Mobile App Conversion Strategy
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Mobile App Conversion Strategy

How to Create Lovable Campaigns for iOS & Android Promo Apps

http://bit.ly/mobile-app-strategy-2014


Mobile Apps  Fast Facts

Average cost to develop a mobile app = $6,453 (source)

Total iOS downloads = 50 Billion (source)

App Store and Google Play have over 800,000 apps each (source)

Over 1.2 Billion App users Worldwide (Dec 2012)

Expected Annual Revenue (in-app purchase, paid apps, subscriptions) = $25 Billion

Yet 1 in 4 mobile apps, once downloaded,

are never used again.


Don’t be that App.

1. Define Success

7. Network w/ Partners, Co-Market

2. Claim Your Social Accounts

8. Test, test, test.

3. Create Content

9. Content Planning:

SEO, social, blog, SMS, alerts

4. Record a Demo

10.Targeted Paid Ad Placements

5. Launch a Dedicated Site or

Landing Page

11.Launch an Invite-Only BETA

6. Choose an App Store

12.Place download links at each and

every touch point





Metrics to Measure App Effectiveness

Recommended KPI starter kit

1.

Active Install Rate – the number of users who install the app and don't uninstall

2.

Number of ratings the app receives

3.

Average Ratingin the app marketplace

To help us set a few benchmarks, most free apps have a higher active install

rate during the first month, around 50%, after which it levels off around 30%.

Average Rating = 3 (out of 5)

Strive for higher to maintain a healthy active install rate.


Tactical Metrics to Consider in Mobile

1. Total App Downloads

6. Unique Leads Collected

2. Contest or Sweepstakes Entries

7. Accounts Opened

3. Social Shares / App Reviews

8. Revenue Generated

4. Web Traffic – new vs. return visitors

5. Social Engagement / Channel Growth


What Keeps the User Engaged?

• Rewards points

• Push notifications to let

users know of the new

• Contest or Sweeps Entries

• Product Demos & Feeds

• University – learn & earn

• Ideas – help us improve

• Affiliates – save via Referrals



Claim your Social Accounts

Use social media to…

1.

Feature a showcase of the app while it's in development

2.

Solicit feedback and ideas from your future users

Don't discount newer social networks like Pinterest for launching your mobile app –

-

Visual channel = Great place to show product in final stages, and snag good suggestions

for UI/UX improvement

When your app launches, be sure to change the links in your social media bios and ‘About’

sections to direct to the mobile app store.

Remember, your immediate goal isn't web traffic – you want to

drive app downloads first.


Create & Distribute Content

Spend time creating content that clearly explains how to use your mobile app.

-

Blog posts

-

Press releases

-

Social media content

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Website copy

-

Email marketing copy

Pre-schedule all of this to go live on launch day, but check periodically in social

during launch week to provide real-time updates on:

1.

Support issues

2.

Reviews

3.

Respond to user recommendations


Record a Product Demo

FedEx Mobile Solutions–among this brand’s other product demos - is

a perfect example of this execution…


Launch a Dedicated Landing Page

To complement your social promo efforts, launch this page even if your app

hasn't yet hit the market.

-

Direct users to this page of your site

-

Let them view your demo video

-

Include sign-up for email / SMS alerts when app launches or updates


Pick a Platform – iOS vs. Android

Mashable recommends choosing just one app store to launch a mobile or

tablet application first…

-

To help us get the highest concentration of users and ratings possible

-

We’ll be making pivots and improvements to your app during the first few weeks

after launch, and having the app in just one store will help streamline those updates

as they are more visibly needed to improve performance

-

Once the app is more established, feel free to expand it to more app stores

The most common are the Android Market and iOS App Store,

though there are many others.


Networking Partners & Co-Market

Use other apps and partner-owned channels to market your promotional

mobile app launch – internal or external

1.

2.

3.

4.

5.

6.

7.

8.

9.

10. Mobile Web

Retail / m-Commerce

Logistics / Shipping

Utility Apps

Partnering brands

Co-branded apps

Rewards program

Mobile App Landing Page (example left)

Social Media Pages / Groups

Industry & Partner Blogs


TEST. TEST. TEST.

Use other apps and partner-owned channels to market your promotional mobile

app launch – internal or external

Test internally

-

Agencies, G2M team, IT, etc.

-

Links & imagery – all placements, browsers, devices

-

Keywords, copy, business KPIs

Reach out to the Press

-

Choose handful of best media contacts

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Give a launch date for promotion / app

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Reserve time for Q&A

Offer a Sneak Peak

-

If you can offer media previews of the app, do it.

-

Helps make articles more in-depth & informed


Content Planning

Before Development (3-6 mo.)

During App Development (1-2 mo.)

Focus on one initial app store

Landing page design

On-page SEO for landing pages / blogs

Add to Social Calendar & Email Newsletter

Demo – push to YouTube & landing page

Content aligns to App Store SEO Checklist

Promote launch date in PR, blog, social

Set up App launch alerts & email trigger(s)

-

-

-

-

-

-

-

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Launch (1-2 wks)

Feedback from teams, BETA users, media

Cross-promo placement

Paid media planning

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-

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Targeted Paid Ad Placements

With Google algorithm's freshness rule remaining consistent, gain SEO

traction for the mobile app launch

- Complement SEO presence with paid advertising during launch week

- Run AdWords campaigns to mobile search users only – use landing page for SEO / SEM

Set up paid, targeted ads on Facebook to drive users to your Facebook Page

or the Mobile App Download

- Greet them with a welcome screen encouraging sign up for your mobile app (see Step 2)

- Sponsored Tweets and paid YouTube (with link to app) also strong promo opportunities


Launch Invite-Only BETA

Before taking your mobile app live to public, consider an invite-only launch

- Websites Spotify, Google+, and Pinterest have used this tactic with great success

- Creates an air of exclusivity that generates buzz around your product

- Allows feedback from trusted network to help fix bugs & UX problems before full-scale rollout

Use email list from Step 2 as pre-launch beta test group

- Supplement it with FedEx Updates feature to Look-Alike segment within current list

- Target user groups that would benefit from using the promotional app

- Position the launch as free, exclusive access to your mobile app before it launches

- Ask them to write a review of your app in exchange for that free, exclusive access


Join us…

http://bit.ly/join-the-unfunnel


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