Did you know that as of August 2015, the total revenue generated by mobile apps is close to $35 billion? That, as of yet there have been 179 billion app downloads? And that the total app count has already crossed 100 billion? Well, now would be a good time to keep track of these figures. Because what good is an app if it isn’t known to anyone, and not getting downloads? What does it take to make an app so important that people use it every day? Let’s get started:
- App Installations: An app developer’s job does not end as soon as a user downloads the app but it is actually just the beginning. Now what next? Keep track of all the installations and their sources. That will actually give you a better idea of where to focus more to plan a good campaign and that quickly increases the probability of acquiring more users.
- User Activities: Track active session of the user. Track average session time. Track user drop off point. Track the reason for uninstall. Track as much as you can for the more you track the more you learn about user activities and the better preparations you make to keep them engaged.
- Trends: Keep record of the screens which are watched most, the pattern in which user uses CTAs, time spent on different screens and pattern over different periods of time. Suppose, in an e-commerce app a group of users only uses a certain section of the store, then those users can notified of an attractive offer to get them check out other sections as well.
- App Events: Are uninstalls far more than the installs? Do the users register on your app after they install? How many of them make in-app purchases? How frequently do they uninstall your app? Unless and until you have a way to monitor all of these how do you reckon you are going to plan your next activity?
- Push Notifications: The most important and extremely sensitive weapon in your marketing arsenal is push notification. Use wisely and it will do wonders, send it unplanned frequently and it will land you in a cesspool of uninstalls. The important task before you push messages to your users is to create segments according to the interest and behavior of them. Send timely and relevant push notifications and always analyze them—if the open rate was good or bad and etc., this will help you in understanding the repercussions of your push notifications. Remember, one bad move will force the user to disable notifications from your app and you might end up losing them forever.
- Campaign Management: Once you are familiar with all the user persona and behavior you will need to strategize campaigns to keep them engaged. Based on the user funnel, i.e., depending on the level users lose interest, automate the campaigns to send out important information to attract them to another level. Depending on the situation, event and interest you can choose from different modes of campaigns such as push notifications, in-app messages, emails, sms and etc.
- A/B Testing: It is always a good idea to create two designs for each of your new campaigns and send out both the designs individually to random users to check which of the two is getting more responses. You can then eliminate the inferior of the two to launch the final campaign. This method never ceases to work.
- User Analytics: To keep things moving you will also need to start keeping record of the demographics of your users so that you can get more specific in targeting them before launching your new campaign. Like, if an apparel store wants to announce sale on men’s garments, it wouldn’t send out notification to females, right?
- Geo Analytics: Segmentation of your users according to their geographic location lets you launch campaigns based on the region. For instance, if a hypermarket app user is temporarily in an area where the store does not have service, would they really want to receive notifications about special offers? If the app is used globally, would it be a good idea to launch campaign at a time for a section of your users who are sleeping?
- Cohort Analysis and Event Comparison: Suppose there was some data in front of you that told you what percentage of your users downloaded the app but never opened; users that used the app once and never returned; users that got away after a certain campaign—similarly—campaigns that worked wonders. There are enough possibilities and opportunities to engage and retain your users if you start tracking all of these and this is where Cohort Analysis comes into play.
Additionally, you can always just go for a tool that allows you to monitor, implement and track all of these metrics. Wouldn’t that reduce the stress in your life considerably? Wouldn’t that help you increase user acquisition, engagement and retention by upto 75%? You should definitely check out the best Marketing Automation and Analytical tool out there. Of course you can always write to us in case you have any issue/query or suggestion at firstname.lastname@example.org. We always welcome them.