How to Leverage Your App to Get More Customers

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The last two years have already, most likely, accelerated your investment in growing your app. In case you’re still on the fence, out of the estimated four hours American adults spend on their phones each day, 88% of that time happens in apps.

Putting your app at the center of your omnichannel strategy instead of making it “just another” channel requires a new way of thinking about mobile commerce.

Why apps are central

The apps are unique to facilitate the best elements of in-person shopping. Apps load faster and can integrate more features natively than a mobile website. Among other things, they keep the user connected, seamlessly integrate with Apple Pay and Google Pay, engage users with notifications of promotions and discounts, and reduce friction during the shopping journey, all while improving customer experience. user experience.

For an in-store shopper, a great app can act as a hub for loyalty programs and allow shoppers to easily track their activity, like Walmart did. Or like Target, an app can also enhance the physical experience by providing a way to get more product information and making it easy for shoppers to find an expanded product selection offered online.

Build an app that drives business success

If there’s a key to success in building a great app-centric business, it’s embracing a “test and learn” culture. Apps provide the flexibility to test and experiment far beyond what is possible in a physical location. A/B test everything you can, like splash screens, checkout flows, promotional offers, call-to-action buttons, text color, fonts and more. Approaching your app this way from the start will allow you to scale to success over time and optimize for maximum engagement and conversion.

Also, create a test plan that lets you experiment with cutting-edge features that work well in the app. Augmented reality (AR) leveraging phone cameras, for example, is becoming commonplace with everything from furniture to fashion. In-app content can engage users and drive sales, whether through written editorials or live video. In-app live chat for customer service is another great way to meet your buyers where they are and increase time spent in your app.

Scaling

Your app should not only work for existing customers, but it’s also an incredibly powerful tool for recruiting new buyers for your brand. This means having a dedicated app marketing plan to acquire high-potential users, then using app-specific tools and platforms to measure campaign effectiveness to iterate, optimize and to evolve.

There are many channels you can include in your strategy to reach as wide an audience as possible. You can run campaigns in other apps, on social media (e.g. Facebook, TikTok, etc.), on SDK networks (e.g., ironSource, Unity, etc.) or connect users natively with ads directly on the device. Each channel has its own benefits, but most importantly, strong app growth comes from a multi-channel strategy, where you encounter users at multiple touchpoints and in diverse settings.

Measuring and managing cross-channel campaigns can be overhead-intensive, so be sure to take advantage of marketing software that reduces the manual work of optimizing campaigns and identifying which ads are performing well or not. . It’s also important to integrate a mobile measurement partner (MMP) to understand the relative performance of each channel in terms of actions taken by users after installation. Certain channels can work well for attracting new users, but ultimately you want to invest in channels that attract users who convert into customers.

Whether your business is exclusively online or truly phygital, a top-notch app experience at the heart of your strategy will unlock long-term customer value. Thinking from an app-first perspective will help your business stay ahead of consumer expectations and create additional opportunities to grow your user base and delight your customers.

Dor Birnboim is Vice President, Strategic Partnerships at ironSourcethe leading business platform for the app economy.

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