Growth Hacking Your Mobile User Acquisition Strategy
Since the start of 2016, we have heard many questions from our community and customers around which tactics are best for customer acquisition. To help answer their questions, we went straight to the expert and asked him to share his personal experience in growth hacking your way to mobile customer acquisition.
Last week, Apptentive Co-founder & CEO, Robi Ganguly, shared his tips on how to drive growth on mobile apps during a webinar. For those of you who weren’t able to attend, you can watch the full recording of the webinar here.
If you’d prefer a quick recap, here’s the two-minute version of what was covered for you to skim:
Tips for Driving Mobile Customer Acquisition
1. Start by analyzing the top of your lead funnel
Robi’s first tip is to ask yourself, “Which paths do consumers go through to discover my app?” and, “What are the results they expect to see?” When analyzing this part of your lead funnel, it’s important to conduct keyword and category testing to ensure you’re driving the right eyes to the right content (we recommend checking out TUNE, a great resource for this type of testing).
Additionally, consider using your own mediums across channels to let customers know about your apps. Many of the most successful brands, especially big retailers, leverage this tactic.
2. Think about conversion
Calculate your conversion percentage by counting how many views your app has compared to downloads. To increase your conversion percentage, consider what consumers care about when they look at your App Store page as it may differ from the information you’re currently providing.
Often times, consumers want to see what other people have said through your ratings and reviews. Our research shows that if your app has 3 stars, only 50% of consumers will consider downloading it. Conversely, if your app is 4 stars and is accompanied by reviews full of vitality, 96% of consumers will consider downloading.
3. Activate your end-consumers
Think about strategies for engaging with your end-consumers in 7, 14, and 21-day increments. The core metric we see our customers adopt is the percentage of end-consumers they interact with over the course of 30 days.
Three main tactics to help increase engagement include: in-app surveys, in-app prompts, and open-ended feedback. In-app surveys are easy for end-consumers to engage with, and benefit you by providing structured data to help you iterate on your process. If timed right, in-app prompts can be used to encourage specific actions like educating an evangelist on a new feature, or encouraging social sharing. Last (but certainly not least), asking for open-ended feedback from unhappy people is key to success. You’ll receive some of your most valuable feedback from these folks, and asking for it will actually increase retention and organic growth. Intercepting and working to fix negative feedback can yield some of the most positive customer experiences and end results.
4. Set goals to gauge success
To understand if your efforts are working, be sure to set goals and track the increase in your app store ratings over time. It’s also important to track the percentage of your customer base you communicate with.
Calculate your conversion rate increases, both paid and organic, and keep a close eye on your category-specific app store rankings.
Looking for more?
To hear specific use cases and learn more about which tactics to try, watch the full 30-minute webinar recording here. This webinar in particular is especially helpful if you are looking to save time, resources, and money on customer acquisition.