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oa ob oc od oe of og oh gn bk">How Etsy, Asos, and Nike cut user acquisition costs with a top-class UX?</p><p id="65b5" class="pw-post-body-paragraph nl nm hj bf b nn no np nq nr ns nt nu nv nw nx ny nz oa ob oc od oe of og oh gn bk"><a class="af oi" href="https://commercenext.com/report-thank-you-2022-digital-trends-investment-priorities/?submissionGuid=486be8d9-94f5-4e34-bf8c-2faa02bd14e9" rel="noopener ugc nofollow" target="_blank">57% of U.S. companies</a> see rising customer acquisition costs as a top risk to achieving their sales objectives. One reason for this is that in 2021, iOS 14.5 limited marketers’ access to consumer databases. As a result, using third-party app data to target new customers has become harder. For businesses, it means that now it takes more money and resources to get noticed online than before.</p><p id="2c7c" class="pw-post-body-paragraph nl nm hj bf b nn no np nq nr ns nt nu nv nw nx ny nz oa ob oc od oe of og oh gn bk">If it’s too expensive to attract new users, it’s reasonable to focus on the existing ones. In other words, make your customers buy more, buy often, and buy only from you. I wanted to share with you four ideas that can help you do that.</p><h1 id="4102" class="oj ok hj bf ol om on oo op oq or os ot ou ov ow ox oy oz pa pb pc pd pe pf pg bk">1. Add a BNPL service to allow customers to buy products even when they are not ready to</h1><p id="1978" class="pw-post-body-paragraph nl nm hj bf b nn ph np nq nr pi nt nu nv pj nx ny nz pk ob oc od pl of og oh gn bk">Buy Now, Pay Later option. <a class="af oi" href="https://www.insiderintelligence.com/content/what-s-driving-bnpl-usage-payment-value-growth" rel="noopener ugc nofollow" target="_blank">Almost 70% of consumers</a> spend more than they planned if they use BNPL. The main benefit it brings to a business is retaining those customers who want to buy but struggle to come up with the needed amount at a given time. With BNPL, users can buy more and complete the order more quickly.</p><p id="0ce3" class="pw-post-body-paragraph nl nm hj bf b nn no np nq nr ns nt nu nv nw nx ny nz oa ob oc od oe of og oh gn bk">The easiest way to adopt this service is to let a third-party provider handle installment payments. They have their own recurring payment plans and sometimes take on the fraud risks. In 2022, <a class="af oi" href="https://explodingtopics.com/blog/bnpl-stats" rel="noopener ugc nofollow" target="_blank">the most popular BNPL provider</a> was Klarna, and it’s likely to be the one in 2023, so it’s the primary option to be considered.</p><p id="b584" class="pw-post-body-paragraph nl nm hj bf b nn no np nq nr ns nt nu nv nw nx ny nz oa ob oc od oe of og oh gn bk">The largest e-commerce platforms like Etsy have Klarna as a payment option. If someone is not sure what Klarna is, Etsy explains what it is in a description and highlights the benefits:</p><figure class="pn po pp pq pr ha gs gt paragraph-image"><div role="button" tabindex="0" class="hb hc fj hd bh he"><div class="gs gt pm"><picture><source srcSet="https://miro.medium.com/v2/resize:fit:640/format:webp/1*T0BPUUvedrt6qKt7NYhZxg.jpeg 640w, https://miro.medium.com/v2/resize:fit:720/format:webp/1*T0BPUUvedrt6qKt7NYhZxg.jpeg 720w, https://miro.medium.com/v2/resize:fit:750/format:webp/1*T0BPUUvedrt6qKt7NYhZxg.jpeg 750w, https://miro.medium.com/v2/resize:fit:786/format:webp/1*T0BPUUvedrt6qKt7NYhZxg.jpeg 786w, https://miro.medium.com/v2/resize:fit:828/format:webp/1*T0BPUUvedrt6qKt7NYhZxg.jpeg 828w, https://miro.medium.com/v2/resize:fit:1100/format:webp/1*T0BPUUvedrt6qKt7NYhZxg.jpeg 1100w, https://miro.medium.com/v2/resize:fit:1400/format:webp/1*T0BPUUvedrt6qKt7NYhZxg.jpeg 1400w" sizes="(min-resolution: 4dppx) and (max-width: 700px) 50vw, (-webkit-min-device-pixel-ratio: 4) and (max-width: 700px) 50vw, (min-resolution: 3dppx) and (max-width: 700px) 67vw, (-webkit-min-device-pixel-ratio: 3) and (max-width: 700px) 65vw, (min-resolution: 2.5dppx) and (max-width: 700px) 80vw, (-webkit-min-device-pixel-ratio: 2.5) and (max-width: 700px) 80vw, (min-resolution: 2dppx) and (max-width: 700px) 100vw, (-webkit-min-device-pixel-ratio: 2) and (max-width: 700px) 100vw, 700px" type="image/webp"/><source data-testid="og" srcSet="https://miro.medium.com/v2/resize:fit:640/1*T0BPUUvedrt6qKt7NYhZxg.jpeg 640w, https://miro.medium.com/v2/resize:fit:720/1*T0BPUUvedrt6qKt7NYhZxg.jpeg 720w, https://miro.medium.com/v2/resize:fit:750/1*T0BPUUvedrt6qKt7NYhZxg.jpeg 750w, https://miro.medium.com/v2/resize:fit:786/1*T0BPUUvedrt6qKt7NYhZxg.jpeg 786w, https://miro.medium.com/v2/resize:fit:828/1*T0BPUUvedrt6qKt7NYhZxg.jpeg 828w, https://miro.medium.com/v2/resize:fit:1100/1*T0BPUUvedrt6qKt7NYhZxg.jpeg 1100w, https://miro.medium.com/v2/resize:fit:1400/1*T0BPUUvedrt6qKt7NYhZxg.jpeg 1400w" sizes="(min-resolution: 4dppx) and (max-width: 700px) 50vw, (-webkit-min-device-pixel-ratio: 4) and (max-width: 700px) 50vw, (min-resolution: 3dppx) and (max-width: 700px) 67vw, (-webkit-min-device-pixel-ratio: 3) and (max-width: 700px) 65vw, (min-resolution: 2.5dppx) and (max-width: 700px) 80vw, (-webkit-min-device-pixel-ratio: 2.5) and (max-width: 700px) 80vw, (min-resolution: 2dppx) and (max-width: 700px) 100vw, (-webkit-min-device-pixel-ratio: 2) and (max-width: 700px) 100vw, 700px"/><img alt="" class="bh hf hg c" width="700" height="442" loading="lazy" role="presentation"/></picture></div></div><figcaption class="ps ff pt gs gt pu pv bf b bg z du">BNPL in Etsy app</figcaption></figure><p id="a9c5" class="pw-post-body-paragraph nl nm hj bf b nn no np nq nr ns nt nu nv nw nx ny nz oa ob oc od oe of og oh gn bk">BNPL helps Etsy reduce cart abandonment rates, because customers <a class="af oi" href="https://www.etsy.com/news/buy-now-pay-later-with-klarna-on-etsy" rel="noopener ugc nofollow" target="_blank">have a flexible way to pay</a> and add more items to their carts.</p><h1 id="cc8b" class="oj ok hj bf ol om on oo op oq or os ot ou ov ow ox oy oz pa pb pc pd pe pf pg bk">2. Offer some in-app services to give customers more reasons to use your product</h1><p id="278c" class="pw-post-body-paragraph nl nm hj bf b nn ph np nq nr pi nt nu nv pj nx ny nz pk ob oc od pl of og oh gn bk">Another way to increase user LTV is to give customers more reasons to use your app. Sound product quality is not a competitive advantage anymore — the added value is. If an app gives customers more than they initially came for, they will stick with it.</p><p id="098a" class="pw-post-body-paragraph nl nm hj bf b nn no np nq nr ns nt nu nv nw nx ny nz oa ob oc od oe of og oh gn bk">Think about what in-app services you can provide that will expand your offering beyond products. These services usually come in the form of <a class="af oi" href="https://www.heyinnovations.com/post/super-apps" rel="noopener ugc nofollow" target="_blank">mini apps</a> — lightweight apps inside a bigger one. A media with expert guides, recycling service for clothes, interior design service, and beauty salon appointments — these are examples that do not necessarily lead to a purchase but help users manage extra tasks.</p><p id="2e1d" class="pw-post-body-paragraph nl nm hj bf b nn no np nq nr ns nt nu nv nw nx ny nz oa ob oc od oe of og oh gn bk">For instance, Walmart has a separate tab for services where users can hire specialists for tasks at home, get in touch with an insurance agent, or access their vaccination records. Some services are not integrated into the app, so links lead to Walmart.com. However, they are visible in the app, so it’s still more convenient than searching the website.</p><figure class="pn po pp pq pr ha gs gt paragraph-image"><div role="button" tabindex="0" class="hb hc fj hd bh he"><div class="gs gt pm"><picture><source srcSet="https://miro.medium.com/v2/resize:fit:640/format:webp/1*mh6cft706hOSiSd7LBqdwg.jpeg 640w, https://miro.medium.com/v2/resize:fit:720/format:webp/1*mh6cft706hOSiSd7LBqdwg.jpeg 720w, https://miro.medium.com/v2/resize:fit:750/format:webp/1*mh6cft706hOSiSd7LBqdwg.jpeg 750w, https://miro.medium.com/v2/resize:fit:786/format:webp/1*mh6cft706hOSiSd7LBqdwg.jpeg 786w, https://miro.medium.com/v2/resize:fit:828/format:webp/1*mh6cft706hOSiSd7LBqdwg.jpeg 828w, https://miro.medium.com/v2/resize:fit:1100/format:webp/1*mh6cft706hOSiSd7LBqdwg.jpeg 1100w, https://miro.medium.com/v2/resize:fit:1400/format:webp/1*mh6cft706hOSiSd7LBqdwg.jpeg 1400w" sizes="(min-resolution: 4dppx) and (max-width: 700px) 50vw, (-webkit-min-device-pixel-ratio: 4) and (max-width: 700px) 50vw, (min-resolution: 3dppx) and (max-width: 700px) 67vw, (-webkit-min-device-pixel-ratio: 3) and (max-width: 700px) 65vw, (min-resolution: 2.5dppx) and (max-width: 700px) 80vw, (-webkit-min-device-pixel-ratio: 2.5) and (max-width: 700px) 80vw, (min-resolution: 2dppx) and (max-width: 700px) 100vw, (-webkit-min-device-pixel-ratio: 2) and (max-width: 700px) 100vw, 700px" type="image/webp"/><source data-testid="og" srcSet="https://miro.medium.com/v2/resize:fit:640/1*mh6cft706hOSiSd7LBqdwg.jpeg 640w, https://miro.medium.com/v2/resize:fit:720/1*mh6cft706hOSiSd7LBqdwg.jpeg 720w, https://miro.medium.com/v2/resize:fit:750/1*mh6cft706hOSiSd7LBqdwg.jpeg 750w, https://miro.medium.com/v2/resize:fit:786/1*mh6cft706hOSiSd7LBqdwg.jpeg 786w, https://miro.medium.com/v2/resize:fit:828/1*mh6cft706hOSiSd7LBqdwg.jpeg 828w, https://miro.medium.com/v2/resize:fit:1100/1*mh6cft706hOSiSd7LBqdwg.jpeg 1100w, https://miro.medium.com/v2/resize:fit:1400/1*mh6cft706hOSiSd7LBqdwg.jpeg 1400w" sizes="(min-resolution: 4dppx) and (max-width: 700px) 50vw, (-webkit-min-device-pixel-ratio: 4) and (max-width: 700px) 50vw, (min-resolution: 3dppx) and (max-width: 700px) 67vw, (-webkit-min-device-pixel-ratio: 3) and (max-width: 700px) 65vw, (min-resolution: 2.5dppx) and (max-width: 700px) 80vw, (-webkit-min-device-pixel-ratio: 2.5) and (max-width: 700px) 80vw, (min-resolution: 2dppx) and (max-width: 700px) 100vw, (-webkit-min-device-pixel-ratio: 2) and (max-width: 700px) 100vw, 700px"/><img alt="" class="bh hf hg c" width="700" height="442" loading="lazy" role="presentation"/></picture></div></div><figcaption class="ps ff pt gs gt pu pv bf b bg z du">Services in Walmart app</figcaption></figure><p id="8971" class="pw-post-body-paragraph nl nm hj bf b nn no np nq nr ns nt nu nv nw nx ny nz oa ob oc od oe of og oh gn bk">Another example is an app we designed for <a class="af oi" href="https://www.heyinnovations.com/cases/sportmaster" rel="noopener ugc nofollow" target="_blank">Sportmaster</a>, a major retailer of sporting and outdoor equipment in Eastern Europe. Apart from sporting goods, Sportmaster offers its own digital and offline services for athletes. The company wanted to offer them in the app.</p><p id="db57" class="pw-post-body-paragraph nl nm hj bf b nn no np nq nr ns nt nu nv nw nx ny nz oa ob oc od oe of og oh gn bk">In the Sportmaster super app, we designed a sports hub with online workouts, travel club services, sports news, expert articles, and events. Together with health check-ups and an activity tracker, they became additional reasons for using the app. Most importantly, the new add-ons went hand in hand with the core products, which is why they sparked users’ interests.</p><figure class="pn po pp pq pr ha gs gt paragraph-image"><div role="button" tabindex="0" class="hb hc fj hd bh he"><div class="gs gt pm"><picture><source srcSet="https://miro.medium.com/v2/resize:fit:640/format:webp/1*YC6UuXAGyJ24JjHh-xDvDA.jpeg 640w, https://miro.medium.com/v2/resize:fit:720/format:webp/1*YC6UuXAGyJ24JjHh-xDvDA.jpeg 720w, https://miro.medium.com/v2/resize:fit:750/format:webp/1*YC6UuXAGyJ24JjHh-xDvDA.jpeg 750w, https://miro.medium.com/v2/resize:fit:786/format:webp/1*YC6UuXAGyJ24JjHh-xDvDA.jpeg 786w, https://miro.medium.com/v2/resize:fit:828/format:webp/1*YC6UuXAGyJ24JjHh-xDvDA.jpeg 828w, https://miro.medium.com/v2/resize:fit:1100/format:webp/1*YC6UuXAGyJ24JjHh-xDvDA.jpeg 1100w, https://miro.medium.com/v2/resize:fit:1400/format:webp/1*YC6UuXAGyJ24JjHh-xDvDA.jpeg 1400w" sizes="(min-resolution: 4dppx) and (max-width: 700px) 50vw, (-webkit-min-device-pixel-ratio: 4) and (max-width: 700px) 50vw, (min-resolution: 3dppx) and (max-width: 700px) 67vw, (-webkit-min-device-pixel-ratio: 3) and (max-width: 700px) 65vw, (min-resolution: 2.5dppx) and (max-width: 700px) 80vw, (-webkit-min-device-pixel-ratio: 2.5) and (max-width: 700px) 80vw, (min-resolution: 2dppx) and (max-width: 700px) 100vw, (-webkit-min-device-pixel-ratio: 2) and (max-width: 700px) 100vw, 700px" type="image/webp"/><source data-testid="og" srcSet="https://miro.medium.com/v2/resize:fit:640/1*YC6UuXAGyJ24JjHh-xDvDA.jpeg 640w, https://miro.medium.com/v2/resize:fit:720/1*YC6UuXAGyJ24JjHh-xDvDA.jpeg 720w, https://miro.medium.com/v2/resize:fit:750/1*YC6UuXAGyJ24JjHh-xDvDA.jpeg 750w, https://miro.medium.com/v2/resize:fit:786/1*YC6UuXAGyJ24JjHh-xDvDA.jpeg 786w, https://miro.medium.com/v2/resize:fit:828/1*YC6UuXAGyJ24JjHh-xDvDA.jpeg 828w, https://miro.medium.com/v2/resize:fit:1100/1*YC6UuXAGyJ24JjHh-xDvDA.jpeg 1100w, https://miro.medium.com/v2/resize:fit:1400/1*YC6UuXAGyJ24JjHh-xDvDA.jpeg 1400w" sizes="(min-resolution: 4dppx) and (max-width: 700px) 50vw, (-webkit-min-device-pixel-ratio: 4) and (max-width: 700px) 50vw, (min-resolution: 3dppx) and (max-width: 700px) 67vw, (-webkit-min-device-pixel-ratio: 3) and (max-width: 700px) 65vw, (min-resolution: 2.5dppx) and (max-width: 700px) 80vw, (-webkit-min-device-pixel-ratio: 2.5) and (max-width: 700px) 80vw, (min-resolution: 2dppx) and (max-width: 700px) 100vw, (-webkit-min-device-pixel-ratio: 2) and (max-width: 700px) 100vw, 700px"/><img alt="" class="bh hf hg c" width="700" height="442" loading="lazy" role="presentation"/></picture></div></div><figcaption class="ps ff pt gs gt pu pv bf b bg z du">Services in Sportmaster app</figcaption></figure><p id="b297" class="pw-post-body-paragraph nl nm hj bf b nn no np nq nr ns nt nu nv nw nx ny nz oa ob oc od oe of og oh gn bk">The new app helped Sportmaster improve user LTV in all three components. First, the average order value increased by 15%, because people spend more time in the app and shop more. Second, the conversion rate has grown by 14% on the iOS app and by 10% on the Android app, which means the users started to shop more often. Finally, the expected user lifespan has increased, because customers now use the app not only for shopping.</p><h1 id="a0fd" class="oj ok hj bf ol om on oo op oq or os ot ou ov ow ox oy oz pa pb pc pd pe pf pg bk">3. Simplify in-app returns to encourage repeat purchases</h1><p id="886e" class="pw-post-body-paragraph nl nm hj bf b nn ph np nq nr pi nt nu nv pj nx ny nz pk ob oc od pl of og oh gn bk">Last but not least, enhance your m-commerce app with easy returns to get larger orders and more repeat purchases. <a class="af oi" href="https://www.invespcro.com/blog/ecommerce-product-return-rate-statistics/" rel="noopener ugc nofollow" target="_blank">92% of customers</a> say they are ready to buy something again if they don’t have issues with returning a product. Making this process as simple as possible in the app converts into easier future purchase decisions and a higher customer lifetime value.</p><p id="3797" class="pw-post-body-paragraph nl nm hj bf b nn no np nq nr ns nt nu nv nw nx ny nz oa ob oc od oe of og oh gn bk">The best practice is to add a “Return an item” button in the app and make the return policy easy to find. This way the users will know that to initiate a return, they won’t need to call your representatives — it can be done in a couple of taps in the same app where they make an order. We found a successful example of in-app return functionality in the ASOS app:</p><figure class="pn po pp pq pr ha gs gt paragraph-image"><div role="button" tabindex="0" class="hb hc fj hd bh he"><div class="gs gt pm"><picture><source srcSet="https://miro.medium.com/v2/resize:fit:640/format:webp/1*TproKdfHT-Yfcz4FySHbAw.jpeg 640w, https://miro.medium.com/v2/resize:fit:720/format:webp/1*TproKdfHT-Yfcz4FySHbAw.jpeg 720w, https://miro.medium.com/v2/resize:fit:750/format:webp/1*TproKdfHT-Yfcz4FySHbAw.jpeg 750w, https://miro.medium.com/v2/resize:fit:786/format:webp/1*TproKdfHT-Yfcz4FySHbAw.jpeg 786w, https://miro.medium.com/v2/resize:fit:828/format:webp/1*TproKdfHT-Yfcz4FySHbAw.jpeg 828w, https://miro.medium.com/v2/resize:fit:1100/format:webp/1*TproKdfHT-Yfcz4FySHbAw.jpeg 1100w, https://miro.medium.com/v2/resize:fit:1400/format:webp/1*TproKdfHT-Yfcz4FySHbAw.jpeg 1400w" sizes="(min-resolution: 4dppx) and (max-width: 700px) 50vw, (-webkit-min-device-pixel-ratio: 4) and (max-width: 700px) 50vw, (min-resolution: 3dppx) and (max-width: 700px) 67vw, (-webkit-min-device-pixel-ratio: 3) and (max-width: 700px) 65vw, (min-resolution: 2.5dppx) and (max-width: 700px) 80vw, (-webkit-min-device-pixel-ratio: 2.5) and (max-width: 700px) 80vw, (min-resolution: 2dppx) and (max-width: 700px) 100vw, (-webkit-min-device-pixel-ratio: 2) and (max-width: 700px) 100vw, 700px" type="image/webp"/><source data-testid="og" srcSet="https://miro.medium.com/v2/resize:fit:640/1*TproKdfHT-Yfcz4FySHbAw.jpeg 640w, https://miro.medium.com/v2/resize:fit:720/1*TproKdfHT-Yfcz4FySHbAw.jpeg 720w, https://miro.medium.com/v2/resize:fit:750/1*TproKdfHT-Yfcz4FySHbAw.jpeg 750w, https://miro.medium.com/v2/resize:fit:786/1*TproKdfHT-Yfcz4FySHbAw.jpeg 786w, https://miro.medium.com/v2/resize:fit:828/1*TproKdfHT-Yfcz4FySHbAw.jpeg 828w, https://miro.medium.com/v2/resize:fit:1100/1*TproKdfHT-Yfcz4FySHbAw.jpeg 1100w, https://miro.medium.com/v2/resize:fit:1400/1*TproKdfHT-Yfcz4FySHbAw.jpeg 1400w" sizes="(min-resolution: 4dppx) and (max-width: 700px) 50vw, (-webkit-min-device-pixel-ratio: 4) and (max-width: 700px) 50vw, (min-resolution: 3dppx) and (max-width: 700px) 67vw, (-webkit-min-device-pixel-ratio: 3) and (max-width: 700px) 65vw, (min-resolution: 2.5dppx) and (max-width: 700px) 80vw, (-webkit-min-device-pixel-ratio: 2.5) and (max-width: 700px) 80vw, (min-resolution: 2dppx) and (max-width: 700px) 100vw, (-webkit-min-device-pixel-ratio: 2) and (max-width: 700px) 100vw, 700px"/><img alt="" class="bh hf hg c" width="700" height="442" loading="lazy" role="presentation"/></picture></div></div><figcaption class="ps ff pt gs gt pu pv bf b bg z du">Returns in ASOS app</figcaption></figure><p id="5118" class="pw-post-body-paragraph nl nm hj bf b nn no np nq nr ns nt nu nv nw nx ny nz oa ob oc od oe of og oh gn bk">ASOS added not only a visible return button but also a drop-down menu for choosing a reason for a return. This way the company shows the users two things. First, returning an item is easy. Second, the company wants to know the user’s pain points and improve the quality of products, to avoid new returns.</p><h1 id="3b5f" class="oj ok hj bf ol om on oo op oq or os ot ou ov ow ox oy oz pa pb pc pd pe pf pg bk">4. Introduce chats with experts to answer customers’ questions efficiently</h1><p id="a60a" class="pw-post-body-paragraph nl nm hj bf b nn ph np nq nr pi nt nu nv pj nx ny nz pk ob oc od pl of og oh gn bk">Chats and chatbots improve customer service and help customers buy more. <a class="af oi" href="https://www.forbes.com/sites/forbesbusinesscouncil/2019/11/21/consumers-are-hungry-for-an-experience-based-connection-with-your-brand/?sh=7ba8d76e58fe" rel="noopener ugc nofollow" target="_blank">Most people</a> admit that it’s not only about the product the brand sells but also about how the brand communicates with them. When users get quick answers to their questions, they tend to make their purchase decisions faster as well. Then, having had a positive experience they are more likely to return to the app more often.</p><p id="4414" class="pw-post-body-paragraph nl nm hj bf b nn no np nq nr ns nt nu nv nw nx ny nz oa ob oc od oe of og oh gn bk">An expert is not a usual customer service representative — they are a trusted advisor. Sometimes customers need help navigating a catalog with lots of product categories. If it’s their first time in the store, it gets even more frustrating. In this case, chatting with an expert will feel more like asking advice from a friend, and the user will feel cared for.</p><p id="c9ca" class="pw-post-body-paragraph nl nm hj bf b nn no np nq nr ns nt nu nv nw nx ny nz oa ob oc od oe of og oh gn bk">This is what Nike is doing in their app — their expert can advise on anything related to sports and answer questions instantly. In this case, a new customer gets help quickly and <a class="af oi" href="https://www.businessinsider.com/why-too-much-choice-is-bad-2018-10?r=US&IR=T" rel="noopener ugc nofollow" target="_blank">doesn’t feel overwhelmed</a> while choosing their first running shoes:</p><figure class="pn po pp pq pr ha gs gt paragraph-image"><div role="button" tabindex="0" class="hb hc fj hd bh he"><div class="gs gt pm"><picture><source srcSet="https://miro.medium.com/v2/resize:fit:640/format:webp/1*Fn5ddXMmtEyI4l8_RlIAVw.jpeg 640w, https://miro.medium.com/v2/resize:fit:720/format:webp/1*Fn5ddXMmtEyI4l8_RlIAVw.jpeg 720w, https://miro.medium.com/v2/resize:fit:750/format:webp/1*Fn5ddXMmtEyI4l8_RlIAVw.jpeg 750w, https://miro.medium.com/v2/resize:fit:786/format:webp/1*Fn5ddXMmtEyI4l8_RlIAVw.jpeg 786w, https://miro.medium.com/v2/resize:fit:828/format:webp/1*Fn5ddXMmtEyI4l8_RlIAVw.jpeg 828w, https://miro.medium.com/v2/resize:fit:1100/format:webp/1*Fn5ddXMmtEyI4l8_RlIAVw.jpeg 1100w, https://miro.medium.com/v2/resize:fit:1400/format:webp/1*Fn5ddXMmtEyI4l8_RlIAVw.jpeg 1400w" sizes="(min-resolution: 4dppx) and (max-width: 700px) 50vw, (-webkit-min-device-pixel-ratio: 4) and (max-width: 700px) 50vw, (min-resolution: 3dppx) and (max-width: 700px) 67vw, (-webkit-min-device-pixel-ratio: 3) and (max-width: 700px) 65vw, (min-resolution: 2.5dppx) and (max-width: 700px) 80vw, (-webkit-min-device-pixel-ratio: 2.5) and (max-width: 700px) 80vw, (min-resolution: 2dppx) and (max-width: 700px) 100vw, (-webkit-min-device-pixel-ratio: 2) and (max-width: 700px) 100vw, 700px" type="image/webp"/><source data-testid="og" srcSet="https://miro.medium.com/v2/resize:fit:640/1*Fn5ddXMmtEyI4l8_RlIAVw.jpeg 640w, https://miro.medium.com/v2/resize:fit:720/1*Fn5ddXMmtEyI4l8_RlIAVw.jpeg 720w, https://miro.medium.com/v2/resize:fit:750/1*Fn5ddXMmtEyI4l8_RlIAVw.jpeg 750w, https://miro.medium.com/v2/resize:fit:786/1*Fn5ddXMmtEyI4l8_RlIAVw.jpeg 786w, https://miro.medium.com/v2/resize:fit:828/1*Fn5ddXMmtEyI4l8_RlIAVw.jpeg 828w, https://miro.medium.com/v2/resize:fit:1100/1*Fn5ddXMmtEyI4l8_RlIAVw.jpeg 1100w, https://miro.medium.com/v2/resize:fit:1400/1*Fn5ddXMmtEyI4l8_RlIAVw.jpeg 1400w" sizes="(min-resolution: 4dppx) and (max-width: 700px) 50vw, (-webkit-min-device-pixel-ratio: 4) and (max-width: 700px) 50vw, (min-resolution: 3dppx) and (max-width: 700px) 67vw, (-webkit-min-device-pixel-ratio: 3) and (max-width: 700px) 65vw, (min-resolution: 2.5dppx) and (max-width: 700px) 80vw, (-webkit-min-device-pixel-ratio: 2.5) and (max-width: 700px) 80vw, (min-resolution: 2dppx) and (max-width: 700px) 100vw, (-webkit-min-device-pixel-ratio: 2) and (max-width: 700px) 100vw, 700px"/><img alt="" class="bh hf hg c" width="700" height="442" loading="lazy" role="presentation"/></picture></div></div><figcaption class="ps ff pt gs gt pu pv bf b bg z du">Chat with an exprert in Nike app</figcaption></figure><p id="324c" class="pw-post-body-paragraph nl nm hj bf b nn no np nq nr ns nt nu nv nw nx ny nz oa ob oc od oe of og oh gn bk">Nike uses a person rather than a chatbot for a more personal touch. <a class="af oi" href="https://www.researchgate.net/publication/318776998_Why_People_Use_Chatbots" rel="noopener ugc nofollow" target="_blank">A chatbot could do that too</a>, but to keep the conversation flowing, it has to be quite smart. We recommend using chatbots for operational questions, like changing the order. To give advice or help navigate the store, it’s better to connect people with people.</p><h1 id="3476" class="oj ok hj bf ol om on oo op oq or os ot ou ov ow ox oy oz pa pb pc pd pe pf pg bk">Key takeaways</h1><p id="0375" class="pw-post-body-paragraph nl nm hj bf b nn ph np nq nr pi nt nu nv pj nx ny nz pk ob oc od pl of og oh gn bk">There are many more, but I think that in-app chats, returns, additional services, BNPL are the best ones to create value for your users. That, in turn, will make them stay with your brand for as long as possible.</p></div></div></div></div></section></div></div></article></div><div class="ab cb"><div class="ci bh fz ga gb gc"><div class="pw px ab jp"><div class="py ab"><a class="pz ay am ao" rel="noopener follow" href="/tag/ux-design?source=post_page-----f792049eda04--------------------------------"><div class="qa fj cx qb ge qc qd bf b bg z bk qe">UX Design</div></a></div><div class="py ab"><a class="pz ay am ao" rel="noopener follow" href="/tag/ux?source=post_page-----f792049eda04--------------------------------"><div class="qa fj cx qb ge qc qd bf b bg z bk qe">UX</div></a></div><div class="py ab"><a class="pz ay am ao" rel="noopener follow" href="/tag/app-development?source=post_page-----f792049eda04--------------------------------"><div class="qa fj cx qb ge qc qd bf b bg z bk qe">App Development</div></a></div><div class="py ab"><a class="pz ay am ao" rel="noopener follow" 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ways to increase your mobile User Lifetime Value","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:a9d6d3174aa5_2":{"__typename":"Paragraph","id":"a9d6d3174aa5_2","name":"7b4d","type":"P","href":null,"layout":null,"metadata":null,"text":"How Etsy, Asos, and Nike cut user acquisition costs with a top-class UX?","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:a9d6d3174aa5_3":{"__typename":"Paragraph","id":"a9d6d3174aa5_3","name":"65b5","type":"P","href":null,"layout":null,"metadata":null,"text":"57% of U.S. companies see rising customer acquisition costs as a top risk to achieving their sales objectives. One reason for this is that in 2021, iOS 14.5 limited marketers’ access to consumer databases. As a result, using third-party app data to target new customers has become harder. For businesses, it means that now it takes more money and resources to get noticed online than before.","hasDropCap":null,"dropCapImage":null,"markups":[{"__typename":"Markup","type":"A","start":0,"end":21,"href":"https:\u002F\u002Fcommercenext.com\u002Freport-thank-you-2022-digital-trends-investment-priorities\u002F?submissionGuid=486be8d9-94f5-4e34-bf8c-2faa02bd14e9","anchorType":"LINK","userId":null,"linkMetadata":null}],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:a9d6d3174aa5_4":{"__typename":"Paragraph","id":"a9d6d3174aa5_4","name":"2c7c","type":"P","href":null,"layout":null,"metadata":null,"text":"If it’s too expensive to attract new users, it’s reasonable to focus on the existing ones. In other words, make your customers buy more, buy often, and buy only from you. I wanted to share with you four ideas that can help you do that.","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:a9d6d3174aa5_5":{"__typename":"Paragraph","id":"a9d6d3174aa5_5","name":"4102","type":"H3","href":null,"layout":null,"metadata":null,"text":"1. Add a BNPL service to allow customers to buy products even when they are not ready to","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:a9d6d3174aa5_6":{"__typename":"Paragraph","id":"a9d6d3174aa5_6","name":"1978","type":"P","href":null,"layout":null,"metadata":null,"text":"Buy Now, Pay Later option. Almost 70% of consumers spend more than they planned if they use BNPL. The main benefit it brings to a business is retaining those customers who want to buy but struggle to come up with the needed amount at a given time. With BNPL, users can buy more and complete the order more quickly.","hasDropCap":null,"dropCapImage":null,"markups":[{"__typename":"Markup","type":"A","start":27,"end":50,"href":"https:\u002F\u002Fwww.insiderintelligence.com\u002Fcontent\u002Fwhat-s-driving-bnpl-usage-payment-value-growth","anchorType":"LINK","userId":null,"linkMetadata":null}],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:a9d6d3174aa5_7":{"__typename":"Paragraph","id":"a9d6d3174aa5_7","name":"0ce3","type":"P","href":null,"layout":null,"metadata":null,"text":"The easiest way to adopt this service is to let a third-party provider handle installment payments. They have their own recurring payment plans and sometimes take on the fraud risks. In 2022, the most popular BNPL provider was Klarna, and it’s likely to be the one in 2023, so it’s the primary option to be considered.","hasDropCap":null,"dropCapImage":null,"markups":[{"__typename":"Markup","type":"A","start":192,"end":222,"href":"https:\u002F\u002Fexplodingtopics.com\u002Fblog\u002Fbnpl-stats","anchorType":"LINK","userId":null,"linkMetadata":null}],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:a9d6d3174aa5_8":{"__typename":"Paragraph","id":"a9d6d3174aa5_8","name":"b584","type":"P","href":null,"layout":null,"metadata":null,"text":"The largest e-commerce platforms like Etsy have Klarna as a payment option. If someone is not sure what Klarna is, Etsy explains what it is in a description and highlights the benefits:","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"ImageMetadata:1*T0BPUUvedrt6qKt7NYhZxg.jpeg":{"__typename":"ImageMetadata","id":"1*T0BPUUvedrt6qKt7NYhZxg.jpeg","originalHeight":969,"originalWidth":1536,"focusPercentX":null,"focusPercentY":null,"alt":null},"Paragraph:a9d6d3174aa5_9":{"__typename":"Paragraph","id":"a9d6d3174aa5_9","name":"6eab","type":"IMG","href":null,"layout":"INSET_CENTER","metadata":{"__ref":"ImageMetadata:1*T0BPUUvedrt6qKt7NYhZxg.jpeg"},"text":"BNPL in Etsy app","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:a9d6d3174aa5_10":{"__typename":"Paragraph","id":"a9d6d3174aa5_10","name":"a9c5","type":"P","href":null,"layout":null,"metadata":null,"text":"BNPL helps Etsy reduce cart abandonment rates, because customers have a flexible way to pay and add more items to their carts.","hasDropCap":null,"dropCapImage":null,"markups":[{"__typename":"Markup","type":"A","start":65,"end":91,"href":"https:\u002F\u002Fwww.etsy.com\u002Fnews\u002Fbuy-now-pay-later-with-klarna-on-etsy","anchorType":"LINK","userId":null,"linkMetadata":null}],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:a9d6d3174aa5_11":{"__typename":"Paragraph","id":"a9d6d3174aa5_11","name":"cc8b","type":"H3","href":null,"layout":null,"metadata":null,"text":"2. Offer some in-app services to give customers more reasons to use your product","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:a9d6d3174aa5_12":{"__typename":"Paragraph","id":"a9d6d3174aa5_12","name":"278c","type":"P","href":null,"layout":null,"metadata":null,"text":"Another way to increase user LTV is to give customers more reasons to use your app. Sound product quality is not a competitive advantage anymore — the added value is. If an app gives customers more than they initially came for, they will stick with it.","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:a9d6d3174aa5_13":{"__typename":"Paragraph","id":"a9d6d3174aa5_13","name":"098a","type":"P","href":null,"layout":null,"metadata":null,"text":"Think about what in-app services you can provide that will expand your offering beyond products. These services usually come in the form of mini apps — lightweight apps inside a bigger one. A media with expert guides, recycling service for clothes, interior design service, and beauty salon appointments — these are examples that do not necessarily lead to a purchase but help users manage extra tasks.","hasDropCap":null,"dropCapImage":null,"markups":[{"__typename":"Markup","type":"A","start":140,"end":149,"href":"https:\u002F\u002Fwww.heyinnovations.com\u002Fpost\u002Fsuper-apps","anchorType":"LINK","userId":null,"linkMetadata":null}],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:a9d6d3174aa5_14":{"__typename":"Paragraph","id":"a9d6d3174aa5_14","name":"2e1d","type":"P","href":null,"layout":null,"metadata":null,"text":"For instance, Walmart has a separate tab for services where users can hire specialists for tasks at home, get in touch with an insurance agent, or access their vaccination records. Some services are not integrated into the app, so links lead to Walmart.com. However, they are visible in the app, so it’s still more convenient than searching the website.","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"ImageMetadata:1*mh6cft706hOSiSd7LBqdwg.jpeg":{"__typename":"ImageMetadata","id":"1*mh6cft706hOSiSd7LBqdwg.jpeg","originalHeight":969,"originalWidth":1536,"focusPercentX":null,"focusPercentY":null,"alt":null},"Paragraph:a9d6d3174aa5_15":{"__typename":"Paragraph","id":"a9d6d3174aa5_15","name":"a4ea","type":"IMG","href":null,"layout":"INSET_CENTER","metadata":{"__ref":"ImageMetadata:1*mh6cft706hOSiSd7LBqdwg.jpeg"},"text":"Services in Walmart app","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:a9d6d3174aa5_16":{"__typename":"Paragraph","id":"a9d6d3174aa5_16","name":"8971","type":"P","href":null,"layout":null,"metadata":null,"text":"Another example is an app we designed for Sportmaster, a major retailer of sporting and outdoor equipment in Eastern Europe. Apart from sporting goods, Sportmaster offers its own digital and offline services for athletes. The company wanted to offer them in the app.","hasDropCap":null,"dropCapImage":null,"markups":[{"__typename":"Markup","type":"A","start":42,"end":53,"href":"https:\u002F\u002Fwww.heyinnovations.com\u002Fcases\u002Fsportmaster","anchorType":"LINK","userId":null,"linkMetadata":null}],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:a9d6d3174aa5_17":{"__typename":"Paragraph","id":"a9d6d3174aa5_17","name":"db57","type":"P","href":null,"layout":null,"metadata":null,"text":"In the Sportmaster super app, we designed a sports hub with online workouts, travel club services, sports news, expert articles, and events. Together with health check-ups and an activity tracker, they became additional reasons for using the app. Most importantly, the new add-ons went hand in hand with the core products, which is why they sparked users’ interests.","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"ImageMetadata:1*YC6UuXAGyJ24JjHh-xDvDA.jpeg":{"__typename":"ImageMetadata","id":"1*YC6UuXAGyJ24JjHh-xDvDA.jpeg","originalHeight":969,"originalWidth":1536,"focusPercentX":null,"focusPercentY":null,"alt":null},"Paragraph:a9d6d3174aa5_18":{"__typename":"Paragraph","id":"a9d6d3174aa5_18","name":"b76d","type":"IMG","href":null,"layout":"INSET_CENTER","metadata":{"__ref":"ImageMetadata:1*YC6UuXAGyJ24JjHh-xDvDA.jpeg"},"text":"Services in Sportmaster app","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:a9d6d3174aa5_19":{"__typename":"Paragraph","id":"a9d6d3174aa5_19","name":"b297","type":"P","href":null,"layout":null,"metadata":null,"text":"The new app helped Sportmaster improve user LTV in all three components. First, the average order value increased by 15%, because people spend more time in the app and shop more. Second, the conversion rate has grown by 14% on the iOS app and by 10% on the Android app, which means the users started to shop more often. Finally, the expected user lifespan has increased, because customers now use the app not only for shopping.","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:a9d6d3174aa5_20":{"__typename":"Paragraph","id":"a9d6d3174aa5_20","name":"a0fd","type":"H3","href":null,"layout":null,"metadata":null,"text":"3. Simplify in-app returns to encourage repeat purchases","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:a9d6d3174aa5_21":{"__typename":"Paragraph","id":"a9d6d3174aa5_21","name":"886e","type":"P","href":null,"layout":null,"metadata":null,"text":"Last but not least, enhance your m-commerce app with easy returns to get larger orders and more repeat purchases. 92% of customers say they are ready to buy something again if they don’t have issues with returning a product. Making this process as simple as possible in the app converts into easier future purchase decisions and a higher customer lifetime value.","hasDropCap":null,"dropCapImage":null,"markups":[{"__typename":"Markup","type":"A","start":114,"end":130,"href":"https:\u002F\u002Fwww.invespcro.com\u002Fblog\u002Fecommerce-product-return-rate-statistics\u002F","anchorType":"LINK","userId":null,"linkMetadata":null}],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:a9d6d3174aa5_22":{"__typename":"Paragraph","id":"a9d6d3174aa5_22","name":"3797","type":"P","href":null,"layout":null,"metadata":null,"text":"The best practice is to add a “Return an item” button in the app and make the return policy easy to find. This way the users will know that to initiate a return, they won’t need to call your representatives — it can be done in a couple of taps in the same app where they make an order. 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This way the company shows the users two things. First, returning an item is easy. Second, the company wants to know the user’s pain points and improve the quality of products, to avoid new returns.","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:a9d6d3174aa5_25":{"__typename":"Paragraph","id":"a9d6d3174aa5_25","name":"3b5f","type":"H3","href":null,"layout":null,"metadata":null,"text":"4. Introduce chats with experts to answer customers’ questions efficiently","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:a9d6d3174aa5_26":{"__typename":"Paragraph","id":"a9d6d3174aa5_26","name":"a60a","type":"P","href":null,"layout":null,"metadata":null,"text":"Chats and chatbots improve customer service and help customers buy more. Most people admit that it’s not only about the product the brand sells but also about how the brand communicates with them. When users get quick answers to their questions, they tend to make their purchase decisions faster as well. Then, having had a positive experience they are more likely to return to the app more often.","hasDropCap":null,"dropCapImage":null,"markups":[{"__typename":"Markup","type":"A","start":73,"end":84,"href":"https:\u002F\u002Fwww.forbes.com\u002Fsites\u002Fforbesbusinesscouncil\u002F2019\u002F11\u002F21\u002Fconsumers-are-hungry-for-an-experience-based-connection-with-your-brand\u002F?sh=7ba8d76e58fe","anchorType":"LINK","userId":null,"linkMetadata":null}],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:a9d6d3174aa5_27":{"__typename":"Paragraph","id":"a9d6d3174aa5_27","name":"4414","type":"P","href":null,"layout":null,"metadata":null,"text":"An expert is not a usual customer service representative — they are a trusted advisor. Sometimes customers need help navigating a catalog with lots of product categories. If it’s their first time in the store, it gets even more frustrating. In this case, chatting with an expert will feel more like asking advice from a friend, and the user will feel cared for.","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:a9d6d3174aa5_28":{"__typename":"Paragraph","id":"a9d6d3174aa5_28","name":"c9ca","type":"P","href":null,"layout":null,"metadata":null,"text":"This is what Nike is doing in their app — their expert can advise on anything related to sports and answer questions instantly. In this case, a new customer gets help quickly and doesn’t feel overwhelmed while choosing their first running shoes:","hasDropCap":null,"dropCapImage":null,"markups":[{"__typename":"Markup","type":"A","start":179,"end":203,"href":"https:\u002F\u002Fwww.businessinsider.com\u002Fwhy-too-much-choice-is-bad-2018-10?r=US&IR=T","anchorType":"LINK","userId":null,"linkMetadata":null}],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"ImageMetadata:1*Fn5ddXMmtEyI4l8_RlIAVw.jpeg":{"__typename":"ImageMetadata","id":"1*Fn5ddXMmtEyI4l8_RlIAVw.jpeg","originalHeight":969,"originalWidth":1536,"focusPercentX":null,"focusPercentY":null,"alt":null},"Paragraph:a9d6d3174aa5_29":{"__typename":"Paragraph","id":"a9d6d3174aa5_29","name":"100e","type":"IMG","href":null,"layout":"INSET_CENTER","metadata":{"__ref":"ImageMetadata:1*Fn5ddXMmtEyI4l8_RlIAVw.jpeg"},"text":"Chat with an exprert in Nike app","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:a9d6d3174aa5_30":{"__typename":"Paragraph","id":"a9d6d3174aa5_30","name":"324c","type":"P","href":null,"layout":null,"metadata":null,"text":"Nike uses a person rather than a chatbot for a more personal touch. 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