An unadapted application or mobile site results in a loss of customer interest. Users avoid long, uncomfortable forms, suspicious payment windows or disappearing and appearing bookmarks. How do mobile applications work and why are they so important in today’s world?

From the article you will learn about:

• the negative aspects of the application from the user’s point of view;
• the possible applications of mobile solutions;
• the benefits of mobile solutions.

Bad customer experience situations

Consumers are more and more demanding and aware of their needs. Customers want to get involved in co-creating and promoting brand products/services and thus feel part of the brand’s world. Currently, small, medium and large companies decide to create own mobile application to stay in touch with their customers and build their involvement in the online world. However, there are situations that even the most patient users of the application can not stand. This is about e.g.:

• inadequate infrastructure or information architecture of the sales platform;
• the lack or incorrect functioning of a mobile application, lite sites.

An unadapted application/mobile site, i.e. one that is unintuitive, unresponsive, opens incorrectly on a given device, does not have the necessary functions from the point of view of the users, etc., results in losing customer interest. Users avoid long, uncomfortable forms, suspicious payment windows or disappearing and appearing bookmarks. Therefore, consumers are rightly afraid of finalizing transactions or other activities via a mobile device and quickly convert them to, for example, a reliable computer. Such a transition from a smartphone to a laptop should be perceived as a kind of business failure, and above all as a very important signal. The user does not feel confident when using the software and therefore it is worth asking about the doubts or impressions that appear (unfortunately negative in this case). An business application is part of the strategy and you must never underestimate its malfunctioning. It is necessary to identify problematic fragments, then to plan the necessary changes, implement them and... so over and over until a satisfactory form of application is achieved - satisfying both for the user and for the company itself. In addition, companies should take into account the special needs of users who, due to reduced mobility or disability, are unable to use the solution and take full advantage of its potential. Applications should therefore be created taking into account the aspect of usability, i.e. mobile accessibility. It is a real challenge, but it is worth investing time and energy to include people with disabilities at the time of designing the application.

What is the use of mobile solutions?

Creating a functional and intuitive mobile application is extremely important for current consumers. It represents the brand’s response to the needs they have reported. However, it is much more important that the application connects to many systems, creating with them one marketing and sales ecosystem. It is, among others, about integrating the business software with systems that send or collect data, e.g. PIM (Product Information Management), order service systems, pricing policy systems or warehouse states. As a result, the information contained in the application is always up-to-date and in line with reality, which reduces the risk of misleading the customer. This is the so-called omnichannel strategy, very popular and guaranteeing the consistency of information.

Application of m-commerce strategy means not only designing responsive websites or mobile applications. It is also an ingenious use of available technology to increase the level of transactions online, e.g.by mobile accessibility. The company’s original activities in this area include, for example, the use of NFC tags, QR codes or the introduction of the BLIK service. They allow you to collect points as part of loyalty programs, get discounts on selected products/services, quickly redirect to the brand’s sales platform, or streamline the payment process (by bringing it to the absolute minimum). Through the mobile applications, the company can observe users, make user needs to be registered, collect information about users’ needs (Machine Learning), personalize messages and send them to consumers in the form of notifications about discounts, current sales. In addition, by using the application, you can forward messages about modifications in sales policies or changes in the brand’s situation (e.g. change of headquarters, appearance of a new branch or update of opening hours). Thanks to m-commerce, the company is able to always be close to its customers, guarantee them freedom and effectively influence on brand attachment.

What are the benefits of mobile solutions?

The most common benefits of mobile business application are:

Support for traditional purchases.

Introducing the maximum simplification and shortening the process of purchasing goods/services through the introduction of applications/mobile websites.

Getting information about users.

The brand can obtain information about consumer choices of users; about locations where commercial transactions occur or customer needs or requirements identified by the software. Thanks to the acquisition and use of this knowledge (Big Data, Business Intelligence), there is a chance for iterative and continuous adaptation of the application/mobile site to market expectations.

Increasing the availability of the offer.

 

Regardless of where the client is located and what mobile device is used, client has constant access to information and the offer provided by the company.

 

Increase in the company’s recognition.

The universality of the brand goes hand in hand with the growing interest in its package of goods and services by consumers, the improvement of the image and the building of brand loyalty.

Support for business and work of employees.

The mobile application can systematize the work of both new and old employees; present the most important issues regarding the proper functioning of the company, or remind about upcoming events or tasks to be carried out.

How much does the mobile app cost?

Many companies, when they decide to create a mobile application for their business, wonder how much it costs to create an app and how quickly they get their dream solution. There is no unambiguous answer to both the question about the price and time. A lot depends on whether we already have an idea for the application; we know in what technology we want to develop the application; we have an idea how much it should be extended (what will be its infrastructure or architecture), whether it should be maintained and supported after development. The app pricing can be compared to buying a car - the more needs we have, the more innovative solutions we want or the better quality we expect, the price will change.

Mobile solutions allow you to always be close to your consumers. Users always appreciate when they can in the same way “experience the brand” through a mobile device. They can keep their flexibility, jump between the phone and the laptop and not limit themselves in any way.