Each cellular app marketer reaches a degree the place they’ve both hit a progress plateau or have to develop their advertising campaigns’ attain to drive greater app installs. When this occurs, it’s essential to construct new campaigns or optimize current ones by way of personalization, person expertise, and attribution.
Clearly, getting customers to put in your app can increase your backside line. However what are the most effective methods to drive cellular app installs?
We analyzed 20+ manufacturers throughout verticals (journey, trend, retail, QSR, banking) and the way they’re utilizing deep linking throughout their combine of selling campaigns. We recognized some frequent patterns, attention-grabbing data-backed greatest practices, and distinctive use instances that you may replicate.
Listed below are 10 ways to drive cellular app downloads whereas participating clients and delivering model worth in aggressive markets.
1. Paved the way with user-to-user sharing
Referrals are sturdy drivers for customers to put in a cellular app: 93% of individuals belief suggestions from family and friends. Our research on incentivized versus non-incentivized referrals discovered the “excessive changing bucket” consisting of incentivized referrals confirmed 70% common conversion charge, the place because the “low changing bucket” made up of non-incentivized referrals had solely 30% common conversion charge.
Supply: Department
“Reductions/loyalty factors drive the three Rs of buyer loyalty: reward, recognition, and relevance. Referrals not solely assist this, but in addition assist create extra customer-centric campaigns that really make the end-user really feel essential and nudge them to proceed participating together with your cellular app.” — Jesika Dalal, Director of Advertising – APAC & MEA, Department
Listed below are some ideas to enhance your referral campaigns.
Make your referrals double-sided
By giving a tangible incentive to cellular customers, you possibly can encourage each the unique person (referrer) and the brand new one (referee) to interact together with your model, past simply putting in your cellular app. Rewarding each the referrer and referee is extra more likely to improve phrase of mouth, resulting in greater cellular app installs.
On-line automotive servicing platform GoMechanic makes use of Department-powered referrals to provide the referrer and referee Rs.750 off when the referee locations their first order on their app. In July 2022, GoMechanic’s busiest month, referred customers accounted for essentially the most efficiently put in customers, primarily based on their eligibility standards — 50% greater than common.
Moreover, GoMechanic drove a 2% greater common every day order contribution and a 60% referral install-to-purchase conversion charge.
Supply: Department
Double-sided incentives additionally evoke optimistic feelings like pleasure — the happier customers really feel whereas interacting together with your cellular app, the extra possible they’re to share it and create a virality impact.
“[Viral growth] is essential as a result of it’s a huge progress lever to scale your corporation. Phrase of mouth is changing into extra important, particularly as different progress loops like app set up adverts change into extra saturated, aggressive, and fewer open. Secondly, traditionally word-of-mouth has been tougher to measure. As a result of it’s tougher to measure viral progress, corporations are likely to ignore word-of-mouth. [And so] they depart progress on the desk.” — Mada Seghete, Co-founder and Chief Advertising Officer, Department
Use deep linking for seamless sharing
Profitable referral campaigns are constructed on sturdy, dependable deep hyperlinks that make it simpler for current cellular customers to navigate your app and likewise assist new customers set up and have interaction with the app.
Make it possible for hyperlinks can share the content material inside your app and use deferred deep linking by set up. Customers might be routed on to the related in-app content material web page or app retailer.
Supply: Department
Measure what issues most and worth your greatest clients
One of the essential metrics to measure the effectiveness of your referral marketing campaign is the viral coefficient (Ok-factor). It measures what number of new customers are generated from one current person.
Having a better Ok-factor signifies a larger likelihood of virality, and a worth over one signifies exponential progress to your app.
Wish to learn to reengage your current cellular app customers utilizing referrals? Learn our weblog on how Department helped EazyDiner drive re-engagement utilizing referrals.
2. Make person sharing enjoyable, participating, and seamless
One of many largest hurdles in driving cellular app installs is delivering a seamless expertise that your customers genuinely discover fast and handy.
The extra you’re asking your person to do — the extra time-consuming and effort-intensive it’s — the much less possible they’re to interact together with your model, obtain your cellular app, or share it with their family and friends.
It’s essential to eradicate friction factors in your person’s journey. This may imply lowering the variety of clicks it takes for a person to take a desired motion, rising relevancy, and routing them to the vacation spot they first meant to go to.
A few methods to make person sharing extra seamless is through share sheets and pop-ups when customers take a screenshot. This encourages sharing on the peak emotional time.
Use share sheets
A share sheet consists of various actions a person can take once they click on on the share icon. It permits customers to repeat the hyperlink, ship an e-mail, or share content material straight from one app to a different.
Native share sheets assist cellular customers share content material with out ever leaving an app. This implies they’ll share product pages, referrals, and even particular low cost codes to their community with one click on — no want for copying and pasting textual content, guide typing, or discovering a workaround to share their favourite apps’ merchandise.
This results in a simple, seamless expertise that reduces drop-off. Right here’s an instance from SOCO, a neighborhood platform that compliments Sociolla, the primary e-commerce magnificence platform in Indonesia.
Recommend sharing when somebody takes a screenshot
When somebody takes a screenshot in your app, immediate them with a easy pop-up to encourage them to share it with their community. This manner, they’ll seamlessly share content material from the app.
To do that, you should use Department that can assist you detect screenshots and create deep hyperlinks routinely. Attributing outcomes is simpler whenever you add customized brief hyperlinks constructed with Department.
Supply: Department
The higher your app’s sharing expertise, the upper model affinity and the chance of driving cellular app installs.
Get customers to share on the proper time
It’s essential to grasp how every of your app-install campaigns and their totally different components like copy, visuals, and sharing experiences influence customers’ feelings. By tweaking these components, you possibly can inspire your customers to take a desired motion, be it sharing your product, clicking a hyperlink, or downloading your app.
As an illustration, generally, optimistic feelings like pleasure and shock can immediate folks to share. However, adverse feelings resembling concern can drive extra precise clicks on the content material.
Additional, by including simple, one-click sharing choices utilizing Department, you possibly can encourage customers to share your content material shortly.
3. Bridge the web-to-app hole & present a fast pathway to related app content material
You could have visitors coming in your cellular web site, however the place do you go from there? Begin by implementing good banners in your cellular net that allow you to ship personalised experiences.
Sensible banners may help you bridge the web-to-app hole for each new customers who haven’t but put in your cellular app and those that have already got your app put in. That is the place personalization is available in. And what issues essentially the most is the way you customise good banners for various goal audiences utilizing viewers segmentation and A/B testing.
Section viewers teams the fitting method
It’s regular to really feel overwhelmed when desirous about the totally different focusing on prospects with good banners.
To get essentially the most out of your good banners with out dropping your cellular web site customers’ consideration, section them from low-intent customers to high-intent customers. As your customers transfer additional down the funnel, you should use extra direct, pronounced banners and lead them straight to your cellular app.
“If a person comes from Google or web optimization, present a small banner so that you don’t get penalized. If they arrive from an e-mail, you possibly can present a very huge banner. If somebody simply acquired to your web site, don’t present them a banner instantly, but when they arrive to your web site for the twelfth time, present them a banner instantly as a result of they’re a returning person and really more likely to obtain your app. So actually take into consideration the person conduct and customise the banners to extend your click on by.” — Mada Seghete, Co-founder and Chief Advertising Officer, Department
Take The Instances for instance. They use smaller, less-intrusive banners for low-intent customers who’ve simply found their model or are nonetheless getting acquainted with their choices.
One other model that nails the web-to-app recreation with good banners is Catch. It’s a number one e-commerce on-line retailer headquartered in Australia. Take a look at how they experiment with floating buttons and normal high or backside banners.
A majority of these good banners are proven to unengaged cellular web site guests, non-app guests, or rare customers. So it’s essential to keep up a stability between the position of the banners and the copy.
If a person has visited your web site a number of occasions, they’re most likely acquainted with your services or products however might not be prepared to purchase. At this level, you possibly can create bolder, scroll-stopping, quarter-page, or half-page interstitial banners that immediately hook them with a horny supply.
However if in case you have high-intent guests which are able to make a purchase order, or have already put in your app, take cues from hipages. It’s Australia’s largest on-line commerce market that connects owners or companies with trusted tradies. hipages use a full-page interstitial for high-intent customers, redirecting them to the app retailer or their cellular app.
Run A/B experiments in your good banners
A/B testing good banners may help you enhance your web-to-app conversions incrementally. With Department’s Journeys, you possibly can take a look at banner dimension, textual content colours, button colours, CTA, and placement. You’ll be able to even customise the kind of gives (e.g., Flat $20 or Free Transport) and take a look at banner conduct when scrolling (e.g., sticky or rolling).
Take a look at this instance from NerdWallet, a private finance firm.
As soon as you realize the totally different components of your Journeys banners that carry out greatest — hook audiences higher and drive greater conversion — you possibly can double down on these particular variations.
4. Purchase offline clients through QR codes in shops and print promoting
We stay in a mobile-first world the place scanning a QR code is sort of second nature. Our analysis signifies that QR codes have surged by 496% because the final attributed contact earlier than conversion occasions between January 2019 and January 2021.
However what number of of those QR codes are optimized for nice person expertise and correct attribution?
The issue is that the majority QR codes are primary and unbranded. Additional, if the URL behind QR codes is normal, that means not deep linked, it may well improve the variety of clicks for the person to succeed in the meant vacation spot.
By utilizing Department-generated QR codes, you possibly can optimize your QR codes from each UX and knowledge usability views. You’ll be able to monitor scans and precisely route customers to the fitting place primarily based on whether or not they have the app put in or not.
You may as well embed Department Net SDK into your touchdown web page to trace pageviews and generate deep hyperlinks to your CTAs. Moreover, you possibly can attribute installs, implement customized onboarding conduct, and join down-funnel occasions to the unique QR code that first acquired your customers’ consideration.
Listed below are some methods manufacturers are utilizing QR codes to drive cellular app installs:
Embrace QR codes on product packaging and inserts
Do you section QR codes primarily based in your current relationships together with your clients? Use instruments like Department to dynamically replace the QR codes on product packaging and inserts to get began.
This manner, you possibly can create personalised journeys for various segments of your clients.
Show QR codes on storefront to drive in-store visitors to your app
Encourage cellular app downloads by inserting QR codes in your storefront. Tata Neu seen that sure buyer teams had been extra more likely to interact with their superapp when given thrilling gives and simple cost choices.
So, they positioned QR codes throughout in-store places to create a seamless expertise for offline customers to drive cellular app installs.
Use QR codes in surrounding environments to drive cellular app installs
For frequent flyers, in-flight commercial is a good alternative to advertise your model and drive cellular app installs for the reason that customers have already got a model affinity towards the airline, thus higher probabilities of participating together with your model.
Following this concept, Tata Neu positioned QR codes in AirAsia’s in-flight trays to drive the passengers’ consideration to their super-app and in the end improve app installs.
Use QR codes in offline print media
Broaden your model’s attain and drive cellular app installs by enabling customers to shortly scan QR codes in print media like newspapers, magazines, and flyers.
Instances of India prints QR codes of their newspaper and different direct-mail campaigns to advertise their cellular app.
5. Use unsolicited mail to interact with folks extra personally
Including QR codes in your unsolicited mail campaigns is a good way to drive offline visitors to your cellular app. Unsolicited mail is extra private than digital advertising, at the very least in accordance with 70% of shoppers. And 42% of these unsolicited mail recipients truly learn or scan their mail. However the problem with QR codes in unsolicited mail is that when it’s printed, it may be tough to shortly replace the QR code at scale whenever you need to change promotions, or the content material behind the QR code.
It’s important to make use of a cellular linking platform (MLP) like Department that means that you can replace the hyperlink behind a QR code at any cut-off date.
GoMechanic leverages QR codes powered by Department deep hyperlinks in unsolicited mail to succeed in their offline buyer base. They will replace the hyperlink behind their QR codes and direct customers to the precise content material they need, like a seasonal promotional supply or particular touchdown web page.
GoMechanic’s crew can even measure each click on after a QR code scan, each set up, and each conversion occasion. This helps them consider their unsolicited mail campaigns’ efficiency and determine which of them to double down on.
Considering studying how you should use QR codes to drive app progress? Take a look at the totally different use instances of QR codes to see how some manufacturers are doing it proper.
6. Faucet into OTT/CTV streaming adverts
Customers have a tendency to observe TV whereas second-screening on their cellular units. It is a nice alternative for entrepreneurs to seize their consideration and immediate them with engaging gives in order that they obtain your cellular app. An effective way to faucet into TV streaming adverts is by leveraging the large viewers that sports activities leagues just like the Indian Premier League (IPL) generate, which has a viewership of over 405 million.
However entrepreneurs have numerous reluctance round easy methods to measure the ROI of OTT advert spends and, because of a scarcity of information visibility, this resistance turns into much more pronounced.
Department’s cellular measurement platform (MMP) solves this actual problem. Common Adverts by Department present an unbiased measurement of your paid advert spends, permitting you to make extra data-driven choices. Common Adverts provide you with a granular view of your cross-platform knowledge, together with down-funnel occasions mixed throughout platforms, conversions in contrast by advert community, and client conduct developments damaged down by platform, channel, advert set title, and extra.
Mix Common Adverts with Department-generated QR codes and you’ll exactly outline your audience primarily based on their model interplay, geographic location, and behavioral segmentation.
“The extra personalised you make one thing and the extra you perceive their intent, the extra possible you might be to truly activate that person.” — Mada Seghete, Co-founder and Chief Advertising Officer, Department
Undecided easy methods to implement QR codes in TV streaming adverts? Take a look at seven QR code concepts to make use of in TV streaming adverts in 2023.
7. Give attention to ASO for higher app retailer visibility and better conversions
App retailer optimization (ASO) is the method of experimenting with totally different cellular app progress methods to extend the visibility of your app inside app shops just like the Apple App Retailer or Google Play.
Listed below are some methods you possibly can enhance your app’s rating with ASO.
Experiment with screenshots on Google Play Retailer
Play Retailer auto-plays the primary three screenshots within the Video games tab each three seconds.
Seize consideration with video
Leverage varied show advert codecs like video to seize your potential customers’ consideration. Create high-quality, visually interesting movies and have graphics to entice customers and drive cellular app installs.
Give attention to Apple’s new advert placements
Use a As we speak tab advert to succeed in customers on the entrance web page of the App Retailer and Product Pages once they’re shopping apps.
Replace your iOS creatives to iPhone 14 screenshots
As extra folks change to iPhone 14, modifying your creatives will let you higher seize this viewers.
Optimize for SKAdNetwork 4.0
With SKAdNetwork 4.0 out, entrepreneurs ought to focus extra on in-app person actions to allow them to 1) allocate efficiency to a person in as much as 64 totally different values inside two days of app set up, or 2) assign a low, medium, or excessive worth to customers as soon as every person is inside two days of set up, 3-7 days of set up, and 8-35 days of set up.
Leverage pricing growth within the Apple App Retailer
In 2022, Apple introduced a big improve to their pricing capabilities. They now permit cellular app builders to pick from 900 value factors, which is sort of 10 occasions the variety of value factors beforehand out there for many apps. So, benefit from the brand new pricing prospects within the Apple App Retailer to drive higher cellular app installs.
Wish to study extra in regards to the new options and enhancements in SKAdNetwork 4.0? Learn how SKAdNetwork will influence your cellular advertising campaigns.
8. Use a dependable MMP to optimize your paid advert spend
An MMP acts as a single supply of fact to precisely and effectively measure the efficiency of your app set up campaigns. However most conventional MMPs lack the visibility that entrepreneurs want to really perceive the influence of their campaigns.
9Now, Australia’s largest regionally owned media firm, was struggling to measure the efficiency of their app set up adverts to drive customers to their cellular app. The crew was not capable of join in-app exercise to advert efficiency throughout the person journey — from 9Now advert to app retailer to app to video play. This meant the crew was unable to scale audiences in an economical method.
9Now partnered with Department to attribute their owned, earned, and paid channels. Now they’ve granular visibility throughout their app advertising campaigns.
Supply: Department
As a result of Department is built-in with over 2,000 advert companions globally, it’s simpler for entrepreneurs to check new channels and platforms and shortly determine people who drive greater cellular app installs.
9Now additionally applied Department’s Common Adverts to run checks on reveals that they know will improve viewers watch time. This led to a hike of their every day energetic customers (DAU) and lifetime worth (LTV). In addition they elevated their trackable conversions by 300% and grew cellular app installs by 35%.
Supply: Department
An important issues with MMPs are what occurs after somebody clicks a hyperlink and the way their journey is measured. By utilizing Department’s Common Adverts, you possibly can declare your lacking conversions and guarantee they’re assigned the fitting worth (low/medium/excessive). Furthermore, with deep hyperlinks, you possibly can route customers straight to the particular advert content material after set up and run engagement campaigns to your current customers.
9. Associate with influencers that mirror the essence of your model
In 2023, extra manufacturers will transfer away from generic influencer advertising campaigns. As an alternative, they’ll double down on micro-influencers who’ve a distinct segment viewers tailor-made to the model’s audience.
“Influencers can work very well when you discover the fitting influencer. There was an age by which social media influencers did very well. I feel it’s considerably saturated now and it’s change into much more costly than it was once. However I feel there’s nonetheless this chance to both pay quite a bit and work with an enormous influencer… but in addition utilizing these micro-influencers who’ve a smaller community however can promote your product.” — Mada Seghete, Co-founder and Chief Advertising Officer, Department
Manufacturers may also combine deep hyperlinks as a part of their influencer advertising technique.
Right here is a good instance of deep hyperlinks in influencer advertising by boohoo. An Instagram influencer uploads a narrative sporting a costume from boohoo with a deep hyperlink to the product. When a person swipes up, they’re directed to the precise product web page for that costume. This seamless expertise helps increase boohoo’s engagement and conversion.
Supply: Department
10. Collaborate with different apps to faucet right into a wider audience
Collaborating with different manufacturers might be a key to cellular app progress in 2023.
Indonesia-based e-commerce model Blibli does this by partnering with Shopback, Asia-Pacific’s main reward platform, utilizing Department’s deep hyperlinks to direct customers to the identical in-app content material.
Supply: Department
This deferred deep linking journey will allow entrepreneurs to create the most effective personalised conversion paths to accumulate new customers and re-engage current clients of their cellular app.
Shifting forward in 2023
Cellular app advertising is a continually evolving area, particularly with Apple and Android app retailer adjustments that straight influence cellular app set up charges. So, it’s essential for entrepreneurs to iterate their app set up campaigns, experiment with personalised e-commerce experiences, and companion with a dependable, highly effective cellular linking and attribution platform to drive greater cellular app installs.
To study extra about how Department may help you in your cellular app journey, join with us and our specialists will show you how to determine and implement the most effective options tailor-made to your wants.
The publish 10 Techniques To Drive Increased Cellular App Installs in 2023 appeared first on Department.
