Last Updated on September 1, 2023 by David
Guest Post by Joe Peters
Across Google Play and the Apple App store, there are more than four million products for consumers to explore.
In today’s world, we do more with our phones than ever before. Users check their email, chat with colleagues, reach friends, play games, and watch videos on the move.
Apps offer a convenient way to extend the functionality of the modern smartphone.
They also provide an excellent opportunity for eCommerce business owners and online entrepreneurs. With the right app idea, you can appeal to countless customers at once, unlocking unlimited chances for brand growth and profit.
Unfortunately, there are a few hurdles to overcome on the way to success.
To get the best results from your app, you’ll need to ensure that there are no usability or accessibility issues.
Issue 1: Failure to Embrace Universal Design
Making your app as accessible as possible doesn’t just mean that you list it on popular app marketplaces.
To connect with the widest selection of potential customers, you need to consider the concept of universal design.
This basically means taking steps to make your user interface work for everyone, including people with disabilities.
If someone is unable to use your app because of an issue with their sight, hearing, or motor skills, you’re limiting your potential to connect with a substantial part of the population. In addition, this can poorly reflect on your brand image and reputation.
Exploring universal design is becoming a common trend in both web and app design, particularly as customers continue to search for businesses with good ethics to buy from.
When creating your app, ask yourself whether you could still achieve the same outcomes if you had trouble with your hearing, issues with color blindness, or other concerns. If you’re not sure, benchmark your app against some best accessibility practices and guidelines.
Issue 2: Complex Navigation
From the moment someone clicks into your app, they need to know exactly what they should be doing, and where they need to tap to progress.
Whether you’re designing an app that gives people their latest credit score, or you’re creating something to boost customer loyalty, the more complicated it is to navigate your solution, the more likely you are to fail.
It’s easy for designers and developers to get caught in the stream of inspiration and creativity when making a new app. They start adding features and elements and forget to keep simplicity first.
If you’re concerned that your app might be getting too complex for your target audience, consider asking a few different people to test it.
Can people swap between pages in your eCommerce store easily? How easy is it to find your navigation? How fast can they complete the transaction, and are there any steps you can cut to shorten the checkout process?
Testing and gathering feedback can save you a lot of wasted time and money.
Issue 3: Engagement Issues
People engage with the apps on their smartphones in a different way than they do with the websites and marketplaces that they visit on their computer.
One reason eCommerce apps are popular is that they create a nearly effortless shopping experience that sometimes requires no more than a few taps on the screen.
If you’re designing a smartphone app for your eCommerce store, you need to remember how your customers will expect to be able to use it. Simple activities powered by taps and swipes are often a great start.
If there are any buttons or links on the page that your customers need to click, make sure that they’re easy to access.
Also, consider what fonts you’re going to be using and whether they’re easy to read on smaller devices. Think about the way colors interact in your app and how they draw attention to different features.
Everything, from the videos that play within your app, to the menu options for the service itself, should be simple and intuitive.
If buttons aren’t clickable, how can your audience add an item to their basket? If they can’t play the product videos on your eCommerce site, how can they see that a product is right for them?
Issue 4: Gesture Sensitivity
As smartphones and mobile devices grow more advanced, app developers are discovering new ways for users to engage with and experience various features.
For instance, instead of relying entirely on taps, you might experiment with features like voice control and gesture-sensitive layouts.
Unfortunately, while unique UI strategies are great for making your app stand out from the competition, they can also lead to frustration.
If your customers are constantly clicking away from the page they need because they’re making a gesture incorrectly, they’re going to get annoyed. If they accidentally leave at a checkout page, what are the odds that they’ll want to go through the whole ordeal again?
Experiment with the sensitivity of your controls, and check how tapping and swiping works on each part of your app. If your layout is too sensitive, you may need to dial it back a little.
Consider testing various forms of your interface on a focus group to see how they respond to different sensitivity levels.
Issue 5: Excessive Complexity
As mentioned above, it’s easy to get carried away by great ideas when you’re building an exciting new app. However, it’s important to have a detailed vision that you can stick to, which will prevent you from going too far off the rails.
Start by identifying the problem you want to solve with the app and concentrate on addressing that issue in the simplest way possible.
People fall in love with the apps that are convenient, intuitive, and effortless.
Don’t make the mistake of jumping into app creation with just a general idea of what you want to do in mind. Establish a clear goal. Strip away all features and extras that don’t support that goal, or at the minimum, place less relevant features somewhere they won’t distract the user from a purchase.
The lack of navigation often leads to a messy app with overlapping elements that your customers can’t use or understand. Plan your app carefully from day one, and make sure you regularly check for any signs of extra complexity.
Make the Most of Your eCommerce App
An eCommerce app is a fantastic way to connect with your customers and boost your chances of bigger profits.
In a world full of smartphone shoppers, apps offer a fantastic way to engage and delight people from all over the world.
Plus, they’re a chance for you to stay front-of-mind with your clients by earning a permanent space in their pocket.
Just remember that the best apps are the ones your customers love using. Therefore, always put accessibility and usability first.
About Re:amaze
Re:amaze is a modern helpdesk and customer messaging platform designed to help eCommerce businesses boost customer happiness and revenue. Re:amaze allows all customer-oriented teams to work together in a shared inbox through email, social, SMS, voice, and live chat. Re:amaze also comes packaged with automated messaging and chatbots so eCommerce brands can succeed at the front lines of conversational commerce.
About Joe Peters
Joe Peters is a Baltimore-based freelance writer and an ultimate techie. When he is not working his magic as a marketing consultant, this incurable tech junkie devours the news on the latest gadgets and binge-watches his favorite TV shows. Follow him on @bmorepeters