You can probably find a handful of mobile apps that you downloaded with great enthusiasm, only to have them sit untouched on your screen, taking up valuable real estate.
It’s too bad. You thought it would be the greatest app ever — then, it just didn’t keep you engaged. Mobile apps are responsible for fulfilling the promises they made when they were introduced to consumers. In some cases, apps can change the world. But, for many app developers, launching the latest app can mean a lot of work — with little to show for it.
Take a look at Uber, for example. The app changed the way those who need rides get a lift. No more aimless waving; no more walking to bus stops.
As a mobile marketer, you’ll need more than big marketing promises and impressive download figures for your app to achieve Uber status. You need to take action by engaging users through real-time experiences across all their devices.
To make mobile apps work for you, they have to be built on user insights. To get those insights, your apps have to stick.
Many Apps Just Aren’t Sticky.
For a mobile app to not only be noticed in the app store, but also used regularly, it has to make users feel special as well as provide something they need. Did you know that more than 90 percent of apps are deleted because they fail to deliver as promised or are not user-friendly (Thongsithavong, Puma; “The Merits of A/B Testing for Mobile Deployment,” AIM Consulting, April 2015). To earn the biggest return, you have to make the app stick with awesome personalization and utility.
It starts with getting to know app-specific technology — such as beacons and geolocation, both of which help reach customers based on proximity. Having customers’ digital attentions while they’re in your store increases the likelihood that they’ll engage with your app.
When you are armed with data-driven insights and innovative mobile tools, you can provide real-time, contextual app experiences and create the kind of go-to app that keeps customers coming back for more.
This takes us to the first step in getting more from your mobile apps: build your app on a solid analytics foundation.
Even with all the power that mobile analytics can bring, 54 percent of businesses don’t use them, and that means they’re missing opportunities to generate revenue and engage customers. You need analytics to drive a customer-first mentality.
Create a Customer-First Mentality Through Mobile Analytics
App analytics provide great visibility into your customer’s behaviors and interactions, allowing you to enhance the experience with the customer in mind. You can start with these three steps:
- Dig a little deeper to consider analytics from your customers’ perspectives. Ask yourself what compels customers to open your app, why they would want to stay, how long is reasonable, and what might cause them to jump ship? Obtain the data to support the answers to these questions and then build the app or updates around the results.
- Use analytics to predict your customers’ actions. When Redbox saw the first push message in a “welcome series” — designed to engage customers with promotional offers immediately after download — garner a 56 percent open rate across Android and iOS, they continued the program. By paying attention to what’s working with real-time insights, you can stay ahead of your customers’ needs by delivering targeted, optimized experiences.
- Realign app-analytics practices with key business objectives. With analytics that give you enhanced long-term views of customers, you can develop a better understanding of why users are engaging with your app — and then use those new insights to guide your evolving mobile-analytics strategy.
A&E Networks is one of the 46 percent that are putting the power of analytics to work. The company released an update to its app that included a “just added” screen to alert users to new shows available for viewing. Then, they asked themselves, “Did it lead to an increase in time spent in the app?” By using an analytics process that entailed matching insights with opportunity, A&E discovered that its screen update led to a significant increase in time spent in the app.
Want to learn more steps to generate a better ROI from your mobile app marketing practices? Read the full report here.
The post Get the Most Bang for Your Mobile App Buck appeared first on Digital Marketing Blog by Adobe.
from Digital Marketing Blog by Adobe https://blogs.adobe.com/digitalmarketing/mobile/action-1-get-bang-buck-mobile-apps/
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