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WhitePaper
Five tips to make sure
that customers transact
with your app
A Jumio White Paper
Name:
TIM OWENS
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TN21 0QW
01234 567 891
Address:
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Telephone:
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1234 5678 9100 0000
07/12
Start date
07/14
Exp. date
335
CCV number
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Getting started
So when did apps install themselves in our mobile lives?
Was it when the first smartphones came out? Or when Steve
Jobs released the first iPhone? As it happens, apps have
been around for a little longer than that….
A very early and primitive app that made it into mainstream
consciousness was Snake, which first appeared on a Nokia
6110 device in 1997. It’s now on over 400 million mobile
phones and is in its ninth version.1
Back in 2003, the predecessors of today’s smartphones came onto the market.
Big clunky things they were and a bold move in the opposite direction to the
then current trend that smaller was better.
These increasingly clever devices afforded increased computing power and
a few forward thinking folks in the mobile industry championed the notion of
installing applications that were not native to the phone when it came out of
the box.
A Jumio White Paper: 5 Tips to make sure that customers transact with your app 2
O2 xda
Released June 2002
Palm Pilot 	
Released March 1997
1NokiaInnovation(2012)
Today’s consumers are more likely than ever to use their mobile devices
to make a purchase. Adobe estimates that approximately six out of seven
mobile shoppers used a smartphone to shop in 2013 and overall app use
posted 115% year-on-year growth.5
Although on many fronts the mobile economy is booming, there is a
sobering side to this phenomenon that needs considering which is
highlighted through a closer look at the lifecycle of an app.
Just because an app is available, it doesn’t mean it will be successful.
Getting to a critical mass of customers discovering and downloading is
no mean feat; breaking into the top 50 iPhone app league means 23,000
downloads a day.6
Going to the next step, the stats show a shocking attrition
rate in that 25% of downloaded apps are never opened and are discarded.
The path to building a successful app that customers will repeatedly
transact on is fraught with obstacles and the growing pains of transacting
over mobile devices are evident for all to see.
In this Jumio white paper we will share our research into the rise of the
mobile app, why apps lose customers and examine why mobile commerce
is actually underperforming against its full potential.
To help companies competing in the app economy, this white paper will
share 5 key tips to help merchants ensure that their mobile apps aren’t
leaving money on the table.
A Jumio White Paper: 5 Tips to make sure that customers transact with your app 3
Fast-forward a decade and Gartner has predicted that mobile apps will be
downloaded more than 268 billion times,2
generating revenue of more than
$77 billion, by 2017. Apps are now mainstream, as demonstrated by the
year-on-year growth for Apple’s app store and Google Play.3 & 4
July2010
March2011
Google Play Downloads
Apple App Store Downloads
Billionsofdownloads
Date
30
35
40
22.5
15
7.5
May2011
July2011
July2008
Dec2011
Jan2012
June2012
Sept2012
Jan2014
2Gartner.January2014
3AppleAppStoredownloads.BusinessInsider
4InsideMobileApps.Androidreaches25billionappdownloads
5Adobe.2013MobileConsumerSurveyResults
6Techcrunch.HowdoyoubreakintoiPhoneappstoretop50?
What can you do to make sure
your app doesn’t get deleted
and brings in the money?
Here are Jumio’s top five tips:
4A Jumio White Paper: 5 Tips to make sure that customers transact with your app
2
3
4
5
1
Be aware which operating 5-6
system or platform will deliver
the best return for your app
Be sensitive to data 7-8
privacy concerns
Reduce payment friction 9-11
Balance functionality with 12-13
speed and performance
Build customer retention 14-15
into your app
And of course, consider how 16
technologies like Jumio can
help make customer sign-up
and transactional processes
quicker and slicker for a better
customer experience.
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5A Jumio White Paper: 5 Tips to make sure that customers transact with your app
Not all app users are created equal…did you know that iOS users spend
almost five times7
as much online as Android users, but that Android
dominates the smartphone market with 80% market share?8
Here’s how iOS wins hands down from a monetization standpoint9
While it seems clear from the BI Intelligence chart that iOS delivers greater
revenue to the entire app ecosystem, anecdotal evidence suggests that this
gap is closing.10
Which OS has the best reach?
While OS market share varies according to geographic region, Android
leads globally with a reported 79% of the smartphone market.11
And not only
are there a greater number of handsets out there, but Comscore found that
Android users also tend to engage in more categories of media than iOS
users. The upshot of these two points is that Android offers a larger and a
more media-diverse audience than iOS.
1
Be aware which operating
system or platform will deliver
the best return for your app
BI Intelligence: Sizing The Android-iOS Monetization Gap
Revenue on Android for every 1$ on iOS
Sources: Tristan Louis, Flurry, App Annie, Opera Mobile and Vision Mobile
App Revenue, Advertising
Developer Fees, Commerce
Mobile Ad Revenue
$0.91
$1.00
$1.00
$1.00
$1.00
$1.00
$0.77
$0.43
$0.24
$0.19
iPhone
Android
$0.00
$1.00
$0.50
$0.40
$0.30
$0.20
$0.10
$0.90
$0.80
$0.70
$0.60
Paid Downloads and
In-App Purchases
In-App Purchases
Developer Revenue
Per-Download
7http://www-01.ibm.com/software/marketing-solutions/benchmark-hub/dec26.html
8http://techcrunch.com/2013/11/14/gartner-456m-phones-sold-in-q3-55-smartphone-android-at-82-share-samsung-a-flat-leader/
9http://www.businessinsider.com.au/chart-of-the-day-the-difference-in-developer-revenue-between-android-and-ios-2013-11
10Forbes.AndroidappsclosingtherevenuegapwithiOSrapidly
11StrategyAnalyticsJanuary2014
The Big Picture Despite a significantly larger market share, Google
Play lags in generating revenue for developers
Apple App Store
market share
Google Play
market share
18.2%
74.4%
$5.1 Million
Daily revenue
Daily revenue
$1.1 Million
6A Jumio White Paper: 5 Tips to make sure that customers transact with your app
What about revenue characteristics by platform?
Going beyond the debate around operating systems, it’s worth taking into
account transactional behaviour by platform. According to Comscore stats, per
user, tablets drive about 20% more spending on average.15
In fact, research from
Mobile Payments Today puts the average transaction value for tablets at 89 Euros
($122), 67 Euros ($92) for PCs, and at 66 Euros ($90) for smartphones; evidencing
an even higher revenue differential of 35% for tablets over smartphones.16
But digging a bit deeper, the below data from a 2013 Adyen survey shows that
outside of traditional retail, smartphones account for a higher transactional volume
than tablets in sectors such as
travel, gaming and digital goods.
In conclusion, it’s worth taking
some time to understand
the pros and cons of each
platform and thinking about
their alignment with how you will
measure success for your app.
The evidence suggests that iOS
users are more transactional,
but Android will give you greater
reach and that its tablets bring
home the money.
12IBM.December2013.DigitalAnalyticsBenchmark.
13Comscore.March2013.ATaleofTwoSmartphones
14Venturebeat.ComparingApplesandGoogles
15Comscore.5thingseverymarketershouldknowaboutmobilecommerce.
16MobilePaymentsTodayTabletsseehighervaluepurchasesthansmartphones
Share of transaction volume in September-December 2013 (percent):
0
10
5
4
3
2
1
9
8
7
6
20
15
14
13
12
11
19
18
17
16
Travel
Tablets
Smartphones 17.5%
11.9%
Retail
Tablets
Smartphones 7.1%
15.9%
Ticketing
Tablets
Smartphones 13%
7.5%
Gaming
Tablets
Smartphones 9%
3%
Digital goods
Tablets
Smartphones 13%
5%
1 Be aware which operating system or platform
will deliver the best return for your app
Who spends more?
A recent IBM study found that iOS users spend almost five times as much
online as Android users.12
And as a percentage of total US online sales
during the peak festive season 2013, iOS drove five times the volume of sales
that Android did, with a share of 23% versus 4.6% for Android. Also of note
was that iOS users spent $93.94 per transaction, nearly double the value of
Android users, who spent $48.10 per order.
Who’s more engaged?
Even if you don’t have a transactional app, there’s evidence in the same IBM
study to suggest that iOS users display six times the engagement of Android
users. Comscore
reports similar traits,
finding iOS users are
10% more likely to use
social media on a daily
basis, 7% more likely to
access news, and 15%
more likely to visit retail
sites than their Android
counterparts.13
In
summary, we can’t put
it any better than the
clever illustration (left)
from Venturebeat14
2
Be sensitive to data privacy
concerns that may inhibit
app usage
Trust is the number one barrier to the growth of mobile content and
commerce.
That’s according to the latest figures released by MEF, and it’s a concern
that’s growing. This year, 40% of consumers named trust as one of the
barriers to purchasing via mobile compared with 27% just 3 years ago.17
Extrapolating these figures, MEF predicts that “a lack of trust will prevent
one in two mobile media users from purchasing via their phone by 2015.”
Here’s some insight as to what consumers are worrying about and how this
lack of trust manifests itself.
The TRUSTe Consumer Confidence Privacy Report found that 80% of
British smartphone users worry about data sharing when they use apps.
And the challenge for app providers is that consumers are not sitting back
passively worrying; 69% believe they are responsible for their own privacy
and are taking steps to protect it. Nearly 1 in 4 consumers refuse to share
any information at all with mobile apps and over 80% of consumers are not
willing to share the data that many businesses want the most:
The advice here is simple. Don’t ask for information that you don’t need in
order to execute the app. It’s understood that organisations want to build
detailed customer profiles for a whole range of loyalty and customer insight
business reasons, but this has to be done on the customer’s terms and in a
way that is easy for them to fill in.
7A Jumio White Paper: 5 Tips to make sure that customers transact with your app
...will not share
contact information.
...will not share
precise location data
...will not share
web surfing behaviour
88%
99%
89%
17MEF.GlobalConsumerTrust2014Report
010110110
010110110110110
10110110110110
1011011011011
01011011011011
10110110110
8
Here are a few DON’TS when it comes to asking
for personal information:
DON’T ask for location...
If your app isn’t a map, or in some way helping the
user find a specific place. We all know that advertisers
love location info and it could suggest that you’re just
asking so you can pass it on to them.
DON’T ask how old the user is...
When they just want to get lunch. We know you want to
understand who your customers are to improve targeting,
but it could be off-putting if irrelevant and cause potential
customers to just delete the app. Only 19%
of consumers are willing to share their date of
birth unless it’s for valid verification purposes,
so asking for this information during account
set up isn’t going to go down well.
DON’T ask to access their contacts...
Unless your app is going to try to connect them with
their friends. And even then, with stories about legitimate
access being abused storing the contents of address
books, many will be wary of sharing contact data at all.
These suggestions aren’t just good practice. In an effort to protect consumer
privacy, Apple, Google and Microsoft agreed to require developers to inform
users about data usage policies before they download apps.18
And importantly – you can’t just
pay lip service to privacy. Just
last year in the US, the FTC fined
Path $800,000 for breaching its
own privacy policy.19
There are some good tools out
there to create privacy policies
such as this one from TRUSTe,
which is very clear and will let
you create a basic privacy policy
for free.20
18CNN.Techfirmsagreetoprivacyprotectionsformobileapps
19FTC.PathsocialnetworkingappsettledFTCcharges
20TRUSTeprivacyappcreator
When they just want to get lunch. We know you want to
2 Be sensitive to data privacy concerns
that may inhibit app usage
010110110
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10110110110110
1011011011011
01011011011011
10110110110
A Jumio White Paper: 5 Tips to make sure that customers transact with your app
3 Reduce payment
friction
The best payment experiences are the ones that users don’t even notice. They
happen in the background after they exit the taxi that was ordered through Uber,
or as their skinny latte is collected from the barista, having jumped the queue
because they ordered their favourite caffeine fix on their way to the coffee shop
in advance using Beat the Q.
With spontaneity playing a major role in smartphone shopping (according
to Google it accounts for 81% of purchases21
),the closer we can get to
Amazon-style one click payments, the better. But mobile commerce still has
some way to go. Figures for Christmas holiday shopping in 2013 suggest that
47% of shoppers abandoned purchases on mobile devices due to payment
friction, and the majority do not attempt the transaction later on a computer,
which equates to almost $15.9 billion in lost US sales and £1.5bn lost UK sales
over that holiday period.22
When it comes to payments, it seems mobile retailers are still underperforming.
47% of mobile purchases are abandoned because the checkout process took
too long and 41% claim the process is too difficult on their device.
For those who would rather spend their time selling great products and
delivering a great customer experience, here’s a few ways to reduce payment
friction:
Become a UX ninja
Many design gurus around the world would tell you that good design
principles can solve everything. Many consumers around the world who
have given up and abandoned checkout would agree. Those on the start
of the path to UX enlightenment should first of all seek enlightenment from
the Keystroke-Level Model - that’s a scientific way of measuring how long it
takes to type data into forms. And then learn the ways of the Gestalt Laws of
Grouping - how the brain groups together data
elements instead of processing a large number
of smaller stimuli, allowing us to understand and
conceptualize information more quickly.
Don’t lay traps for your customer
to fall into!
How many times have we all entered our full name
into a first name field or our whole phone number into
the cell or landline prefix? It’s a simple enough task to
parse the data out as it gets presented to the payment
process or transactional servers. Nothing is fool proof
but more fool the merchant who makes it easy for
customer to fall into data entry traps.
21GoogleInsights.August2012
22Jumio.January2014
9A Jumio White Paper: 5 Tips to make sure that customers transact with your app
10
Be an autocue for
your customers
Be intuitive and
make life simple. For
example, if you have
a field that requires
numerical data, ensure
that the keyboard
defaults to numerical
data entry. The easier
you make it, the more
likely customers are
to the complete the
transaction.
Help your customer see the light at the end of the tunnel
Include a progress bar that shows how far along the process your
customer is. The psychology of having invested time to get to the
half way stage of the checkout process will work wonders for your
completion rates!
Streamline the form
Research shows that the fewer the fields a customer sign-up form has,
the higher the completion rate. Imagescape’s latest study into this dark
art of enticing customers to complete web forms shows that forms with
11 data entry fields when shortened to 4 fields created an increase
conversion of 160%.23
With Gartner predicting that in-app purchases (IAPs) will account for
48% of app store revenue by 2017,24
(a major increase from the 11% it
accounted for in 2012) it’s worth getting the payment experience right.
The challenge for developers is to find the right balance between a
payment process that is at once seamless, as well as offering enough
control to consumers.
Why ask customers to manually type in their details at all?
Even better, why put your customers through a minute of hassle when
they can scan their data into the transaction in less than five seconds?
Here’s an example of how Jumio’s computer vision technology means
that customers don’t need to type in their card data at all.
23Imagescape.Makingformsmoreefficient
24Gartner.September2013
A Jumio White Paper: 5 Tips to make sure that customers transact with your app
3 Reduce payment
friction
Customer evidences that they have the
physical card and flies through deposit
and transaction is complete.
3 52
9
Key Entry
Fraud-related Chargebacks (%)
55
5
0.06
0.04
0.02
0
Jumio scans card number, expiry date,
customer name (and sort code and
account number if needed) and sends
it directly into the payment process.
2 Jumio customers
enjoy an average
18-33%
shopping cart conversion
increase
shopping cart conversion
Apps using Jumio’s Netswipe offer
their customer the option to check
out by scanning their card with their
device camera.
1
Key Entry
Mobile Payment Entry Time (seconds)
55
5 0
20
40
60
5seconds
How to make a card-not-present transaction more present
And you could also make it faster and easier for
your customers to enter personal information
1234 5678 12
Cardholder
Bank
1234 5678 1234 5678
Cardholder
Bank
ONLINE SHOPPING ACCOUNT
CHECKOUT SUCCESSFUL
ONLINE SHOPPING ACCOUNT
CHECKOUT BASKET
1234 5678 12
Fastill makes it easier for your customer to complete your
sign-up form, with fewer keystrokes to reduce abandonment
caused by laborious data entry.
1
Your customer simply taps the Scan ID button, selects the ID
they wish to use and holds it up to their device camera.
2
Fastfill scans the ID, extracts the data it contains and feeds
data into your new account form. It takes just a second or two.
3
11A Jumio White Paper: 5 Tips to make sure that customers transact with your app
3 Reduce payment
friction
DRIVING LICENSE
DRIVING LICENSE
YOUR DATA
SMITH
ROBERT
01 06 72
SMIT705658489JE 35
46 JUDD AVENUE
TROWBRIDGE
WILTSHIRE
BA12 64G
ADDRESS
SCAN ID
4 Balance functionality with
speed and performance
1212
Speed and performance matter, because
they strongly affect ratings, rankings,
and discovery. More than half of the
1-star rated apps (among the top free
applications in the Apple App Store) cited
poor performance as a major issue.25
And 15% of those were specifically about
speed; apps were slow, took a long time
to load or failed to load entirely.
A more recent study by Apurify found that
an overwhelming majority of developers
(87%) have seen a direct connection
between the performance of their apps
and the reviews and ratings they receive
in app stores.26
It’s not exclusively a mobile problem, but one that affects online as a whole
and is the focus of a number of studies. There are also products to help you
monitor performance and impact, such as TagMan’s calculator that lets you
calculate lost revenue for each additional second that it takes a site to load.
Simply stick in your average basket size, conversion rate, monthly unique
visitors, and site speed and the figures speak for themselves.
More worryingly 78% of consumers expect mobile apps to load as fast as —
or faster than — a mobile website.27
Four out of five app users expected an
app to launch in three seconds or less and 31% expect it to launch in just 2
seconds.
25Apurify.October2013.MobileAppDiscovery.ADefiniteNeedforSpeed
26Apurify.February2014.TheStateofMobileDevelopmentandPerformance2014
27Compuware.MobileApps:WhatConsumersReallyNeedandWant
A Jumio White Paper: 5 Tips to make sure that customers transact with your app
1313
Based on known data points of load time intolerance, here’s how conversions
will decrease for every additional second of load time.
On top of all this, consumers are increasingly aware of performance issues
thanks to resources such as Verizon’s list of High Risk Android™ Apps.
It lists the top offenders in terms of loss of functionality (e.g., loss of data
connection), unexpected high data usage, battery draining 2 or 3 times
faster than normal and security or privacy exposure.
Many of the issues that impact speed and performance are best considered
at an architectural level. Tactics such as reducing the number of APIs that
the app calls out to and batching up the information that you send to the
server will significantly improve processing speed and, more importantly,
deliver a better customer experience. And as always, don’t get greedy for
customer data. Process only what you absolutely need to.
Think lean
We think that following the lean start-up principle of creating a minimal
viable product, popularised by Eric Ries, provides a helpful framework for
approaching mobile app development.
Minimum viable product is described as
“that product which has just those features
(and no more) that allows you to ship a
product that resonates with early adopters”28
In other words, the key to success is creating
simplicity, easy functionality, and fast processes
that keep customers on board and encourage
on going adoption.
A Jumio White Paper: 5 Tips to make sure that customers transact with your app
Number of
Conversions
Additional Seconds to Load
0 2 4 6 8 10
“Lean thinking defines
value as ‘providing
benefit to the customer’;
anything else is waste”
Eric Ries, Silicon Valley entrepreneur and
pioneer of the lean start-up movement
28VentureHacksInterview.Whatistheminimumviableproduct?
4 Balance functionality with
speed and performance
5 Build customer retention
into your app
1414The Fraudsters’ Playbook - How fraudsters steal identities
Recent research from Flurry suggests that the first few months of an app’s life
on a smartphone are key, because the rate at which people delete apps from
their phone levels off after about four months. Flurry’s figures suggest that half
of apps lose half their peak users within 3 months, but holding on to users
beyond this critical 4-month mark can have a significant impact on average
revenue per user.29
So how can you hold on to your users? One of the simplest fixes is to measure
use and performance of the app to ensure good, consistent functionality.
Analysing crashes and fixing the causes are also important for retention. When
consumers were asked if they had encountered a problem (app crashes,
freezes, errors, or either slow to load or won’t load) accessing a mobile app
within the last six months, a majority (56%)30
said yes. Crucially 79% would
only retry a mobile app once or twice if it failed to work the first time, making
deletion much more likely.
Once you have consistent performance fixed, there are a number of things
you can do to stop your customer from hitting the delete button.
29Flurry.BenchmarkingtheHalfLifeandDecayofMobileApps
30Compuware.MobileApps:WhatConsumersReallyNeedandWant
App Users Peak
50% of Peak
3 months
Time
But where an app and user messaging and interaction
are designed with retention in mind. User revenues
can be prolonged and boosted accordingly…
Most apps will lose most of their
users after three to four months
1515
Integrate new features
Ensure that your app remains relevant. Life style and beauty app Sephora
reports 300% year-on-year growth and presents a great case study of how an
app can evolve over time.31
In particular, Sephora has introduced a number
of social features, such as Instagram-type functionality, which lets users take
beauty photos and share content, building engagement and community
among their users.
Send relevant reminders that you’re there
Runtastic also does a great job of building participation and community
among users and offers relevant health related tips to trigger use if the app
hasn’t been opened for a while.
Promote the benefits of your app
Swiftkey does this well, letting users know how much time they’ve saved
using its mobile keyboard app and presenting the information in a format that
encourages sharing through social media. This has the effect of reinforcing its
value to the current user as well as recruiting new customers from friends and
followers.
Personalise your customer’s experience
Hailo remembers its user’s journeys, making the process of ordering a cab
even faster over time. In an age where consumers want things simple, fast
and instant, personalisation is one of the easiest ways to improve the customer
experience and encourage repeat use. There’s nothing more valuable than
convenience and ease of use whilst we’re constantly on the go.
A Jumio White Paper: 5 Tips to make sure that customers transact with your app
31MobileCommerceDaily.December2013
5 Build customer retention
into your app
1616A Jumio White Paper: 5 Tips to make sure that customers transact with your app
How can Jumio help make
customer sign-up and
transactional processes quicker
and slicker for a better customer
experience?
We hope that this White Paper has given you some ideas on how to make
your app more successful, not just in terms of downloads but towards the
ultimate goal of making a transactional app that delivers revenue from loyal
and satisfied customers.
At Jumio we specialize in computer vision technologies that ensures your
customers sign-up and transact, then transact some more.
Our computer vision products are easily integrated into your app so that
their device camera is turned into a payment card or an ID document reader.
Instead of laboriously typing in their details the old fashioned way, your app
users can sign-up to become a customer and make an in app payment in a
quicker slicker way.
Here’s how…
Turn your customer’s smart-phone or computer into
an ID scanning terminal that makes it fast and easy
to capture and verify their ID and other credentials
to meet KYC requirements and reduce fraud. The ID
verification process only takes about 60 second from
start to finish.
Enable your mobile app or site with credit card
scanning and validation at the touch of a button.
Netswipe removes payment friction by turning your
customer’s phone or computer into a real-time, secure
credit card reader.
Dramatically improve your new account sign-up and
shopping cart completion rates with near-instant
population of your customer’s personal data.
WhitePaper
Jumio is a next-generation payments and ID
software-as-a-service company that utilizes
proprietary computer vision technology
to reduce mobile payment friction and ID
fraud. Half of the top 10 consumer internet
companies, along with hundreds of other
retailers, financial institutions, marketplaces,
gaming companies across the globe have
adopted Jumio products.
email: AppTips@jumio.com
Name:
TIM OWENS
39 BRIDGE ROAD
TONBRIDGE
TN21 0QW
01234 567 891
Address:
Postcode:
Telephone:
SIGN UP >>
Credit card number.
1234 5678 9100 0000
07/12
Start date
07/14
Exp. date
335
CCV number
PAY NOW >>

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Jumio Mobile App Report july 2014

  • 1. WhitePaper Five tips to make sure that customers transact with your app A Jumio White Paper Name: TIM OWENS 39 BRIDGE ROAD TONBRIDGE TN21 0QW 01234 567 891 Address: Postcode: Telephone: SIGN UP >> Credit card number. 1234 5678 9100 0000 07/12 Start date 07/14 Exp. date 335 CCV number PAY NOW >>
  • 2. Getting started So when did apps install themselves in our mobile lives? Was it when the first smartphones came out? Or when Steve Jobs released the first iPhone? As it happens, apps have been around for a little longer than that…. A very early and primitive app that made it into mainstream consciousness was Snake, which first appeared on a Nokia 6110 device in 1997. It’s now on over 400 million mobile phones and is in its ninth version.1 Back in 2003, the predecessors of today’s smartphones came onto the market. Big clunky things they were and a bold move in the opposite direction to the then current trend that smaller was better. These increasingly clever devices afforded increased computing power and a few forward thinking folks in the mobile industry championed the notion of installing applications that were not native to the phone when it came out of the box. A Jumio White Paper: 5 Tips to make sure that customers transact with your app 2 O2 xda Released June 2002 Palm Pilot Released March 1997 1NokiaInnovation(2012)
  • 3. Today’s consumers are more likely than ever to use their mobile devices to make a purchase. Adobe estimates that approximately six out of seven mobile shoppers used a smartphone to shop in 2013 and overall app use posted 115% year-on-year growth.5 Although on many fronts the mobile economy is booming, there is a sobering side to this phenomenon that needs considering which is highlighted through a closer look at the lifecycle of an app. Just because an app is available, it doesn’t mean it will be successful. Getting to a critical mass of customers discovering and downloading is no mean feat; breaking into the top 50 iPhone app league means 23,000 downloads a day.6 Going to the next step, the stats show a shocking attrition rate in that 25% of downloaded apps are never opened and are discarded. The path to building a successful app that customers will repeatedly transact on is fraught with obstacles and the growing pains of transacting over mobile devices are evident for all to see. In this Jumio white paper we will share our research into the rise of the mobile app, why apps lose customers and examine why mobile commerce is actually underperforming against its full potential. To help companies competing in the app economy, this white paper will share 5 key tips to help merchants ensure that their mobile apps aren’t leaving money on the table. A Jumio White Paper: 5 Tips to make sure that customers transact with your app 3 Fast-forward a decade and Gartner has predicted that mobile apps will be downloaded more than 268 billion times,2 generating revenue of more than $77 billion, by 2017. Apps are now mainstream, as demonstrated by the year-on-year growth for Apple’s app store and Google Play.3 & 4 July2010 March2011 Google Play Downloads Apple App Store Downloads Billionsofdownloads Date 30 35 40 22.5 15 7.5 May2011 July2011 July2008 Dec2011 Jan2012 June2012 Sept2012 Jan2014 2Gartner.January2014 3AppleAppStoredownloads.BusinessInsider 4InsideMobileApps.Androidreaches25billionappdownloads 5Adobe.2013MobileConsumerSurveyResults 6Techcrunch.HowdoyoubreakintoiPhoneappstoretop50?
  • 4. What can you do to make sure your app doesn’t get deleted and brings in the money? Here are Jumio’s top five tips: 4A Jumio White Paper: 5 Tips to make sure that customers transact with your app 2 3 4 5 1 Be aware which operating 5-6 system or platform will deliver the best return for your app Be sensitive to data 7-8 privacy concerns Reduce payment friction 9-11 Balance functionality with 12-13 speed and performance Build customer retention 14-15 into your app And of course, consider how 16 technologies like Jumio can help make customer sign-up and transactional processes quicker and slicker for a better customer experience. 010110110 010110110110110 10110110110110 1011011011011 01011011011011 10110110110
  • 5. 5A Jumio White Paper: 5 Tips to make sure that customers transact with your app Not all app users are created equal…did you know that iOS users spend almost five times7 as much online as Android users, but that Android dominates the smartphone market with 80% market share?8 Here’s how iOS wins hands down from a monetization standpoint9 While it seems clear from the BI Intelligence chart that iOS delivers greater revenue to the entire app ecosystem, anecdotal evidence suggests that this gap is closing.10 Which OS has the best reach? While OS market share varies according to geographic region, Android leads globally with a reported 79% of the smartphone market.11 And not only are there a greater number of handsets out there, but Comscore found that Android users also tend to engage in more categories of media than iOS users. The upshot of these two points is that Android offers a larger and a more media-diverse audience than iOS. 1 Be aware which operating system or platform will deliver the best return for your app BI Intelligence: Sizing The Android-iOS Monetization Gap Revenue on Android for every 1$ on iOS Sources: Tristan Louis, Flurry, App Annie, Opera Mobile and Vision Mobile App Revenue, Advertising Developer Fees, Commerce Mobile Ad Revenue $0.91 $1.00 $1.00 $1.00 $1.00 $1.00 $0.77 $0.43 $0.24 $0.19 iPhone Android $0.00 $1.00 $0.50 $0.40 $0.30 $0.20 $0.10 $0.90 $0.80 $0.70 $0.60 Paid Downloads and In-App Purchases In-App Purchases Developer Revenue Per-Download 7http://www-01.ibm.com/software/marketing-solutions/benchmark-hub/dec26.html 8http://techcrunch.com/2013/11/14/gartner-456m-phones-sold-in-q3-55-smartphone-android-at-82-share-samsung-a-flat-leader/ 9http://www.businessinsider.com.au/chart-of-the-day-the-difference-in-developer-revenue-between-android-and-ios-2013-11 10Forbes.AndroidappsclosingtherevenuegapwithiOSrapidly 11StrategyAnalyticsJanuary2014
  • 6. The Big Picture Despite a significantly larger market share, Google Play lags in generating revenue for developers Apple App Store market share Google Play market share 18.2% 74.4% $5.1 Million Daily revenue Daily revenue $1.1 Million 6A Jumio White Paper: 5 Tips to make sure that customers transact with your app What about revenue characteristics by platform? Going beyond the debate around operating systems, it’s worth taking into account transactional behaviour by platform. According to Comscore stats, per user, tablets drive about 20% more spending on average.15 In fact, research from Mobile Payments Today puts the average transaction value for tablets at 89 Euros ($122), 67 Euros ($92) for PCs, and at 66 Euros ($90) for smartphones; evidencing an even higher revenue differential of 35% for tablets over smartphones.16 But digging a bit deeper, the below data from a 2013 Adyen survey shows that outside of traditional retail, smartphones account for a higher transactional volume than tablets in sectors such as travel, gaming and digital goods. In conclusion, it’s worth taking some time to understand the pros and cons of each platform and thinking about their alignment with how you will measure success for your app. The evidence suggests that iOS users are more transactional, but Android will give you greater reach and that its tablets bring home the money. 12IBM.December2013.DigitalAnalyticsBenchmark. 13Comscore.March2013.ATaleofTwoSmartphones 14Venturebeat.ComparingApplesandGoogles 15Comscore.5thingseverymarketershouldknowaboutmobilecommerce. 16MobilePaymentsTodayTabletsseehighervaluepurchasesthansmartphones Share of transaction volume in September-December 2013 (percent): 0 10 5 4 3 2 1 9 8 7 6 20 15 14 13 12 11 19 18 17 16 Travel Tablets Smartphones 17.5% 11.9% Retail Tablets Smartphones 7.1% 15.9% Ticketing Tablets Smartphones 13% 7.5% Gaming Tablets Smartphones 9% 3% Digital goods Tablets Smartphones 13% 5% 1 Be aware which operating system or platform will deliver the best return for your app Who spends more? A recent IBM study found that iOS users spend almost five times as much online as Android users.12 And as a percentage of total US online sales during the peak festive season 2013, iOS drove five times the volume of sales that Android did, with a share of 23% versus 4.6% for Android. Also of note was that iOS users spent $93.94 per transaction, nearly double the value of Android users, who spent $48.10 per order. Who’s more engaged? Even if you don’t have a transactional app, there’s evidence in the same IBM study to suggest that iOS users display six times the engagement of Android users. Comscore reports similar traits, finding iOS users are 10% more likely to use social media on a daily basis, 7% more likely to access news, and 15% more likely to visit retail sites than their Android counterparts.13 In summary, we can’t put it any better than the clever illustration (left) from Venturebeat14
  • 7. 2 Be sensitive to data privacy concerns that may inhibit app usage Trust is the number one barrier to the growth of mobile content and commerce. That’s according to the latest figures released by MEF, and it’s a concern that’s growing. This year, 40% of consumers named trust as one of the barriers to purchasing via mobile compared with 27% just 3 years ago.17 Extrapolating these figures, MEF predicts that “a lack of trust will prevent one in two mobile media users from purchasing via their phone by 2015.” Here’s some insight as to what consumers are worrying about and how this lack of trust manifests itself. The TRUSTe Consumer Confidence Privacy Report found that 80% of British smartphone users worry about data sharing when they use apps. And the challenge for app providers is that consumers are not sitting back passively worrying; 69% believe they are responsible for their own privacy and are taking steps to protect it. Nearly 1 in 4 consumers refuse to share any information at all with mobile apps and over 80% of consumers are not willing to share the data that many businesses want the most: The advice here is simple. Don’t ask for information that you don’t need in order to execute the app. It’s understood that organisations want to build detailed customer profiles for a whole range of loyalty and customer insight business reasons, but this has to be done on the customer’s terms and in a way that is easy for them to fill in. 7A Jumio White Paper: 5 Tips to make sure that customers transact with your app ...will not share contact information. ...will not share precise location data ...will not share web surfing behaviour 88% 99% 89% 17MEF.GlobalConsumerTrust2014Report 010110110 010110110110110 10110110110110 1011011011011 01011011011011 10110110110
  • 8. 8 Here are a few DON’TS when it comes to asking for personal information: DON’T ask for location... If your app isn’t a map, or in some way helping the user find a specific place. We all know that advertisers love location info and it could suggest that you’re just asking so you can pass it on to them. DON’T ask how old the user is... When they just want to get lunch. We know you want to understand who your customers are to improve targeting, but it could be off-putting if irrelevant and cause potential customers to just delete the app. Only 19% of consumers are willing to share their date of birth unless it’s for valid verification purposes, so asking for this information during account set up isn’t going to go down well. DON’T ask to access their contacts... Unless your app is going to try to connect them with their friends. And even then, with stories about legitimate access being abused storing the contents of address books, many will be wary of sharing contact data at all. These suggestions aren’t just good practice. In an effort to protect consumer privacy, Apple, Google and Microsoft agreed to require developers to inform users about data usage policies before they download apps.18 And importantly – you can’t just pay lip service to privacy. Just last year in the US, the FTC fined Path $800,000 for breaching its own privacy policy.19 There are some good tools out there to create privacy policies such as this one from TRUSTe, which is very clear and will let you create a basic privacy policy for free.20 18CNN.Techfirmsagreetoprivacyprotectionsformobileapps 19FTC.PathsocialnetworkingappsettledFTCcharges 20TRUSTeprivacyappcreator When they just want to get lunch. We know you want to 2 Be sensitive to data privacy concerns that may inhibit app usage 010110110 010110110110110 10110110110110 1011011011011 01011011011011 10110110110 A Jumio White Paper: 5 Tips to make sure that customers transact with your app
  • 9. 3 Reduce payment friction The best payment experiences are the ones that users don’t even notice. They happen in the background after they exit the taxi that was ordered through Uber, or as their skinny latte is collected from the barista, having jumped the queue because they ordered their favourite caffeine fix on their way to the coffee shop in advance using Beat the Q. With spontaneity playing a major role in smartphone shopping (according to Google it accounts for 81% of purchases21 ),the closer we can get to Amazon-style one click payments, the better. But mobile commerce still has some way to go. Figures for Christmas holiday shopping in 2013 suggest that 47% of shoppers abandoned purchases on mobile devices due to payment friction, and the majority do not attempt the transaction later on a computer, which equates to almost $15.9 billion in lost US sales and £1.5bn lost UK sales over that holiday period.22 When it comes to payments, it seems mobile retailers are still underperforming. 47% of mobile purchases are abandoned because the checkout process took too long and 41% claim the process is too difficult on their device. For those who would rather spend their time selling great products and delivering a great customer experience, here’s a few ways to reduce payment friction: Become a UX ninja Many design gurus around the world would tell you that good design principles can solve everything. Many consumers around the world who have given up and abandoned checkout would agree. Those on the start of the path to UX enlightenment should first of all seek enlightenment from the Keystroke-Level Model - that’s a scientific way of measuring how long it takes to type data into forms. And then learn the ways of the Gestalt Laws of Grouping - how the brain groups together data elements instead of processing a large number of smaller stimuli, allowing us to understand and conceptualize information more quickly. Don’t lay traps for your customer to fall into! How many times have we all entered our full name into a first name field or our whole phone number into the cell or landline prefix? It’s a simple enough task to parse the data out as it gets presented to the payment process or transactional servers. Nothing is fool proof but more fool the merchant who makes it easy for customer to fall into data entry traps. 21GoogleInsights.August2012 22Jumio.January2014 9A Jumio White Paper: 5 Tips to make sure that customers transact with your app
  • 10. 10 Be an autocue for your customers Be intuitive and make life simple. For example, if you have a field that requires numerical data, ensure that the keyboard defaults to numerical data entry. The easier you make it, the more likely customers are to the complete the transaction. Help your customer see the light at the end of the tunnel Include a progress bar that shows how far along the process your customer is. The psychology of having invested time to get to the half way stage of the checkout process will work wonders for your completion rates! Streamline the form Research shows that the fewer the fields a customer sign-up form has, the higher the completion rate. Imagescape’s latest study into this dark art of enticing customers to complete web forms shows that forms with 11 data entry fields when shortened to 4 fields created an increase conversion of 160%.23 With Gartner predicting that in-app purchases (IAPs) will account for 48% of app store revenue by 2017,24 (a major increase from the 11% it accounted for in 2012) it’s worth getting the payment experience right. The challenge for developers is to find the right balance between a payment process that is at once seamless, as well as offering enough control to consumers. Why ask customers to manually type in their details at all? Even better, why put your customers through a minute of hassle when they can scan their data into the transaction in less than five seconds? Here’s an example of how Jumio’s computer vision technology means that customers don’t need to type in their card data at all. 23Imagescape.Makingformsmoreefficient 24Gartner.September2013 A Jumio White Paper: 5 Tips to make sure that customers transact with your app 3 Reduce payment friction
  • 11. Customer evidences that they have the physical card and flies through deposit and transaction is complete. 3 52 9 Key Entry Fraud-related Chargebacks (%) 55 5 0.06 0.04 0.02 0 Jumio scans card number, expiry date, customer name (and sort code and account number if needed) and sends it directly into the payment process. 2 Jumio customers enjoy an average 18-33% shopping cart conversion increase shopping cart conversion Apps using Jumio’s Netswipe offer their customer the option to check out by scanning their card with their device camera. 1 Key Entry Mobile Payment Entry Time (seconds) 55 5 0 20 40 60 5seconds How to make a card-not-present transaction more present And you could also make it faster and easier for your customers to enter personal information 1234 5678 12 Cardholder Bank 1234 5678 1234 5678 Cardholder Bank ONLINE SHOPPING ACCOUNT CHECKOUT SUCCESSFUL ONLINE SHOPPING ACCOUNT CHECKOUT BASKET 1234 5678 12 Fastill makes it easier for your customer to complete your sign-up form, with fewer keystrokes to reduce abandonment caused by laborious data entry. 1 Your customer simply taps the Scan ID button, selects the ID they wish to use and holds it up to their device camera. 2 Fastfill scans the ID, extracts the data it contains and feeds data into your new account form. It takes just a second or two. 3 11A Jumio White Paper: 5 Tips to make sure that customers transact with your app 3 Reduce payment friction DRIVING LICENSE DRIVING LICENSE YOUR DATA SMITH ROBERT 01 06 72 SMIT705658489JE 35 46 JUDD AVENUE TROWBRIDGE WILTSHIRE BA12 64G ADDRESS SCAN ID
  • 12. 4 Balance functionality with speed and performance 1212 Speed and performance matter, because they strongly affect ratings, rankings, and discovery. More than half of the 1-star rated apps (among the top free applications in the Apple App Store) cited poor performance as a major issue.25 And 15% of those were specifically about speed; apps were slow, took a long time to load or failed to load entirely. A more recent study by Apurify found that an overwhelming majority of developers (87%) have seen a direct connection between the performance of their apps and the reviews and ratings they receive in app stores.26 It’s not exclusively a mobile problem, but one that affects online as a whole and is the focus of a number of studies. There are also products to help you monitor performance and impact, such as TagMan’s calculator that lets you calculate lost revenue for each additional second that it takes a site to load. Simply stick in your average basket size, conversion rate, monthly unique visitors, and site speed and the figures speak for themselves. More worryingly 78% of consumers expect mobile apps to load as fast as — or faster than — a mobile website.27 Four out of five app users expected an app to launch in three seconds or less and 31% expect it to launch in just 2 seconds. 25Apurify.October2013.MobileAppDiscovery.ADefiniteNeedforSpeed 26Apurify.February2014.TheStateofMobileDevelopmentandPerformance2014 27Compuware.MobileApps:WhatConsumersReallyNeedandWant A Jumio White Paper: 5 Tips to make sure that customers transact with your app
  • 13. 1313 Based on known data points of load time intolerance, here’s how conversions will decrease for every additional second of load time. On top of all this, consumers are increasingly aware of performance issues thanks to resources such as Verizon’s list of High Risk Android™ Apps. It lists the top offenders in terms of loss of functionality (e.g., loss of data connection), unexpected high data usage, battery draining 2 or 3 times faster than normal and security or privacy exposure. Many of the issues that impact speed and performance are best considered at an architectural level. Tactics such as reducing the number of APIs that the app calls out to and batching up the information that you send to the server will significantly improve processing speed and, more importantly, deliver a better customer experience. And as always, don’t get greedy for customer data. Process only what you absolutely need to. Think lean We think that following the lean start-up principle of creating a minimal viable product, popularised by Eric Ries, provides a helpful framework for approaching mobile app development. Minimum viable product is described as “that product which has just those features (and no more) that allows you to ship a product that resonates with early adopters”28 In other words, the key to success is creating simplicity, easy functionality, and fast processes that keep customers on board and encourage on going adoption. A Jumio White Paper: 5 Tips to make sure that customers transact with your app Number of Conversions Additional Seconds to Load 0 2 4 6 8 10 “Lean thinking defines value as ‘providing benefit to the customer’; anything else is waste” Eric Ries, Silicon Valley entrepreneur and pioneer of the lean start-up movement 28VentureHacksInterview.Whatistheminimumviableproduct? 4 Balance functionality with speed and performance
  • 14. 5 Build customer retention into your app 1414The Fraudsters’ Playbook - How fraudsters steal identities Recent research from Flurry suggests that the first few months of an app’s life on a smartphone are key, because the rate at which people delete apps from their phone levels off after about four months. Flurry’s figures suggest that half of apps lose half their peak users within 3 months, but holding on to users beyond this critical 4-month mark can have a significant impact on average revenue per user.29 So how can you hold on to your users? One of the simplest fixes is to measure use and performance of the app to ensure good, consistent functionality. Analysing crashes and fixing the causes are also important for retention. When consumers were asked if they had encountered a problem (app crashes, freezes, errors, or either slow to load or won’t load) accessing a mobile app within the last six months, a majority (56%)30 said yes. Crucially 79% would only retry a mobile app once or twice if it failed to work the first time, making deletion much more likely. Once you have consistent performance fixed, there are a number of things you can do to stop your customer from hitting the delete button. 29Flurry.BenchmarkingtheHalfLifeandDecayofMobileApps 30Compuware.MobileApps:WhatConsumersReallyNeedandWant App Users Peak 50% of Peak 3 months Time But where an app and user messaging and interaction are designed with retention in mind. User revenues can be prolonged and boosted accordingly… Most apps will lose most of their users after three to four months
  • 15. 1515 Integrate new features Ensure that your app remains relevant. Life style and beauty app Sephora reports 300% year-on-year growth and presents a great case study of how an app can evolve over time.31 In particular, Sephora has introduced a number of social features, such as Instagram-type functionality, which lets users take beauty photos and share content, building engagement and community among their users. Send relevant reminders that you’re there Runtastic also does a great job of building participation and community among users and offers relevant health related tips to trigger use if the app hasn’t been opened for a while. Promote the benefits of your app Swiftkey does this well, letting users know how much time they’ve saved using its mobile keyboard app and presenting the information in a format that encourages sharing through social media. This has the effect of reinforcing its value to the current user as well as recruiting new customers from friends and followers. Personalise your customer’s experience Hailo remembers its user’s journeys, making the process of ordering a cab even faster over time. In an age where consumers want things simple, fast and instant, personalisation is one of the easiest ways to improve the customer experience and encourage repeat use. There’s nothing more valuable than convenience and ease of use whilst we’re constantly on the go. A Jumio White Paper: 5 Tips to make sure that customers transact with your app 31MobileCommerceDaily.December2013 5 Build customer retention into your app
  • 16. 1616A Jumio White Paper: 5 Tips to make sure that customers transact with your app How can Jumio help make customer sign-up and transactional processes quicker and slicker for a better customer experience? We hope that this White Paper has given you some ideas on how to make your app more successful, not just in terms of downloads but towards the ultimate goal of making a transactional app that delivers revenue from loyal and satisfied customers. At Jumio we specialize in computer vision technologies that ensures your customers sign-up and transact, then transact some more. Our computer vision products are easily integrated into your app so that their device camera is turned into a payment card or an ID document reader. Instead of laboriously typing in their details the old fashioned way, your app users can sign-up to become a customer and make an in app payment in a quicker slicker way. Here’s how… Turn your customer’s smart-phone or computer into an ID scanning terminal that makes it fast and easy to capture and verify their ID and other credentials to meet KYC requirements and reduce fraud. The ID verification process only takes about 60 second from start to finish. Enable your mobile app or site with credit card scanning and validation at the touch of a button. Netswipe removes payment friction by turning your customer’s phone or computer into a real-time, secure credit card reader. Dramatically improve your new account sign-up and shopping cart completion rates with near-instant population of your customer’s personal data.
  • 17. WhitePaper Jumio is a next-generation payments and ID software-as-a-service company that utilizes proprietary computer vision technology to reduce mobile payment friction and ID fraud. Half of the top 10 consumer internet companies, along with hundreds of other retailers, financial institutions, marketplaces, gaming companies across the globe have adopted Jumio products. email: AppTips@jumio.com Name: TIM OWENS 39 BRIDGE ROAD TONBRIDGE TN21 0QW 01234 567 891 Address: Postcode: Telephone: SIGN UP >> Credit card number. 1234 5678 9100 0000 07/12 Start date 07/14 Exp. date 335 CCV number PAY NOW >>