Turning mobile web visitors into native app users is no easy feat. Here’s how to set up a viable user acquisition strategy and learn how it adds increased value to your bottom line.
The main problem most mobile marketers or user acquisition specialists face is to sustain a large & thriving mobile community. There’s a number of customers who convert on your desktop site, but also visit your stores and occasionally access your mobile site inside your store or ‘on the go’. But what about that dusty, idle app you invested so much money in? Why not convert those shoppers into thriving native app users? How can you even get started if uninstall rates skyrocketed and app session rates plummeted? Here are 3 methods you can use to jumpstart your mobile user acquisition strategy in no time.
1. Leverage Mobile Search Terms In-Store
“70% of smartphone owners who bought something in a store first turned to their devices for information relevant to that purchase.” (Google)
That’s an astounding number! It’s no secret anymore. People like to pull out their phones and check you out. They’ll access your mobile site to access product reviews, product descriptions, discounts, inventory, and compare prices. Here’s the graph (proof) that shows what users do in your stores with their mobile phones.
image source: Google
Here’s the first step. Start off by indexing popular mobile “on-site” search terms. For example, if you see a spiked trend in “bomber jackets” why not leverage that item? Push out an urgent in-app message like, “Bomber jackets are up for grabs. 10% off in-app. Get yours before they’re gone!”
However, it’s important to know that users need more reason to keep an app than just making a one-time purchase.
“38% of those surveyed said they’re likely to download an app when it’s required to complete a purchase. Once they’ve completed that purchase, however, 50% will uninstall that just-downloaded app and move on.” (Google)
Tip: How do you keep users coming back for more? Simply getting back in touch helps! Instead of leaving your app idle, study your persona group who searched for bomber jackets and re-engage them with future offers, discounts or loyalty rewards. Reach out. Re-engage. And don’t forget to say thanks.
Rich message example with picture of bomber jacket, “Thanks for your purchase, Kelly. Click here if you’d like future offers like these.”
2. Invite Visitors to ‘App-Only’ Loyalty Rewards Program
Loyalty doesn’t need to be blasé. Out with the old (cards) and in with the new (app points!) Creative ideas for an app loyalty program can stem from activities done on the app or in the store. Activities don’t necessary need to revolve around purchases. Some examples might include giving points to users who open the app, redeem a coupon, watch a video, share on social, refer a friend, etc.
Perhaps you can even invite users to shop in-store and gather points with your retail app. Proximity marketing, like leveraging beacons, is a good tool to trigger points when users walk into stores. Beacons are quite helpful to support a boost in footfall traffic. Also, it’s a nice strategy to create buzz and attract users inside a new shop or pop-up store.
Another form of loyalty extends to gamification. Rewarding users to higher levels or statuses via a game drives engagement. Find out how gamification drives engagement in your native app here.
3. Show Exclusive Promos & Sneak Peak of New Arrivals Only via App
Like the first example, enticing users to download your app requires major “buyer’s intent” brainstorming. Why do your users come to your website or store in the first place? It extends beyond the simple transaction of an item. They want to see the new arrivals, touch and try it on, get deals and promotions.
image source: Vila app
Or be rewarded for their loyalty, like example #2. Either promotion you use or sneak peak, make sure you enhance the activity through a visually rich mobile asset.
For example, you could show a sneak peak of the new Spring clothing arrivals in a photo-rich gallery asset. Or invite the user to spin the new luxury watch in full detail. Perhaps you can invite the users to participate in an exclusive contest, app-only applications accepted.
If you’d like to find out more about mobile marketing, I encourage you to debunk the myths first. Download our eBook on “5 Myths About Mobile Marketing” here.
