Yep, we saw a large number of e-commerce companies embracing mobile apps in 2018. And we’re going to see more and more companies do so in 2019 and beyond too.
[Image Source: emarketer.com]
In addition, 90% of users’ total mobile time is spent within apps, whereas mobile users spend only 10% time on mobile browsers.
[Image Source: Flurry.com]
And that’s not all:
Mobile apps offer 3 times more conversions per session than mobile sites.
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Amazing! Isn’t it?
But here’s the brutal truth about ecommerce apps:
Most ecommerce companies and marketers today that think building an “app” will help them instantly get BETTER average order value, BOOST conversion rates and ENCOURAGE customer loyalty.
If only it were that easy…
If you’re serious about attracting engagement, traffic and conversions, you’ll need to invest 100% of your time and resources personalizing your ecommerce apps.
But What is App Personalization?
Like other forms of personalization, app personalization too is the method of providing your target audiences with seamless experiences tailored to their exact requirements, rather than the run-of-the-mill, one-size-fits-all approach for all users.
But why should you care?
Because more and more users want and essentially demand brands to provide them with seamless and personalized app experience!
[Image Source: eMarketer.com]
There’s more to the story:
65% mobile app users delete an app if they don’t get experiences they are looking for. No wonder, average users download around 65 mobile apps, but actually use just 10 out of them each week.
What does this mean?
You’ll need to render customized, memorable experiences to your users increasing your chances to stay ahead of the curve.
As it turns out:
Personalization can lower down cost of acquisition by 50% and boost conversions by 5-15%.
88% marketers believe personalization results in tremendous improvements in ROI.
I’m sure now you’ll agree:
Mobile app personalization is important for ecommerce businesses.
But here’s the shocker:
72% marketers don’t understand how to effectively carry out personalization. Resultantly, they are left behind in the race of conversions.
If you too are amongst such marketers, then you’ll love this post. In this post, I will reveal three time-tested, proven personalization strategies that will help you grab attention, influence decision making, and lead customers further down the sales funnel.
Let’s get started!
Strategy #1: Unleash the Immense Potential of Personalized Retargeting Ads
Mobile app retargeting is a marketing approach to engage users with seamless in-app experiences in order to lure them into the sales funnel. It helps you boost user engagement to eventually improve your LTV.
After all: 71% of all mobile sales happen in-app!
The Best Part?
Mobile app retargeting generates leads at a much lower cost as compared to other paid strategies.
[Image Source: AppsFlyer.com]
But here’s the deal:
90% marketers prefer using app retargeting making it tough for you to grab user attention instantly and push them down your sales funnel.
You’ll need to make sure your retargeting ads resonate well with your users. And you’ll need to make sure that your retargeting strategy aligns with your users’ behavior and interests.
How? By personalizing your retargeting ads!
Here’s how you can do it:
Identify your user’s shopping behavior and attributes and use re-targeting to customize their experience by presenting relevant content/product/services.
Let me explain this with an example:
One of India’s fastest growing fashion apps, ABOF was struggling for higher user engagement, and better sales.
The company decided to leverage personalized retargeting ads with event specific messages and theme in order to drive higher user engagement.
As it turns out:
ABOF was able to increase its conversions by 60% month-over-month and boost its overall ROI by 30% month-over-month.
Now that you’ve seen personalized app retargeting can help you boost sales and engagement, go for it.
But don’t forget to segment your users according to their age, gender and location. Add further layers of audience segment using user interest and intent.
Strategy #2: Leverage Personalized Product Recommendations to Your Advantage
No matter what products or services you offer, I’m sure conversion is the top-most priority for your ecommerce app.
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So what should you do?
Try personalized product recommendations.
More and more buyers prefer buying from ecommerce stores that offer personalized experience to them and provide them with product recommendations based on their unique needs.
Personalization influences buying decisions of 59% customers and 75% buyers prefer buying from ecommerce retailers that distinguish them by their name and offer product recommendations based on their purchase history.
[Image Source: evergage.com]
Conversion rates obtained from personalized product recommendations is 5.5X higher than that of non-personalized product recommendations.
You’ve probably already seen how Amazon uses personalized product recommendation to its advantage.
Every time you’ll login to your Amazon account, you’ll find recommendations of products specially curated for you.
Have a look:
[Image Source: Hubspot.com]
Amazon carefully takes into account your purchase and browsing history to present a carefully curated list of products matching your taste and style.
Keep a track your users’ shopping behavior and purchase history and provide them with curated list of personalized product recommendations each time they login to your ecommerce app. If you’re looking for ways to increase your sales in 2019 and beyond, do well to use personalized product recommendations to your advantage.
Strategy #3: Location Based Targeting is Your Ticket to Big Wins
Now that you know all about ecommerce app product personalization and retargeting ad personalization, it’s time to get acquainted to something a little more advanced.
What am I talking about?
Location based targeting!
Geo location based targeting is a personalization strategy that focuses more on the intent and interest of the users based on the geo location. 75% marketers believe that location-based marketing remains a vital strategy for them.
And that’s not all:
60% users look for offers according to their location and 89.3% users do not mind sharing their location data for location-based discounts.
For example: let’s say you’re looking for a skiing gear and you get a 50% discount coupon for ski accessories on e-commerce. I’m sure you’ll run for the deal.
In addition to discounts, you may also offer contextually relevant content to your users based on their location data.
Here’s an example:
Popular fuel price comparison site, GasBuddy enables its users to share their location data and report the price that they are paying for fuel. In exchange for the information, the app offers detailed report on gas stations where users may find discount deals.
[Image Source: beaconstac.com]
Their brilliant geo-location based targeting helps them personalize their app experience for users according to their location. No wonder, this app has been downloaded over 52 million times.
How can you use location based targeting?
Aim at providing discount deals, relevant localized, contextual content or information to your users in exchange of their location. Better yet, crowdsource location data from your users to offer seamless, personalized app experience to your users.
Now It’s Your Turn
So there you have it – top three proven ecommerce app personalization strategies to stay ahead of the curve in 20018 and beyond. I hope you’ve enjoyed it.
Now I’d like to hear what you have to say.
What’s the #1 app personalization strategy that you’re going to implement? Are you going to focus on geo targeting? Use personalized product recommendations? Or work on dynamic personalized retargeting ads?
Let me know by leaving a comment below.