personalized communications, making personalization critical in capturing the mind of any audience. It's also noteworthy that personalization isn't only good for consumers; it's good for marketers as well. According to Google, tailored apps and websites resulted in greater revenue for 89% of businesses in the United States.
This is not the sole explanation. Mobile personalization is crucial because it contributes to an excellent UX (User experience), and an excellent customer experience is what drives application profitability. We have entered a new era of mobile marketing. Users anticipate personalised marketing. Offering similar push alerts or discounts to everyone, irrespective of who and what the client was, is no longer viable. You must be more inventive. Alternatively, you should concentrate more on your consumers.
What is mobile app personalization?
Personalization has always been about the user modifying and choosing whatever they want from an application. Personalization is far more fluid and occurs instantaneously. It is all about personalising the application user experience to a certain user's demands.
Going to Starbucks and ordering a coffee with soy cream, sugar, and more froth is one example of personalization. However, personalization occurs when the brewer already recognizes what type of coffee you want. Thus, personalization transcends customization.
The point regarding users is that they need attention. Humans want to feel acknowledged and as though our wants will be addressed. That is why people like personalization. It's as if it all is custom-made for them. Push alerts, recommendations, ideas, tips, incentives, and special offers are all examples of mobile application personalization. Everything is personalised and meaningful to the individual.
Let’s take a look at the data
According to data, there is about $400 billion at risk in US retail whenever it comes to personalization, the majority of which will go to the barely 15% of organisations that put in the effort and nail marketing personalization throughout their initiatives:
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Customization can boost the effectiveness of advertisements by up to 30%. (Adweek).
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Customization on websites and mobile apps resulted in greater revenues for 89 percent of US marketers.
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58 percent of us desire tailored marketing from the businesses with whom we do business (Salesforce)
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79 percent of mobile users are more inclined to buy from businesses whose apps provide deals or discounts on items based on previous purchases.
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Only 72 percent of customers claim they will respond to tailored messaging (SmarterHQ)
What is the significance of app personalization?
The app market is already saturated, and customer aspirations are rising. 65 percent of users will remove it if their first experience with it is unfavourable. Even when an application has achieved that barrier, the typical consumer will have around 65 applications on their phone yet would only utilise approximately 15 of those every week.
The data shown above is becoming progressively crucial to ensure that your application offers a positive user experience. This increases the possibility that your application will stay ahead of the curve and also that your users will utilise it on a routine basis. Mobile app personalization is one of the finest methods to design an application that customers will truly love using, in addition to many other strategies such as app searchability, performance tuning, and so much more.
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What is app retention?
A retention rate can also be called a loyalty rate. It is the percentage of users who continue to use your application after a specified period, which is often assessed after Day 1, Day 7, and Day 30. The long a user stays with you, the higher potential it is that you will raise your revenues. Furthermore, a greater retention rate for mobile applications indicates that users are satisfied. A poor retention rate may suggest that there is a problem with your application. For instance, if you find an unusual amount of users abandoning your application on Day 1, you could have an issue with your application's onboarding.
What is a decent mobile app retention rate?
Adjust research analysed retention throughout all verticals and discovered that Day 1 retention on Android and iOS was 26%. On Day 7, this had dropped to 11% for Android & 12% for iOS. By Day 30, Android & iOS retention had equaled 6%. What is the takeaway here? You have high retention rates if your app retains greater than a third of users on the first day. The average retention percentage, on the other hand, may vary depending on the application type and therefore should be evaluated by tests over tenure.
The Average Rentation Rate
| Day (out of 30) | Android | IOS |
|---|---|---|
| 1 | 25% | 27% |
| 7 | 14% | 16% |
| 21 | 9% | 11% |
| 30 | 8% | 10% |
What Are the Advantages of Customizing Enterprise Apps?
Organisations all across the world have discovered the value of app personalization. Enterprise apps that are fast, powerful, and personalised will allow companies to interact with their users, enhance user experience, increase engagement, and retain consumers.
5 ways to retain app users with personalization
1. Gather User Information
It is critical to obtain information from your users before providing them with a customised experience. The information or data gathered will assist you in better understanding your consumers. You can learn who your users are, what they want, and what their interests are. You will rapidlydesign a tailored experience if you have a strong understanding of your users. The following information may be included in user information.
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Gender
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Age\sLocation\sInterests\sProfession
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Preferences of the user
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History of purchases
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When people use your app
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Devices they use
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Favourites and dislikes
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App activity, for example.
Once you've gathered all of the necessary data, you can quickly build a customised experience for your consumers.
2. Customise Push Notifications
Sending basic marketing messages is already outdated and no longer engages users. So the difficulty is to deliver meaningful and compelling push alerts. You may accomplish this by giving users customised push alerts based on their activity, demographics, and other factors. As a result, push notifications are employed in a variety of scenarios, by detecting users' behaviour.
3. Use A/B Testing & customization together for better results
Rather than being completely contradictory, A/B testing and personalization complement one other like chocolate and ice cream. When it comes to personalization, you should approach it with a testing mindset, which differs from what I observe most marketers do nowadays.
You may use an A/B testing tool to test prospective personalizations by creating an audience group for each section and then an A/B test in that group. To begin, establish each targeted segment depending on the info you know about them. Then, build a group that fits this description. Then, for each part, construct an A/B test.
4. Consider your users' privacy.
According to studies, customers have no problem providing their data for personalization. According to a salesforce survey, around 57 percent of users exchange personal information for targeted offers. According to another Statista study, 48 percent of users are fine with companies using their buying patterns to produce a customised deal.
In general, people have no objections to providing their data for personalization. However, you must be open and honest with your consumers about the information you gather and how you intend to use it. In the scenario of push notifications, for instance, if consumers allow pushing notifications, don't bombard them with alerts 100 times each day. So, apply the knowledge you've gained from your research properly.
5. Keep it useful rather than creepy
Consumer demands are really important. Folks understand what they want and they anticipate having it. To achieve these types of expectations, marketers must produce incredibly individualised, precisely crafted messaging, offers, and experiences – while being non-intrusive. There are methods to demonstrate to your viewers that you've acknowledged their concerns and truly understand what they're seeking for something without exceeding the boundary.
For example, data may reveal that a specific client prefers gluten-free items. You could then use the knowledge in ways customers will enjoy by tailoring your online content to offer a gluten-free recipe.
More is not better when it comes to invading a consumer's private space. Pay close attention to what your consumers are expressing, then utilise relevant methods to provide them with individualised services.
A great proportion of individuals discuss their applications & their functionality. And in it, personalization is a topic that many people talk about, from how they developed a smartphone application for their organisation to how they advertise it.
If you don't implement the mobile app personalization at the stages outlined above, you'll wind up twisting your tires and developing and advertising a mobile phone app that just doesn't create any momentum.
So, what further mobile app personalization actions could organisations take up to retain the customers. Let us know in the comment section below..!
