Marketing Glossary

App Personalization

The process of creating a mobile application that is tailored to the demands of a certain audience.

What is App Personalization?

The technique of customizing a mobile app to match the demands of specific audiences is known as app customization. As with other forms of personalization, app personalization strives to provide users with experiences that are tailored to their unique needs, rather than a generic, one-size-fits-all experience.


What is the Significance of App Personalization?

There is already a lot of competition in the app market, and users’ expectations are rising. Over 1.5 million apps are available in the App Store and 1.6 million apps are available in the Google Play Store as of July 2015. After selecting and installing an app, 65 percent of users will delete it if their initial experience is unpleasant. Even when an app has achieved that barrier, the average individual will have approximately 65 apps on their smartphone but only utilize about 15 of them on a weekly basis.

As the statistics above indicate, it is becoming progressively critical to ensure that your application offers an excellent user experience. This increases the possibility that your software will stand out from the competition and that your users will engage with it on a regular basis. Along with numerous other strategies such as app discoverability, performance testing, and much more, mobile app personalization is one of the most effective methods for creating an app that consumers will truly love using.


Three Strategies for App Personalization

Before you can develop a customized experience for your phone users, you must first collect data for them in order to ascertain their unique wants and needs. Equipped with this consumer data, you can make effective choices about the experiences you should provide and which groups of your users receive them.

The sorts of data that can be gathered about your customers in order to build personalized experiences fall into three broad categories: behavioral, demographic, and contextual. Behavioral targeting allows you to tailor the user’s app experience based on their real behavior.

Demographic targeting is the process of determining who your users are in order to provide them with tailored experiences. Are the majority of your users male or female? Which age group do they belong to? What do they enjoy and despise? Collecting this type of demographic data enables you to tailor your app’s experiences to each user by displaying material that is most useful to them.

Contextual targeting involves learning about the user’s device, present geographic location and the time of day to customize the app experience. For instance, a local tourism app can show eateries that are still open near the user’s location, or an ecommerce app might show iPhone cases based on the fact that the user has an iPhone.


App Personalization & A/B Testing

Mobile A/B testing (a type of A/B testing) can be combined with app personalization to provide users with better interactions. Application users are arbitrarily dispersed between the primary and alternative experiences without realizing they are part of a test in mobile A/B testing and mobile personalization.

This technique could be used to evaluate modifications to the message, content, user interface (UI), onboarding flow and many other aspects of an app where a quantifiable goal can be enhanced. They are then pushed out over a long-term customization effort after a statistically meaningful conclusion has been reached.

For example, (fictitious) store Attic & Button could put its apparel recommender systems to the test. They learned from segregating the test findings that male buyers seek similar clothing ideas while exploring (more shirts if they are viewing shirts), whereas women like to be provided recommendations for companion clothes (matching shoes if they are shopping for a dress).

The A/B test is used to acquire useful information about the app’s users, which may then be extended to all users that fit those characteristics via app personalization.