Mobile app personalisation is more important than ever. Users are constantly bombarded with generic content and notifications that are irrelevant to them, causing engagement to drop and users to leave. With so many options available to consumers, it’s important to stand out and provide an experience customised to their needs and interests. According to a 2019 Evergage report, only 28% of the apps on the market are personalized.
Personalising your app’s content and experience to fit the specific needs of your users will help you build a stronger connection between them and your app, leading to higher engagement and retention. This is also why 93% of businesses reported increased revenues after implementing advanced personalisation.
However, successful personalisation can be complex and requires a deep understanding of user data and behavior. Despite the challenges, the benefits of mobile app personalisation outweigh the costs. In this blog post, we’ll go through the benefits of developing a personalised mobile app and key personalisation strategies that can help you elevate the user experience of your e-commerce app.
Benefits of Creating a Personalised Mobile App
Here are some of the benefits of creating a personalised mobile application:
- Customised User Experience. One of the most significant advantages of a personalised mobile app is that it provides a customised user experience. A personalised app can be made to meet the unique wants and interests of your customers, as opposed to generic apps that appeal to a wide audience. This means users will have a more satisfying and efficient experience when using your app, which can increase engagement and customer loyalty.
- Increased Usability and Potential for Success. A personalised mobile app can boost your company’s or brand’s usability and potential for success. You increase the chances of attracting and keeping clients by offering a user-friendly and effective app. A well-designed app can also boost your brand’s visibility and credibility, resulting in higher sales and conversions.
- Differentiate Your Business or Brand from the Competition. In today’s crowded app market, it can be challenging to stand out from the competition. But a personal mobile app can help you do just that. By offering a unique and engaging user experience, you can differentiate yourself from competitors and position yourself as an industry leader.
- Shows Relevance and Timely Information to Search Engines. Search engine optimisation (SEO) is an integral element of any digital marketing strategy. Fortunately, a custom mobile app can help improve your SEO rankings. By providing up-to-date and relevant information to search engines, you can increase business visibility and attract more customers.
- More Efficient and User-Friendly. Compared to generic apps, a personalised mobile app is more efficient and user-friendly. These apps offer more intuitive features that are suited to the user’s preferences, allowing a smoother and more enjoyable user experience. With personal mobile apps, users can quickly access the functions they need, without having to navigate through unnecessary features.
Mobile App Personalisation Strategies That Elevate User Experience
Let’s explore some of the most effective personalisation strategies that can help you elevate the user experience on your e-commerce app.
- Simplify Account Creation and User Login
A smooth and personalised onboarding process can leave a lasting first impression on your users. Simplify the sign-up process by integrating social media platforms and requiring minimal information from users. This helps reduce complexity and increase the likelihood of users completing the registration process.
Personalise the onboarding experience even further based on user preferences. Allowing users to choose their interests and preferences can help you create a more meaningful and engaging experience early on.
- Make Personalised Recommendations Using Machine Learning
Machine learning algorithms can analyse user behavior, preferences, and purchase history to deliver personalised product recommendations. By incorporating these algorithms into your e-commerce app, you can offer a more tailored shopping experience, which is more likely to result in higher conversion rates. Your e-commerce app can provide a more customised shopping experience by integrating these algorithms that is more likely to drive higher conversion rates.
Based on user activities, ensure the recommendations are dynamic and updated in real time. For example, if a user shows interest in a specific product category, display similar products or additional items that they may also find appealing.
- Personalise the User Interface (UI)
A personalised user interface can make a huge difference to the overall user experience. Customise the app’s design that reflects user preferences, such as preferred layout, color scheme, or even language. Providing a personalised UI can help users feel satisfied and engaged with your app, which will increase the likelihood of repeat visits and transactions.
- Offer Specialised Deals and Promos
People love promos and discounts, especially when they are related to their interests. By analysing user data, such as browsing history and past purchases, you can create personalised deals and offers that cater to individual preferences. This strategy can help improve customer satisfaction and increase the chances of users completing a purchase.
Consider sending custom push notifications to alert users of special offers or promotions based on their interests. This can be an effective reminder and encourage users to revisit your app and complete a purchase.
- Enhance Search Functionality
Improve your e-commerce app’s search capability by including features like auto-suggest, search history, and personalised search results. Users can find products quickly and effectively by using a more intuitive and personalised search experience, which can increase conversion rates. Implementing a powerful search feature can also help you gain insights into your customers’ behavior, such as popular search terms and frequently searched products, which can be used to optimise your product offers and marketing tactics.
- Simplify the Checkout Process
A complicated or lengthy checkout process might result in cart abandonment and lost sales. Personalise the checkout process by pre-filling user information, offering multiple payment methods, and saving preferred payment methods for future purchases. You can also consider integrating with popular payment gateways like PayPal, Apple Pay, or Google Pay, which can provide users with a more seamless and secure payment experience.
- Encourage User-generated Content
User-generated content, such as reviews, ratings, and images, can help build trust and credibility to your e-commerce store. Encourage users to share their experiences and reviews by offering rewards, such as discounts or loyalty points. Make this content clearly visible on product pages to help potential customers make informed decisions.
- Continuously Analyse User Data and Optimise
Regularly analyse user data to discover trends, preferences, and potential areas of improvement. This can involve tracking metrics like conversion rates, click-through rates, and average order value. By staying informed, you can adapt and innovate your personalisation strategies to meet the changing needs and expectations of your users.
Conclusion
Personalisation in e-commerce mobile apps can significantly enhance the user experience. This leads to increased customer loyalty and lifetime value, which are crucial factors in the success of any e-commerce business.
By ensuring that your e-commerce app is personalised, you can create a mobile shopping experience that is enjoyable for both first-time users and loyal customers. Personalisation is not a one-time effort, but a continuous process that requires constant monitoring, analysis, and optimisation. So, if you want to stay ahead of the competition and provide a user experience that keeps your users engaged and loyal, investing in a mobile app is a must.
Creativ Digital‘s team of experienced designers and developers can work with you to create a personalised shopping experience that drives customer loyalty and business growth. Contact us today to learn more about how we can help you take your e-commerce app to the next level.
