Why user experience can make (or break) your app-based business

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With over 300 million smartphone users in the United States alone, app-based businesses can achieve impressive reach with customers across the country.

Of course, while offering your services through a smartphone app can be very convenient, that doesn’t automatically mean you’ll be able to turn it into a profitable way of doing business. It doesn’t matter how big the model is, if you can’t deliver a quality user experience (UX), your app won’t be able to generate the revenue your brand needs to thrive.

UX is basically defined by how “usable” your app is and the emotions it evokes. It focuses on structuring all app features to provide a convenient “flow” that meets customer needs. Function and purpose must match to engage your audience.

As Adobe’s Nick Babich explains, customers evaluate their experience based on whether a product or service provides value, works as intended, and is easy to use. Each of these can affect emotions while using your app, be it frustration or satisfaction.

Connected: A step-by-step guide to creating your first mobile app

What factors affect user experience?

Consider the basic structure of your application. How will each individual screen be laid out in a way that users will be able to find the information they need?

You can’t overwhelm users by throwing all the information on one screen. Categorizing information into different pages within the app makes it easy for users to navigate to the content they need.

“A professional app that is useful and easy to navigate for the user – in our case, passengers who are in a hurry to make flights and need immediate assistance – will gain more trust in the long run and create margaritas for your company,” adds Elad Shaffer, co-founder and CEO of Faye Travel Insurance. “A visually appealing interface with a more minimalistic design becomes easier to navigate and thus more enjoyable for users you want to keep coming back.”

Even after release, most business-based applications need to be regularly updated or patched to mitigate security liabilities or issues that prevent users from being able to perform their desired actions. An app that crashes or has certain features that don’t work as intended will, of course, seriously hurt the user experience.

Related: Create mobile apps without any design skills

Key Ways Quality Experiences Elevate Your Brand

An AppDynamics study found that 60 percent of customers delete an app after just one experience involving performance issues, and 80 percent will delete their app if they continue to experience performance issues.

The quality of the app will directly affect how people perceive your brand as a whole. This helps build your credibility and increases the likelihood that those initial users will become loyal, long-term customers. An engaged clientele will spend more money with your business, increasing their lifetime value.

“Most people are looking for an experience they can really feel, and we’re always looking to improve that effect,” recalled BrainTap Technologies founder Patrick K. Porter, Ph.D., when his company launched a headset designed to improve the customer experience through light therapy and holographic music. “We also found that our app churn was reduced to less than 1 percent when subscribers bought the headset, which allowed us to accelerate the evolution of our app.”

It is this consistent effort to create quality experiences that will help accelerate growth. Users who like their experience will recommend it to friends and family and leave high ratings on app stores.

Studies show that 77 percent of users will read at least one review before downloading a free app, and 80 percent will read a review before downloading paid app.

By focusing on UX from start to finish, you can set yourself up for success and exceed customer expectations. With a quality user experience, you will achieve a greater return on investment while presenting your services in the best light.

Connected: Does your company need an app, a website, or both?

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