Entrepreneurs

Council Post: Four Tips For Boosting Your Mobile App Conversions

By John Turner, founder of SeedProd, the most popular coming-soon page solution for WordPress used by over 800,000 websites.

Are you interested in getting more app conversions? If so, you’re in the right place. Business leaders use mobile applications to build trust, generate sales, gather feedback and much more. If implemented correctly, this extension of your brand could lead to dramatic growth.

The two most popular app storefronts are the Google Play Store and the Apple App Store. Google has over 3.4 million apps available, while Apple has over 2.2 million options for consumers. Competition is fierce, and marketing teams constantly try to get their brands noticed by consumers across these platforms.

Here are four effective strategies you can use to secure more app conversions and boost brand visibility.

Optimize Your App For Search

There’s a good chance you already have a strong search optimization strategy on your website, but what about your mobile app? If your application is nowhere to be found when a consumer searches for one or more industry-specific target keywords, you’re going to have a hard time maximizing conversions.

Both Google and Apple use a similar system to rank apps on their storefronts. The most notable difference is that Apple asks developers uploading apps to choose their target keywords, while Google ranks software by analyzing all of the content on the page.

You’ll want to use keywords that match the needs and pain points of your audience. In other words, figure out what kind of terms potential customers may type in when looking for an industry-specific solution.

Use your target words strategically in the title, description and URL to get more eyes on your app. I also suggest including high-quality screenshots on your listing so consumers can better understand the purpose of your software before they click the download button.

Prioritize Accessibility

Now that your app has a better chance of being found by prospects, it’s time to talk about accessibility. Mobile users can be picky, so you must take the time to create a stellar customer experience. When visitors can quickly and confidently navigate your app, they are more likely to spend time engaging with your brand. You’ll be happy to know that there are several ways you can make your software more accessible for users across all devices.

My first recommendation is to use native controls instead of a custom user interface. In many cases, a custom user interface (UI) works for some visitors but not for others. The result is an inconsistent customer experience, which could cause people to uninstall your software on the spot.

You should also format your media for people with various disabilities. For instance, you can reach more people if you add closed captions to your in-app videos. Not only will this make your application more accessible to users with hearing issues, but it also helps visitors who would prefer to read what you’re saying.  

Use Push Alerts Strategically

The majority of users who download your app may eventually stop engaging with your brand. Instead of letting these customers fade away, you can send them push notifications and bring them back to interact with your business.

After a user downloads and opens your app, show a pop-up that asks them if they would like to subscribe to get push notifications when new content and sales go live. Include a few lines of copy that explain why they should bother subscribing. In other words, what are the benefits of signing up for alerts from your company?

This beneficial factor will vary from industry to industry. If you want to generate more clicks, focus on offering benefits that directly connect to your target audiences’ goals and pain points. You can even create an exclusive immediate offer for users who opt-in, such as a coupon for 30% off their next purchase.

You can boost the success of your push notification campaign by segmenting your audience and sending users specific alerts based on their interests and behavior. For example, if a user adds an item to their shopping cart but closes the app before completing their order, you can send them a reminder via push notification.

These types of alerts are excellent for engaging with new and existing customers. Think carefully about critical moments in your sales funnel when push notifications could drive users to take action, and then set up your first campaign.

Gather And Display Reviews

Finally, you can skyrocket mobile conversions by asking users to leave reviews on the two big app stores and including social proof within your software. Google looks at user reviews when determining how to rank applications. The more positive reviews you have from actual customers, the better shot you have at rising through the ranks.

If you have plenty of praise-worthy feedback and your app appears at the top of the list for key search terms, more new users will find your brand. If a visitor’s first impression of your app is pages of positive reviews, they are more likely to take the next step and install your software. 

Including reviews within your app can build social proof. When consumers download an app or visit a new website, they look for proof that other users are enjoying your product or service. Social proof comes in many forms. I suggest including reviews on your landing pages and product catalog. You can also add trust seals to contact forms and payment pages to show that other reputable businesses trust you.

Final Thoughts

Globally, there are over 6.3 billion smartphone users. This number is expected to increase over the next several years. It’s safe to say that through all of this, consumers will continue to use applications for entertainment, education and to simplify their lives.

Using these offered tips with your mobile marketing strategy will help you enhance brand awareness and rise through the app marketplace search results for industry keywords. Then, you have to keep people engaged by delivering a top-notch user experience, and you can expect to see more conversions and overall business growth.

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