Some time ago, personalization was just a nice touch. But today, it has become an absolute must for any mobile application. Users expect no less than personalized notifications and personalized onboarding and if you can’t provide that, you might find yourself in a bit of trouble.
While everyone seems to be talking about the importance of user data and personalization, not many apps actually do a good job with it. So how do you make your mobile app stand out and boost user engagement? We hope the tips below will help you!
A bit on the importance of personalization
According to Think With Google, 89% of US marketers state that personalization of their software products (websites and/or apps) led to a significant revenue increase.
The same stats say that 63% of users will most probably purchase from a company if it offers them personalized recommendations. Moreover, 72% of customers state that they engage with personalized messages only, according to SmarterHQ.
You can find a whole lot more statistics on how personalization impacts your business but all of it will say the same: users are willing to pay if a business shows that it knows its users and cares about them. This is where personalization steps in and helps increase user engagement and revenue by providing relevant and valuable offers to users.
When talking about mobile app personalization, it can be inside or outside the app. Personalization inside the app implies personalized content that a user receives when interacting with the app directly. Examples are pop-ups, chat boxes, and search recommendations.
Personalization outside the app occurs when a user does not actively interact with the app. A great example is a push notification that not only turns the user’s attention back to the app but also encourages them to explore the offer.
Now that we are clear on the importance of mobile app personalization and its two main types, let’s get to the most interesting part - the actual (and working!) tips on personalizing your app and making it more user-centric.
Incorporate user-friendly onboarding
Great mobile onboarding
is the first step toward building user engagement and trust. As well, it greatly contributes to personalization since it immediately shows that you care about the user and wish to provide them with the best experience.
One way how onboarding helps with personalization is to offer various options on how to use the app from the start. Think of Duolingo as an example. When choosing a language to learn, you can select between different goals (i.e. casual, regular, etc.), skill levels, and even motivations. In this way, the user gets the maximum benefit from the app and feels like the whole content is tailored specifically for them.
Personalize push notifications
Imagine you are walking down the street and suddenly receive a notification that a restaurant nearby offers a lunch discount. This is an example of location-based marketing and an excellent way to make your push notifications more personalized.
There is no use in bombarding users with push notifications if they are irrelevant. But if you offer something a user is interested in (based on their purchase history, location, etc.), then push notifications become a real game changer. As well, you can use push notifications to send users relevant and valuable information - in this way, you will encourage them to interact with the app.
Collect user data - but do it right!
User data is the lifeblood of any organization since it helps you learn about your customers’ preferences, behavior, and needs. This, in turn, allows you to tailor your marketing strategies correspondingly.
There are numerous ways to collect user data, including:
- Surveys and questionnaires;
- Transaction records;
- Online tracking;
- Marketing analytics;
- Social media monitoring.
As well, you will have to ask for permission to collect the data and users should retain their rights to request their data from you, if needed.
Offer smart recommendations
You might have probably encountered personalized recommendations at least once in your life. Remember when buying something online and then suddenly seeing the “You might also like this” message? That’s what personalized recommendations are all about and you can incorporate them into your mobile application as well.
By using user data, geographical location, and online behavior, you can offer users the most relevant and personalized offers, be it a product or service. If you need an example, think of Spotify (or any other music streaming service). Once you use it several times, the app will automatically create playlists just for you, based on your preferences and most recent searches.
Enable social media login
Modern users hate to spend too much time on mundane tasks and registration is one of them. So instead, you can enable social media login and kill two birds with one stone.
First, an option to sign up with a social media account instantly boosts user satisfaction as it takes mere seconds and does not require filling in any forms. Instead, all information is automatically filled in from the social profile. Second, you (as an app owner) can see and collect user data from their social media and use it to further personalize the in-app experience.
Do not underestimate email marketing
Even though email marketing does not happen directly in the mobile app, it still relates to mobile personalization if done right. The thing is, users may grow tired of push or in-app notifications. Plus, there might be too much information to catch up with - and here is where email marketing helps.
Think of Duolingo again. Every week, it sends you an email with a detailed report on your progress and learning statistics. And chances are high that such emails motivate you to further engage with an app and keep learning. Thus, if you set up your email marketing right, it will not only increase personalization but will also contribute to users getting back to the app.
Mobile app personalization is a little something that can help you stand out from the competition. However, do not forget about other important factors that impact the overall user experience, such as usability, design, and performance. While personalization is important, it cannot solely be responsible for the success of your app - but it sure impacts it.