Convert Web Surfers Into Loyal Mobile App Customers
by Chetan Prasad
posted on 02-21-2017
Today, mobile users spend about 85 percent of their time on smart phones using apps. Their demands for quality, personalized, relevant experiences are ever increasing. Every brand wants to have apps that are downloaded and viewed on the coveted smartphone screen. Unfortunately, the average app loses about 77 percent of its daily active users within three days after being installed and about 90 percent within the first 30 days. While promoting and driving traffic to your app is important, it is crucial to understand a few strategies to keep users returning to the app over time.
Convert Web Users to Mobile App Users.
Generally speaking, people who use mobile apps are more loyal and engage more often with your brand. For instance, REI found — alongside other results — that its average order value increases when customers begin using its apps in addition to its website. Getting exposure in the medium where consumers spend the most time is a win-win proposition for all involved. Relevant, targeted, rich mobile apps also help you to diversify your marketing mix across several devices, channels, and platforms.
Track Mobile App Users.
As you start promoting your app, you’ll want to measure how and understand which of your marketing efforts attract the most valuable users. It is worth noting here that about 50 percent of marketers don’t measure their mobile investment, and of those who do, only 18 percent of them are confident in their abilities to measure mobile marketing ROI. So, when all is said and done, marketers can truly succeed in promoting their apps and retaining app users only when they know how every marketing effort is impacting in-app behaviors and conversions downstream.
To measure where your users come from, consider using marketing links — which are available as part of Adobe’s mobile-marketing solutions. These marketing links can be placed in owned, earned, or paid media to immediately start tracking app installs.
By using these links, marketers can tie a user’s in-app behavior to the channel or source of acquisition. Visualizing app-usage key performance indicators (KPIs) across acquisition sources, media, keywords, and more can help marketers understand which acquisition efforts perform best and how they should finetune future investments.
Link to Deep Inside Your App.
While motivating users to install your app is the first important step, getting them to use the app over time is a major challenge. Unlike websites, content or services inside an app can’t really be found on a search engine. Unless the user knows what to look for and where, navigating an app is by and large an experimental exercise. If users can’t readily find what they are looking for in the app, they can quickly lose interest and adversely affect retention. To combat this, marketers can use app deep links — links to specific locations or activities inside an app — to send users directly to content or services that are relevant. By specifying a deep link when you create a marketing link, you can make sure that — when they click on an ad, for example — customers immediately reach what they are looking for in your app, and you can track what got them there.
Use Reports for Valuable Insights.
The trackable marketing link will help you understand how many clicks and app installs happened and — depending on the system you are using — can integrate with other analytic reports such as:
- Pattern Reports — These will show you how different customers move through the app and the different paths they take.
- Funnel Reports — These help you follow the conversion path. Maybe your customer starts at a homepage, then moves to an app-download page, then a product page, then checkout, and finally, the thank you page. You can also see where visitors drop off before conversion, giving you valuable insight.
- Cohort Reports — These reports look at retention over time. For example, if you acquire 100 users, how many did you retain for a given campaign? This information provides great insight on the lifetime value of different customer segments.
Seven Tips to Lead Web Users to Your App.
As you begin your journey of converting web users to app users, these seven quick tips will help you create a successful experience for your users:
- Define your goals and match campaign goals with key business goals.
- Determine which channels you will use and diversify to get the best return and avoid saturation in any single channel.
- Validate your setup and be conscious about how you test landing and other pages. Understand all the variables for different platforms and take benchmark measurements to make sure you reach your KPIs.
- Display a download link for your app on your web and mobile sites and then track it.
- Constantly A/B test and iterate to determine which of your campaigns are the most effective.
- Provide a single call to action on your pages. Minimize user choices wherever possible.
- Personalize the app experience for what a user needs. For example, a user who installs your app from your mobile website should be taken directly to the same content in your app as the content they were viewing on your website.
Motivating your customers to download your app and then tracking how it is used can take your business to a whole new level. Start small to ensure that you deliver the intended experience and receive the expected outcomes — and then learn more and grow.
Topics: Digital Transformation
Products: Experience Manager