Growth Hacking mobile: techniques to increase conversions of your application

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Although still a relatively new term in Brazil, there are already several companies applying the concepts and techniques of Growth Hacking into the actions Digital Marketing .

Knowing the concept and the qualities that a team of growth hackers must have , taking into account the exponential increase in revenue generated via mobile applications in the last five years, there is a great opportunity (and need) to understand where the main conversion bottlenecks an application, or to increase the number of downloads (Leads) or even increase conversions Leads these customers.

Obviously, each application has its revenue model is subscription, offer a premium version of the app, shopping and advertising within the application itself etc. But the opportunity to implement the good practices highlighted in this post is universal.

Start looking at the conversion rates of your funnel

Calculate the percentage of conversions your app through the number of views of your application by the number of downloads it receives.

To increase that percentage conversion, the first step is to see what your customers are saying about your application, especially the evaluations directly in app stores.

According to a survey conducted in 2015 by Apptentive, only 50% of consumers will consider lowering your application if it has an average of only 3 stars. This rate increases to 96% if the assessments resulting in an average of 4 stars.

graphic

Set goals for success

To be able to measure if your efforts are paying off, set goals, and track the progress of your downloads and reviews in the app stores.

It is important that the goals are challenging and yet attainable, to be from time to time beats and generate motivation for the growth team. In addition to downloads, also measure the following metrics:

  • Lifetime value (lifetime of users within your app);
  • Acquisition channels downloads (organic or paid);
  • customer acquisition cost;
  • Retention rate.

Optimization for app stores (ASO)

In addition to Google, do not forget that the app stores also have their own ranking algorithms. Taking into account that 63% of applications are found in app stores, it is important to pay attention mainly to these factors:

  1. Application Name : This is the main item that will improve its position in stores app;
  2. Keywords: When you publish your application, you can define a set of keywords to help search engines to find it, like Google, for example. For this you should research what are the words that users seek to find your application.
  3. Ratings and reviews : Ask for users to assess their application in stores whenever they reach some form of success within the app. Have positive ratings will increase your ranking and, moreover, all feedback is welcome to improve your product. Be sure to answer users, thanking them irrespective of the rating they assigned to your application.
  4. Application description : In this area, it is very important to list all the features and benefits of your app, and mention testimonials and prominent awards. Do not forget, however, to enter the keywords that are identified as relevant to your industry and business model.
  5. Screenshots : Using images that illustrate the features of your app can be a decisive factor for the download of your application. Are the screenshots that effectively convince the user that the app can help you. So be sure to take advantage of this opportunity in both the Google Play and the Apple Store.

Key steps for you to practice hacking growth in app stores:

  1. Search

Discover the keywords that your potential customers will use to find your application. There are tools that can help you in this process, such as the Google Keyword Planner, Google Trends and Keywordtool.io.

  1. optimization

Optimize the title of your application, keywords, description, screenshots and preview video with those keywords. You can change these times of keywords to time to compare and measure the results.

  1. Follow

Update the necessary fields in the app stores and monitor the keywords you want to optimize.

The growth process of hacking into the app stores ends up becoming a search and optimization cycle in which you will have to repeat the steps by changing the keywords according to the analyzes and insights gained in the last iteration and analyzing indicators and different metrics ( visits, downloads, in-app purchases etc).

Ensure efficient CTAs in your channel

It’s something basic, but constantly see some players in the market neglecting this topic.

Not enough to just have a good responsive design, you need to add call-to-actions that encourage the user to click and will really lead to any relevant action. The user destination by clicking on the button should be clear to guarantee the conversion.

spotify-99taxis

Source: Spotify and 99Taxis

In the cases above, you can see a very direct message for the action to be performed by the user by clicking on the calls. In the left image, the Spotify provides two options: “Take the Spotify Free” and “Get Spotify Premium”, and on the home page of 99taxis , the CTA is very clear also: “Reduce by 45% the taxi expenses, sign if ‘. Note that both instigate much more user will click on than just a button “Download the Apple Store or Google Play.” Verbs in the imperative, which indicate an order and / or request, increase click rates considerably.

We have had cases here in the Results of Digital customers increased user conversion rate for Leads from 2% to 17% just by entering efficient CTAs in their channels, including own website and social media.

Practice A / B testing with Email Marketing

You are wrong who think that the Email Marketing died. The email remains a super tool important to contact the user and impact it into another channel that is not only in the application itself.

The main tip here is to work with intelligent segmentation, which can be based both on user behavior within the application (which includes active modules and recently used, time spent in app, use of frequency and even the location) as data profile (eg gender, age, area of ​​operation and other features that make sense for your audience).

From these segmentations, you can start to do some A / B testing, in order to improve the engagement of their campaigns (basically, increase open rates and click). In addition to the characteristics and behaviors, you can also change the email content itself, title, description and image.

An example is the case Airbnb that conducted a test A / B changing only the product value proposition, ie how to communicate it. The difference was that the first email was offering $ 25 for you invite a friend, and the other emphasized the sharing of U $ 25 for your friend travel with Airbnb.

airbnb

by incredible it may seem, overall the second email obtained better results.

Evaluate user engagement through push notifications

The tool push notifications is often used to make you revisit your application, which can be forgotten in the dozens of apps downloaded into the phone.

The most common error when using this device is to send notifications that do not necessarily make sense to now, behavior or user interest, and obviously not successful the expected effect.

Beware of the frequency of the messages as well; bother you most of the day by sending a notification meaningless can cause it to turn off the notifications push your application.

Check out the examples of Netflix and Google, that take advantage of this technique in a very interesting way.

In the example on the left, it is a push that Netflix sent to all users who had seen the first season of House of Cards, warning them that the second season was already in the air.

Netflix

On the right, it is a Google notification, alerting the user that it comes out in 5 minutes if you want to arrive on time for your appointment at the dentist marked on the calendar.

In both cases, the application revisits rates (similar to email click rate) were very high, after all are extremely efficient according to user behavior, making sense to him.

 

Briefly, for you to work hacking growth with your application, do not forget these steps: Set tangible goals, plan and estimate metrics to measure the impact and refine their product.