The reasons for encouraging the download of your application are always the same: to optimise your return on investment by getting it downloaded, bought, shared and of course, commented on and recommended. While promoting a mobile application is intimately linked to the natural presence of your brand on the web and to the power you can mobilise, there is a set of good practices that you can work on before you go charging in. Let’s have a look at your options.
Track Your Downloads
To increase your downloads you need to implement a strategy that meets a specific goal. What is yours? Of course, you would like to make sure your application is downloaded in large numbers, but how? To do what? And for how much?
If your app is paid for or has in-app purchase, your goal may be to sell enough to reach your break-even point and amortise your development costs. This may be to generate enough funds to develop a new application or a new more elaborate version. Or to gain a gross margin of 10% or 20%.
If your application is free, your goal may be to generate sales from your app, collect personal data that may be reprocessed, develop your brand awareness, or to encourage donation to a charity by example.
From these strategic objectives, you can now determine a download goal. However, depending on the marketplace, the logic may be different to accurately understand where the people who downloaded your application come from. To resolve this issue, it is strongly recommended that you install an SDK within your application, which, when linked to an analytics platform, will be able to accurately measure the origin of your users.
Users might come from advertising on Facebook, Google, Twitter, an affiliated site, a natural web search, a recommendation in a blog, etc. To find out if your money is well invested, the SDK links the source and the download to get a granular level of analysis so you can optimise your campaigns and invest where it’s really working.
From this data and from your objective, you will then have all the cards in hand to put in place more effective campaigns to encourage downloading.
Monitor Your Retention Rate
The retention rate of a mobile application measures how it is used after it has been downloaded. It is actually very common to see applications that are almost never used once downloaded.
Whatever the business model of your application (paid download, freemium, in-app purchase, advertising funded, sponsored, or totally free), the more an application is used, the more likely it is to be shared, and thus to influence future internet users. To ensure a steady usage rate, your application needs to be considered as useful, convenient, easy to use and to provide a value-added service. In addition to the number of downloads, the comments or shares on social media can give you an idea of this, as well as connection measurement or frequencies of use.
You can also encourage users to register your application, through the use of a notification that appears after several uses. If users are identified, it is always useful to set up an e-mailing campaign with tips and best practices. A “how to” guide that will allow your users to make good use of your application.
You can also exchange on social networks and encourage collaborative participation to report bugs that need correcting or functionality to be implemented in a new version. All these steps will involve engaging your community to create a virtuous circle around your application.
Diversify Your Campaigns
Creating a good marketing campaign is like investing in the stock market. You have to know how to diversify your portfolio to limit the risks! Do not bet on only one format at the risk of wasting your time and money. The equation, display + sponsored posts + content marketing + video, is a good way to get started when building your campaign. Remember to monitor the results so you can make adjustments along the way.
If you are addressing a wide audience, you can create buyer personas to communicate differently. Some will be more likely to click on a Google link or a sponsored tweet while others will be more likely to trust an organic approach related to blog posts or feedback in the press for example. It is also important to check your statistics related to your referring pages in organic traffic such as your landing page or your website. This will allow you to optimise them wherever possible for a better return on investment.
Successful ROI campaigns to boost downloads of your mobile application require good upstream preparation, even before your application is launched.
Also think about working the time factor in terms of seasonality. If the launch of your application is conducive to the implementation of more intense campaigns, it is also useful to target the different updates and new iterations that add value to your application. Acquiring the marginal user will cost you less than the original user and also extend the lifecycle of your application, so you can grow your community more effectively.