How the Purple DS app funnel can help you to increase your user base immediately (Part II)
Every app needs a start-to-finish marketing funnel for increasing their user base. In this series, we show you possible steps on how the Purple DS app funnel can play a crucial role in your marketing plan and ultimately help you to increase your user base.
The Purple DS app funnel
Part I covers the first step of the marketing funnel, which is raising awareness for your app with the support of the Purple DS Recommendations Engine.
Part II covers the second and third step of the marketing funnel, which are getting the prospect to installand eventually discover the app.
Part III will cover the fourth and fifth step of the marketing funnel, which are using individual campaigning within the app as key action and retaining your customers in making them return to your app over and over again.
In the first part of this three-part series, we already covered the first step of the Purple DS app funnel, in which you learned how to create awareness using the Purple DS Recommendations Engine. Now, in the second part, we provide you with valuable information of the next two steps of the app funnel. First of all, we will discuss how you get your prospects to download and install your app. Secondly, you will find out how a great user experience leads to higher engagement in discovering your app content and ultimately an increase in your user base and revenue.
App Marketing Funnel Step 2: Install
An important piece of the App Marketing Funnel is app store optimization. With over two million mobile apps in the major app stores, getting your app discovered and actually installed is one of the biggest issues facing mobile app publishers today. So, how do you actually get people to install your app? Before we jump ahead, keep in mind: the appearance of your app is like a business card.
What are the mechanics of app store optimization?
Let’s start by breaking down the components that have the largest effect on your appearance in the main app stores.
App Name: We definitely recommend checking whether the name of your app is already used by someone. Also make sure that you are satisfied with the search results that the app store search engines spit out for your title. In addition, you can consider placing a keyword in the title to further improve your search rankings. It could make sense to use a keyword in the app name with the heaviest search traffic. For less popular apps, one should strike the right balance between branding and relevant keywords. Also, consider getting a little crazy with your app name. Individuality should come first since apps now can contain any UTF-8 sign within its name.
App Icon: Simple but often overlooked and underestimated. Naturally, you want to be certain that your app icon stands out and is catchy and recognizable. This way the user easily finds your app among the tons of other apps installed on his mobile phone.
Explanation: Technically the app store algorithm ignores the app explanation. Users, however, are a different story. Rather than optimizing for SEO, focus on explaining the features and benefits of your app. As a quick tip: Check the explanations of some of the highest ranked games for inspiration. The gaming industry is still far ahead when it comes to app store optimization.
Screenshots & Videos: An app preview video and screenshots help massively to convert indecisive users. In fact, we tend to say it’s the most important of the four factors. The video and the first screenshots that should be seen by potential users have to reflect what your app is all about and why it is so great.
App Marketing Funnel Step 3: Discover
Attractive content is key in order to get your customers to use your application. Users want to be entertained and hate if something is carelessly designed and counterintuitive. Therefore, make it as simple and straightforward as possible for people to interact with everything in your app, so that in the end your users convert into paying customers.
A great strategy is to offer freemium content. That is because when your app is free, the download barrier is very low. Once the app is installed, the next task for your app is to win over the users and convince them to stay engaged. The Economist Espresso App is a fantastic example. The app demonstrates perfectly how to earn money with in-app-purchases. It provides its customers with a unique overview of the most important topics of the day compiled by editors. On top of that, the interface is intuitive and the finger of the user is tempted to continuously interact with the animated content. The freemium version of the app includes one freely accessible article per day. Besides that, full premium access will cost 3.99 US-Dollars per month.
he most common tools to get your customers to discover your app include push notifications, deep links and cross-linking between web and app. At this point, we especially want to highlight not to fail to use push notifications. They provide convenience and value to your app users. Moreover, they don’t get caught in spam filters, or forgotten in an inbox — and click-through rates can be twice as high as email. You’ll learn more about push notifications in Part III, so stay tuned.
Continue reading the third part here: How the Purple DS app funnel can help you to increase your user base immediately (Part III).