These days it’s a killer advantage for businesses to own an app. Even small businesses are using mobile apps in significant numbers. According to Statista, 42% of small businesses use mobile apps.
Here’s the catch: There’s an obscene number of apps at the app stores, which makes it difficult for small businesses to survive in the highly competitive market. Even though a significant number (79%) of smartphone users have made a purchase online using their smartphones in the last 6 months, not all small businesses are able to tap into this user base. Why? Well, because these apps are not offering the users what they need.
Wondering what could make for a winning feature of a small business mobile app I thought of asking several small business CEOs just one question: What according to them are the essential features of a small business mobile app?
This article is an answer to the above question.
If you are interested in the article, there could be two reasons. First, you are trying to figure out what went wrong with your mobile app. Second, you are planning to hire app developers for your own mobile app and want to know the essential features to make it successful. So, before you team up with a development company, check out the list of must-have features.
If some points seem familiar to you, skip to those that interest you the most.
Top 6 Features of a Successful Mobile App
By 2024, the number of mobile shoppers in the US is expected to exceed 187 million. In order to leverage the increasing number of mobile shoppers, an app should not only be aesthetically appealing but also be user-friendly and secure. Here are some other features that will contribute to the success of a mobile app in 2022.
1. Advanced Security To Gain Trust of Users
Internet security is becoming an ever-increasing issue, especially during pandemic. There has been a 600% increase in the number of cyber attacks during the pandemic. This number is enough to make any app user think twice before using/downloading an application. If you don’t want the target audience to trust the mobile app, ensure that there are advanced security measures in place.
Patrick Crane, the CEO of Love Sew, offers his insights on why security is the most important aspect, and what can businesses do to stay ahead of the cybersecurity threats.
Some of the things that hackers may attempt include:
- Place malware in apps & devices where they can access data & steal the lock screen passcodes
- Intercept any sensitive information that travels over the network
- Steal customer data for identity theft
- Get a hold of private business assets
Even though the cybersecurity risks are evolving with time, the cybersecurity experts know how to be a step ahead. Now, app developers take the security by design approach that allows an organization to automate the data security controls. The approach also enables organizations to formalize the infrastructure design so that security can be built into the IT management processes.
Security by design is a better approach because it focuses on preventing a breach rather than repairing and restoring the systems after a breach.
The CEO of Hardbacon, Julien Brault, states the security features of their own app and all the difference a highly secure app can make on the business.
It is necessary to understand that mobile app security is an essential part of every type of app. However, it needs to be emphasized more in the case of any app that handles personal information of the users. For instance, financial apps or eCommerce apps.
2. Enable Users to Play with Customization to Increase Retention
Don’t you love it when a mobile app allows you to customize a few things as per your preferences? Of course, yes! It is a well-known fact that people love applications that give customization opportunities. Experience customization means a user can make an app look and function the way he/she wants to.
Enabling users to experiment with customization is a relatively new concept and is catching up more after the pandemic. Benjamin Fisher from Foodi Menus explains in detail the change in users’ perspective that led to a rise in this concept.
When we talk about experience customization it doesn’t necessarily mean giving options to make major changes in the layout of the application. It can start from something as small as changing the font size.
Teo Vanyo, a CEO, mentions the possible things to be included in enabling customization.
3. Offline Functionality to Improve User Experience
It goes without saying that in the case of mobile apps, user experience is everything. If a user is not able to use a mobile app due to poor network, then it will lead to a bad user experience. To precisely avoid that, offline functionality has become a popular choice among app owners. Offline mode allows users to access an application without an Internet connection. Some of the popular names like Uber, Google Maps, and Kindle have already implemented offline mode.
Nexus IT Group’s Managing Director, Travis Lindemoen, briefly discusses the need for offline functionality and a user’s take on the lack of this feature.
Shiv Gupta from Incrementors Digital Marketing further affirms the necessity of offline functionality by giving an example of travel applications.
Having said that, offline mode is not a crucial feature for every type of mobile app development project. An app owner must assess the factors that determine whether the app requires offline functionality or not.
4. Customer Support Services to Amplify Customer Satisfaction Rate
All of us have at one point or another reached out to a business’s customer support services. If the experience is smooth, the customer will return. On the other hand, if not, the business loses a customer. It doesn’t end here! There are also chances that the customer recommends other people to not shop from the business. Worst case scenario is when there is no customer support service available.
In that case, a business should be ready to say goodbye to a whole lot of customers. Are you wondering how are we so sure about this? Well, 90% of Americans use customer service as a factor in deciding whether to transact with a business or not.
Now, that is a number which a business can not and should not ignore. A business can offer customer support services through chat or call. In some cases, an on-call customer service may be required, but most of the time a chat service does the needful. Moreover, the chat software will automatically stream data such as new leads, customer contact details, and more to the CRM.
While live chats affect sales positively, there is also a catch here. Lisa Richards from The Candida Diet, throws light on a tip that all the customer support service staff should follow.
5. Integration with Social Media Platforms to Increase App Visibility & Reach
Social media platforms are undeniably a significant part of our lives. People spend hours scrolling through the major social media platforms like Facebook, Instagram, and Twitter. They have become a crucial channel for collaboration, and sharing content. Social media integration in a mobile app will allow users to easily upload and share the app content on their respective social media accounts.
The feature is not only convenient to the users but also beneficial to the business. The Editor in Chief of Unbreak Yourself, Susan Melony, throws some light on the benefits of social media integration to a small business.
Increase in leads and sales is just the primary benefit of integrating mobile applications with social media platforms.
6. Push Notifications to Enhance Engagement Rate
Can you imagine a mobile app that doesn’t send push notifications? No, right? Push notifications have become one of the essential features for the success of a mobile app. Primarily because they act as gentle reminders without sounding too salesy. They prompt a buyer to take action.
The Founder & CEO of Pillar Wealth Management LLC, Hutch Ashoo, states some do’s and don’ts to keep in mind while sending push notifications to customers.
Push notification campaigns on smartphones see a higher percentage (60%) of subscription than on desktops. But that doesn’t mean it is okay to bombard users with too many notifications. More than the necessary number of push notifications may lead the users to classify them as spam or worse still, uninstall the application altogether.
To make it easier for you to increase engagement with push notifications, ensure that they adhere to these three principles:
- Relevant & timely - A user’s behavior, preferences, or location should trigger the notification
- Personal - The content of the notification should appeal to a user as an individual
- Actionable - The notification should clarify the next step of action
Goodfirms Gist: Superior App Security Features, Enabling Customization for Users, Offline Functionality & More Are Few Top Features That Make an App Successful
