“Smartphone ownership in Australia increased from 11.1 million in 2013 to 15.3 million in mid-2015. During the same period, tablet ownership increased from 6.3 million to 11.2 million. Smartphones and tablets covered up 63% of the total time spent on devices in September 2015.”
Another study by Neilson showed that out of the total time spent by people in Australia on Mobile devices, 86% is on mobile apps.
With more and more consumers switching to mobile devices and using apps, it is important to reach out to them with a mobile app.
But, at the same time you need to build an app that can get you recurring business, otherwise the app will be of no use.
Let’s discuss some effective strategies that you can use for building a mobile app that works as a sales tool for your business.
Build a High Performance App
One of the reasons why your app succeeds or why it fails is because of its overall performance and usability.
Imagine downloading an app and realising that some of its features are not functional. Won’t you go back and immediately uninstall such an application.
The load speed of your app and it usability are some of the key factors governing its performance. Your app load time should ideally not be more than 2 seconds. If your app loads slowly, its rankings on search results will also go down thus reducing its overall visibility.
Provide a Delightful Onboarding Experience
Providing a good first impression is crucial for your app to do well with its users. The users of an app, start judging it from the word go.
If they do not find the home screen of your app appealing, they would simply uninstall it.
You can add an introductory video on the home screen of your app and tell the users more about your business.
Build a connect with them and they will surely feel good about it. Adding a tour of the interface of your app is also an interesting way to help your users begin using your app. This simplifies their experience and gets them to start getting familiar with your app.
One more onboarding strategy that works quite well is to help the users to personalise their app usage experience.
This is helpful for them to choose their preferences for using the app. Personalisation makes your users feel more comfortable, increasing the app engagement level.
You can send direct message alerts to your mobile app users with the help of push notifications. These short and interesting messages are useful in enhancing the engagement level of your app and in getting you more conversions. These messages appear on the screen of the app users, even while they are not using it.
You can send out messages related to product launches, discount offers and a host of other information to lure the users to use the app and make a purchase.
‘65% of users return to an app within 30 days when push is enabled.’
You can create automated push notification campaigns on your app and send customised campaigns to a segmented audience.
Send push notifications after tracking their usage on the mobile app and identifying their preferences. Suppose a user is interested in buying a product, say a branded watch from your app. You can use such information to send them a push message offering them a discount on all watches. Strategies like these can help you improve user experience and get more conversions.
The difference between in-app messages and push notifications is that these messages are sent to users while they are actively using the app. You can trigger these messages on a particular app usage behaviour and get a quick conversion.
‘In-App messages triggered from an in-app event increase conversions by 4X.’
Automate a variety of in-app messages and include text, images and CTA buttons in these messages to attract your users and get them to make a purchase. These messages work wonders in building loyalty among your app users and improving their per user revenue. You can send offers, promotions, app usage tips and new feature releases to get more engagement.
Integrate Social Media
Social media is a powerful channel to promote your business effectively. You must provide your app users the option to share their in-app activity on their social profiles. This helps in promoting your products and services to their connections on these channels. At the same time, your offerings get a social validity that adds to their publicity.
You can also use in-app messages to encourage users to share their activity on social. Provide them an incentive like a small discount and that will surely work.
You can make any type of in-app activity sharable on social platforms. For example:
1. Purchases made within the app
2. An in-app activity like winning a game or listening to a song
3. An activity like signing up for the service
You can also get your app users to share their reward points or free gifts with their friends on social media. All of these techniques help your app to go viral and become more popular thus helping you get more sales.
A/B Test Your App Elements
You can test all of the elements of your mobile application, including its screens, CTA buttons and UI elements. A/B testing and multivariate testing are used to do away with elements that are underperforming.
A/B testing is a powerful way to improve the user-experience of your application for more conversions. You can improve each of your app elements such as the app icon, and the store description etc. to get better results.
Although, your mobile app is a marketing channel for your business, you need to make it visible to your target audience and encourage its usage.
Promote your app icons on your marketing collateral to get your target audience to know that you have a mobile app as well.
Create a landing page for your app and communicate some of the key benefits that the users are going to get, from using it. Run paid campaigns on Google Adwords and on social channels to promote your app landing page and get more app installs. Promote your app on the social media channels and encourage your prospects to download your app and use it.
You can offer a discount to first time users. Run offers exclusively for your app users and get more business from the channel. Another way to promote your app is to run targeted in-app ads with the help of ad networks.
You also need to ensure that your application is optimised for app store searches. Adding relevant keywords in your app store description and keeping it relevant for your target audience, helps in improving its visibility in the app store searches.
Provide a Trial Version of Your App
This technique is very helpful in the case of SaaS based apps. Giving your users a free trial and offering them to use all of your services is very useful for getting more business. A 14 day or a 30 day free trial is the standard practice and in some cases a 90 day trial is also offered.
If your free users like your app and its features they would surely want to go for the paid version, helping you to get more revenue.
Add New Features : Keep Updating Your Application
It is essential to keep your app users happy. Garnering user feedback is a helpful way to understand the type of feature releases your users are expecting.
Use in-app messaging and push notification campaigns to promote the new features, once they are live. Use email campaigns and social media marketing to talk about these features.
Make sure the features are fully functional and add value to your users. Add a conversion angle to your new features to get more sales from them. For, example you could create a contest around a new feature, asking questions related to it. Provide a special discount to the winners for making a new purchase.
A mobile app is an important sales channel for your business. Develop your mobile app according to your brand requirements and according to the expectations of your target audience. Make sure impeccable usability and user interface to ensure a higher level of engagement on your application. Create segments of your app users and create customised and automated push and in-app messaging campaigns to get more conversions for your business. Perform A/B tests and measure and analyse the results you are getting to get more business over time.
Looking to get a smarter mobile application for your business? At Enterprise Monkey, we help you develop mobile applications that come in-built with features like push notifications, app store optimisation and in-app messages. The mobile apps we develop are customised to your business and optimised to get you recurring business from the mobile channel.
Sound Interesting? Talk to our experts and get a free consultation for your project.