Although the B2B mobile app market has not been able to gain the same heat as B2C, with the rapid adoption of mobile usage, it will no longer be optional. With changes in the mode of work like work-from-home and asynchronous work timings, employees are adopting a more flexible work culture. This in no way should be perceived as a lesser dedication towards work. In fact, research has shown that remote workers work 1.4 more days per month resulting in additional 3 weeks of working in a year. What more, remote work is not the only mode of work where you want to stay connected to your work. There are also needs, like being on the move or traveling when you have to constantly monitor your business in the after-office hours.
So, within these kinds of work setup, and to remain engaged with your job, or business, B2B mobile apps are playing a crucial role. How so? Because after completing their desktop-related work, employees might still need to stay in touch with the team, monitor the metrics, or stay available for any customer during the day. And these kinds of tasks can be easily fulfilled through the notification features of the mobile app. It allows you to stay connected without missing on important events or communication, as well as, keeping a continuous eye on your business operations.
The mobile app market has started growing rapidly within the past few years. It has been predicted that by 2023, the global mobile app market would reach $140 bn supporting a vast majority of the mobile workforce of around 1.88 billion people worldwide. Companies are realizing the importance of adopting mobile apps in their business operations due to the increased productivity and employee engagement they are able to build through it.
How B2B Mobile Apps help businesses grow?
There are numerous benefits of having a B2B mobile app. They are mostly focused on enhancing the operational quality and collaboration between teams. But there’s more to it.
Greater control and availability
Business owners can stay connected with the team on the go and still be able to monitor the progress of the projects, maintain the quality of the operations and collaborate with the team. Through an app, they can be present at two locations at one time. A task management app like Asana mobile app allows you to monitor all the projects running in your organization, stay updated with the workflow and manage everything to the level of each task assigned to your employees.
Live collaboration within the team
Because of being cloud-based, B2B mobile apps allow live updates by every team member making it easier to operationalize tasks remotely. It also gives the flexibility to log on from different devices and synchronizes the information from all team members leveraging greater collaboration between teams.
Reduced workflow and environment-friendly
Mobile apps are environment-friendly for they reduce the paper-work required in business operations. When you have to share the information across your cloud-based network, digital documents, screenshots, screen-sharing and other features become more useful thereby reducing the time and effort needed in a workflow. Most of the mobile apps are built through agile processes that make it even easier to handle and operate.
Business Growth through App Analytics and User Engagement
This is the most important aspect that you will find especially useful in B2B apps. It is able to analyze the data and produce valuable information out of those which helps entrepreneurs glean valuable insights for their business. These apps capture data from different sources like websites, mobile apps, and other business channels to identify unique users, track their behavior, and present valuable insights on the app performance.
They are especially helpful in marketing and sales conversions as well as customer success efforts through various analytics on which leaders can play along. There are different metrics they can track which matter most to their product adoption. Leaders can track data along below features and metrics:
Daily active users
It allows you to know how many users are actively using your app on a daily basis. This is an important engagement metric because through this you would know your user segment who are most and least engaged with your product. Based on this information, you can drive specific measures to increase customer engagement. Different indexes are prevalent in the B2B industry to enhance customer engagements like:
- Duration index: This allows you to know how much time users are actively spending using your app.
- Retention index: This shows the number of users who keep coming to your app on a regular basis.
- Performance index: This metrics shows the performance of your app like the loading time of a particular page on your app. Based on this, you can work on improving the performance of your product for driving further user engagement.
- Loyalty index: This index measures the number of loyal customers by subtracting the number of churned customers (who have not logged in to your product for a specific amount of time) from the total customers.
There are certain features in the B2B apps that allow you to have a granular view of your product usage up to the level of each feature that is being used. This information can be presented in the form of numbers, graphs, or heat-maps. Feature-wise distribution of your user’s usage pattern allows you to segregate the most widely used features from the lesser ones.
For you to help your users maximize value from your product, as per the customer value creation principle, you would want them to use it more extensively, through all the features. Hence, when you know that your customer is using only 5 out of the 20 features available on your product, you can create a touchpoint to recommend them to use those unused features by helping them discover value from them.
In-app customer feedback
Through app analytics, you can track the user-behavior that allows you to know how smooth their operations are. If they are getting stuck at some point or are not able to discover the features on their own, you can take that as in-app feedback. You may think of improving the user experience or placing the feature in a more easily comprehensible way or simply modifying your dashboard. Likewise, there are many such insights you can glean from the user experience’s perspective to enhance the performance of your product.
Leveraging factors accounting for sales and conversions
When you study the behavior of your website users who bought your product, although it won’t be much higher than overall users, you come to know what is the usual buyer’s journey. What pages they visit more, what actions they take, which are the most read blogs in your inbound marketing strategy as well as what triggers them to opt for a demo, these are all the questions that can be answered through app analytics. Knowing what clicks to your customers and helps them decide to purchase your product is very valuable because you can repeat this for further outcomes as well as eliminate those elements that don’t work.
You may develop customer personas, implement various business strategies, but until they are tested through real-time data, that is, through your customer’s real-time behavior, you would never know what works and what doesn’t. Hence, app analytics is the way to gain that knowledge.
How mobile apps are different from web apps?
For ages, we were accustomed to using desktop for all our business operations. With the advent of smartphone technologies, the usability landscape has changed drastically. Customers demand more products to be available on smartphones than on desktop due to the immense benefits it offers. But due to the relatively much smaller mobile screen size, 4-7 inches, it has become a challenge for the mobile app developers and designers to bring the same level of information on mobile-apps as is available on web-apps.
It has become a part of evolving user experience to simplify complex business information and present them in an easily navigable way on mobile apps. Users have far lesser interaction options on mobile apps than on desktop. On desktop windows, they can double-click, use keyboard commands, open a much wider menu, and surf through a much larger amount of content due to bigger screen-size, usually 10-17 inches. All these interactions are quite minimal in a mobile app where they use only touch, swipe, and hold commands. Hence, a good mobile app development company has to account for this difference and think of ways to produce the information and actionable features on a simpler, smaller screen in a most comprehensive manner.
These days, there’s not a single business unit left that cannot be migrated to a mobile app be it CRM, Service, Data management, Content management, marketing automation, etc. Mobile apps are not just changing the operational elements in a business, it is coming with a much larger wave with a potential to disrupt the traditional corporate culture. Companies are becoming more tech-savvy, more flexible, and collaborative by leveraging the power of mobile technologies and so are the customers. Hence, if you have still not implemented this change then do so at the earliest for you don’t want to miss the boat!