On paper, the mobile app industry is more strong than ever, with millions of applications available to millions and billions of smartphone users worldwide. It’s also worth noting that hundreds of new applications are published every month. These astonishing figures instill a sense of “gold rush” in the industry, with millions of independent and corporate developers hoping to strike app gold with their next release.

In the world of applications, however, not everything is gold. One of the major issues in this market is the lack of engagement among smartphone users. Only roughly 30% of app users use an app the same day they install it, according to an eye-opening survey issued by Emarketer on app usage. Only 3.3 percent of Android applications and 3.2 percent of iOS apps have active users after 30 days.

The survey also reveals a bright lining: consumers who installed apps naturally (rather than being influenced by sponsored adverts) were 156 percent more likely to continue using them. This one phrase, “organic,” encapsulates everything mobile users desire: long-term economic value and the best possible user experience. It also informs us of the conversion rates we should target to reach them.

Here’s how to make a mobile app with a high conversion rate.

Look beyond the click.

As the mobile environment evolves, so do the KPIs that determine whether or not an app is a success. Marketers used to be only concerned with landing-page click-through rates in the App Store or Google Play. This has no bearing on consumption measurement. After that, installs became the primary performance measure, but they tell you very little about actual app engagement.

The fundamental criteria for determining your app’s success today is: How much value do users gain from the app when they install it?

What are the challenges that your software addresses for customers?

That’s what’ll show you how to make a high-converting mobile app. Customer engagement (social media shares, good user reviews, etc. ), consumer insights (direct connection with the user through the app), and customer loyalty are all metrics you may use to assess the efficacy of your value offer. In other words, if your app has a 3 percent active user rate after 30 days, you probably don’t have a compelling value proposition.

Connect your in-app events to your company’s objectives.

Setting clearly defined objectives and monitoring performance indicators to reach those goals is the first step in any reputable guide to establishing a superb marketing strategy. Perhaps your app’s long-term objectives include retention and engagement. What are your plans to achieve that? The solution is to engage in in-app activities.

Assume you run a restaurant and engage both new and old clients. If you have a high-converting mobile app and a terrific mobile-optimized website, you have a lot of possibilities for getting people interested. You may provide those clients and new ones with many social media impacts, coupons, and discounts. Perhaps a second discount for people who photograph their meal and post it on social media.

The idea is that any small company can utilize their app to apply these strategies and monitor their users’ behavior. With this new information, you now have all the tools you need to segment your target audience appropriately. The next stage is to improve this post-installation activity.

Make the most of your post-installation activities.

You’ll want to assess the results of your marketing efforts, just like you would with any other digital platform. This entails adjusting your app’s post-install events to determine which sources are functioning well and which are not. Having a good analytics tool is just as important as having a good SEO tool.

A solid mobile attribution system tracks user acquisition while attributing each install to the marketing effort that prompted it. It identifies and presents the campaigns and media sources that are re-engaging your users, as well as the events that are driving that re-engagement. It also enables you to monitor user behavior after installation and track meaningful interaction over time.

Your list of media sources will be shown on a shared dashboard on an analytics system, along with data panes indicating a variety of activities, such as:

  • Conversion rates are installed
  • Sessions
  • Users with a high level of Average loyalty income per user (ARPU)

By studying this data, you can readily tell which channels will need increased investment to attract and keep more quality consumers.

Your mobile app marketing should be deep linked.

Linkability is essential for the effective conversion of mobile applications, just as it is for the success of website content. The most noticeable distinction is that in the app world, there are no hyperlinks. Instead, “deep connections” are used in this mobile media, and experts make persuasive claims for this linking as a successful acquisition and retention channel.

They work because they bridge mobile applications, websites, and emails. Deep linking enables a user to start a mobile app from a conventional website, but this hasn’t always been the case, as any app user who has gotten an email asking for a login when their app is already open knows.

Deep linking is a complicated process that requires redirecting web browsers to HTTP URLs and mobile devices to particular open applications. But put aside the technical language for a second and examine the advantages: marketers may now directly connect their internet channels to a mobile app. Assume that your retail shop gives a free discount to customers who download its mobile app. Now, thanks to deep-linking, the app will launch immediately after download and route the user to the online offer that lured them in the first place, removing pain points and carrying them through the sales funnel to where they will ideally become a paying client via the app.

Final Thoughts

If you follow the optimization guidelines above, you should get the information needed to design an app that provides actual value to users and converts properly. However, other factors contribute to the success unrelated to marketing. They include the whole team because your app has the highest chance of success when marketing and management work together as a team.

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