Conversion Rate Optimization (CRO) has been a hot topic for quite some time and is a vital part of any company’s digital marketing strategy, and there aren’t too many marketers who would argue that. The essence of CRO is getting visitors to convert and with many companies leading the way to optimize desktop sites, site owners are empowered to maximize the user experience and increase conversions.
For example, let’s say you have a site that is doing very well in a number of different areas and you’re attracting massive amounts of traffic via SEO, content marketing and paid search. The goal is to get those visitors to convert. If they aren’t, you need to take a look at your website optimization strategy.
Maybe you need more call to action buttons on your landing page? Perhaps your call to action button isn’t the right size and/or isn’t the right color or font? Maybe when doing A/B testing you realize that more visitors are converting on the page with the gallery of images as opposed to the one with none.
The way you change/adjust the elements on your landing pages to increase conversions is Conversion Rate Optimization in a nutshell. More conversion examples are; scheduling an appointment for a consultation, downloading an eBook or purchasing a service/product.
The Mobile Marketing Challenge
Roughly ten years ago, the iPhone burst onto the scene and not too much longer after that, mobile apps in nearly every vertical were bursting onto the screen.
It only follows that if website owners were looking to optimize their sites on the desktop, wouldn’t mobile app publishers want to optimize their mobile app screens for conversions?
A major part of the challenge especially with the Android platform, is that there are a plethora of devices out there, all with different functionality and screen sizes. What would it take to optimize those much smaller screens to maximize conversions?
It only makes sense that CRO would also apply to optimizing mobile screens.
The following three graphs highlight the competition in the mobile space and underscore how important it is for mobile app makers to utilize CRO to optimize their mobile apps.
According to Statista research, the global revenues from in-app purchases between 2011-2017 surpassed just over 2 Billion USD in 2012 and is expected to be over 14 Billion USD in 2015.
Furthermore, eMarketer has shown that mobile exceeded computers for the first time in percentage of ecommerce transactions in 2015.
The three graphs above are perfect examples of why mobile app makers need to constantly be optimizing to increase their conversion power.
They offer proof of the intense competition among all the platforms with mobile devices collectively looking to surpass desktops in the conversion category. This also is a testament to the fact that mobile needs to constantly be optimized so that people will turn to their phones more when they want to make a purchase, make an appointment, sign up and more.
Optimize and Convert
Let’s look at mobile apps and what needs to be optimized to heighten conversions. In order to maximize conversions for Mobile Onboarding and In-App Purchases, we need to track user behavior from the top of the funnel all the way to the bottom and it’s best to start this analysis from the beginning.
Traditional analytics tools are great in providing the quantitative data, showing what the problem is, but you need to go beyond this type of analysis to really get into the head of the user. Utilizing UX app analytics gives you answers as to why users do what they do and when they do it.
You want to be monitoring the user’s journey as soon as they launch the app for the first time; essentially seeing the app being used through their eyes. So, let’s tag along on the journey users’ take when they first launch the app and embark on the onboarding process.
- Sign-Up Screen – Analyzing the quantitative data related to the app’s sign-up screen, you notice that 50% of users are not signing up and closing the app. Quantitative data will show you that you have a low sign-up conversion rate, but won’t elaborate on the fundamental “why(s)”. Qualitative data supplied by user session recordings, is what will allow you to dive deeply into understanding why users did not sign up.
- Essentially, watching user session recordings can enable you to see every action your users perform and understand the reasons behind their actions. The recording below was taken with Appsee Mobile App Analytics, and shows a user who cannot create an account with Facebook due to a technical problem, as indicated by the popup message. This will present you with real insight into why users are dropping off the sign-up screen and how to significantly increase the sign-up conversion rate.
- Tutorial Screens – Let’s say the onboarding process for the user includes an online tutorial to familiarize them with the app. Utilizing real-time in-app analytics, you identify a high quit rate from the 5th screen of the tutorial and when watching user recordings, you learn that when users tap the “Next” button, the app crashes.
- Upon fixing the root cause of this crash, you notice a higher number of users making it past the tutorial and getting to the registration screen. In so doing, you see an increase in the registration conversion rate, which will result in more users becoming active ones.
Next, let’s take a look at how using UX analytics can help you optimize screens that are used to increase conversions via in-app purchases.
- Add to Cart Screen – In cases where a user wants to add an item to the cart you see, via a touch heatmap report, that there are unresponsive gestures. You analyze and realize that the users are tapping on an item in order to add it to their cart, but the app doesn’t respond. The users, feeling frustrated, bounce from the app without adding it to the cart therefore by fixing this usability problem, your ARPU will soar.
- Checkout Screen – By analyzing UI analysis reports, you notice that it takes the users a long time to perform the first action on the screen. When watching user recordings, you see that this screen has a long loading time. Another example when analyzing touch heatmaps is users not taking action when it comes to selecting a payment type and from this you deduce that your app doesn’t offer enough payment methods.
These are a few issues that could shed light on why your users aren’t completing purchases which when fixed/adjusted could help you improve the in-app purchase conversion rate.
CRO is generally known to increase conversions on desktop websites and now that practice has shifted to the mobile arena. App UX Analytics empowers mobile app publishers to optimize their screens, thereby enhancing conversion rates on mobile.