Our Thoughts
Sanjana Melody
Digital Researcher
13 December, 2022 9 MIN READ

Tips To Optimize Your In-App Customer Experience

13 December, 2022 9 MIN READ
Sanjana Melody
Digital Researcher

Smart companies are adapting quickly to the paradigm shifts in the industry. Customer experience, or CX, is one such trend that has come to the forefront.

Today, nearly 45% of professionals believe that CX is a main competitive differentiator. To capitalize on this facet, offering top-notch customer experience through apt channels is vital.

As consumers leverage digital applications for several activities, brands must focus on refining their apps to provide an engaging feel. In other words, optimizing in-app CX can enhance your brand’s identity and improve relations with the target audience.

So, how can you meet the dynamic customer expectations through an improved CX? Here are some solid tips for the same. 

 

Develop A Unique Design Thinking Approach

Recently, the annual mobile app download figure reached a colossal 230 billion mark. This statistic is a testament to the abundant options available to modern consumers.

What does the figure mean for businesses?

The fierce competition implies that professionals should offer their customers an ergonomic, enticing, and unique CX. This way, you can sustain and improve consumer retention rates.

To begin, you should develop a sound design thinking methodology and optimize the in-app experience. Your aim should focus on these crucial elements:

  • Empathize: Understand the preferences, challenges, and requirements of your end consumer
  • Define: Clearly establish the aspects to enhance CX through the digital mode
  • Ideate: Brainstorm the modifications with your development team and eliminate superfluous suggestions
  • Prototype: Create a working app that aligns with your CX goals
  • Test: Evaluate the performance using analytics and modify the desired aspects accordingly
     

Applying these philosophies to your CX refinement process can work wonders. So, before designing an alluring application, ensure that you study the target audience. Also, comparing your platform’s performance with competitor applications can prove instrumental.

Understanding the consumer is the key to building an apt design-thinking approach. Overall, this tip will help lay a systematic platform for the upcoming stages of developing an impactful in-app CX. 


Know Your User Journey from Scratch

Understanding the buyer’s persona is a critical step in customer experience optimization. For this purpose, it is crucial to analyze the following parameters:

  • The goal of your product or service
  • Target audience priorities
  • Stages in the buying or evaluation process
  • The flow of the application
     

Mapping the user’s journey on your app will create a vivid idea of the required behavior. This analysis helps in anticipating the utility of your company’s application.

The best approach to align the user’s journey with your optimization process is by referring to the design thinking outline. This way, it becomes clear to embed vital elements in your app.

Brainstorming is essential to discuss the user journey stages and make necessary changes. For instance, you might have the temptation to install automation and artificial intelligence in your app. However, discussing such critical aspects can lead to more clarity.

Even today, 86% of consumers like the human element over chatbots. So, investing all resources in automation can be self-destructive. This example shows why understanding the user journey and preferences helps refine the optimization process.

You can even address common questions that help understand the user journey in a better way:

  • What do customers expect from the brand?
  • Does the application meet the expectations?
  • What are the areas for improvement?
     

Overall, answers to these questions can help understand the user journey and facilitate your team to take prompt actions. 


Integrate Required Modules for a Seamless In-app CX

Collaborative applications are vital to creating an engaging customer experience in your application. These modules are a blend of the following aspects:

  • Source code
  • Plug-ins
  • Technical components
  • Security modules
     

Performance goals are crucial to deciding on the integrations of such collaborative software. The main aim of optimizing CX in the application should be driving engagements.

So, embed components that refine and augment the experience of your customers. The developers should be in the loop to create such applications. This way, it becomes easy to build a chain of multiple integrated apps that can amplify the output of your communication platform.

To evaluate the quality of integration, you should use A/B testing. This technical assessment helps companies understand the ‘whys’ and ‘hows’ of visitor decisions. The following steps are crucial in A/B testing:

  • Data analysis
  • Split or multivariate test
  • Analyze and integrate modules
  • Deploy the needful changes
     

Successful implementation of A/B testing prior to app integration can help save invaluable resources. As a result, your developer team will work on the most necessary integrations with utmost focus.

In addition to a swift integration, it becomes crucial to use robust back-end support. For this purpose, you can perform the following steps:

  • Optimization of screen rendering
  • Minimizing features like push notifications, memory leaks
  • Investing in a top-notch back-end server
  • Decrease the number of URL re-directs
     

All these measures will refine your app and contribute towards the process of building exceptional customer experience. 


Leverage User Insights for Data-driven Decision-Making

Why would you work on improving an in-app CX?

Well, the answer is straightforward — customer satisfaction. You can utilize the following tools for qualitative analysis:

  • Heatmaps
  • Funnels
  • Form Analytics
     

Each tool can offer different viewpoints. For instance, a heatmap is useful to showcase your customers' interaction with the application. The data from this tool enables you to identify the elements of the app receiving the greatest attention.

Consider heatmaps and funnels as aids in offering a visual peak of the customer journey. On the other hand, form analytics will enable you to know more about the end user.

After assessing the feedback, you can modify the application forms. Consider a hypothetical example of a customer form with the following fields:

  • Name
  • Email address
  • Phone number
  • Gender
  • Overall app experience rating
  • Suggestions
     

To improve your in-app CX, you can gauge the field receiving the highest responses. For instance, the ‘phone number’ option can make most users feel wary. You can alter the next feedback form by eliminating such a field in such a case.

With over 50% of the global population having mobile access to the internet, you should be prompt in installing swift analysis tools. Such data can prove helpful in deciding the following steps to enhance the quality of your brand’s application. 


Portray a Clear and Consistent Brand Message

Consistency is the key to improving your customer’s experience. Your app is the digital face that enables visitors to understand your business.

So, it would be best if you and your team become considerate about the message copies and content on display. After understanding your target audience, it becomes vital to portray your organization’s philosophy effectively.

Here are some tips to follow while optimizing your app:

  • Display the products and services in a well-defined manner
  • Convey value proposition and focus on enriching the user’s life
  • Address customer pain points by subtly promoting your brand value
  • Create short messages on your application
  • Use graphics and colors that align with your brand’s identity
     

The all-popular Amazon is an excellent example of a consistent brand. Observe the smartphone application of this e-commerce giant. It adheres to the well-known Amazon graphics and portrays the brand message concisely.  

Notably, Amazon focused on keeping the in-app CX minimal. In addition, options like home, user account, cart, and integrated applications are easily accessible. Users can even use the popular voice assistant through a single tap.

Hence, the app enhances customer experience and leverages unique ways to display a consistent brand message.

A must-have ‘great’ CX with the following features can augment your brand identity:

  • Simple app user interface (UI)
  • Fast loading speed
  • Security measures
  • Search function
  • Quick loading images
  • Regular updates
  • Social media integration
  • Responsive design
     

All these aspects can help develop a fluent app, thereby amplifying the brand message. So, following such steps can always prove crucial to enhance your consumer’s experience. 


Design Personalized and Intuitive UI/UX

An alluring UI and exceptional UX are two pillars of improving your in-app customer experience. With a return on investment (ROI) of 9900%, it makes the perfect sense to focus on developing a great user experience.

Moreover, an application backed with a sound UI/UX combination can offer the following benefits:

  • High user engagement
  • Increased conversion rates
  • Improved customer retention
     

A personalized user interface is key to improved customer satisfaction. In fact, 88% of marketers believe in prioritizing this aspect. You can stand out in the competitive market by implementing personalization for your customers.

So, how should you proceed in developing an enticing UI/UX? Here are some pro tips:

  • Focus on a simple and accessible UI
  • Simplify the steps in your app
  • Invest in fast-loading graphics
  • Install AI and chatbots for an enhanced experience
     

In fact, digital chatbots can prove to be quite useful for your UX. Consider the example of the public transportation company Amtrak. This firm utilized chatbots and improved their bookings by 25%. The self-service UX enables these bots to answer over five million user-centric queries annually.  

Overall, a well-laid UI/UX design plan can have a positive impact on refining customer experience. The following roadmap can help you approach this tip professionally:

  • Development of Persona: Use online questionnaires or feedback forms to know the exact requirements of your customer
  • Wireframe: Create a fundamental skeleton of the app pages considering all the required elements
  • Testing for usability: Find the bottlenecks of the UI/UX design before releasing your application
     

An app with user-centric UI/UX will definitely enhance customer experience. Soon, you will notice fewer bounce rates and more retentions. 


Evolve the App to Suit Changing Customer Behavior and User Journeys

A customer-centric mindset enables you to understand the changing priorities of your target audience. Since modern users have access to a plethora of options, it becomes tough to retain end consumers.

For this purpose, you should keep on modifying the app periodically. You can utilize a performance management system to predict the satisfaction levels of your consumers. Machine learning can prove vital in this case.

To optimize your in-app CX periodically, evaluate the feedback on several fronts. Interaction is the key to developing an intuitive application. Here are solid reasons to gauge customer feedback:

  • It helps prevent the release of an unsuitable app
  • You receive a clear idea of customer expectations
  • The team can use feedback to generate new ideas
  • Feedbacks drive the research and development process
  • You are more aware of changing consumer preferences directly
     

It is also crucial to monitor your app performance regularly. The relevant analytics will enable the implementation of the following facets:

  • App uniformity
  • Interactive pages
  • Relevant features
  • Customer-centric UI
     

With an average attention span of eight seconds, it is challenging to meet the dynamic consumer demand. In addition, the attention span decreases by 88% every year. So, digital apps need to evolve accordingly.

Feedback and constant monitoring are essential to refining your CX periodically. Along with the technical aspects, you should also be aware of the cognitive, social, and emotional parameters. This way, it becomes easier to implement new changes and integrate suitable modules.

Remember, the user journey will keep on changing every year. Hence, it would help if you keep up with the pace to optimize the in-app CX. 


In A Nutshell

The scalability of modern apps is a crucial factor. However, in addition to the number of users, you should also focus on customer satisfaction.

Retention of your target audience requires careful planning of in-app CX. For this purpose, you should begin by developing the right design thinking approach. Next, it is crucial to understand the user journey and integrate associated modules.

This way, it will become easier to optimize the in-app experience. Feedback, data, and regular monitoring are essential to fine-tuning your company’s app. Due to the changing customer preferences and shorter attention spans, you need to make quick decisions.

So, always invest in suitable UI/UX and evolve the app accordingly. At the same time, ensure that you adhere to the brand identity through proper tone of voice, colors, and content. It is always pivotal to prioritize customer experience and get the best returns over your developed applications.

 

Sanjana Melody