by Ralph Eck | Dec 18, 2013
If our journey so far has shown one thing it’s that mobile application development must be predominantly customer-centric. A technology driven approach may give you a shiny object, but ultimately the decision of which approach to adopt or cross-platform tool to use is meaningless if there are no customers. In the last article we showed how multi-platform and multi-device support must be a strategic part of any mobile strategy. A holistic, unified view of the customer must go further and seek to understand how, when, and why they interact with your website.
Gathering this information, in turn, provides key insights on how to offer your visitors a superior user experience that will ensure they return time and again to become faithful customers.
Track Your Customers Online Interactions
Mobile strategists and business leaders need to go further than just enabling multiple devices and platforms for their customers. You need to gain a 360 degree view of each of your customers so you can track and identify their interactions on your site across multiple devices. For instance, you want to learn more about when and where they’re visiting from, what devices they’re using, what are their online activities, and other key demographics such as age. Gaining these insights will help your organization better understand what’s important to your visitors and how to personalize their experience.
Some strategies for setting up and tracking your customer shopping behaviors are:
The whole process can also be automated. Gigya is a firm that offers a fully unified solution in the form of its “Connected Consumer Management Suite.” This technology platform enables companies to connect to their users, collect permission-based data on their interactions, and convert visitors to faithful customers through social plugins and other personalized social campaigns.
Offer Your Customers a Superior User Experience
Given current trends, it’s easy to assume that an effective mobile application strategy simply boils down to choosing between Native and HTML5. However, nothing could be further from the truth! User Experience (UX) must be absolutely front and center for a mobile application strategy to be successful. Unfortunately, UX is often the last thing to be considered, if at all, when developing mobile apps. As one writer well observes, “The pressure to jump on the mobile experience bandwagon as quickly as possible has created an environment of useless, unusable, and unreliable mobile websites and applications.”
There are several steps to take toward creating a mobile user experience strategy as part of your broader app development framework:
We’ve seen in this segment that mobile application development is a holistic enterprise that involves much more than technology choice. There are many moving parts, from Omni-channel adoption to cross-platform and multi-device compatibility, and from tracking customer behavior to ensuring the rich user experience.
In the next and final part of this series we’re going to bring everything together and itemize a list of overall best practices to adopt into your mobile app development strategy. Stay tuned for the grand finale to this discussion!
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