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Engagement of User for Mobile App Marketing Success

If you use mobile apps for marketing, you probably pay a lot of attention to the number of downloads that your app gets. Certainly, every marketer wants many mobile users to download and install their app. However, the number of downloads that an app receives is really a pretty meaningless metric unless you combine it with engagement statistics. Engaging users in your app will help ensure profits, but just attracting a lot of downloads won’t.

 

Why Care About App Engagement?

 

Consider some statistics from the Adobe internet marketing blog to understand why you should focus on engagement:

  • About 25 percent of mobile applications never even get used after they are downloaded.
  • An additional 26 percent of mobile apps only get used one time before they are abandoned.
  • About 76 percent of mobile users abandon average apps after three days.

 

 

If you’re trying to profit by displaying advertising or marketing for your own business, you won’t get very far if people download your application but never use it. You may have invested quite a bit to get those downloads; however, you’ll lose your investment if people don’t like the app enough to use it. Even though apps are very popular, you also face a lot of competition for the attention of users.

 

How Can You Improve Engagement?

 

Consider these tips to help keep people interested in using your app frequently:

  • Always offer value: Naturally, you need to let people know how they can benefit from using your application. For instance, your software may offer savings, communication, or even entertainment. Beyond letting people know how your app can help them, you should make sure that you offer an excellent user interface and a professional app design.
  • Incorporate good onboarding into your app design: You may have an initial walkthrough to quickly acquaint users with common features. If you release new features, you might display tips to highlight them. Otherwise, just try to make using the app as intuitive as possible. If users get frustrated with your app, most will drop it before they’ll consult a long user manual or contact customer service. .
  • Test and tune to improve your app’s performance: Most app developers and marketers know that the first version of their app won’t be the final version. You should incorporate analytics into your mobile app. Use this information to learn which features people use and which ones they don’t use.

 

 

One of the best ways to find out where your app is losing users is to ask them. You might encourage feedback by offering short surveys and having an obvious way to access customer service. If you offer some sort of reward or discount for completing a survey or even filing a complaint, you’ll probably enjoy better results. You’ll certainly benefit from finding out what users don’t like about your app before they post negative reviews on their favorite social networking sites or app download sites.

 

Test and Tune for Engagement

 

Of course, you’ll eventually want to encourage your users to leave ratings on various download sites. This helps you learn how to improve and may also encourage like-minded mobile users to download your app. However, you may want to make sure your app’s design has been tested before you ask for public ratings.After all, you certainly hope to encourage positive reviews and not negative ones on public websites.

 

You certainly don’t want to sink your application with low ratings because of some flaw that you should have uncovered in testing. The more testing that you can conduct before you release your app publicly, the better off you will be. At the same time, you should never consider testing and tuning done when you release your app.

 

Striving for excellence in usability and engagement should become a process. You may work hard to release a very good app; but your app should get even better after many people have experienced it. After your app has been out long enough to gather a base of users, you should gather more information about the way people use it, what they love and don’t love, and how well it helps maximize conversions. If you don’t know how to capture these statistics with your app, you can find third-party platforms and software that can make the task fairly easy.

 

Attract Mobile App Users and Keep Them Engaged

 

Most marketers hope to brag about how many downloads their app has gotten. However, the number of downloads is just the first goal. Hopefully, you have developed you application to help you with specific business goals. You’ll achieve those goals if you can get people to keep using your software for the benefits that it can provide them. You also need to consider mobile app engagement to be truly successful.

 

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Mobile App Development: 3 Common Mistakes

Building a mobile app for your business can always be a smart business move, whether you’re just a startup or an established company with no mobile presence. Apps are a way to get your brand out to a younger audience and encourage engagement.

For a startup, building an app can help get your name out to your intended audience and gain popularity. For an established company, creating an app allows you to remain current with trends and bring in a new generation of customers.

There are several common mistakes that a startup, or any business, can make when building an app. By avoiding these three common app-building pitfalls, you can launch your business app into success.

 

#1. Not Including Analytics.

The quickest path to success and increased profits is through tracking the product and advertising analytics. Keeping an eye on analytics can let you know which products or advertising campaigns are working, as well as which aren’t. When you make changes, such as in advertising platforms or campaigns, you can see how results differ from previous changes.

There are plenty of analytics services available that can help you make numbers-based decisions on designs, content and user experience. The more data that you can measure, the more successful you can be with your campaigns.

Here are some things you should consider monitoring:

  • Retention Rates
  • Number of App Crashes
  • Average Time Spent Within the App
  • Time of Engagement
  • Daily Active Users
  • Number of Subscribers

Through tracking and monitoring your analytics, you can find out lots of information about your company, your product and even your consumers. For example, you can find out what the best time of day to launch a new ad campaign is. You can even see the number of consumers viewing your app versus actually purchasing or downloading it. Analytics can also tell you where most of your traffic – or customers – are coming from. This information can help you decide which advertising platforms work best.

 

#2. Poor User Experience.  

When building your first mobile app, user experience should always be the first thing on your mind. However, too many app developers focus mainly on the features the app can offer. The first user experience a consumer has with your app is the first time they use it. If the user experience is poor then your app will most likely fail.

Another issue with poor user experience is that it is bad for marketing. Many consumers tend to leave bad reviews when they use an app with poor user experience. Good reviews are a crucial way to get more downvotes. Good reviews tell a consumer that your app, as well as your company, are trustful. The more good reviews you have, the more downloads you will get. The only way to get those good reviews is to have a good app.

Pricing is a big option to consider when it comes to user experience as well. You have two options to make money off an app: sales and advertisements. Advertisements can greatly affect user experience. Typically, offering a low-price app with no advertisements profits more than a free app with many ads.

 

#3. Marketing Your Mobile App.

When it comes to a successful mobile app, it’s not just about how well the app is made or if customers like it. First, customers have to find your app. If you do very little or no marketing, you will likely see fewer sales or downloads. There are thousands of apps in the app store, which means you need your app to stand out.

One of the best forms of marketing is word-of-mouth. Have a great app and people will start talking about it. But this tactic will only get you so far if you are a relatively new company.

For companies that are already established, advertising the app through their typical avenues – TV commercials, radio spots, etc. – is a great way to reach new and existing customers. Since most customers will already have an idea of who your company is and what it does, you don’t have to explain the idea of your app as much. For start-up companies, you will have to explain both the app and the company itself.

One of the best ways to target apps is through competitive mobile markets. You may consider using Facebook, Twitter and even other apps to reach a market that is already familiar with mobile technology.

You can even boost your app through ASO, or app store optimization. ASO, much like search engine optimization, helps improve the visibility of your app in searches. This is a great way to boost downloads for a new app.  Just like with SEO, there are numerous guides which explain how to increase app sales through ASO.

Developing and building your first app doesn’t have to be difficult. In fact, there are plenty of published guides to easily guide you through the process. Come out ahead of the curve by avoiding these very common mistakes when building an app. Avoid these pitfalls and launch your first successful app.

iOS or Android – Which Should You Develop First?

Most app development projects will require a decision early in the design process on whether to develop on iOS or Android first. This is because it is best to get the app right on one platform before moving to the next. So, which should you develop first?

The question is one that prompts a lot of debate – with developers and app owners. In other words, there is no clear answer. Both options have technical pros and cons, and both options have marketing pros and cons. The user base, build process, and app store functionality are all things that should be considered.

 

iOS and Android User Base

There are about four times more Android users in the world than iOS users, although the breakdown differs when you start looking on a country-by-country basis. In the US, for example, Android is still the most widely used operating system but there is a larger proportion of iOS users than the global average.

As more people use Android devices, more Android apps are downloaded each month from the Google Play Store. However, apps on Apple’s App Store make more money.

 

The Build Process

Research by developers building apps on both platforms indicate that Android apps have more lines of code (about 40 percent more) and take longer to build (about 30 percent longer). There are also a greater number of variations that a developer has to deal with when working on an Android app.

The number of iPhone, iPad, and iPod models is small, and most devices run the latest version of Apple’s iOS operating system. Android is a completely different story. Android phones are made by a number of different manufacturers, and they usually each have several models in their product ranges. As a result there is a plethora of different screen sizes and resolutions to deal with. The capabilities of each device can also differ too.

This problem on Android is compounded by the fact that many users are on old versions of the Android operating system. As a result developers have to test, debug, and maintain their apps for a much wider selection of phone options.

The development platform is also something that is considered by many developers, most of which like Apple’s XCode better than Android Studio. Android Studio is open source and more flexible, but it is behind Apple in terms of developer usability.

 

The Publishing Process

This is one part of the development cycle where Android comes out on top. This is because the Google Play Store is easier to deal with, and has more features and functionality that aid the development process. For a start, new apps uploaded to the store are made available for download very quickly. The approval process on the Apple store takes much longer. Also, the process of updating an app to a new version is quicker and easier.

Two other features make the Google Play Store appealing in certain situations. The first is the ability to upload both an alpha and beta version of an app. The beta version is not publically accessible, but it can be tested in a live environment to identify and remove bugs.

The second feature that developers like, particularly those working on apps with large numbers of users, is the staggered release function. When this is used a new version of an app is released to percentage of the app’s users. This means potential problems with the app are dealt with within that closed group of users before the app is rolled out to a wider audience.

So what is the answer to the original question – Android or iOS first? Despite the larger user base, the efficiency of the Google Play Store, and the open source nature of the platform, Android is still the second option for most app development projects. The user demographics and engagement levels coupled with the easier build process means most developers and app owners develop on iOS first.

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