A Recipe For Mobile App Success

Deriving its information from a survey of 825 US smartphone owners, this Forrester article delves into the strategies for app success. These include ways to drive app downloads, create optimal app experiences, and set accurate metrics to measure performance. While word of mouth and cross-promotion are effective, the key is combining these strategies with analytics tools that allow you to test hypotheses and business metrics that are right for your business. Most of all, it is essential to make sure mobile app, messaging, and web experiences are ideal for customers, as "your customers' switching costs are negligible in an age of hyperadoption.

Julie A. Ask, Jennifer Wise
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