It does not take an expert to say that most of the apps downloaded across the platforms are quickly abandoned or just left without being used for the second time. There have been many types of research to find out how people find out and engage with these apps, and based upon them we can conclude which techniques and methods work well to make people discover and engage with apps. Obviously, for any app marketer, these two things are ultimately crucial.
Many brands that already have a robust offline presence are now taking mobile app marketing seriously because mobile apps represent a low cost, all-pervasive and quickly engaging avenue to create buzz about their brand. But when targeting the mobile audience, they often find it hard to compete in the prevailing app market. This is why they constantly need to find new and most effective ways to boost their visibility and audience engagement.
Here we are going to explain some of the evergreen strategies that any mobile app and mobile game development company should pay attention to.
It is not only the app store where the real action happens.
As a marketer, you are right to assume that the app users generally head to an app store to find their apps. It is a fact that more than 40% of smartphone users head for the designated app store when looking for any new app. But for the rest 60% or the majority of the users, the app store is not the only place to discover their app. For the marketers, it is important to know all other places where users can come into contact with their app.
Users come to know about the apps through many ways while using their handheld device. For example, while using an app, they can come to know about another app through in-app marketing. They can come to know about the app through a YouTube video or a sponsored Facebook post or just through common web discussions on a social platform or a forum. They can also come to know of the app through a mobile website while browsing the web.
Apart from all these web engine searches is still a major way for most users to know about a new app. One out of every four users discovers an app through a web search. For example, while searching for budget accommodations in Las Vegas, you can come across an app that lists all kinds of rented accommodations in major American cities. Web search not only leads to app discovery but search engine ads actually turn to a massive number of downloads. So, every app marketer must keep the web search result in their scheme of things to boost discoverability and new user traction.
Give optimum importance to onboarding
As we said in the beginning, a significant number of apps are not used after the initial use following download. Why does this happen? Do you have a clue on this? It can easily be said that the unsatisfactory user experience for the first time users is the reason for this. This is what commonly referred as the onboarding issue.
When a user arrives on a new app for the first time, the series of screens that appear subsequently as he goes on using it, should instantly and clearly tell the benefits, help him to register and feel part of the app’s user community and educate him to use the app for benefits that matter to him. The onboarding experience must convince him to come to the app time and again to leave no scope for frustration with the app’s user experience.
Here are some of the most important rules for a quality onboarding experience that would help users stick through.
● Let the user register and begin using the app as soon as possible. Always allow guest login and quick social login options.
● Educate the user on the various functions and respective benefits progressively as per the context of his use.
● Ask for user information only to customise content and user experience to suit his or her preference.
● You should give priority to features while educating the users that are most useful and popular among most of your users.
● Keep the onboarding guide short, crisp and pointed towards the main objective of the app.
Here we are going to explain three important app boarding techniques that proved effective for most of the apps in the market.
● Onboarding focused on benefits: This onboarding technique is mainly focused on informing the user about the particular benefits of using the app.
● Onboarding to explain functions: This onboarding technique is focused on educating the user about the critical functionalities of the app and how they can benefit them.
● Progressive onboarding: This onboarding technique presupposes that the user learns more about an app as he continues to use the app. The progressive onboarding technique educates the user in context to the app screen or user situation. For instance, when the user arrives on a screen that allows uploading a photo, the overlaying instruction appears on the screen that points towards camera icon or seeks user permission to access the device camera.
Consider re-targeting as a serious business.
App business is not about constantly acquiring new users, but it is more about constantly engaging and re-engaging users to keep them onboard. But users generally leave apps after a certain period of use. This phenomenon which can be dubbed as user fatigue can only be addressed with retargeting the users. Retargeting means are targeting users who in spite of having the app installed on their device stopped using it for some time. Retargeting is now considered to be the single most important strategy to keep users onboard and engaged. No app marketer can help but take this seriously.
Retargeting is important because it actually translates into re-engagement and retention of users who are on the verge of dumping the app for once and all. An overwhelming majority of users just stop using a device beyond a week or even a day. Naturally, new installs just do not mean anything for an app if the users cannot be retained and engaged. This is where retargeting users has a great role to play. When the users stop using an app but still have the app on their device screen, you should retarget them with appropriate messages and measures.
Here are some of the key retargeting methods you should use.
● Retargeting banner ads that contextually guides users to the app store page.
● Retargeting notifications after a user left a transaction unfinished.
● Retargeting users with promotional messages about discounts and offers.
● Retargeting messages and notifications to inform a user about new feature and functionality.
● Finally, retargeting users with messages based on their user context and situation.
The above-mentioned explanations concerning the app marketing strategy are not entirely new, but in consideration to the present state of things in-app marketing, they are incredibly important to ensure app marketing benefits.