Written by Sukanya Sur, Content Marketing Manager at AppTweak
In the dynamic landscape of app marketing, the role of in-app retargeting has emerged as a pivotal strategy to re-engage users and boost conversions. As users increasingly navigate through a plethora of apps, creating lasting impressions and bringing them back after the initial download is paramount. This is where retargeting comes into play, allowing app developers to strategically target users with tailored content.
A key companion in this endeavor is App Store Optimization (ASO). ASO not only helps your app get in front of the right people and increase downloads, it also plays a significant role in keeping your existing users engaged and encouraging them to return. ASO is the bridge that connects first encounters to lasting engagement.
In this blog, we will explore how ASO can significantly boost your in-app retargeting efforts.
ASO refers to the process of enhancing an app’s visibility on the app stores and maximizing its appeal to new, existing, and lapsed users to increase app downloads and (re)activations. This visibility is crucial: when users come across your app while actively seeking solutions, the likelihood of them re-engaging rises.
When users find your app through targeted keywords or personalized recommendations, they are already primed with an inherent interest in your app’s offerings. ASO ensures that your app is positioned as the solution to their needs. It also reaffirms their initial interest and sparks a sense of familiarity. As they return to your app, engaging creatives, optimized metadata, a steady stream of positive reviews, and your app’s visibility in featured stories act as gentle reminders, which build up their decision to engage with your app once again.
? Find out how you can reduce app user churn rate to maximize app success
When users search the app stores, they use specific keywords that reflect their needs. By identifying and incorporating relevant keywords in your app’s title, subtitle, keyword field, and long description, as well as within new features or updates, your app becomes more discoverable in the search results. Apple and Google prefer to display apps that have a higher likelihood of being downloaded, so users are more likely to be satisfied with the store experience and are, thus, more likely to return to search for and download them.
Keyword optimization can extend beyond the app stores, enhancing your app’s visibility in push notifications and personalized recommendations.
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With AppTweak’s live search results, we see that all the apps that rank have the keyword “jigsaw puzzle” in their title. This suggests apps that don’t have this keyword in their title have a lower chance to rank (Google Play, US). Source: AppTweak
Creative optimization can go a long way in increasing the visibility of your app on the app stores. Updating your app icon to make it more appealing or refreshing your screenshots to reflect the essence of your app can serve as visual cues, reminding users of your app’s value and features. Optimized visuals create a compelling introduction, potentially offsetting any reasons users might have had for disengaging initially. If users are reminded of what they liked about your app at first glance, they’re more inclined to give it another chance.
Moreover, if your app has introduced new features or improvements since a user’s last interaction, visual assets are an effective way to showcase these changes. A well-crafted video or a series of eye-catching screenshots can demonstrate the value of these additions, rekindling user interest and encouraging them to explore updates.
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Bird (App Store, US) has created a “storyline” in their screenshots to convey the app’s value proposition. This narrative approach can be effective at retargeting users who initially showed interest but didn’t convert. Source: AppTweak
Positive ratings and reviews of your app signal credibility and user satisfaction. In fact, both Google and Apple consider factors like star ratings, user reviews, and the number of ratings when ranking apps.
User reviews offer insights into what they truly value in your app, which features resonate with them, and what pain points they might have encountered. By addressing these pain points in your in-app retargeting efforts, you can position your app as a better alternative and encourage users to switch back to your app.
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Lifesum successfully turned around a low rating to a 5-star rating by addressing and resolving a user’s complaint. Source: AppTweak
Make sure to reply to reviews (good or bad) to maintain a strong relationship with your users. Users would likely not re-engage with a product that doesn’t care to respond to reviews. If you reach out to an unhappy customer and fix the experienced issues, it can lead the user to update a previously low-rated review to a 5-star rating and, thus, be more receptive to re-engagement efforts.
? Monitor your app’s reviews and ratings with these actionable tips
Using custom product pages (CPPs) for in-app retargeting campaigns can be a highly effective strategy. CPPs allow you to create targeted landing pages within your app, specifically designed to showcase products or services that users have shown interest in or interacted with before. This increases the relevance of your content and encourages users to take action.
For example, suppose a user has previously shown interest in fitness tracking. Through in-app retargeting, you could design a CPP that highlights your app’s advanced tracking features and tailored workout routines. By demonstrating to potential users that your app aligns precisely with their needs, you increase the chances of converting their initial interest into active engagement with your app.
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Art Puzzle has created a custom product page that highlights the relaxing aspect of the game. Source: AppTweak
Regularly check up on the store presence of your most direct competitors. Studying and understanding your competitors’ strategies in ASO can provide valuable insights that enhance your in-app retargeting efforts. You can analyze your competitor’ apps and dig through their reviews to identify what features or aspects users dislike or appreciate. You can then emphasize these features in your in-app retargeting messaging to remind users of the benefits they might be missing out on. This can reignite their interest and drive them to use your app again. With the help of an ASO tool such as AppTweak, you can easily track your competitors’ metadata and visual updates.
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Check how frequently your competitors update their apps and which changes they make with AppTweak’s ASO Timeline. Source: AppTweak
Secondly, if your analysis reveals that competitors offer specific deals, promotions, or discounts, you can leverage this information to create appealing incentives for inactive users to return to your app. These offers can range from exclusive content to limited-time discounts, providing extra motivation for re-engagement.
Incorporating Apple Search Ads into your in-app retargeting strategy can extend the reach of your efforts to users who are more likely to re-engage.
? Check out these Apple Search Ads do’s and don’ts to make the most of your ad campaigns
With in-app events and promotional content (previously LiveOps), developers can showcase special events, such as competitions, challenges, live events, premieres, etc., to reconnect with lapsed users.
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Mountain Climber runs an in-app event that encourages users to take up a challenge on the App Store. Source: Apple
App updates play a crucial role in improving in-app retargeting by enhancing the overall user experience, increasing user engagement and providing opportunities for more effective campaigns.
In conclusion, ASO can be a valuable strategy in your toolkit of in-app retargeting and engagement efforts. ASO’s ability to captivate users and personalize experiences aligns well with the goals of in-app retargeting. This, in turn, fosters higher engagement, conversions, and long-term app success.