Need Conversions? The Importance of UX in Mobile App Development

Conversion is the purpose of mobile apps. It refers to an act that users are expected to perform when interacting with an app. For example, the conversion goal of a social media app may be to have people connect with friends on the platform, and for an e-commerce app, it would be having users make a purchase.  Most modern apps have multiple conversion goals.

The conversion rate of mobile apps varies wildly. While some industries have an excellent mobile conversion rate, the figures are lackluster in others. Data from Google Ads show that law/legal, hair salons, healthcare as well as the automotive service & repair sector have the best conversion rate on the search network. Meanwhile, the computer and electronics sector had the lowest conversion rate at 1.92%.

Traditionally, the conversion rate of mobile devices has trailed that of desktop computers, but there have been some notable improvements over the past few years. According to the Monetate Ecommerce Quarterly, the conversation rate on smartphones increased from 1.85% to 2.03% between the first quarter of 2018 and the second quarter. Meanwhile, the conversion rate of tablets increased by 3.49% to 3.84% over the same period.

Mobile app conversion is different from user acquisition and engagement although they can influence one another. A good user acquisition rate does not always translate to a good conversion rate. However, most apps that have a good conversion rate also have good acquisition and engagement levels.

With that said, if you are looking to improve the conversion rate of your app, you must focus on user experience (UX). UX is not only related to the user interface of your app but every aspect of a user's interaction with it.

There are many statistics to show that UX can be a force in driving conversion. For example, some of the cornerstones of the success of Facebook are the aesthetic appeal of the app's UI as well as its ease-of-use, and user-generated content. It is, therefore, no surprise that Shopify rates Facebook as having the highest conversion rate for e-commerce among social media platforms.

Here are a few ways to boost your mobile app conversion rate by improving UX.

1. Eliminate unnecessary fields/pages

The way users interact with mobile devices is different from the way they do with desktop devices. People tend to use mobile devices on-the-go. Therefore, it is necessary to make the design of your mobile app simple and straightforward. The appearance of your UI must be coherent and easy on the eyes. Take out all the hurdles that users have to surmount before they can convert.

For example, make the signup process short by requesting for only some necessary information. Also, remove all unnecessary pages and distractions. This is one of the top mobile app design trends in 2018. Most of the popular apps today have an incredibly simple design.

2. Use a call-to-action button/banner

A simple call-to-action button can go a long way to drive conversion on mobile apps. As indicated above, users want an uncomplicated experience when using apps. A call-to-action button takes away the need for users to figure out how to perform the desired action.

For example, when you open the Shazam app, one of the things that stand out is the button that says "Tap to Shazam." When all users have to do is click a button on your app to convert, there will be notable improvements in your conversion rate.

3. Keep up with the trends

The mobile app market is very competitive. There are many apps out there that do the same thing. If you want users to stick with your app, you have to keep up with the trends. This means adopting the best practices in the field. For example, the use of hashtags to make content searchable is now a standard on most social media platforms. However, in 2007, hashtags were only used on Twitter.

These are just a few ways to improve conversion by focusing on UX. Other tips include adding animation to in-app gestures, enhancing personalization options, taking the emotional experience of users into consideration, as well as incorporating augmented reality and artificial intelligence (AI) technology into your app.

The value of having an immersive UX that users can connect with cannot be overstated. Ultimately, to improve conversion, users have to enjoy using your app.