1. How is User Acquisition Measured?
It is essential to measure the user acquisition of your app to gauge the success of your mobile app marketing campaign. The important metrics to consider are the number of installs made by users and the rate of install. With these metrics, you can get a clear picture of how helpful your app is to users. There are also other important metrics that involve cost. They include,
- Cost per install (CPI) – This is where charges are applied to advertisers only when users install the app.
- Cost per acquisition (CPA) – This is the amount an advertiser spends to get high-value users who take part in post-install activities.
- Return on Investment (ROI) – Involves the returns you get from the users of your app. These returns come from purchases and other activities done in the app.
- Cost per thousand (CPM) – A way to bid where you pay per one thousand impressions
- Customer acquisition cost (CAC) – It is obtained by dividing the cost of acquiring customers by the total customers.
2. User Acquisition Strategies
There are various user acquisition strategies that one can use. Different strategies work for different people. To make your mobile app marketing plan more effective, try different things and try to be creative by mixing them up to see what works best for you. User acquisition strategies that mobile marketers use fall into two main categories. The first category is the use of organic channels whereas the other involves using paid marketing.
2.1. Acquiring Users Through Organic Marketing
These are inexpensive methods of engaging prospective users in order to increase downloads. Organic methods are effective for marketers who do not have a high marketing budget. Some of the organic channels you can use to offer insights on your application and attract new user include,
App Store Optimization
ASO is the acronym for App Store Optimization. It involves setting up your app to make it rank high on App store rankings. This way, users can see it easily when they search on Google app store. App store optimization can be divided into two groups. These are search optimization and appeal optimization.
Search optimization involves mobile app marketing strategies that make your app rank top of App store ranking algorithm. One of the essential factor to consider in search optimization is the use of keywords. Using Keywords in strategic places like titles and the app description makes your app appear whenever users search for that keyword. Keyword stuffing should be avoided as it can hurt your app ranking hence your user acquisition.
Appeal optimization, on the other hand, entails features that makes your app appealing to users. These can include the appearance of icons and screenshots. Additionally, appeal optimization involves the value of your app to the users. You can also localize your app to make it user-friendly. Localized apps provide users with a chance to use them with a language they understand better. Such apps are more popular than those that are not localized.
Building a Website
Your website can act as a great source of app installs. You can build a mobile website where you can share details of your app. You can post videos describing how your app works as well as its importance. You can also upload screenshots and use tools like smart banners to link your website to App store where users can download your app. This is an easy way for people to access your app.
Driving your website traffic to your app is also an efficient and effective way of increasing your native app users. A good website also increases your brand awareness. People tend to trust a brand with great visibility. Linking your app to your website enhances your app’s trustworthiness. This increases the number of user acquisition.
Social Media
Social media plays a significant part in app user acquisition. It offers a good platform to increase the visibility of your app. Social media platforms give you the chance to learn about the prospective users while you market your app. You can share information about your application on these platforms.
The best way to increase your app users is to make sure you post regularly. Your posts should offer a balance between entertaining and giving information about your app. You can do this by analyzing what your audience likes. Engaging your followers on comments will also help you to understand their preferences.
You should also share testimonies of users and all entertaining content shared by your followers pertaining your app. This will encourage people to use the app. By joining related groups and pages you get a chance to learn about other opportunities you can use to market your app. You can also share links to your app using trending hashtags. Such strategies can make your content reach a very wide network. This will also translate to an increase in your app visibility hence increased app installs.
Content Marketing
Content marketing allows you to reach a large audience and share information about your app. You can describe your app, and convince readers that its beneficial to them. The secret to great content marketing is to understand your audience and their concerns. Understanding your audience will enable you to tailor your content to meet their needs. This way, the content will be addressing them directly.
People like reading content that directly speaks to them. Be sure to share content that is related to your app. You do not have to make your content look like its directly marketing your app. With this, you can be sure of getting a large audience and increased user acquisition. It is essential to understand the best platforms to share your content. These platforms can be Buzzfeed, StumbleUpon, and Facebook. You could also create your own blog to increase your user acquisition.
Increase Reviews & Ratings
Most users look at the reviews and ratings of an app before downloading it. Reviews paint a picture of what new users ought to expect from an app. It is therefore important to have as many reviews and ratings as possible for your app to increase app user acquisition. It is also important to set a feedback section where users can give their opinions about your app before they can leave their reviews.
The reviews should also be positive, and the ratings good. You can increase ratings and reviews for your app by doing a number of things.
Here are some of them,
- Reward the positive reviews
- Encourage feedback by asking for reviews proactively
- Showcase the importance of user ratings and reviews
- Share your app to review platforms to get people’s opinions
- Ask for feedback using push notifications