User experience (UX) encompasses all the ways in which a user interacts with your mobile app, whether it’s the instructions for use or the path the user takes to complete a transaction. We’ve written before about how integral UX is to customer engagement but what about conversion?
It’s integral to ensure that engagement and loyalty needs are being met by creating a barrier-free way for customers to interact with your brand or even make a purchase. That’s where thoughtful and strategic UX design comes into play. Without it your customer will leave and find another app that provides it and makes their buying experience effortless.
Start by envisioning how you want your customer to enter your mobile app. Imagine what information they will need to load their profile, how and where they might be using your app and also the structural elements of your design.
Here are some useful ideas to think about when planning user experience for an app to convert and keep users:
Make the Most of Empty States
Empty states occur when the user is faced with a blank screen that has no data. This can occur for a variety reasons if the user hasn’t entered their information or an error has occurred. Unfortunately, most designers forget this key piece of mobile real estate and leave it blank further confusing the user. A better idea and approach to UX design would be to give value to an empty state by using it to engage or convert your user.
Ask For Only Relevant Information
We’ve all been there before. You are in a hurry and you need to use an app – maybe to place an order but instead of it being a quick transaction most of your time is taken up by either re-entering your contact information or entering non-essential details that aren’t necessarily needed to complete the transaction. While data is essential for tracking future visits, sometimes it can be too much for the user. An alternative idea is to assess what information is absolutely necessary or have users create an account and log back in using a password.
Group Relevant Related Fields
A possible relic left over from website design is the dreaded long form. This antiquated type of form requires users to scroll down endlessly to access and input information. This may have been useful in the past on a traditional website, but it’s counterproductive on an app. Users are accustomed to shorter pages and even less screens to tap through. To alleviate this issue, UX designers can group or chunk similar data together or at least give users an idea of how long the process to complete a transaction will take.
Lighten Up Load Time
Weight is a problem for a lot of mobile apps. Designers trying to make an app mimic a website often re-size images to fit. Slow loading apps are one effect of this. An app that lags in loading is also one that is likely to lose users or one that users leave before completing a transaction. This is where a mobile-first strategy comes in. By starting from the mobile perspective, it’s easier to create a more lightweight app that opens more quickly.
In the continuing transition from traditional websites to apps and mobile websites, User experience needs to be adapted to make certain that users aren’t lost in the process. If an app or mobile website is too confusing to navigate or to difficult to find information, a user will abandon it and find another one that is. Converting and keeping users is the basis of a successful app and often a little strategy and a well-thought-out UX plan are all it takes.
Need help understanding how UX design can help your app? Contact us.