Producing a meaningful web or mobile application involves listening carefully to your customer in order to work out what their needs are. It’s also essential to optimise your content to suit those needs on whichever platform they use.
But now what? Are you measuring success in the right way?
Joe Brasacchio, Technology Lead, and Stephen Cheshire, UX Principal, from PwC’s Digital Services discuss the options for analysing results – moving beyond just hits and downloads to work out what really matters.
Listen to the podcast using the player below or subscribe to the Digital Pulse Podcast on iTunes.
A written transcript of the audio is also included below.
Joe Brasacchio: In podcast one and two, we discussed how it’s important to listen to your customer so that we can better understand whether you need to produce a native mobile app or a web app. And we’ve also discussed how to best optimise content to suit whatever the needs of the platform are.
Steve Cheshire: So in this final webcast, we’re going to talk about how you might measure the success.
Joe: Most people use downloads as a measure of success. But is it the real measure of success? It depends on your goals. If the goal is to increase brand awareness and the general health index of your brand when it comes to digital affinity, then the use of analytics, social listening and download metrics are all relevant.
For example, if your competitor with an app is receiving praise and loads of downloads, there is a perception that they have an increased digital affinity with their customers, and are more tech savvy. You need to be careful though that you’re not following and playing catch-up. Rather, reference your primary objective, your primary driver, which should be about improving the customer experience with the app.
Steve: Alternatively, if your goal is to get a tangible return on your investment by say increasing transactions or sales, then you need to be able to measure the number of transactions that the web app or native app supports. That doesn’t just mean counting the number of transactions that actually take place on the web app or native app, it means understanding how many customer journeys were supported by the app.
This is particularly important, because nowadays we all research products and services well before making a purchase. Often that research takes place during our downtime – say when we’re on the ferry or the tram or when we’re watching TV. So mobile is the natural starting point for many customer journeys. But many people actually still switch to another channel when they make a transaction. They might use a physical store, they might use a call centre rather than a mobile device.
So some ways that you can gain insights into how your app plays a role in customer journeys includes undertaking qualitative research that will gain insights into the typical journeys that your customers undertake when they’re buying products or services from you. Or you could offer coupons that are only available through the web app or native app, and that are redeemable in other channels such as the store or the call centre. Or in fact using store beacons that recognise your customers when they visit your physical stores.
Joe: There’s lots of ways to listen, there’s lots of ways to measure success. The imperative here is to improve the experience, in some cases reduce the time in market of your customers and, hopefully, do a good job and increase the size of wallet.
Steve: But at the end of the day, the way that you measure your mobile web app or your mobile native app really depends on what your goals are.