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The number of apps available in the Google Play store is over 2.8 million. The number of apps in Apple App Store is over 2.2 million. These figures are steadily increasing on a daily basis. In such a massive app market, what is the driving force that pushes your app forward? One good place to start with is the user experience. It is becoming a pivotal factor determining the success of an app as well as customer satisfaction.

An interactive and intuitive user interface for better user experience
For a business to satisfy its customers through mobile UX, the apps, as well as the mobile websites, should be intricately designed with attention to every detail. A thoughtful user interface is a requisite to offer great user experience. Keep the interface simple yet not too simple. Each level of micro-interaction within the app counts. When there are more steps that required, it would be a turn-off. For example, for e-commerce sites, there are first time users and there are regular customers. The app interface should be such that even a first time user should be able to conveniently find the “what” and “where” in your app. Then there are products which a customer buys once and there are those that are repeatedly bought. The interface should also cater to all these scenarios. For the regular products, the user might not require the description page every time. This is why including a direct ‘add to cart button” on the products page would be a good idea. This depends on the type of products sold and a lot of other factors. Similar such details would have to be thought about from the user’s perspective. This would help add convenience elements and thus design an interactive app. Reducing the number of clicks would increase the conversion rate.

User review is the most powerful marketing tool:
Be it to buy a product or to download an app, one of the most influential factors is the user reviews. There are two types of users who write reviews. One – the type that is utterly dissatisfied with the user experience and the other is the type that is beyond satisfied with the user experience. Poor mobile UX would make the business fall into the first category. Most average businesses would fall in between- neither an impressive nor a bad UX, this one might not receive many reviews. Then there are those reviews that users post because some apps deliver promotional content and perks to users who post reviews. Businesses that manage to fall in the second category and impress users are the ones that easily stand out in the crowd.

A bad review would drastically reduce the number of app downloads. On the other hand, in the case of those businesses that promptly respond to the bad review and sort the issue reported would earn a brownie point. A great user review is one of the most influential promotions for a business. Creating a mobile UX that exceeds expectations and pushes ahead of all benchmarks would make customers happy.

With Satisfaction, Begins Loyalty:
Mobile UX firmly establishes the brand identity. It not just helps customer retention and in turn, customer acquisition as well. Loyal customers, as we mentioned earlier, through their positive reviews and through recommendations, would help expand the customer base. And other prospective customers who wish to know about the business would also gain trust. Customer satisfaction is the first reward you earn by making your mobile UX great. Customer satisfaction in turns results in reliability. If you retain the dependability and continue improvising, eventually it results in customer loyalty.

Aspects of the app and mobile website that really matter:
We talk time and again by improving the user experience on mobile devices. Which are the elements that really matter? It is not just about the design and appearance of the app or the mobile website. It is not simply about the features. A lot of factors matter. Here are some important questions to evaluate the mobile UX:
            • Does each click result in something meaningful?
            • What is the size and positioning of the buttons?
            What are the possible zones of friction that lead to uninstalls and cart abandonments?
            Are there sticky segments to be included to make navigation simpler?
            Who are the target users and where they are going to use the product?

Ask these questions and more till you are absolutely sure that you offer nothing but the best mobile UX because that is what matters the most in today’s competitive market.