The user experience of your mobile app is a critical factor in making or breaking your relation with your app users. Research suggests that if new users face issues, they might never return, ever. Simply investing in a mobile app development is not enough; the mobile app has to fit in the company’s overall goals while running parallel with its brand image, and it must be backed by a strong product and marketing strategy.
The Apple App store boasts close to 2 million of these apps while Google play has over 2.2 million Apps as of 2017. – Statista
Your job isn’t accomplished with mobile application development or launching your mobile app. In fact, your work just starts then. Companies & App owners need to have a marketing strategy ready, to align with the actual launch schedules on app stores. Sustained user engagement is one of the factor that leads to a success of your mobile app. There’s even a popular theory by KK Org, which states that companies only need to identify 1,000 MVP customers to make their business successful. MVPs are the key to growth. The question is how will you identify them?
Asking the following questions to identify your customers in order to eventually pull out the MVPs:
There will always be a mixed breed of customers that will be using your mobile app. IF you can identify and differentiate them according to the demographics of the users it will be helpful to layout the MVPs. You should consider capturing the following mobile customer data points:
As mentioned above, MVPs take actions that set them aside from your general customer base. Although the profile of an MVP looks different at every organization, there are three major areas MVPs typically stand out across all industries:
If a customer follows these three steps it is likely that they will turn into your mobile MVP segment. If they register for a high volume engagement points, interacts with your company and advocates for your brand throughout the social circles, their chances are higher to turn into your MVP.
There are many behaviors and criteria that make up a mobile app MVP segment, but the most important metric of all is sentiment.
Sentiment is the emotion behind customer engagement. When you monitor sentiment, you try to measure the tone, context, and feeling from customer actions. Whether a customer completes a purchase, leaves a review, or mentions your company socially, there is always an emotional state connected to their action. Customer sentiment can range anywhere from pleased or loving to neutral or angry, and no matter where your customers fall on the sentiment spectrum, it’s imperative you understand not only what their emotional state is, but what’s driving it.
Understanding sentiment is crucial to identifying your mobile MVPs. The more positive a customer feels about their experience with your app, the better they’ll feel about your brand, and the likelier they are to share that experience with their communities. Word-of-mouth marketing is still the holy
grail in the digital age, and nothing is a better indicator of how far your referrals can go than sentiment.
Sentiment analysis will help you early on to learn about your mobile MVPs, and would make it easier to interact with them one-on-one.
After you have identified your mobile app MVPs, it’s time to activate them. MVP customers look different for every company, but there are a few common strategies to implement in order to encourage engagement, feedback, and ultimately, loyalty.
Targeting helps you interact intelligently with the right customers, at the right place, and at the right time. Treating customers with a personal touch is important to growing any customer segment, but it’s especially important to activate and nurture your MVPs.
Asking who, where, and how often will help guide you to the best locations to place your interactions in order to encourage maximum engagement from your customers.
Personalized messaging, like one-to-one marketing, is the manifestation of how we incorporate everything we know about our customers’ loves, likes, and dislikes into their specific app experience. Using customer insights, mobile analytics, and customer journey mapping, we can design a marketing strategy that puts our customers first.
Nothing makes a customer feel loved than getting special access to your product and company! And when it comes to MVPs, these customers deserve the royal treatment in every way possible.
Customers who leave feedback drive your business forward, and every piece of feedback whether it is praise or criticism should be valued, and then validated. Feedback from every customer is important, but feedback from your MVPs is especially important. The more you can let this group of customers know they have been heard and that their suggestion (especially the time it took to give it!) was appreciated, the happier they’ll be.
Identifying and activating your mobile MVP customers may seem like a challenge, but it’s more within reach than you may think. For further queries, write to us at firstname.lastname@example.org.