Last updated on May 8, 2018
Though developing a good app with the right design and UI is important, the right marketing and conversion also play a significant role in determining the success of the app. The conversion rate can be defined in some ways, but it is most frequently calculated as the percentage of users who complete a specific action or change from users to customers. A low conversion rate indicates that there is some issue with either your app or your promotion strategy.
User conversion is the stage you come across while going from user acquisition towards user retention. The platform you have chosen and the app category are important factors determining the conversion rate as they influence the way users perceive your app. However, you can use some simple tips to maximize the conversion rate of your app.
Tip #1: Provide quality screenshots and switch them frequently
As they say, the first impression makes a lot of difference; the first few screenshots should be great as they provide you 3 seconds to explain the purpose of your app and why it will be useful for the users to download it. Generally, based on the first two screenshots, users either install or drop off your app. Moreover, you should give a different message in each screenshot, with the strongest messages in the first two screenshots. Switching screenshots of your app have been shown to increase the conversion rate by 35%.
Tip #2: Make a short and compelling app video
Provide high quality; short (15-30 seconds) videos to encourage the prospective users to explore your app. In the first 5-10 seconds show the value in the video. Videos have a great impact on the conversion rate as users who watch your video have three times more chances of installing your app. Your poster frame (i.e., the video thumbnail) also plays an important role in making the users click it to watch the video. So, the standalone screenshot of your video should be meaningful and compelling enough for the users to make them play the video and also act as a good screenshot.
Tip #3: Use your website to promote your app
You should promote your app on your website by dedicating a whole webpage to it. You can include your screenshots and video on this page as people enjoy watching videos more than reading long, lengthy write-ups. Videos linger in the minds of the viewers longer than pictures and text. The message you give out on the website should be short and compelling. Various call to action buttons can be added here. Also, keep refreshing your creative frequently.
Tip #4: Know your users and segment them
This is crucial for increasing the conversion rate. In fact, the other tips are directly or indirectly related to this. You need to have maximum information about your target users to maximize conversions. After you have charted out all information about your users, you need to differentiate and segment them based on their risk levels. Then you need to build different personalized strategies for each group smartly to start your campaign and convince them to complete their actions. This has been shown to increase the conversion rate by 200%. Moreover, by following the behavior of the users and selecting the correct system for reaching out to them, you exhibit your concern and attention for their needs.
Tip #5: Personalize your push notifications
By analyzing the available user information, you can understand the intentions of the users and plan your entire strategy based on the groups created by you taking into consideration the risk levels, and this includes customizing push notifications as well. To can decrease the churn by sending special offers based on user’s preferences to convince them for completing specific tasks. To increase conversions push notifications need to be personalized in such a way that they reach the user at the correct time for the correct purpose. The timing and relevance of push notifications attract users, and they are actually pushed to complete the tasks they have been delaying.
Tip #6: Intrusive ads are a big no-no
The promotions, ads, and notifications you send to the users should not interrupt their activity and annoy them. Keep the user’s interest and timing of the ads in the forefront to avoid driving the users away.
Tip #7: Retarget your users
You can’t let people who had once installed your app, forget all about it. An optimal tool for increasing app conversions is retargeting the users and reminding them why they had installed your app in the first place.
Tip #8: Localize your app
What works in one region (state, country, and continent) may not necessarily work in another. So, translate your app in different local languages and use the right designs based on your target audience location. In fact, you should localize all elements, except the app preview video and poster frame, even the app store content.
Tip #9: Add gaming and rewards feature to your app
By holding small contests and giving away rewards and offers, you can encourage and engage more users to optimize your conversion rate. However, keep the prizes as a bonus, not a replacement to keep users close.
Tip #10: Seek regular feedbacks and reviews and add the friend reference feature
Seek regular feedbacks and reviews from the users and release regular updates based on these feedbacks. This enhances user experience and makes them interested in your app. The friend reference feature adds the word of mouth spunk to your app and does all your work, for free. You can just sit back and watch your app go viral if an impressive and convincing strategy is developed to spread word of mouth using the users as ambassadors.
Tip #11: Make the app onboarding experience user-friendly
Though right marketing is important for conversion, the onboarding flow should be smooth for the users to enhance their experience and encourage conversions. Simple forms, sparing much personal information in the beginning, and informative video tutorials enhance the onboarding experience of users.
Tip #12: Analyse your user acquisition strategy periodically
You need to analyze the plan you have created for acquiring users to improve your chances of gaining customers who have characteristics matching your already converted customers. Having a targeted approached provides you value for the time and money you spend.
You need to know your target customer well for acquiring and converting them. Your website, screenshots, videos, push notifications, and reviews can prove to be handy tools for achieving conversions. Other tips provided above can help you gain user attention by personalizing the app and improving conversion rate to make your app a success.
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