Unlock the hidden potential of apps to maximize business returns

Let us explore the full value your company can unlock through mobile apps. Using the App ROI Framework (explained below), we break down how businesses can leverage apps to drive measurable impact across revenue generation and cost optimization. With real-world examples and actionable insights, this framework provides a roadmap for maximizing app performance. Whether you are a C-suite leader or a product owner, mastering these tactics will help position your company at the forefront of digital innovation.

Ready to unlock the full potential of your app strategy?

Every business aims to optimize for either revenue generation or cost efficiency — and in many cases, both. Achieving these goals requires thoughtful strategies and the right set of tools. Loyalty programs may drive higher transaction frequency and value, while smart features can help reduce customer service costs without compromising user experience.

At Framna, we know that success in the app space depends on connecting digital efforts with business objectives. This means identifying the right app features, understanding how they work together, and using them to strengthen your overall value proposition. These decisions are essential for driving product-led innovation and long-term business growth.

To bring this into practice, we use the App ROI Framework—a simple yet powerful tool for aligning strategy with execution. The framework operates on three levels:

The App ROI Framework can be applied from two perspectives:

Imagine you are a business manager aiming to drive revenue growth for a company operating with a subscription model. Unlike traditional sales models that prioritize one-time transactions, subscription-based businesses focus on Customer Lifetime Value (CLV)—the total revenue a customer generates over the length of their engagement.
In this case, your objective is to maximize the value of every customer over time. While Total Cost of Acquisition (TCA) is also an important factor when building a full business case, we here focus on CLV.
Key themes to guide your initiatives and tactics in this scenario include:

• Engagement
• Lifetime
• Value

Based on these, relevant strategic initiatives might include loyalty programs or cross-selling opportunities.

From there, the next step is identifying tactics. Which app features can drive higher engagement, reduce churn, extend customer lifetime, and increase the monthly value of subscriptions? This is where the framework turns strategy into action.

Personalization is one of the most powerful ways to build loyalty. When users feel recognized and understood, whether through saved settings or tailored content, they are more likely to stay engaged. Meeting individual needs creates a stronger connection, turning occasional users into long-term customers.

Gamification has been part of the digital playbook for years, but its impact remains strong. It is not just about games — it is about using challenges, rewards, and progress tracking to make interactions more engaging. When experiences are fun and rewarding, users return more often and build habits around your app.

Push notifications are a unique tool that mobile apps have over websites. They allow direct communication with users, even when the app is not open. Used thoughtfully, they can drive action, reminding users of abandoned carts or re-engaging them with a friendly nudge. But overuse or poor timing can lead to frustration and app uninstalls.

Share and recommend features create organic growth opportunities for apps. Mobile platforms make sharing effortless, and blend seamlessly with messaging habits. This simplicity encourages users to recommend products or services to others, extending your reach through trusted, user-driven promotion.

Imagine you are a product owner managing an app for a large organization with more than 100,000 customers. Management has set a clear goal to reduce costs, and every digital product is expected to contribute.
One of the biggest cost drivers in a business of this size is customer service. Shifting service requests to a digital channel that improves user experience while lowering operational costs can have a significant impact. The right approach depends on the type of service users need, which can be grouped into three categories:

• Low complexity
• Medium complexity
• High complexity

Each category requires different features and solutions to meet customer expectations while supporting cost efficiency.

Low complexity requests can often be handled through features like a chatbot. This allows users to receive quick answers to simple questions without involving customer service staff. By automating these interactions, you reduce the number of calls reaching your service center and free up resources for more complex cases.

Medium complexity requests may still require human interaction, as they are often difficult to automate. However, introducing a callback function can help manage peak periods and balance the workload. This ensures customer service agents stay productive without being overwhelmed, leading to more efficient use of resources.

High complexity requests typically involve physical products or services and often require in-person interaction. This can be costly, whether it means sending an employee to a customer location or having the product returned for inspection. Adding a video call feature can help resolve some of these issues remotely, saving both time and operational costs.

These examples illustrate how to apply the App ROI Framework to optimize both user experience and operational efficiency. Of course, there is a broader range of features and themes that can be explored, but for simplicity, only a selection has been included here.

Whether you are aiming to grow revenue, cut costs, or do both, the right approach starts with clarity. Discover how to turn your app into a driver of real business value.

Explore the full Mobile App Trends 2025 report for frameworks, insights, and next steps.