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Where are your customers? More and more, they are browsing and shopping in mobile apps. So if you’re looking to drive growth and revenue, focusing on your website and mobile web experience is no longer enough.  Instead, success surfaces by unlocking the power of the in-app experience to boost engagement, increase lifetime value, and increase revenue. 

Tear down those silos for seamless CX 

The challenge for most enterprises is that web and mobile app marketing have traditionally been handled by separate teams. This means the customer experience, or “CX,” is often designed with only one environment or the other in mind—not both in tandem. 

In particular, partnership programs haven’t been able to capitalize on potential customer discovery across platforms because they tended to focus on mobile web, almost exclusively, and neglected the area that is really growing: mobile apps. What makes it even more complicated is that they are perceived to have different goals, priorities, and audiences. Rising consumer expectations for a seamless journey across devices and platforms mean this strategy makes less and less sense. Who hasn’t clicked on a link expecting to be taken to the brand’s mobile app where you are logged in and ended up in the generic mobile website? Definitely not a seamless journey.

To get customers to engage across platforms and drive more traffic to both your app and your website requires a more cohesive approach, and a unified experience can result in better traffic and customer lifetime value 

Use proven web tactics to create a great in-app CX

The first way we improve is by fixing the linking experience. However, just as important is to rethink how partnerships are approached. 

One of our favorite examples of this is Ticketmaster, which was looking to capitalize on the fact that 70% of its affiliate traffic came from mobile devices. Using partner integrations to drive ticket sales had long been a successful tactic on the company’s website. So it made perfect sense for Ticketmaster to apply it on mobile as well, using native app integrations to allow users to seamlessly purchase Ticketmaster tickets directly from fan sites, concert listings, and music streaming apps such as Spotify. 

There are many similar examples in the travel space, where consumers can do things like seamlessly and conveniently book an Uber from United Airlines’ app or an Airbnb rental from Quantas’. 

Partnerships are the in-app future

Unlocking the power of mobile partnerships requires a shift in thinking. Large ecommerce players like Walmart are investing more in their apps, and Macy’s announced its mobile app revenue surpassed $1 billion last year. But relying on traditional models for app revenue growth is not sustainable long-term. These companies, too, will have to explore innovative partnerships and technologies that work seamlessly across web and apps if they want to grow. 

The bottom line is that customers expect a great CX wherever they engage with you, and partnerships offer a cost-efficient and scalable way to accomplish that goal. 

In thinking about partnership opportunities, here are some questions to ask yourself:

  • How can you provide a seamless, personalized experience for users to easily click into what they desire, whether it is on your website or in your mobile app? 
  • How can you send customers to the most relevant location on your app to maximize conversion rates? 
  • How can you explore partner integrations that create the kind of optimized customer journey that drives massive growth?
  • Which segments of your active customer base are good targets for app install campaigns?

When you focus on understanding your customers, not channels or devices, then partnership opportunities and great customer experiences will evolve naturally. 

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