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How to measure your mobile strategy?

April 30, 2018

Measuring your mobile strategy with in-app feedback

The importance of your customer’s experience online is growing faster than ever. Mobile has become the first channel millennials worldwide use when solving a problem of fulfilling a need. Therefore, these ‘mobile moments’ have become more important than ever for brands. Also, when it comes to revenue. Forrester predicts that mobile will influence over one-quarter of retail sales by 2021. In the UK 50% of all online sales already takes place via mobile. Additionally, when it comes to inspiration it is a brands’ first impression. Focusing your efforts on a customer-centric approach through this most used device is necessary to be future-proof and keep revenue coming.


We at TBWA\MOBILE have been creating integrated, engaging and creative mobile experiences for brands around the world. Our mindset: if you want your app to stand out from the rest and truly benefit your business, you need a mobile strategy that is aligned with all customer touchpoints. Having a responsive mobile website isn’t going to beat the competitors anymore.
Today, 90% of engagement time on mobile devices is spend in apps. The potential for in-app sales and brand engagement will sky-rocket during the rest of 2018. However, the market leaders on mobile have set a bar. A UX level that is expected by customers in general nowadays. Even if your brand is operating in a different industry, you have to fight this battle.

In-app Feedback

You might wonder, how do you measure the success of your mobile strategy? Or, how do I continue to improve on my strategy in the ever-changing mobile environment?
In-app feedback can gain valuable customer insights. This made Usabilla develop Usabilla for Apps. The solution allows you to collect insights without interrupting the user-journey. You can target the right customers at the right moment using an in-app survey.
For example, you might ask a customer after she checks out, “And you’re done! Mind if we ask how easy it was to buy these jeans?”
You can also find out how satisfied your customers are with your app as a whole, or with specific features. With custom-defined user events and metadata, you can deploy a whole range of standard targeting options such as user language, completion of x or y step—and of course, you can always add triggers of your own.
Whether your app is focused on customer purchases or simply informing your audience, the in-app targeted survey solution adds direct value to your organization through increased in-app conversion and boosting customer loyalty.

*We implemented in-app feedback in the 'Meer HEMA' app.

Future-Proof App Design

Engaging and exceptional mobile moments begin with mapping out a comprehensive strategy that fits your brand. Prepare for the future by putting your users first, and continuously test and validate your strategy by listening to your users. A user test and clickable prototype are often executed before the actual development. The feedback can then be utilised for optimalisation.
Learn more about collecting feedback in your app via Usabilla and discover how a mobile strategy can benefit your brand by contacting us personally.