Effective Ways to Accelerate Growth by Improving the In-App Experience

Effective in-app experience

It’s 2019 and while global mobile usage has gone off the charts, increasing the number of app downloads, there is still a concern over the high churn rates, which stand at around 70% after 90 days. This can damage your conversions, as well as your hopes of using mobile apps to turn users into loyal customers.

And that’s the thing with mobile apps: They help you market to your consumers more directly, build brand recognition and loyalty, and boost engagement and conversions.

But only if the in-app experience is good enough.

In this article, we take a look at how to accelerate growth by improving the in-app experience.


  • Utilize Augmented Reality and Virtual Reality

  • Create Tutorials to Guide Users Through the First Experience

  • Ensure Proper Functionality

  • Integrate Payment Gateways

  • Offer Customer-Centric Experiences

  • Improve the Search Feature in Your App Design

Utilize Augmented Reality and Virtual Reality

Augmented Reality (AR) has been on-trend ever since its use in Pokemon Go back in 2016, and now the noise around Virtual Reality (VR) is increasing, too.

The potential for both AR and VR in mobile apps is huge. Both provide a totally new and unique in-app (and brand) experience, and you should look to harness both technologies to make your apps more interactive. The more interactive an app is, the more engaged the end user will be.

AR allows you to create 3D models of your products. It also enhances your storytelling and creates an unforgettable gaming experience.

VR, on the other hand, can be used to give your end user an immersive, virtual tour, as well as a 360-degree view of your products.

If you’re in need of some inspiration, check out these apps that are already leveraging augmented reality.

Create Tutorials to Guide Users Through the First Experience

One of the biggest reasons new app users churn is because they just don’t know what they’re supposed to do once they start using the app. They download the app, open it up — and then bail out, confused.

When it comes to onboarding, tutorials that illustrate what users need to do next are important. Once they’ve got through that crucial first experience, they’ll have a sense of achievement that’s really key to their long-term engagement.

Your tutorial doesn’t need to be long and complex. It can be just a couple of screens that reinforce the value of the app, remind users why they’re here, and show them what they need to do to complete the first experience. Keep things simple, engaging and fun.

Ensure Proper Functionality

If your app is buggy, crashes often and just doesn’t work properly, users will grumble — and quit.

To ensure proper functionality, carry out both automated and manual tests. You can use tools like Cucumber for your automated tests. When it comes to your manual tests, pay attention to the device compatibility and UI glitches.

It’s also a good idea to carry out cross-device testing to ensure proper functionality on numerous devices.

Integrate Payment Gateways

If your payment processing gateway doesn’t run smoothly, you’ll struggle to retain app users.

Integrated payment gateways should be at the top of your list, as they make it possible for the user to pay via their preferred payment method. A payment gateway allows a customer to put an item in their cart, before entering their payment details via PayPal, Square, Stripe or so on.

There are numerous payment gateway providers for you to consider, but you should also look to add a POS card reader. Not only does this make the payment process even more seamless, but the card reader allows you to collect data on each customer. Armed with this data, you can then personalize the future customer experience.

Offer Customer-Centric Experiences

If you want to improve your app engagement and conversions, it’s really important that you offer customer-centric experiences. To this end, you need to know who your target audience is. You need to know what features they want to see on your app, and what features they don’t want to see.

There will always be areas in your app that can be improved, and no one knows your app’s pain points quite like your users. By soliciting customer feedback, you can use it to create a better app experience that’s tailored to their needs and wants.

Improve the Search Feature in Your App Design

If you’ve got a search feature, it needs to be prominently displayed, and it needs to be fast.

Of course, the search feature on all mobile devices is inherently challenging because mobile devices can only display limited search results at any one time. As a result, it might take your user much longer to find what they want than it would on the desktop. Consequently, disengagement can happen.

To display your search feature prominently, go with a full-length search bar. Consider adding ‘Search’ to your box for absolute clarity.

Make your search results relevant to each specific user (you can leverage their geolocation for this, as well as any data you’ve previously collected on them) and add an auto-suggestions feature to make their life easier.

Consider implementing voice search technology too, as this will allow the user to search for results while ‘on the move’ without having to do much work.


Your business can greatly benefit from nailing the in-app experience. The purpose of your app is to provide your users with a customer-centric experience. Use the tips in this article to give your end user more of what they want and keep tweaking until your UX is as good as it can be.

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Michelle Deery is a conversion copywriter for Heroic Search. She is a UX enthusiast and has contributed to authority publications such as Entrepreneur. Her insights and resources help educate readers. Connect with her on LinkedIn and Twitter.