The topic of app installs deserves its own category. It’s an expansive subject considering the growing number of apps constantly being added to the app stores. To alleviate your app anxiety, I’ve curated a list that will help you build a solid user acquisition strategy.
1. Define Your App Value Proposition FIRST
Too often, marketers underestimate the value proposition of their app. Apps serve a different purpose than websites, email or social media. Not only are they technically different, but serve a different user experience. Let’s drill down a couple of pointers regarding app value proposition.
First, determine the goal of the app. Do you want to drive more conversions to your e-commerce site? Or boost customer loyalty via points? Provide an extra communications service? Gamify a customer rewards program? Showcase luxury inventory or promote special sales?
Then, find the right tools/support > look at integrators, plugins and/or invest in a mobile engagement & analytics platform. To minimize the time to market and resources needed to launch a brand new app, look for technologies with pre-built features designed specific for the team’s goal.
Lastly, research your competition constantly, thoroughly and every day. Make sure your app stands out from the rest.
2. Make Your App Easily Discoverable
Like the web, the app marketplace is fiercely competitive. In order to succeed, markets must accomplish good app store optimization or (ASO).
According to Apple, 65% of apps are discovered on app stores. 94% of clicks go to organic search results and only 6% go to paid”
Similar to SEO, app store optimization (ASO) is simply optimizing your app store listing for organic discoverability through optimization. Therefore, it’s crucial to make sure your keywords match your app value proposition.
- Distinct app name
- Proper genre listing of app
- Keywords that describe the app’s purpose
- Screenshots (or videos about your app)
- Detailed description with app updates included
3. Link From Your Mobile Website to Prompt Downloads of Your App
It might sound simple, but backlinks make a huge impact. Links that are used creatively between channels and devices open up opportunities for omnichannel marketing. While browsing your mobile website, prompt users to download your app when they’re ready to check out and buy. Or when they get to the billing stage. Often mobile sites don’t provide the same agile experience like an app. Users appreciate smooth, secure user-interface when they fill out private credit card info.
Or if users would like to see a product in full view, they need to install the mobile app. For example, “Want to view a 360-degree view of that car?” Once the user clicks, then they get redirected to a download button for the app.
Also, tell the user that unlike your mobile site, your app notifies them for emergency announcements. Or low inventory of products viewed. For example ” Use the app to message about abandoned products in their basket or alert them that it’s available in a nearby store. The creativity is limitless if you have the right capabilities and mobile assets to nurture offers to your mobile community.
4. Reward Customers Who Refer Friends to Your App
Attract new users by leveraging your current user base or mobile community. People are more apt to do something based on a recommendation from someone they know versus cold marketing. Incentivize current users to refer a friend with a reward. Or give them points in your loyalty program for sharing the app with their social networks. Never underestimate the power of social media and crowd-sourcing.
If you want to know more about mobile app installs, I recommend taking a look at our mobile commerce brief.