This is the era of smartphones and the growing popularity of mobile apps have compelled the businesses to redefine the way they market themselves. Sharing links is a popular way of marketing as they contain the web address of the landing page where the users are supposed to land. However, the links redirect the users to the mobile browsers instead of the apps. For instance, you must have received a promotional text with a link which upon clicking, takes you to the offer page. If you have an app installed for the service, would you not wish that the link took you to the offer section of the app instead? Obviously yes, but one thing needs to be understood and that is app and web are two different world which require the use of additional technology to get unified.
Initially, the mobile apps were meant to be only calculators and games without any relation with the web. As the digital landscape broadened, the division started to blur. It has now become a compulsion for very app to be able to connect to the internet so that the users are engaged to them. A mobile app in order to capture more users should work on these three steps which would make sure that the users are not only drawn to the app but also get hooked on to it.
3 Steps to building an app that draws more users:
Create an app which revolves around the users
In order to provide a user experience which is nothing short of a treat, your app need to have a design which is simplistic and optimized for the mobile view. Various OS developers and app store providers like Google and Apple have some guidelines for the designers which they must keep in mind while designing the UX or UI for an app. With millions of apps, users now have several options to choose from and the choice ultimately boils down to the experience an app is able to offer to the users.
Some design factors to consider are:
♦ Responsive design is a must, so that the apps adapts to the screen size of the mobile device rendering a mobile-optimized view.
♦ The UI elements must be designed for touch control so that the interaction with the application feels natural and smooth.
♦ Large buttons must be used so that the users are able to click them accurately.
♦ The text size should also be large enough to be legible by the users without stressing their eyes.
♦ Add dummy images in the layout using an image placeholder generator tool to analyze the placement of pictures in the layout.
♦ Aspect ratio, contrast and the resolution of the images must be in the perfect order.
♦ The organization and the alignment of the content must be right and in proper sequence.
♦ Emphasis should be laid on developing apps which have flat design, social media integration and several such features.
User acquisition through diverse ways
For an app to become a rage, it needs to be downloaded and used by a number of users. Considering the intense competition in the mobile app domain, it is highly imperative that you put in all out effort to acquire more and more users. Your application irrespective of its great features require initial marketing to become known. If your app is good enough, word of mouth publicity will do the rest of job. There are several ways, you can implement to market the app which may include video advertisement, mobile app install advertisement (Cost per installation) and a few others.
Promotion of apps through videos:
The next best thing a user can do to know more about the unique features of an app is to see the video highlighting them. Therefore, you must put a video on the app stores where your apps are offered for download. With an overwhelming number of apps to choose from, a user can watch the video to decide whether to install it.
Deeplinking for future acquisitions:
How many times has this happened to you that despite having logged into you app, the promotional link takes you to the mobile site where you are required to log-in again? This happens with apps which do not employ deeplinking. If you have this feature coded in your application, the link that you open will take you to the desired section of the app. Such features helps in the future acquisition of the users.
Other channels for app promotion:
There are several other channels for the promotion of the app and the most prominent is the CPI(Cost per installation) where the app advertiser has to pay the publisher only when the app is installed by the user through the app. These mobile app install ads are essentially presented to the users within similar apps so that the chances of user clicking the ad is high.
User retention by offering specific features
User acquisition through effective promotion and marketing campaigns does not end the story. The users need to be retained by offering continued benefits both by the business and the app features.
Some features that help in customer retention:
Efficient In-app customer support:
The users often require help when they face issues with the apps. If there is a sound in-app customer support, the users are bound to be with the app.
Product review and videos:
Product review and videos go a long way in user retention. Videos highlighting the unique features of the app must be visible to the users so that they may locate the features easily and use them.
In-app events and seasonal features:
Regular in-app events like offers and discounts keep the users’ interest alive. Push notification must be integrated to the apps so that new offers and features are easily conveyed to the users.
Following these three steps, ensure that your app is optimized for an enhanced user experience and that it has all the features which is required to retain the users and reduce the bounce rate. As the businesses are becoming more user-centric the apps must also follow suit. New ways of app marketing as discussed in the blog are quite effective in attracting the users and hence, must be implemented. Gone are the days of banner ads and SMS ads as the digital world is getting more interactive and intuitive. Surveys report that more than 85% of the smartphone users prefer using mobile apps than the mobile users which validates all the points raised in the blog.