5 Easy Ways to Create a Compelling Mobile App
There's no excuse for a poor mobile experience. Whether you're a retail brand, publishing company or developer of productivity apps, your mobile presence is one of the most important connection points you have with consumers.
And yet so many companies go into mobile development without a clear sense of purpose. That lack of vision produces negative effects, namely unhappy customers, low conversion rates and limited growth opportunity. Here are five tips to help you avoid those pitfalls and create a mobile app experience that delivers strong business results:
1. Know what you're getting into. Building a mobile presence is only the tip of the iceberg. Nate Bosshard, former brand manager for The North Face, found that out when his company developed its first mobile app. "I would be lying if I said we had anticipated everything," said Bosshard. "It's a lot of work. You can't just launch an app and think you're done. Customers expect the application to evolve or it will be considered out-of-date. These programs require constant monitoring, updating and maintenance."
Whether you're creating a mobile app or a mobile website, you have to commit resources on an ongoing basis to ensure the investment doesn't go to waste.
2. Have a clear business objective. Why are you building an app in the first place? Is it to educate consumers? To increase sales? To build brand loyalty? As in the early days of corporate websites, many companies believe they need a mobile app, but don't understand the reasons why.
To create a successful mobile app, you need an objective to measure against. If your goal is to educate consumers, then your app shouldn't only offer content for mobile consumption, but also incentives to seek out further information through additional channels (e.g., at an event, through downloadable materials, etc.).