Customization Strategies That Increased On Demand App

Hello everyone, my name is John and I’m the CEO and founder of AppCo, an on-demand software company. We provide a flexible platform for businesses to digitize processes, automate workflows, and streamline team collaboration.

When we first launched our app 3 years ago, it offered a generic set of features designed to appeal to as many customers as possible. While this helped us gain an initial user base, we noticed engagement levels plateauing after the first few months as users weren’t finding the app personalized enough to their specific needs. Revenues were stable but not growing at the rate we had hoped.

That’s when we decided to completely overhaul our approach and focus on customization. Over the past year, we implemented 11 key strategies that revolutionized how our app could be customized and tailored for every unique customer situation. The results have been astonishing – through these customization initiatives, we’ve seen our annual revenues increase over 5x from where they were before.

In this blog post, I wanted to delve into each of the 11 strategies that fueled this massive growth spurt. By walking through concrete examples and sharing key metrics, my goal is to illustrate how focusing on customization can supercharge your on-demand product and multiply revenues. Let’s get started!

Strategy 1: Customized Pricing Plans

One of the first things we changed was offering more flexible and customized pricing. Previously, we only had two basic monthly subscription tiers – a “Standard” plan for $29/month and a “Premium” plan for $49/month.

However, we realized different customers valued different features and levels of customization over others. So we created six new pricing plans tailored for specific use cases and industry verticals:

  • Basic ($19/month) – For lighter users wanting core functions
  • Professional ($29/month) – With additional custom forms and workflows
  • Teams ($49/month) – Enabling customized user roles and permissions
  • Enterprise ($99/month) – Full control over branding, integrations and more
  • Healthcare (Starting at $59/month) – Pre-configured for clinics and practices
  • Financial (Starting at $79/month) – Tailored for banks, lenders and accounting

By surfacing the right plan for each customer, conversions improved by 20%. Revenue per user also crept up as higher-paying plans were being selected. Overall, customized pricing increased monthly billing by 30% compared to our original static plans.

Strategy 2: Customized Apps for Specific Industries

Taking customization a step further, we built fully customized versions of our app exclusively for two industries – healthcare and financial services.

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For healthcare, we developed an app pre-configured with EMR and medical billing integrations, HIPAA compliance, and templates tailored for things like exam notes, prescription management and insurance claims.

Similarly, our financial app came pre-built with accounting integrations, templates for loans, invoices and bank reconciliations, as well as regulatory and compliance features important for that sector.

These verticalized solutions addressed 10x more customer pain points compared to our generic app. As a result, conversion of free trials to paid customers within healthcare rose to 55% versus 30% before. And in financial services it jumped to 65%.

Overall, sales from these industry-specific apps now account for 25% of our revenue – which increased our top-line by 20% YoY. The effort to tailor our offering was clearly paying off. Read more about Zipprr

Strategy 3: Custom Interfaces and Themes

Another way we enhanced personalization was allowing users to fully customize the look and feel of our app’s interface. This included options for custom colors, logos, navigation menus and dynamic dashboards.

We also introduced multiple pre-built theme styles like a professional dark mode, a formal business theme, and a minimalist design. Customers could either choose one of these or fully customize every pixel from scratch.

This simple change led to much stronger brand association – as if the app was their own. User engagement jumped an average of 15% as the interface now truly reflected each company’s personality. Customers also felt more ownership and were less likely to churn or downgrade plans since it was so personalized.

It was a minimal effort on our end but paid huge dividends. Custom interfaces became one of the most requested and praised features, strengthening emotional loyalty to our product.

Strategy 4: Custom Forms and Fields

No two businesses have identical data models or input needs. To account for this, we allowed fully customizable forms, templates and input fields that could be designed precisely for any given process.

For example, one customer in health insurance wanted to capture dozens of specific medical details during claims submissions. So our engineers worked with them to build a custom multiline claim form with dynamic condition-based logic and address fields.

Another client in real estate developed branched documentation workflows to streamline residential transactions. Dropdown menus, signatures, checkboxes – whatever elements they required were configurable.

Customizable forms opened up 50% more use cases for our core product. It also addressed specific departmental and job role workflows more accurately than rigid templates ever could. This alone boosted client spending by 15% on new feature licenses and expansions annually.

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Strategy 5: Custom Notifications and Preferences

Next, we gave control over in-app notifications and email subscription preferences. Customers could now determine frequency, content relevance, channels and recipient lists for all communication.

For instance, one manufacturing company needed real-time alerts sent only to factory managers when live production or quality metrics fell outside control limits.

A law firm customized email filters so legal assistants only received non-confidential updates while partners got flagged about sensitive case updates.

These personalized notification settings had profound impacts:

  • 35% fewer unsubscribes from unnecessary alerts
  • 25% higher open rates on relevant, targeted messages
  • 10% boost in tasks completed from critical alerts

Clearly, tailored notifications vastly improved user experience while strengthening business impact from our platform.

Strategy 6: Customizable Automations and Workflows

Beyond custom forms, we wanted customers to fully dictate how their data should flow and trigger automated actions. So we opened up our powerful workflow builder to complete customization.

For instance, an automotive parts supplier built conditional sequences to:

  • Alert purchasers if inventory dipped below minimum reorder levels
  • Trigger approval requests for large purchase orders
  • Auto-generate packing slips before scheduled deliveries

A law firm created branching case intake procedures that streamlined document collection based on factors like claim type and client details.

These self-directed automations eliminated manual workarounds and hardcoding requests previously needed to replicate complex processes. As a result, 40% of new deals specifically cited workflow customization as a primary purchase driver.

Strategy 7: Custom Permissions and User Roles

Granular access control is pivotal for multi-user systems, yet our original role-based permissions were too rigid. We opened them fully so any level or combination of privileges could be configured.

One property management company gave superspecific permissions like:

  • Maintenance teams could only view open work requests
  • Admins could create new users but not view financial reports
  • The manager could approve invoices up to $5k himself

A digital marketing agency assigned micro-tasks per specialist, like permissions for:

  • Writers to modify blog drafts
  • Designers to upload website assets
  • SEOs to access analytics but not client accounts

This level of customization streamlined complex matrices of who could access what, improving operational security by 35% on average. It also doubled average license spend per customer.

Strategy 8: Custom Analytics and Reporting

Raw usage analytics are insightful, but businesses need customized reporting tailored for their KPIs, roles and departments. So we enabled building fully custom data views and reports.

One construction company engineered interactive metrics showing:

  • Project budget versus invoice totals by site supervisor
  • Labor hours spent per subcontractor versus estimates
  • Charts comparing progress against Gantt charts by project manager

A fulfillment startup segmented dashboards to display:

  • Inventory levels by SKU for planners
  • Orders shipped versus backlog for operations
  • Monthly revenue targets versus actuals for sales leadership
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These personally relevant analytics drove 25% more strategic decisions per month across finance, operations and leadership. Custom reporting became a primary reasons customers renewed long-term.

Strategy 9: Customizable Onboarding and Documentation

Onboarding is pivotal for adoption, yet our generic new user guides failed to impart contextual value. Now customers shape step-by-step journeys, tooltips and in-app help centered around their workflow.

For example:

  • A pharmacy customized a prescription management tutorial
  • A retailer personalize an inventory replenishment walkthrough
  • A telecom implemented a customized provisioning process guide

This approach reduced support requests by 30% as customers learned independently. It also eliminated much of the “implementation phase” where our team hardcoded requests – saving 25% in consulting costs. Custom help content proved invaluable for self-sufficiency.

Strategy 10: Custom Integrations

As I was saying, we enabled fully customizable integrations by opening our API. This allowed customers to map our platform with any other business-critical systems.

For example, one logistics company integrated their transportation management system (TMS) to automatically:

  • Pull shipment data like tracking numbers and ETA into our dispatch boards
  • Trigger notifications in our app when loads were scanned at different stops
  • Archive closed shipment records from our app into their TMS archive

A professional services firm seamlessly synced time entries from our timesheets into their project accounting solution. This eliminated duplicate entry and improved billing accuracy.

Custom integrations addressed 30% more use cases than our pre-built connections. They also strengthened endemic workflows by embedding our platform more deeply where data originated. This boosted average MRR per customer by 15% as more value was being derived from new integrations.

Strategy 11: Customized Support

Last but not least, we allowed tailoring our support delivery approach according to each customer’s profile and SLA commitments.

For example, our largest enterprise client received a dedicated success manager and priority 24/7 phone/chat support due to their gold-tier spend levels.

For fast growing companies, we offered flexible monthly check-ins with a solutions architect to ensure rapid feature expansion needs were addressed.

Small businesses leveraged self-service resources and online community forums, then escalated via email tickets as their primary support channel.

Customizing care in this way generated 12% higher renewal rates across all customers. It also supported 25% greater spend over time as clients felt truly valued based on their contribution to our business.


In summary, over the past year we’ve witnessed first-hand how allowing extreme levels of customization and personalization can massively accelerate growth for an on-demand platform. By implementing strategies that put control and flexibility directly in customers’ hands, we saw our annual recurring revenue increase 5x from where it was previously.

Customers quickly recognized more value from a solution tailored uniquely for their workflows, teams and markets compared to a generic one-size-fits-all offering. Engagement rose sharply as well through strengthened emotional ownership of the product experience.

If you’re looking to take your on-demand solutions to the next level, I highly recommend evaluating ways to enhance personalization through pricing, industry-specific tools, interface customization, forms/fields flexibility, notifications, automations, roles/permissions, reports, onboarding and integrations. Most importantly, ensure support matches each customer’s unique needs.