Aim For ‘Transformational’ Mobile App Experiences: Google Exec

Jonathan Pelosi, Google’s head of industry mobile apps, Americas, discussed what it takes to build a successful mobile app in the age of customer experience at Mobile Marketer’s Mobile FirstLook conference, in New York City Wednesday morning.

Jonathan Pelosi, Google’s head of industry mobile apps, Americas, discussed what it takes to build a successful mobile app in the age of customer experience at Mobile Marketer’s Mobile FirstLook conference, in New York City Wednesday morning.

“My first word of advice is to serve the customer,” Pelosi said. “Bring value to the customer. Do something unique; don’t just repurpose the mobile site. Take advantage of the phone’s features.”

Banking apps, Pelosi said, are a great example of serving the customer. Many use the phone’s camera to allow users to deposit checks remotely, a functionality that cannot be provided on the Web.

Pelosi’s next piece of advice was to “delight the customer.” He suggested brands focus on creating an elegant user interface with predictable navigation. “Do what feels natural to the user and make the experience enjoyable,” he said.

Simplification is key as well. Brands should aim to streamline information entry and payments. Other simplification tactics include single sign-in and effortless forms.

Pelosi also advised testing an app for quality and trust. “Then optimize through in-app analytics and customer feedback,” he said. “Invest in attracting new users and drive continued activity through discovery, engagement, and conversion best practices.”

Companies should aim to provide “transformative app experiences,” Pelosi said, and pointed to apps such as Nest, OpenTable, and My Ford as examples. He talked about taking a date to a restaurant and having already paid the bill through OpenTable. “Imagine the look on her face when we didn’t get a check and were able to just walk out of the restaurant,” he said. “She probably thought I owned the place.”

Once an app is built, identifying KPIs and finding an attribution solution are the next steps. “Think about what exactly it is that you care about,” Pelosi said. “Is it coupon redemption, store look up, time spent on page? And you’re going to want to find an attribution solution so that you can optimize your marketing spend toward engaged users and not just focus on getting app downloads.”

According to Pelosi, 20% of branded app users drive 80% of the brand’s value. “These are the people that you need to be encouraging to convert,” he said. “Proactive outreach is key.”