Mobile users spend about 85% of their time using different apps on their smartphones. Naturally, their demand for high-quality, relevant, and personalized experiences is only getting higher.
Every brand wants to have mobile apps which are downloaded and, even more so, used on the coveted smartphone devices. As unfortunate as it can be, however, the average app tends to lose around 77 percent of its daily active users within the short span of three days after it’s installed.
This brings up a rather important pressure point – how to convert regular web surfers into mobile app users who not only download your app but keep using it. It’s a challenging task but one that’s entirely possible nonetheless.
Below you’ll find five steps you can take to convert web surfers into loyal mobile app customers.
Step #1 Track Your Users
Did you know that 50% of marketers fail to measure the investment into mobile apps? Moreover, just about 18% of them are confident that they can measure the ROI of their mobile marketing strategies. In other words, tracking users and their spendings on mobile apps is a challenging task.
However, it’s perhaps one of the most important things to consider if you want to increase your loyal customer base. Why? Because it provides invaluable information which is then used to analyze the customer’s behavior, to pinpoint their needs, demands, likes, and wants. Using this information allows you to seriously improve your mobile app in order to cater to the user’s demand.
To measure where your users come from, for instance, you can consider using marketing links. They are available as part of Adobe’s mobile marketing solutions. These links can be positioned in earned, paid, or owned media, in order to track the app, installs immediately. They should give you a good overview of your user acquisition, allowing you to identify the most relevant sources of potential customers.
Step #2 Create Value
While obvious, this one deserves a noteworthy mention. Your value proposition should state why the customer should want to use your mobile app and what sets you apart from the competition. A perfectly polished and effective value proposition should guide all your business decisions.
One way to understand what is it that your customers want is to listen to their feedback. Let’s take Apple, for instance. They are well-known for creating innovative products that do splendidly well once they hit the market. How do they do it, though? They listen.
Feedback is absolutely invaluable for creating massive value propositions. Get as much of it as possible and make sure to address it all.
Step #3 Engage Users on a More Personal Level
If you want your mobile app to succeed in retaining your customers and turning them into the loyal audience that every brand wants, you should forget about generalized communication. Mass emails, bi-weekly engagement, all of this needs to go away.
Customer engagement needs to begin with personalized communication. There are a few very basic, yet effective steps to do so.
- Discover exactly who your customers are
- Segment them by different qualities such as behavior and needs.
- Determine the message you want to send to each group.
Properly engaged customers tend to generate 1.7 times more revenue compared to regular ones. Therefore, personalization is something you can’t overlook.
Step #4 Optimize Your Magnetism
In case you haven’t realized it yet, there’s a LOT of competition out there. With millions of mobile apps available across Apple’s App Store and Android’s Google Play Store, you’ve got a lot to handle.
That’s why you have to make your mobile app as magnetic as you can. Positive reviews, promotions, press releases, and everything else in this regard, are considered to be extremely effective ways of boosting your overall installs
Moreover, in order to make sure your users actually use your mobile app once they install it, it’s highly recommended that you follow some of the best app development practices. Prepare yourself for regular maintenance, updates, optimizations, and whatnot.
Step #5 Customer Community
The first thing you need to understand is that building a strong community takes resources. The fact that most of your users use social media doesn’t mean that you have a customer community.
You can think of it as a place where your business and your users can interact with each other and bond over the things they have in common. You can follow in the footsteps of Starbucks and its “Starbucks Experience” at My Starbucks Idea. It encourages users to become a lot more passionate, but it also provides the company with an invaluable communication channel.
You can use your customer’s community to:
- Provide an additional channel for customer support.
- Communicate new offers to the users you find more valuable.
- Learn more about what your customers want and need.
Wrapping It Up
Converting a web surfer into a loyal customer is challenging. However, it’s also invaluable. Once you’ve managed to gain their trust, you’ll quickly start seeing the rewards. While all of the above are not the only things you can do, they surely are a great starting point.
If there’s one thing to understand it’s that there’s no one-off approach to earning the loyalty of someone. It’s a constant uphill battle that you must be ready to go through.