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Azetone - Comment optimiser l’expérience utilisateur de son appli mobile ?

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Si les marketeurs et développeurs mobiles investissent massivement en ASO (App Store Optimization) tout comme en acquisition de téléchargements d’applications, ils négligent parfois les problématiques d’expérience utilisateur, et la nécessité d’engager une véritable stratégie de UXO (User Expérience Optimisation).
Des critères tels que la récurrence de l’utilisation, de l’engagement des utilisateurs, voire des conversions des visites en ventes, sont pourtant des indicateurs clés de réussite d’une application, et imposent de disposer des bons outils et des bonnes méthodologies.

Découvrez au travers de nombreux exemples clients :
- Qu’est-ce qu’une expérience utilisateur réussie sur mobile ?
-Quels sont les outils à adopter pour bien comprendre les comportements utilisateur ?
- Quelles sont les bonnes pratiques ou au contraire, celles à éviter ?
- Quel bénéfice peut-on attendre de l’UXO ?

Published in: Business
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Azetone - Comment optimiser l’expérience utilisateur de son appli mobile ?

  1. 1. Comment optimiser l’expérience utilisateur de son appli mobile ? #BetterApps @AzetoneMobile © Azetone 2017 Please do not reproduce without permission
  2. 2. Que faut-il pour faire de son appli mobile un succès ? Agilité Pertinence Efficacité Mettre à jour en temps réel ses applis natives iOS et Android Comprendre et optimiser l’expérience utilisateur mobile Personaliser l’ensemble de l’expérience utilisateur in-App
  3. 3. Comprendre l’expérience utilisateur de votre appli Optimiser votre appli en faisant des tests A/B sur de multiples variantes Personnaliser votre appli en fonction du contexte et du profil de vos utilisateurs ❖   1 SDK pour iOS et Android 3 solutions d’optimisation
  4. 4. 0. Connaissez et segmentez vos utilisateurs – Azetone Profile Builder Azetone SDKs Azt Event Tracker Azt A/B Test Output 3rd Party SDK Integration CRM/DMP Integration Ex. Device and Usage Data Ex. User-based Criteria Exposed to or converted on A/B test Ex. Tealium, AzME, FollowAnalytics… Ex. Salesforce, Adobe… Segments spécifiques Azetone Segments importés Azetone Grouped Profiles Combiner différents profils avec des opérateurs AND/OR/NOT Partner Solutions Ex. Kameleoon
  5. 5. 1. Découvrez comment vos clients utilisent réellement votre appli mobile – Heatmaps & UX Analytics • Outils d’Analytics ✓ Devices, sessions et pages vues ✓ Quels éléments tagués ont été « cliqués » • Azetone Heatmaps & UX Analytics:  Quels gestes sont effectués et où ?  Combien de temps avant le 1er geste et entre chaque geste ?  Quelles manipulations sont non-prévues ?  Quel est l’engagement réel des vos clients ?
  6. 6. Comprendre l’UX – Heatmaps/Finger Tracking • Exemple : TV Go 1. Manipulation de la home page 2. Manipulation de la page « Live TV » • Nombre de zooms anormal ! • Incompréhension de l’interaction attendue (tap) en l’absence d’icône « play »
  7. 7. • Exemple : 1. Manipulation des menus 2. Visualisation des toutes les interactions sans aucun tag préalable Comprendre l’UX
  8. 8. • Identifiez les zones touchées par les utilisateurs, mais non prévues à cet effet… Tentatives de tap infructueuses sur des zones non cliquables Comprendre l’UX
  9. 9. • … ou bien les manipulations prévues mais sous-utilisées ! Peu de zooms par rapport aux swipes car les clients ne réalisent pas que la photo est zoomable Comprendre l’UX
  10. 10. 2. Modifiez votre application instantanément et optimisez votre appli en 1 clic – A/B Testing • Avec l’A/B Testing Visuel, modifiez l’interface utilisateur de votre application en production en temps réel et sans aucun tag • Aucune ressource technique ni re- soumission aux stores n’est nécessaire • Grâce à l’A/B Testing Universel, gérez des déploiements progressifs ou des roll-backs • Testez différentes approches d’une fonctionnalité ou des tunnels d’acquisition ou de conversion différents
  11. 11. Exemple : AVendreALouer 31
  12. 12. AVendreALouer optimise son UX et dope ses taux de conversions • AVendreALouer a testé en production les performances de différentes options d’interface utilisateur. • Après quelques milliers de conversions, une variation gagnante a pu être identifiée en toute confiance • En A/B testant ses boutons d’action, AVendreALouer a réussi à augmenter son taux de conversion de +36% ! +36%
  13. 13. • Construction de la page d’accueil • Menus • Tunnel d’achat • Fonctionnalités de l’appli • Basé sur : • Le profil de l’utilisateur (segmentation) • L’expérience Web • Le contexte d’utilisation • La localisation de l’utilisateur… 3. Personnalisez l’expérience in-App – Personnalisation
  14. 14. Quel résultat pour l’expérience utilisateur ? • Exemple – Application d’assurance : • La page d’accueil et les fonctionnalités de l’appli s’adaptent dynamiquement en fonction : • De la localisation du client (au domicile ou non) • Source : localisation appli • Du profil client (type de contrat…) • Source : segments CRM • Du statut du client (demande de remboursement…) • Source : CRM/systèmes IT • De l’utilisation de l’appli • Source : SDK Azetone et SDK partenaires • Du parcours préalable sur le site Web • Source : DMP, solutions partenaires Desk
  15. 15. Cloud Orange améliore « l’onboarding » de son appli avec Azetone • Pour son appli Orange Cloud, Orange a fait face par le passé à un fort d’abandon après le premier lancement. • Azetone est utilisé pour mettre en avant une fonctionnalité clé aux nouveaux utilisateurs (Synchroniser ses fichiers) • Une fois la synchro effectuée, cette fonctionnalité est poussée plus loin dans les menus pour mettre en avant d’autres options • Cloud Orange a amélioré son onboarding et la réutilisation de son appli de +26% « Avec Azetone, nous ne voulons plus faire une appli pour tous nos clients, nous voulons faire une appli pour chacun de nos clients… » Yvan Delègue, Directeur des Applis Mobiles @ Orange
  16. 16. au cœur des leaders du mobile Plus de 250 Apps, 7 M. de devices, 10 Md. de points de données
  17. 17. Mobile App UX Analytics A/B Testing & Personalization Demandez votre démo sur www.azetone.com © Azetone 2017 Confidential, Please do not reproduce without permission

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