How your mobile apps can evolve
Having a multiscreen presence is important to the success of any business. While it goes without saying that your core product always has to be stellar, the fact is that consumers today are tied to a plethora of always-on digital devices beyond their desktops, from tablets to (most importantly) smartphones.
That’s not to say a brand can’t achieve a decent level of financial success without ever engaging with customers beyond their core product, just look at Sriracha hot sauce. Huy Fong Foods founder David Tran built his company into a $60 million business without any advertising or social media. But think how much bigger his company would be if he interacted with customers using digital platforms.
We live in a multiscreen world and businesses that don’t take advantage of this are leaving money on the table. This is especially true for enterprises with multiple apps across devices. These brands are already positioned to influence customer behavior and drive monetization. The problem is they just don’t have the right intel to do it effectively.
A lack of insight into customer behavior
As it stands today, businesses with multi-platform apps aren’t able to accurately track where their customers’ usage overlap. Instead, they’re only able to measure the total number of customers using each app. While this may not sound like a big difference, the limitations become apparent when you try to understand cross-platform behavior.
For instance, let’s say you have a banking app for mobile, tablet and Web. Wouldn’t it be helpful to know how many of your customers only use your mobile app versus those that use all or any other combination of your other apps?
Imagine what you could do with this information. You’d be able to accurately discover how a customer’s actions differ across platforms. And more importantly, you’d be able to track how they move and interact between your apps.
Maybe your customers use your tablet app to check their account balance, but only deposit checks using their smartphones. Or if they’re planning to transfer money, maybe they first check their balance on their mobile device before using their desktop to make the actual transfer.
By understanding how customers overlap between your apps, you’d be able to gain these sort of deep insights into multiscreen behavior. But the question remains, how do you do it?
Taking a “portfolio-analytics” approach to multiscreen
The process starts with changing how you plan for and think about multiscreen. Businesses need to stop thinking of their apps in silos and start viewing them as “properties” all within the same “portfolio.”
In other words, brands need to realize that in order to successfully influence customer behavior, the first step is to design app properties that make it possible to track and understand customer movement between platforms.
For example, one simple way to do this would be by requiring customers to authenticate within the user experience. By doing so, you’d have a way to tie your customers across properties, thereby permitting you to monitor how they interact across your portfolio of properties.
While a login requirement may not work for every app, the idea is that companies need to start thinking about how to implement ways to identify users first before they release their apps—not after. Doing so will allow brands to take full advantage of everything this type of analytics has to offer and influence multiscreen customer behavior.
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