In the United States, February is known as the month of love. Whether you’re celebrating self love, love in a relationship or just love for life – love is undeniably in the air. In this blog, we’re giving app marketers the techniques to help make users fall in love with their app by leveraging the latest mobile marketing trends as well as retargeting strategies.
Read here to learn how to create a strong relationship foundation with users and re-establish that connection that will last well after this love-filled month.
Attractive Inside and Out
Make a lasting impression, the first time and the second time around! Everyone knows first impressions last a lifetime. Just like offending someone on a first date is a red flag, having a less than appealing app appearance and user experience is a huge turn off for users. A mobile app’s user interface (UI) and user experience (UX) determines how likely a user will adopt and use an app.
If users cannot find the functions they need in an app’s user interface, this can hamper their experience within the app. When users have a negative brand experience, they are 62% less likely to purchase from the brand in the future. Making a great first impression is everything!
A meaningful user experience allows app developers to define customer journeys in order to create the most efficient path to business success. For example, if an app marketers goal is to get users to sign up for a subscription, an efficient user experience will draw users down a marketing funnel to make a final purchase.
Ratings And Reviews
Just like in any relationship, communication between users and the brand is key. Users want to know that their feedback is valued. Asking for ratings and reviews from app users allows customers to speak their mind and give honest criticism or compliments regarding their app experience. In addition, having reviews on an app creates higher ASO and conversion rates.
App store optimization (ASO) is the process of optimizing mobile apps to improve their ranking in an app store’s search results. Users these days have plenty of options, which makes standing out from the competition quite difficult. Ratings and reviews serve as positive and genuine proof that an app is exactly what they are being marketed as. Reviews not only help influence users to download an app, they also indicate user value to app stores, making them more likely to rank an app higher.
By leveraging reviews, brands can also interact with their users and address any complaints they may have. When brands take the time to address comments and attend to complaints from users, potential users are assured that their opinions are valued. App marketers that wish to create a loyal and trusting relationship with their users should make sure that user reviews are addressed and taken seriously.
Use User Data
In order to make users love and engage with an app, they need to feel like their loyalty is valued. App users expect seamless, personalized experiences from the apps they interact with. If their expectations are not met, 76% of users get frustrated and will likely switch to a different app. Leveraging user data to create personalized messages or suggestions makes users feel that their allegiance to an app is important.
Spotify Wrapped is a perfect example of using user app data to create a strong relationship with users. Spotify Wrapped shows users their musical year in review including stats on the amount of time they’ve spent listening, their top artists and a playlist of their top 100 songs. The annual round-up has become a staple for Spotify users.
Spotify Wrapped content is optimized for social media and the in-app experience prompts users to share to social media. Creating personalized content that the audience wants to share is a winning strategy. By giving the app audience a conversation to join or personalized numbers to brag about, user engagement naturally follows. No one wants to be left out of the latest trends!
Invest in Retargeting Campaigns
Everyone wants to feel wanted, including your users. Around 71% of app users churn after three months. This might be because they simply forgot about the app or they didn’t have a clear reason to keep engaging. How can app marketers combat this drop off? Answer: retargeting – retargeting campaigns help re-engage these lapsed or dormant users by reminding them that they are missing out on what’s in store in the app.
How to Re-Engage Users
There are several ways to re-engage users. App marketers can focus on discounts or deals to encourage users to come back to the app or they can use gamification tools to show users that there are rewards to be found when they return. With many gaming apps, users can be enticed to rejoin a challenge or mission if they are served ads letting them know they have power ups waiting for them. It’s important to take into account different retargeting techniques for different app verticals.
Using personalized recommendations of items that users had previously been interested in is another way to capture the attention of an audience. For example, with shopping apps, marketers can take a look at what a user has been searching for before they left the app. From there, the marketer can create an ad based on that item to show the user that there is a deal or coupon for that specific product.
Takeaways of How to Make Users Fall in Love with Your App
The key to a successful app is to have loyal and loving users. Here, we're giving app marketers the techniques to help make users fall in love with their app by leveraging the latest tech trends as well as retargeting strategies.
- Attractive Inside and Out: Make a lasting impression, the first time and the second time around! Having a seamless user interface and experience is extremely important. When users have a negative brand experience, they are 62% less likely to purchase from the brand in the future. Making a great first impression is everything!
- Ratings and Reviews: Communication between users and the brand is key! Asking for ratings and reviews from app users allows customers to speak their mind and give honest criticism or compliments regarding their app experience.
- Use User Data: Around 76% of users will likely switch to a different app if they feel like the app isn’t personalized to their needs. Leveraging user data to create personalized messages or suggestions makes users feel that their allegiance to an app is extremely important to an app’s success.
- Invest in Retargeting Campaigns: 71% of app users churn after three months. How can marketers fix this? Answer: retargeting – retargeting campaigns help re-engage these lapsed or dormant users by reminding them that they are missing out on what’s in store in the app.
