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Relevance and engagement are the holy grail of app retention and monetization. Hundreds of thousands have tried to get there, but didn’t make it. Literally. Because 95% of all apps fail.
It doesn’t have to be that way. Last week, Stewart Rogers, analyst at VB Insight, and Mike Schneider, VP of Marketing at Skyhook, teamed up to host a webinar that shared essential learning about what it takes to get on the winning side of that daunting spread.
In case you missed it, we thought we’d share some key takeaways.
One of the most important has something in common with real estate: location, location, location. It’s not just home values that are affected by location, but the value to your users.
Using location enables you to adapt to your users’ needs — what they need from your app, based on where they are.
Let’s say you’re a retailer like Target. When a user is at home, their app can be tailored specifically for ecommerce, or to build lists that the user can take with them for their store visit. But once they’re at the store, they enter store mode. The UX changes and serves up what’s most relevant when that consumer is walking the aisles: store layout, shopping list, local ads targeted to that user.
Or consider a credit card company that provides special offers geared to specific locations. American Express could use geofencing to send a reminder to use their card at the Mobile station you just pulled into because you get 2% off when you use your blue card there.
Or Etailers like Gilt and Rue La La have a chance to take business from a retailer if they know that a user is in a particular store. As Schneider suggested, they could be more aggressive with deals of shipping discounts depending on where the user is.
But the webinar went on to show how waiting till a user arrives somewhere is just the first step. Anticipating their needs beforehand based on context (“appticipation”) increases an app’s relevance and utility.
The Android homescreen app Aviate by Yahoo! is a great example. If you’re on your way to the mall, Aviate knows you’re in transit and adjusts the apps on your homescreen. The parking apps appear and avoid a trip to the ‘pay and display’ machines. Or arriving at Starbucks, Aviate automatically displays the payment app. By serving up the most relevant apps based on your activity and location, it becomes harder for a user to imagine going back to the stock Android home screen.
What Aviate has done superbly is close the gap between problem and solution. The best-case scenario is to solve a problem for the user even before they recognize they have a problem. For that, you’ve got about five seconds.
Cardstar did the same thing. The app that takes all of your loyalty cards and puts them conveniently on your phone has removed the frustration of searching for the right card by using geofencing to serve up the card that’s needed according to where the user is.
And what these both are doing is personalizing the user experience by understanding not just where their users are, but who they are. Where you go and what you do define who you are as an app user.
And when you combine all these — who you are, where you are, and what you do — and anticipate and meet those user needs, you’re a lot closer to the holy grail.
Missed it? Get the whole webinar here.
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