There has been remarkable growth in mobile apps in recent times with app downloads crossing the 100 billion mark. With increasing number of existing and potential customers shifting towards mobile devices, you too should change your marketing strategy to cater to this fast-growing market.
Thanks to improved availability and features of mobile devices, they have actually turned into extensions of your customers. You can now get more personal information about your existing and potential customers than ever before. You can connect at a deeper level with your mobile customers and build long-lasting and profitable relationships with them with your new marketing strategy.
However, many other marketers too have already spotted this opportunity and the mobile app market is currently deluged with countless apps. Average app install rates have fallen to an average of $1.50 and app retention is a rarity with most customers deleting the downloaded app within 90 days.
This means that most customers are not satisfied with the downloaded app that has failed to serve its intended purpose. You hence need to formulate and implement a killer app SEO strategy that results in higher app retention as well as boosting the average revenue per user.
Just like other app developers and marketers, you too can use analyzing tools such as those offered by Google, Kontagent, New Relic, or Flurry, among others, to understand the behavior of your app users. You can extract useful data than can help identify app sections best loved by users and sections that caused them to exit.
In addition, you need to ensure higher app retention by all users of your app. This requires a multi-pronged strategy that involves engaging your customers to ensure higher levels of satisfaction for everyone involved with the app. You should make it a point to get customer feedback for each app that you put out on the app store. Your customers will provide feedback on whether they love or hate your app and whether there are improvements that can be implemented to improve functionality and user experience.
You also need to engage in including specific customers for research of any upcoming app. The end result that also involves your design and marketing teams will ensure a better app that is best suited to your target audience.
Traditional forms of communicating with existing and potential clients such as sending bulk emails and advertising will also not work for mobile apps. You need to communicate with each mobile user individually based on their behavior while using your app. You need to develop an intelligent app communication program that can communicate individually with each customer and ensure that they keep on using your app as well as try out your other apps to ensure high level of app retention.
For further help on app retention, you can refer to the blog posted by OMI on How to use analytics to enhance retention or the guide provided by Apptentive on How to boost mobile app retention. App retention brings in several advantages on a long-term basis. The first is an increase in downloads since increased app retention will lead to a growth in your audience. Satisfied customers will engage in word-of-mouth publicity of your app through several avenues including social media, which in turn will lead to increased organic growth in downloads.
Another benefit is that you will be able to get a deeper understanding of your customers through your app and must make full use of this information to develop strong customer relationships. Engaging your customers, taking feedback, and providing apps to serve their needs will provide a human face to your business and over time will turn your business name and all your apps into a trusted and sought-after brand.
The above tips will help you survive and actually flourish in the highly-competitive mobile app market. You will be able to ensure high customer satisfaction and longer app retention while building solid relationships with your customers at the same time.