Posted by Drew Estelle on Dec 18, 2018 2:10:02 PM
The Top 3 Mobile App Mistakes and How to Fix Them
Mobile apps give retailers a big push in customer reach, customer loyalty, and customer spend. They’re an indispensable tool in a world where consumers spend an average of 5 hours on their mobile devices a day.
However, with countless apps available to them, there’s little room for error in the making and the marketing of them. Fortunately, with the right planning, you can avoid common mobile app mistakes. Here are the top three mobile app mistakes and how to correct them.
1. Failing to plan for mobile app costs
If your app has not yet been developed, this part is especially crucial. Mobile apps are not built in a day. They take serious planning. Knowing the true cost of making a mobile app will help you decide if you want to spend time and money on developing from scratch or rely on a team of experts with previously built code to hand you a branded app for a fraction of the time and money.
Either way, don’t go in unprepared. Mobile app costs don’t stop after development. Read The True Cost of Building a Mobile App to see a breakdown of each process pre and post-development along with the range of costs.
2. Ineffective marketing for driving mobile app downloads
Once launched, you must budget your time and money for marketing your newly created app. Not only do consumers have endless ways to buy a product on demand without an app, but they also have access to an infinitude of other mobile apps that they can purchase from. Without an incentive to download your app, you will struggle to amass a user base for it.
To drive traffic to your mobile app, you can invest in paid advertisements, run giveaways, and create app exclusive coupons and promotions. Promote pre and post-launch by advertising throughout all selling channels to maximize mobile app downloads.
3. Remaining too focused on user acquisition instead of user retention
It’s easy to assume that if people are using your app, then your app is successful. However, 71% of all app users churn within 90 days. To avoid that, you will need a marketing strategy to keep to engage users to keep them around.
To keep your customers engaged, you must provide even more incentives. App exclusive product launches, coupons, and loyalty rewards are all excellent ways to keep customers coming back for more.
The most effective way to advertise these incentives to app users? The use of push notifications. Not fully utilizing push notifications is one of the biggest blunders one can make. So what’s the solution?
Incentivize users to opt-in for push notifications
Those that opt-in have retention rates that are double those of users who have opted out. Create a social media post asking app users to screenshot them opting in for push notifications. Then offer them a store credit in return. This serves to not only get opt-ins but brings more awareness to your mobile app as well.
Frequently send push notifications to users that have opted in
Frequent messaging increases mobile app retention rates by 3x! While building push notifications, see what messaging resonates with your users. Informing customers about new arrivals and markdowns is a popular option for this. If at all possible, add photos along with messages. Push notifications with images have a 56% higher direct open rate on average than notifications without images.
Failing to plan is a plan to fail. If you want a mobile app that gives you a good return on investment, it’s time to research what it will cost you to build and maintain one. Equally important is learning how to continuously market it so you can effectively migrate your customers and keep them coming back for more.