The key to successful online sales is communicating your brand’s value proposition.
In the early days of the internet, companies built websites that functioned as brochures. They contained little content and offered no more than some lovely photos and contact information.
Today, mobile apps are an enticing draw. But companies are falling into the same trap: Your boring application does not convey your value. If users install it at all, they will soon uninstall it to make room for something else.
Apps now account for 89 percent of mobile media time. Yes, you want a slice of that pie. But app users are fickle; nearly one in four will abandon an app after one use. Phones represent valuable real estate, so if your app isn’t providing value, it’s heading for the trash can.
Why Create a Mobile App?
You’ve been told a mobile app keeps your brand top of mind, and that's true. Your brand’s logo is on that person’s phone, constantly visible. By installing that app, the user may have agreed to receive push notifications and/or emails from you. Your app may also generate revenue either via direct sales or ads. Globally, mobile app revenue is up to $69.7 billion.
Another advantage is the ability to collect new data from your brand followers. For example, knowing the places they go through a mobile application.
Apps also provide:
- Social integration
- Mobile payment options
- Location-based services
- Customer loyalty programs
With so many reasons to build an app, more companies are giving it a try. But where’s the ROI? If your mobile app is mostly a copy of your website, you’re falling flat.
Creating a Truly Valuable App
Your unique value proposition is what your brand offers that’s different. Your UVP should be written out, describing your company, what it offers, how they are positioned, and your target market. The statement also identifies your niche and how you stand out from your competition.
Once you determine your brand’s value proposition, you can consider what type of application your customer might find valuable. Think about the apps you use each day; why do you use them? What value do you find?
Target stores are a prime example. The store’s mobile app gives users discounts. Users scan their phones at checkout to snag savings, promotions, coupons, and more. In exchange, Target knows where you spend the most time in the store, what you buy, what you look at, and how many visits you make and to which store.
As another example, Starbucks visitors skip the line by using an app to order and pay ahead. Anyone who sees the 8:30 a.m. line at Starbucks knows that jumping it is valuable. You’re far more likely to install that app because you know it will save you at least 10 minutes, probably more. Now, where are you going to go each day when you want coffee?
While some scratch their heads at the thought, many consumers like being tied to their favorite brands. They might boast a T-shirt with a company name, for example. Faithful Harley-Davidson fans are known to tattoo themselves with the logo. Brands and the personalities they represent mean something, whether it’s the status of carrying a Fendi purse or the character Apple has created around its devices.
Creating a brand – and an app – with which people want to associate, means digging deep into your brand’s character, but also what your fans want. By creating an app that provides a better brand experience for your customers, they'll become more loyal as a result.