A leading QSR company, let’s call them Slice, launch their first mobile app and within 3 months the management team call an urgent meeting to discuss poor performance.
Melissa their Head of eCommerce had concerns from the very beginning that the app was too focused on sales. During the design phase some of Slice’s senior management had viewed mobile as an easy way to generate revenue. They wanted to focus on pushing promotions and offers.
Through analytics Melissa was able to conclude that the main cause of app uninstall was actually the Push Notifications the company was sending.
The promotions and offers were seen as irrelevant and interrupting.
On top of this a funnel analysis revealed that cart abandonment rates were off the charts. Melissa had been tracking this for weeks and was convinced it was due to a fundamental design flaw.
Kenny their CTO wanted to make sure the mobile app was an exact copy of the desktop web ordering process. Consistency in the experience is important” he exclaimed at one design meeting.
Melissa instinctively knew this wasn’t right. She was a power user of five-star apps like Uber, GrubHub, Flipboard and Spotify. Melissa knew customer expectations were very high, and their patients were low. Transferring all of the same web friction onto mobile was a recipe for disaster.
Unfortunately due to rigid IT systems and processes, Melissa didn’t really have a choice - they had to follow the same steps, button clicks and fields as web.
In preparing for the app review meeting, Melissa was doing some research and came across the concept of Winning The Moment.
She learnt the importance of ‘being there’ when they could be helpful in that customer’s context, and making it frictionless to buy inside of the moment. All of this resonated with what Melissa had felt all along.
With the help of some case studies and concepts, Melissa presented her findings at the app review meeting. She made the case for Slice, to Mobilize on Moments. It became immediately obvious to everyone in the room, that what they had been doing was wrong.
They all agreed that their current approach was damaging the brand and in addition was leaving a lot of money on the table - they had to change what they were doing.
Once the entire company we’re aligned around Mobilizing on Moments, they moved forward as ‘one team’ to research and then map the most important moments in a customer’s life.
They chose a moment that was very useful to customers and one that also benefited the business in terms of revenue.
Rather than rebuilding the app from scratch, they used a drop-in UI (designed with best practices) that allowed customers to buy in a frictionless way inside of the moment.
Slice obeyed the three laws of Winning The Moment:
1) BE THERE - Slice were able to detect the customer’s moments and show up at the right time.
2) BE USEFUL - They focused on allowing customers to re-order their favorite menu items.
3) BE QUICK - Slice removed nearly all of the steps and button clicks needed to order.
If you are interested in hearing some of the insights that caused Melissa and her team to dramatically change their approach, watch the next video below and find out how you too can Win The Moment.
00:33 “Smartphone owners check their phones over 150 times a day.”
Kleiner Perkins Caufeld and Byers, 2013 Internet Trends Report
00:37 “The average application session, which means opening an app to closing it, lasts little more than one minute, or 71.56 seconds.”
Falling Asleep with Angry Birds, Facebook and Kindle –
A Large Scale Study on Mobile Application Usage
01:28 “The average app loses 77% of its Daily Active Users (DAUs) within the first 3 days after the install.”
02:45 “41% Stated intrusive advertising as the main reason for uninstalling apps.”
03:08 “Over 86 percent of our time on mobile devices is spent inside of native apps, just 14% of your time is spent in mobile web browsers”
03:50 “Global m-commerce is set to reach $300 billion in 2016, and is set to reach over $980 billion by 2020”
PayPal, Ipsos, Technavio
04:15“Gen Z customer’s demand highly personalized interactions, value quality over price and want to be engaged with your brand across all channels”
On mobile the screens might be small….but the expectations are huge.
5-Star mobile first companies are helping your customers to DO more but are also leading them to EXPECT more from companies like yours.
If you’re not showing up for customers in their moment of need you will lose out to savvy competitors or entrepreneurial disruptors.
In the next few minutes I’m going to teach you how you can exceed these expectations and Win The Moment.
Did you know that...
“Smartphone owners check their phones over 150 times a day”
“The average application session lasts just over 1 minute”.
These brief sessions are driven by where people happen to be, what they are doing, and what they are thinking in the moment.
When we act on our needs in the moment, our expectations are massive and our patience levels are extremely low.
“Google calls these Micro Moments. They relate to a point in time when as Google puts it “we turn to a device to to take action on whatever we need or want right now.”
Each moment is a critical opportunity for us to address customer needs, improve their life and win their loyalty.
Let’s take a look at why there is such a big disconnect between what consumers want and what most companies are providing.
1) Not Being Useful - Most companies designing mobile experiences, focus far too much on their own objectives. Little thought is given to what customers would find useful in each mobile moment.
So it’s really no surprise that…
“The average app loses 77% of its Daily Active Users (DAUs) within the first 3 days after the install”
The apps that are most successful, also happen to be the the apps that are most useful. You only get permission to stay on their device if you honor the mobile moment and provide value.
Are you being useful to customers in their moment of need? If the answer is no, you could be losing millions of dollars in opportunity.
As Jay Baer says..“The Better Approach to marketing is to be useful. People will treat you differently, they will treat you as they treat their friends. We keep useful.
2) Not Being Relevant
To compound the problem of developing a sub optimal mobile experience, most brands make a bad situation worse by campaigning customers too frequently with offers, promotions and coupons.
Most mobile moments happen when your customers are posting a photo to Instagram or are sending a WhatsApp to a loved one. In these moments they aren’t looking to engage with your brand, so when you butt in it can seem pushy, distracting or irrelevant.
Rather than discovering their customer’s moments of needs, many companies abuse push in the hope that one of their promotions will stick.
“In a recent survey, 41% stated Intrusive Advertising as the main reason for uninstalling apps.”
3) Not Being Quick.
On top of not being particularly useful or relevant, in the moments that a customer wants to use your product or service, many companies are guilty of what we call “shrink and squeeze mentality.
While many companies feel that it is sufficient to have a mobile-friendly website, the fact is that
“Over 86 percent of our time on mobile devices is spent inside of native apps, just 14% of your time is spent in mobile web browsers”
Transferring your existing linear process, old web thinking and maybe even HTML to mobile will result in a huge amount of friction in the customer journey. It is said that if speed thrills, friction kills.
The problem is even more pronounced for mCommerce. While eCommerce on the web is about discovery, selection, and comparison, mobile selling is very different where the main drivers are impulse, efficiency, speed and convenience. Increasingly purchases are being made via mobile experiences.
Global m-commerce is set to reach $300 billion in 2016, and is set to reach over $980 billion by 2020.
So if you’re not showing up with a 5-Star, frictionless mobile checkout. You’ll miss out on your slice of the $300 billion pie.
4) Not Being There
Customers don’t want to serve themselves. They expect you to show up and anticipate their needs at the right time and place.
“Gen Z customer's demand highly personalized interactions, value quality over price and want to be engaged with the brand across all channels” “With mobile spend globally expected to exceed $400 Billion in 2017, individual companies can lose tens of millions to more forward-thinking competitors”
Although smartphones are packed with powerful sensors, giving you clues about the customer's location, when they’ve left work or arrived home - most companies don’t yet exploit this rich data to show up in the right moments. Show up in the wrong moment and risk being perceived as annoying or irrelevant.
When you and your company Mobilize on Moments, you’ll have a great opportunity to not only meet, but exceed your customer's expectations.
'Every mobile moment saves time and adds value . And you can do it on her terms, when she actually needs your brand. Isn’t this what your company wants - to build a relationship with customers, for customers to become more loyal?
The Results for you and your business can be game-changing if you are present in the mobile moment.
“Take for example a mid-sized airline running 200,000 flights per year. If the airline can harness mobile to detect context, (arrival at gate) and allow for frictionless last-minute purchase of upgrades they are benefiting both the customer and the business. If the airline charged $20 and sells just 5 upgrades per flight, their annual revenue would increase by $20 million.
Winning The Moment involves three high level steps:
1) BE THERE - Detect their moments using context to show up in the customer's moment of need.
2) BE USEFUL - When you do show up the interaction should benefit both the customer and your business.
3) BE QUICK - This means removing unnecessary steps, reducing the amount of clicks needed to buy, order ahead or book a service. Anticipate what your user's needs will be in the mobile moment and auto-fill fields based on user location, context and everything else you have learned about each user. Think one-click ordering from Amazon.
You might be asking at this stage; how do I actually implement this in my business? Winning the moment will mean changing how you organize, operate, and deliver products and services. Your entire company needs to get behind mobile moments.
At Pulsate we’ve created a process cycle for implementing mobile moments called AMPLIFY. First you’ll align your people around the benefits of Mobilizing on Moments, next using research techniques we’ll show you how to MAP your customer's journey and plan out the most important moments.
Your customer is ready - and when you watch these videos and AMPLIFY your business, you’ll be ready too.
See you in the next video below.