1. Keep track of your click-to-conversion rates
Drop-offs are a pain.
Your mobile app is where conversions happen. Criteo has found that consumers purchase at 3X the rate of the mobile web in a native app. Therefore, losing customers hurts in the long-run, especially when churn is preventable.
The way to get people to convert is deep linking. However, a poor setup can harm this user journey. If a user faces an error, they are very unlikely to take a step back to resume their journey, but rather bounce entirely.
So, track these drop-offs closely. Deep links are fiddly to set up, but if you don’t see smooth conversions, you’re potentially losing revenue.
For example, say you’re seeing less than half of your users who click a link making it to your landing page. Drop-offs could happen thanks to slow loading times, unintended clicks or a broken deep link.
The last should be a major concern.
The answer to any broken links is to test your setup to make sure that all links work before kicking off a campaign. A quick test could be the difference between high churn, or high conversion.
2. Be aware of bigger platforms
Apps such as Facebook and Instagram handle external links by loading the content in an internal webview. These views keep users within the app and require another level of complexity to route users off the platform onto your app. This situation can lead to loss of tracking, fudging critical metrics.
As a workaround, developers and marketers using legacy deep links on social platforms must build out methods that can handle edge cases. If you lack a unified approach to deep linking, the number of errors from edge cases becomes overwhelming, leading to frustrated developers and broken customer experiences that can be tremendously difficult to be repair.
3. Capitalize on your users wherever they are
Motivating audiences to engage in-app as opposed to on the mobile web is tough. Are dramatically more effective than the mobile web at driving conversions, so how do you get audiences to use your app if you don’t know where their next engagement point will be?
Below are a handful of examples of how you can capitalize on context and make the most of every audience touchpoint:
- Turn your mobile website into an app growth machine by capturing high-intent users who land on your mobile website via organic search with interstitials that prompt them to download the app (or open the app if it’s already installed), delivering them to the right in-app content at the right time.
- Maximize every email. Email is still one of the most effective channels out there, and 70% of emails are opened on mobile devices. The faster you move email recipients from inbox to native app, the more revenue you’ll drive.
- Create more opportunities with owned assets that are contextually friendly, in order to capitalize on cross-channel campaigns. Website real-estate can be dedicated almost entirely to pushing the users back to the app, especially when tied with real-time offers.