It’s not enough just to be a good programmer and have an entrepreneurial spirit to develop a mobile app and earn lots of downloads. Even though it is something very innovative, due to the vast competition in this market, it is essential to work in a planned way with the marketing area to achieve a large number of downloads and even monetize the application in a predictable and scalable way.
In this context, we highlight some essential practices to enhance your mobile application downloads. Don’t stop practicing them!
1. Create your story and maintain authority
The first step, without a doubt, is to have your presence in the app stores and make it a channel to spread your story. The vast majority of users use the store itself to browse and find interesting apps to their liking. Therefore, it is crucial to optimize your app description with keywords relevant to the solution it proposes, as well as having a good name and a really prominent icon. Most developers make a mistake at this point, making the app store itself tell the story for them.
Taking into account that the internet is now the option most used by people to find information, the second step is to ensure your online presence through a website with relevant content that adds value to your application. As this is a very competitive market, being the reference in the subject will make you come out ahead. If you don’t have a website yet, don’t waste time and check out the least you need to know to create a website for your company?
Keeping your target audience engaged with posts related to your business segment is a point of attention to position yourself as an authority, driving audience and large volumes of traffic via social networks and organic search to your website. In addition to the authority generated, these visitors will have a great potential to download your app.
2. Implement good attraction and conversion practices on your website
Now that you’ve realized the importance of having an up-to-date website with relevant content, there are some good practices and basics that you shouldn’t forget when developing and managing your website, such as:
Optimization for mobile devices
Sites optimized for different devices and screen formats are preferred in search engines and tend to perform better in this channel.
Also, having navigation optimized for phones and tablets will definitely help to maximize your app’s conversions and downloads, since your audience is likely a mobile hard user.
It’s a fact that the more intelligent CTA’s on your website, the higher the conversion rates of visitors to Leads.
But what is a smart CTA? Essentially, a CTA must have a language aimed at a specific action, creating a sense of urgency in the user.
Calls like, “Download it now from the App Store or Google Play” don’t instigate a user’s click, let alone create a sense of urgency.
If you want to increase the number of downloads for an app that helps the user organize daily activities, for example, your CTA should look something like: “Start being more productive today by organizing your daily to-do list!”
The main point is to create user demand and interest in downloading. Be sure to check out the 11 tips Blue World City listed to make your CTA more noticed and clicked on.
Videos and images
Presenting screenshots and videos of your app through the website is perfect to show users how it feels to use the app, how it works, what the main features are and how it can help in the lives of those who use it.
A testimonial from those who have already used your app and got along with it is very interesting social proof for those who still have doubts about whether or not it’s worth downloading.
The best way to insert this feedbacks is to highlight the situation and impact brought with the use of the app, for example: “With the XYZ app, I managed to better organize my daily to-do list, leaving time for other activities”. Thus, the testimony demonstrates how the application helped the user and what consequence it provided.
3. Use social media to your advantage
Just as important as updating your blog on a regular basis is reaching your business’ target audience, whether via social networks or even on blogs and portals in the mobile app ecosystem or in your industry.
Social media presence is a prerequisite for any business, but when it comes to apps, it basically has two main functions:
Get users to share your app
The first and most important topic is getting shares from your app. Putting it in front of the user in an organic way is essential to boost your downloads. So start by including share buttons wherever you can.
Creating incentives for the user to share your app with friends is a good strategy too. Many companies in the market benefit users with discounts and even limited access to the premium version of the app if their friends actually register.
If you don’t have many offers to make, try partnering with a company to offer benefits or even discount coupons on their products.
Build your brand and relationship with users
The second advantage of social media is the relationship with the public. Use media such as Facebook and Twitter, for example, to answer questions and solve problems.
Also, you should share great news related to your app’s segment, obviously without losing focus on content related to your own app.
4. Engage your users to increase downloads
After attracting and converting your visitors into downloads, the next step, according to the Inbound Marketing methodology, is the relationship. The greater the interaction with the user, the more faithful he will be with your brand and your application.
The relationship can also have indirect impacts, such as positive ratings increasing your ranking on the App Store and Google Play, and also increasing social media sharing, resulting in more downloads of your app.
Below we list some effective relationship tips for you to engage your users.
Use the push notifications system
The push notification system is a great proactive way to keep users engaged. Use this technique to notify users of any updates to the app, notify them when a friend registers with the app, among other things. All that makes sense to the user and is interesting enough to make you re-open your application can be sent via push. Just don’t forget to ask the user’s permission to upload them.
Just be careful not to make push notifications a spam tool. Make sure the notifications are really relevant. In the same way that this tool can be very useful, if used wrongly or too often it can bring a negative return.
Connect via Email Marketing
Never underestimate the power of Email Marketing as a relationship strategy. Email can be used in a similar way to push notifications, allowing you to reach the user in other channels than just via the mobile notification center.
Just make sure that your email layout fits well on mobile screens and that the content is interesting enough to encourage the user to access your app. Always try to insert a CTA (call-to-action) directing the contact to a specific action in the app, for example, an area or functionality not yet explored by the user.
For this, it is very important to know the browsing habits of users. Knowing which are the most browsed areas in your application or the most used features are two fundamental points to segment your contact list and send the right communication to the right people. Here are some features you can use for targeting:
- Active and recently used modules within the app;
- Time spent in the app and frequency of use (daily, weekly and monthly);
- What is the current version installed;
- User location;
In summary, any profile information that makes sense for more personalized communication with the user can be considered as a targeting criterion. The more targeted your campaign is, the better your results will be in open and click-through rates, as well as engagement.
Go further with automation tools
A more efficient way than one-off email campaigns is to communicate with users in an automated way. For this, it is essential to define the steps that Leads go through to effectively become active users of your application and even pay to use it (if there is a paid version). In most cases, we have the following steps:
- Active users (free version)
- Paying users (customers)
Basically, the function of automation is to create a path to advance the user through these steps as quickly as possible.
Suppose your primary need is to transform active users in the free version (they just downloaded the app) into customers, that is, users who pay for the premium version of the app. To achieve this value, it is necessary to map a relationship rule that takes into account all stages and actions of users and, therefore, signal your marketing automation tool through an integration.
Example of events to be logged:
- Register the visitor’s email when he downloads and logs into the app;
- Mark as a customer when the user buys the premium version;
- Register user action within the app (which modules have you explored and when);
- Mark as a free user when the period of use of the premium version ends.
One possibility of working with automation, in this case, would be to send an email to the entire free user base with a coupon for them to try the paid version for a period of 3 months, for example. If the user activates this experimentation, he will be directed to an automation flow, aiming to nourish him with relevant automated emails about the features of the premium version.
From there, we have two options:
1: If the user ends the trial of the paid version and does not become a customer, he can be directed to another series of automated emails in which he is fed with less complex content (top and middle of the funnel) and possibly receives a new trial. It is important to know which modules the user has already used and send targeted campaigns explaining about modules that have not yet been activated, seeking to show everything that the application has to help in the user’s life.
2: If he pays for the app, he will be registered as a customer and directed to another automation flow with exclusive content. The main objective here is to maintain engagement and retention (users who renew the plan).
One of the main challenges of automation is writing efficient nutrition emails that really take the user through the steps. Therefore, we indicate 18 fantastic tips to make your emails super attractive.
If you still don’t have marketing automation software, see what factors to consider to choose one that suits your reality.
The central point to increasing downloads of a good app is definitely the relationship. The more engaged your users are, the happier they will be with your app. You might have a fantastic app with a large number of downloads, but if you’re not engaging with users, you’ll have a hard time leveraging the number of active customers and getting them to take action without incentives.
Use some of the tips above to improve engagement and increase your mobile app downloads. And don’t forget to tell your story well in the app stores and make your users share your content for you. Good luck!