2017 was a milestone year for the mobile industry as the number of people connected to mobile services surpassed 5 billion globally. That means two out of three people in the world had a mobile subscription at the end of 2017. The number of unique mobile subscribers will reach 5.9 billion by 2025, equivalent to almost three-fourths of the world’s population.
To be able to meet this mobile demand, stay relevant, and build competitive advantage, SaaS companies must develop mobile applications to supplement their existing web-based applications.
SaaS companies have been putting focus on web-based applications so they could give users the full experience. But, once users are out of the office, products fall short on delivery. While you can’t expect the mobile app to do all the complex functions that the web-based product does, if you can identify what’s important to people on the go, you can give them another option to execute on key tasks without struggling to find a desktop or laptop.
SaaS companies must be methodical. They shouldn’t just build a mobile app for the sake of building one. A mobile strategy must be purpose-driven to deliver value to customers and encourage continuous engagement. When you take the plunge into mobile, you’re giving your customers another channel to engage with your company. Once you’ve rolled out a mobile app, you’ve created an expectation that you can deliver a quality experience on this channel as well. In addition, make your customers feel comfortable enough to use the mobile app instead of having to wait to get back to their desks to use the web-based app. For a mobile app to be effective, customers should be able to complete a task at least as effectively as they would while experiencing it on a computer.
Adding another channel requires SaaS companies to take an omnichannel approach and enable a consistent experience regardless of channel. Customers say connected processes are very important to winning their business. In fact, customers expect a consistent experience among multiple channels. They expect to achieve business outcomes regardless of the device used. And to be able to deliver these connected experiences, SaaS companies must employ mobile app analytics so they can provide a connected, data-driven view of their customers across marketing, sales, and service.
Consider these ideas on how to integrate mobile into your processes to provide a connected experience across all devices.
Optimize the Onboarding Experience Across All Devices
Knowing your customer’s desired outcomes and the critical steps they need to take during onboarding will enable you to provide the in-app guidance your mobile users need. Directing them to the critical features that will benefit them the most, so they see the “wow” moments as soon as possible, will lead them to faster time-to-value. Set up customized and targeted in-app onboarding tours to encourage improved user adoption. Ensure your customers stay on track by monitoring customer engagement and feature adoption. Since you’re rolling out a new mobile channel, make sure to establish a way to obtain feedback. Determine when and where to collect real-time feedback on customers’ first interactions inside the product and on specific features. In addition to collecting feedback, monitor product usage analytics. Analyzing data will help you to know where to make improvements to optimize the customer’s experience.
While the same tactics are used in your mobile-app onboarding strategy as your web-based onboarding strategy, be sure to consider how goals and engagement may vary between mobile and desktop.
Use Real-Time Usage Analytics to Understand Mobile Engagement
To create the same great customer engagement with mobile you’ve experienced with your web-based application, you need to understand exactly how your users are interacting with your mobile app, whenever and wherever they are. Gathering data on each user and how they are engaging with your product is critical to improving the customer experience and making each interaction count.
In-app analytics gives you a complete understanding, in real-time, of what users are doing in your app. Identify power users and at-risk customers. Understand which features are and aren’t being used so you can make prompt decisions supported by data to take proactive action.
Drive Engagement with Targeted In-App Messages
Ongoing engagement helps drive user adoption. This is especially true when the engagement is helping customers achieve success. Yet, sometimes customers need a helping hand in finding features that will help them succeed. Mobile app analytics can help you determine when the time is right to quickly create in-app engagements, like feature callouts and tooltips, to help customers on the spot, in real-time.
Add Context To Mobile Analytics With High-Quality Feedback
While mobile analytics uncover what a user is doing, through their behaviors, in-app surveys and other customer feedback tools add context to why they are using (or not using) features and how they feel about doing so. Sentiment Analysis is important as it can provide insights on future product considerations and revenue opportunities, and how to improve the customer’s experience. Enabling mobile app feedback will help you deliver better outcomes for your users.
Simplify Product Updates With Decisions Backed By Data
Knowing how current users interact with your product helps your future customer success. As you gain a holistic understanding of where current users are experiencing moments of truth within the app, mobile app analytics data will help you improve the customer experience so new users will achieve an even quicker time to value.
Mobile is here. The time is now for SaaS companies to include it in their offerings. Companies must understand how mobile fits into their overall channel strategy so they can deliver a consistent, connected experience that customers expect.