Can App Store Optimization Help with Mobile User Retention & Engagement?
Gummicube Inc. | App Store Optimization | Big Data Analytics for Mobile App Marketing
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It's True...App Store Optimization (ASO) Goes Beyond the App Store
We're not here to spread unpopular opinions or takes - this is the part of ASO no one talks about.
To any seasoned ASO expert, optimization has massive influence outside of the app stores in more ways than one. One of the most valuable assets any app developer or marketer can have under their belt is not just a user, but a valuable one. This is the part of ASO not many "experts" in the field tell you about, but it's inherent in the process if done correctly.
Once a user downloads an app, how can you make their experience more worthwhile for them and your marketing end goal? In the scope of ASO, it's not enough to convert the user, it should be imperative that you can derive value from it right from the start.
The truth is, all meaningful marketing actions start from the bottom and nurture retention and engagement along the way. Are there steps in ASO that help support both of these fundamental success factors in app marketing? Absolutely – you just may not know about them yet.
App Store Optimization Attracts Your Best Users - But Doing it Right Matters
Unlike paid campaigns alone, organic means of user acquisition actually drive more valuable users to your app. For one, the “effort” in finding, downloading, and using the app requires more of the user's time, thus yielding their action more time-consuming a valuable once they find what they were looking for.
If you're not familiar with the consumer purchasing process, it's vital to see just how similar the user journey is on the app stores. Here, the user goes through multiple steps in the "purchase" or "download" process but goes through them incredibly fast. In fact, a user only spends about 6 seconds on a product page before their choice, some may not even go to the product page to decide. Here, steps 2-4 happen in a matter of seconds, not days.
(Image Credit: Professional Academy)
How does ASO fit into this category? Well, an organic search is worth it's weight in gold -- to the user and to the marketer. When a user sees an ad, they’re being exposed to a product/service they initially didn’t mean to seek out on their own. Thus, the “need recognition” step in an acquisition is virtually removed, and the subconscious satisfaction of finding a need on their own makes the action inherently less valuable. Users might be less likely to engage or stay with an app from paid campaigns alone.
Did You Know?
A user only spends about 6 seconds on your product page before deciding whether or not they want to download?
Make those seconds count!
This is why supporting organic visibility through ASO is so vital. Users actively looking for something and eventually finding an app that suits their needs innately creates a more worthwhile connection for both the developer and the downloader.
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Setting the Record Straight App Store Optimization - User Engagement & Retention
What about retaining and engaging with that newly acquired user? This is where?ASO marketing?extends itself to the onboarding process. At this point, the developer may want to ask themselves the question, “How can I provide value to my user right from the start?”
Once a user downloads your app, where does the process of?mobile user acquisition?end? Well, any seasoned ASO expert will tell you that optimization partially extends outside of the app store. In a lot of ways, optimizing the onboarding process best ensures the quality and value of the user – a fundamental principle of ASO.
This concept is often coined by Gummicube experts as, “optimizing action”. Through an improved onboarding process, the post-download actions can be valuable right from the start. Improved onboarding could involve shortening up signup flows, testing subscription price placement, adding feature flags to reward returning users, and even testing price points within the app in a controlled environment (yes, you read that right).
Explore these expert resources about how ASO can help optimize action:
VIDEO: Want to see what in-app optimization and optimizing action could look like for you? Be sure to check out this video from CEO and Co-founder of Gummicube, Dave Bell.
TL;DR
In-app A/B testing of onboarding flows sets out a simple ASO strategy from a truly impactful one. This is the part of ASO that not very many people talk about, but it’s one of the most integral parts of what App Store Optimization is at its core. It’s an opportunity to optimize truly, through inception to drop off.
To put it simply: through relevant keyword optimization, users are able to find you. Through engaging creatives, users can be influenced by you. And finally, through an improved onboarding process and activation, users will want to?stay?with you.
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