Mobile Beach Conference 2017, scheduled for May 20-21 in Odessa, will gather the world’s leading mobile marketing companies, and Appsee is one of them. We spoke to Ben McCormick Hadar, who will represent Appsee at MBC 2017.
For those not yet familiar with Appsee, please tell a bit about your company.
Understand your users’ experience, optimize your app, and drive results.
Appsee’s mobile analytics platform provides in-depth analysis of your users’ behavior, allowing you to deliver the ultimate app experience.
What do you think are the main trends in mobile marketing?
To get more qualitative: to know the target market segments better, and to address those prospects with a look, language, and style that appeals most to them.
According to the recent report by Appfigures, only 30% of apps have an analytics SDK installed. Why do you think app developers do not analyze?
Because they are already strapped for time, and have grown accustomed to not getting the real answers that they want from said SDKs. It is a compromise on their time, and, potentially, on the performance of the app, with little to show for it in the results provided.
Appsee provides qualitative analysis. Why quantitative analytics (e.g. Google analytics) requires additional behavioural analysis? Can you please provide us with some examples, when only quantitative plus qualitative gives the full picture?
Quantitative analytics require additional behavioral analysis because numbers, charts, and statistics fail to show the actual user experience. Without actually seeing how the user sessions go, and without having insights into the patterns evolving across all users’ experience in an app, one cannot really know why users are dropping off, and not converting more.
Today, with so many apps offering the same or similar services, user experience is the difference in what will drive a user to continue with an app, or switch to a competing app.
Some examples include when buttons and screens are slow to respond, or are non responsive.
When the UI creates confusion for users in how to proceed, and leads them off the path to proper conversion, or causes them to quit the app because the do not know how to proceed.
When formats and information is not summarized well, and user confidence drops as a result (especially during checkout and other purchase phases).
Are there some of the most common mistakes in apps’ UX that prevent users to make a purchase? Can you please share some cases?
How and which information is summarized in the process, and how the pages are laid out. If information and formatting are not tuned better than the competition, then the competition will get the business.
What do you think is the main challenge for mobile marketing in 2017?
Focus, targeting the right prospects, and differentiation.
You are speaking at Mobile Beach Conference. But what would you like to listen to?
The new innovations in the market that bring a new degree of understanding about users to developers and product owners. Things that I have not seen before in the market.
What will you take with you to Odessa this May?
Business cards, marketing materials, and a swim suit 🙂