App Promotion Strategy

Decoding App Marketing to Understand User Behavior Better

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Understanding consumer conduct is vital for product managers to form their product. Nevertheless, it’s changing into more and more vital for entrepreneurs to additionally deep dive to grasp their customers’ conduct higher.


Table of Content

And why is that?

To reply this we’ll must first perceive the aim of promoting. The aim of promoting is to:

  1. Seize consideration
  2. Facilitate determination making, and
  3. Assist customers with a seamless shopping for course of

Capturing Consideration

Capturing customers’ consideration is so vital in at present’s world the place we’re affected by reducing consideration span. In keeping with a examine performed by Microsoft in 2015, our consideration span has decreased from 12 seconds in 2000 to eight seconds in 2015. This makes our consideration span shorter than that of a goldfish, which stands at 9 seconds.

Greater than that, all entrepreneurs are preventing for a similar quantity of free time {that a} day can provide. In that free time, customers can browse their favorite websites, hearth up cellular apps, watch TV channels, chat with on messengers, amongst others.

After getting the consumer’s consideration, you can not allow them to lose curiosity in your choices. Inside these few seconds that you just’ve managed to get their consideration, you might want to assist them with determination making and nudge them in direction of your enterprise goal.

Therefore, it is very important examine customers’ conduct earlier than truly handholding a consumer with your enterprise goal. Gone are the times when you could possibly blindly mass blast your advertising marketing campaign. Should you’re not sending the fitting consumer the fitting message on the proper time, you’re going to lose them to another app, favorite web site, TV sequence, or one thing new and fancy. The competitors is simply too fierce.

It’s important for entrepreneurs to check consumer conduct after which ship campaigns primarily based on their consumer conduct.

Get Up Shut & Private along with your Customers

Use behavioral segmentation to judge cellular app success metrics and enhance consumer engagement and retention.

Facilitate Resolution Making

On this digital age, the job of a marketer isn’t restricted to only attracting new customers. You additionally want to assist your customers in case they aren’t positive with what they need.

For an ecommerce retailer, customers who abandon their carts are essentially the most invaluable customers at that second. These customers have proven an intention to buy an merchandise however haven’t made the ultimate transaction. Possibly they deserted the cart as they couldn’t decide.

Nevertheless, in case you lose them at this stage it’s a pricey loss.

However when do you nudge customers who abandon their carts? Should you nudge them too quickly, you’re nosey. Should you nudge them too late, you’ve misplaced their consideration.

Right here’s precisely why you might want to examine your consumer conduct and run your advertising campaigns primarily based on accessible knowledge:

Let’s take the identical instance of the deserted cart state of affairs. An straightforward funnel can resolve the issue of understanding ‘when to nudge your customers’. You possibly can monitor how a lot time it takes for majority of your customers to maneuver from step ‘Add to cart’ to really making the transaction. Let’s say 90% of your customers are shifting from ‘Added to cart’ to ‘Buying’ inside 5 minutes, you’ll be able to run a personalised triggered marketing campaign for such customers primarily based on this perception.

Now that’s only one instance for an ecommerce retailer. You possibly can equally run varied such triggered campaigns primarily based on your enterprise goal.

Equally, if you wish to test retention of your customers — cohorts is an effective way to analyse your consumer conduct. You possibly can attain out to customers in case you discover a sure anomaly of their conduct for a sure week or a month.

In case your common each day retention of recent customers by the fourth week is round 40% and also you discover an anomaly for a cohort of not too long ago acquired customers, you’ll be able to run a one time marketing campaign to get again the precise set of customers to your app.

Assist Customers With a Seamless Shopping for Course of

One other vital side of in-app entrepreneurs can be to assist customers when they’re caught.

If a buyer is in search of tickets to a theme park on a journey portal, he may add explicit tickets to the cart, however on finishing the acquisition course of, he might encounter an issue & not be capable to full the acquisition. The possibilities of this buyer coming again and attempting to make a profitable buy comes down considerably.

Now think about, if the potential buyer will get a name from the theme park’s name middle inside 5 minutes of the failed transaction; a customer support government can clarify the rationale for the failed transaction, and information him to make one other cost & additionally provide a reduction! The shopper can be extra prone to full the acquisition.

A failed transaction for a primary time consumer would depart a foul expertise with the consumer. The price of re-acquisition for such consumer can be 100x increased than buying a brand new consumer.

You may keep away from such experiences by utilizing Webhooks to trace failed transactions and join it to your name middle. Your customer support division might dial within the consumer’s quantity to assist them with the transaction. You now have a contented buyer, who will share optimistic suggestions along with his circle.

The fantastic thing about instruments that mix analytics and engagement is that you may monitor and have interaction with a selected set of customers with out truly disturbing your different customers who don’t require a further nudge.

Finding out consumer conduct will not be solely vital however has turn out to be a downright necessity for entrepreneurs who take care of in-app or on-site engagement. The brand new age client is impatient and but sensible sufficient to know what she wants earlier than making a purchase order. She doesn’t prefer it in case you’re too nosey and she or he’ll overlook all about you in case you ignore her for too lengthy! Sending personalised campaigns primarily based on her previous looking historical past on the proper time is the one strategy to go about it.