Mobile App: Improving User Retention with UI/ UX and Performance

Mobile App: Improving User Retention with UI/ UX and Performance

18 March 2021
mobile app ui ux testing

How effective are mobile apps in attracting users, engaging, and retaining them?

For example, Myntra, a multi-brand fashion e-commerce retailer, introduced Design Studio, a new feature in their mobile application during the pandemic. A recent report states that by adding ‘Design Studio’ there was a 51% rise in organic traffic helping in user engagement. In a sudden change of lifestyle and working remotely, the ‘Design Studio’ was a great option to keep the users engaged and steal some time to refresh and unwind from their busy schedule.

Digital innovation has become a continuous need for any critical business process. There is a greater need to speed up digitization with the fast growth in technology and innovation. Companies are adapting to new technologies to improve efficiency and speed of service, as well as enhance the customer experience. A recent survey states 97% of millennials, 91% of Gen-Xers and 79% of baby-boomers are using mobile applications. These numbers are rising so significantly that the development of mobile applications is also simultaneously gaining momentum.

Mobile applications are convenient for users as it is offering 24/7 services at a minimal cost without having the restrictions of geographical barriers and operational timings. We can, hence, imagine the immense load on the mobile applications to ensure its continuous services without any technical glitches.

Comparing 500 top mobile applications it would be surprising to state that the frequency at which the mobile applications are updated is 20-25 days; and the updated versions introduce new features and functionalities, which adds performance load to your mobile application. Such frequency of update at a regular interval can introduce flaws or fault in mobile application leading to an incorrect and unexpected outcome.

As organizations are spreading their services across digital platform, they must ensure that the applications can derive maximum value for business and improve user retention with their UI / UX without compromising the performance of their mobile and digital platform.

Enhancing user retention with UI/ UX of the application

Mobile applications have become an integral part of our life. From ordering food online to booking tickets and fund transfer, we use mobile applications to meet our daily requirements. A study recognized 9 industries that most commonly use mobile applications. Following are the industries listed from most common to the least.

  1. Healthcare
  2. Finance
  3. Entertainment
  4. IT
  5. Travel and tourism
  6. Fashion & E-commerce
  7. Education
  8. Hospitality & food service
  9. Retail

Taking one survey report as an instance based on Finance Industry, the survey report of Statista shows the top 5 reasons for using the mobile banking applications in the US are viewing balance (90%), recent transactions (79%), paying the bill (59%), transferring funds (57%), and contacting customer service (20%). However, it is only 19% uses a mobile application to open a new account.

The user interacts with the mobile and website application through UI and hence they like a minimalistic design of user interface in mobile applications that are easy to use and navigate and offer consistency in user experience. Some applications like banking applications and e-commerce application tend to be heavy with multiple features and functionalities and it is a challenge to maintain an uncluttered UI. In today’s scenario, the focus of digital platform is more on how they can ensure customer satisfaction by improving their services.

To enhance user convenience, organizations are developing applications that can allow users to access information and features easily. The businesses do understand that by improving UI they offer users fully functional applications, which also enhances user experience.

But to be sure that the application UI does not have any functionality error, UI testing is necessary. UI testing ensures that the buttons, fields, labels, and other items on the screen work without errors and allows users to have complete control over functionalities and how they respond. UI Testing removes blockages so that the users can easily connect with the software.

Website usability testing ensures improved user-experience, which helps in enhancing website conversion rates by up to 75%. Through UX testing, organizations eliminate system errors or malfunctions. UX testing helps in identifying the damaged links, fixing page errors, solving content and language issues, resolving poor page design layout, enhancing messaging, images, and branding, and ensuring site and application uniformity.  

Enhancing user retention with performance

Different industries and sectors are seeing the growing need for digital transformation more after the pandemic. Whatever was brewing underneath COVID-19 has led to the quick adoption of mobile and digital platform. Whether you are booking a flight ticket, transferring funds to accounts and using card-less payment at a retail outlet, a mobile platform is all that you need.

Extensive use of digital transformation is noticed in financial institutions, among others. From customer onboarding to digital transactions and video KYC verification, banks are embracing new technologies and innovations to make the lives of their customers easy.

Considering cases in the recent past of services and application disruptions due to system crashing that led to application performance failures, different organizations are now moving extra miles to improve the performance of mobile platform. The users can handle activities without performance errors and disruptions in their system.

Organizations periodically effect changes to their prevailing systems. They need to adopt measures to prevent adverse scenarios like unresponsive platform, digital and internet access disruptions owing to high website traffic. IT failure not just dissatisfies your customers, but also puts you in a bad light and may make you pay an unwanted penalty.

Businesses can improve user retention by executing user performance testing to examine the speed, robustness, and reliability of an application based on its size. Through this testing, the testers evaluate performance in terms of responsiveness and stability of their platform under a heavy workload and traffic.

With the increase of activities on digital platform, systems experience high usage volumes, which might impact the performance of applications. To protect from potential losses in terms of monetary, reputation, and customer loyalty, applications need strict measures and proper maintenance, which is why organization do performance testing of their digital platform.  

Enhancing the security of mobile applications

The projected number of mobile users worldwide was 2.7 billion in 2019, which increased to 3.8 billion users in 2021. The demand for mobile devices is rising worldwide as multiple activities like watching the news, checking emails, instant messaging, online commerce, and doing bank transactions are all done on the mobile platform. It is convenient to carry mobile devices compared to other bulky devices.   

Multiple data and information are exchanged and stored in mobile applications, which could be harmful to users if exploited. A breach in the security of mobile applications allows hackers to exploit user data like their current location, banking information, personal information, and much more. Hence, it is important to ensure the security of mobile applications.

Tenjin Online’ s role for User Retention

Codeless, prompt, self-serviced and easy, TENJIN Online is a powerful SaaS-based mobile testing automation platform for Android and iOS apps. The platform leverages automation mobile testing to ensure that your mobile applications are aesthetically pleasing, easy to navigate, performing flawlessly while ensuring the security and safety of mobile and digital platform. Tenjin Online is capable of handling testing of UI / UX, API and performance of your mobile applications.


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