Average smartphone conversion rates are up 64% compared to the desktop ones – according to CMS report – which makes mobile conversion funnels a powerful tool for optimizing the key facets of your product. How can mobile conversion optimization help you reach the outlined objectives? What strategies to consider? Here’s the answer
Mobile conversion: what is it?
Conversion rate means the percentage of your app users - as for the total number of the app users - who complete set by you objectives or a desired action, aka a conversion. Be it making an in-app purchase or creating an account, or be it sending out friend invites on social media. These are surely a few examples of possible objectives that entirely depend on your marketing strategy. It is commonly believed that a high conversion rate depends on three following factors which should be carefully thought through when developing a marketing strategy for iOS and/or Android apps:
Personalization with in-app messaging I won’t reinvent a wheel by saying that today being personal in B2C business is king. According to Localytics, personalized in-app messages that follow in-app events increase conversion by 4 times. Isn’t it impressive? So, updating users on the necessary data when the time is right encourages them to complete the desired actions. For example, you can send out in-app messages with confirmation of table or hotel reservations, for instance, with an offer to add an event to users’ Google Calendar or forward reminders about an upcoming event (appointment with a physician and scheduled in-game challenge of a friend) or reminding about unread messages in their dating apps. Retargeting This is a form of online advertising that helps keep your mobile products in the limelight. According to AppsFlyer, retargeting (or remarketing) generates cost savings compared to any other strategy. Facebook and Google are commonly considered to be best channels for remarketing. Retargeting will let you learn:
Encouragement
Encourage your users by holding contests and giving out rewards. Users’ engagement is directly proportional to the chances of optimizing your mobile product’s conversion rates. As seen below, incentivized methods are incredibly effective when optimizing conversion rates. Don’t forget that there is always a fine line between giving away a bonus and a replacement. Remember about the real value of your mobile product and don’t shift the emphasis to rewards or other types of encouragement. (pic) Word-of-mouth This is a great and free-of-charge strategy of getting your app go viral. Besides traditional interpersonal communication, it’s critical to go digital and social. With one provision, this strategy must be discussed in details with your vendor before the dev process begins. Seamless integration of social features and sharing options can boost interest to your product and build brand awareness. Positive reviews and ratings While ratings and reviews are some of the secondary mechanics that effect ASO, they are due in no small part to increasing conversion rates. According to BrightLocal research, 88% of users trust app reviews as much as personal recommendations. In fact, it has been found that 50% of users are unlikely to download a mobile app if it has only three stars in ratings, while an increase in ratings by 1 star is likely to double your app store conversion rate [1]. Testing, and even more testing Conversion rate optimization (CRO) goes hand-in-hand with a great UX. As natural as it might sound, every function of your mobile product must be carefully analyzed and checked out. Make sure you are the one to test, not your user. A/B testing the effectiveness of the applied marketing strategies will surely increase the chances of reaching higher conversion rates and reducing the chances of users ditching an app. Smart onboarding Making your mobile app as interactive as possible and having it developed in the clearest and most understandable manner, that’s what should be carefully analyzed before getting your software development company wrapped up in the process. Users get scared away when offered complicated solutions that require much time to sort them out. Clear onboarding strategy will surely solve the issue and create a positive first impression. What is a good conversion rate? According to Localytics, most mobile apps have a 1-2% average conversion, while hitting numbers that are higher than 2% would mean that your product is doing really well and you’ve got a strong conversion rate. Undoubtedly, the percentage varies depending on an app category. For example, mobile games usually enjoy conversion rates that amount to 10% because of their addictiveness and high in-app time spent as opposed to SAAS apps that often struggle to hit 1% on their in-app objectives [2]. Tips for the finale No matter, whether your vendor has plunged into Android or iOS development, each and every app in its own category is a world of its own:
According to Econsultancy, only 22% of business are satisfied with their conversion rates. As a part of your marketing strategy, conversion rate optimization is one of the multiple mechanics that must be applied on the way to getting your app go viral and being a success. Make sure to apply mobile-specific CRO technics and enjoy the pitch of success!
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