Let’s state the obvious: the more users that make a first purchase in your app, the more revenue your app will deliver. It’s the first step in creating long-term, multi-transactional relationships with your users. But in a competitive landscape, with distraction an ever-present factor, making it happen isn’t easy.
Understanding your users is vital to solving this problem, and it is impossible to maximize first purchase without instrumenting your app with a powerful analytics solution.
Follow this up with optimized onboarding, ongoing nurturing and frictionless purchase flows, and watch first-time purchases grow.
Instrument your app to track individual user behavior. If you can identify the differences between users who have made a purchase and those who have not, you are in a position to understand how to get the latter over the line - and take action.
Onboarding is a critical time for app users - covered in another Blueprint. While not wanting to overburden first-time users with too much information, it is worthwhile introducing the purchase process at this stage.
Use tip-overlays to point out key features in the context of the app early on - for example how to add an item to a wishlist etc.
Encourage account set-up early on to reduce friction later on in the purchase process. And optimize onboarding to ensure as many users as possible get to the point when a purchase can happen.
Segmenting users based on behavior allows the targeting of contextual and relevant in-app messages aimed at making a first purchase happen.
For example, a retailer can promote items similar to those already browsed by the user. A travel booking engine can highlight destinations that the user has already searched for.
Simple, but effective. In-app campaigns can be shown at any moment in the app experience, giving full control over when the user sees these promotions.
7 out of 10 carts on mobile are abandoned. That’s the bad news. The good news these users are as close to purchase as it is possible to be. You just have to get them over the line!
Check out (no pun intended) our abandoned carts Blueprint to discover how to make that happen.
Removing as much friction as possible from your purchase process is crucial. Make purchasing as ‘native mobile’ as possible by removing multiple form boxes or complex account registration processes.
Keep steps to a minimum. Provide feedback so users are aware that the process will be fast and efficient. A/B test different native UX flows to see what works best for your checkout.
For some organizations there is no choice in this area. But if it is possible, use the App Store to manage payment rather than taking the DIY approach.
Yes, it will cost a share of revenues. But the benefits in terms of removing the ‘friction’ in purchasing will make it worthwhile. Conversions are between 100-400% higher when using the App Store. Users are familiar and comfortable with the one-touch transaction.