A few years ago, having a business mobile app seemed like a secondary necessity because e-commerce itself was innovative. However, today’s reality is that it has become necessary, because consumer habits have changed, and with that, e-commerce owners have realized that applications make business easier and more useful not only for consumers, but also for themselves.
The opposite of the rapid spread of applications are entrepreneurs who quickly migrate to the mobile market without experience and guidance. Acquiring users or their migration to applications is one of the main starting points of this journey. To do this effectively, some processes are extremely fundamental.
1 – Cohort analyzes on the seventh and thirtieth day
With this increased pressure in the e-commerce environment, along with the high demand to optimize marketing spend, professionals have started using Seventh Day and Thirtieth Day Cohort Analysis reports to reveal the amount of in-app purchases made within that particular post-install period. At this point, the key to success is using these reports to measure the effectiveness of your company’s application.
2 – Long-term ROI
Along with day seven and day thirty cohorts, it’s worth evaluating long-term cohorts and LTV to discover which media channels and users have the highest quality. For example, media channel A may be responsible for attracting the attention of many users during the first 30 days of use, but has a low repeat purchase rate. Channel B, on the other hand, includes users who make fewer purchases in the first 30 days, but who make a greater number of new purchases in total – to the extent that they achieve a higher ROI than channel A.
For this reason, performance analysis of only the seventh and thirtieth day groups may lead to the loss of higher quality users. So always keep in mind that LTV measurement is a weak point in SKAdNetwork, as advertisers have to dedicate some conversion values to longer term KPI measurement.
3 – Seasonal audience
It’s possible that some of your mobile users shop only during holiday dates. This is because these periods tend to have greater availability of products and incentives. So, take the test. This upcoming holiday, focus your remarketing efforts on customers who shop only seasonally, or customers who made a purchase last holiday, to convert them into regular engagement.
4 -UA vs. CPI/CPM
To make the most of in-app shopping demand and save on your marketing budget, invest in user acquisition during periods when acquisition spend is lower. This way you avoid showing too many CTAs to your users.
For example, the month of September is generally the period when acquisition costs are the lowest and installation-to-purchase fees are the highest. Therefore, users are more likely to install or convert thanks to strategic UA efforts that don’t burden them.
5 – Customize, personalize and personalize
Customizing the user experience is especially critical for retail applications and should be considered a priority. To do this, focus on emphasizing a contextually relevant onboarding process. It encourages users to create a profile and set their own preferences. When possible, you can also use in-app event details to populate the home page with items similar to brands or styles of previously purchased items. By doing so, you encourage upsell and cross-sell opportunities.
6 – Audience segmentation
After collecting data from pre- and post-installation user activities that enable data sharing, it’s important to use the insights gained to create specific audience segments that define who your most valuable users are and can be used as a foundation for future acquisition.
At this point the audience can be used for various purposes. For example, with a shopping app, you can create a lookalike audience – to improve user acquisition by focusing on prospects who “behave” like your best users (those, for example, who have made more than three purchases in the last 30 days ) – How much segment based on exclusion parameters. To do this, remove users who are part of the Ad Network A campaign that you would not want to be part of the Ad Network B campaign. Or create an audience segment with inactive users and exclude them from your Ad Network campaigns. re-engagement.
7 – Increase ATT license fees
So far, ATT approval rates have been higher than originally predicted for iOS 14.5, and are currently approximately 47% globally. Among the best ways to increase ATT approval rates and take advantage of access to granular attribution and more user-level data are:
- using pre-ATT notifications to provide additional context. In this way, you offer users a more detailed explanation of why you want them to give their permission and what benefits they will receive in return;
- reminders after ATT. Users who choose not to allow tracking in ATT notifications can enable tracking at any time and turn it off again if they wish in their device settings;
- controlling watch time, which directly affects your app’s permission rates, and finally instilling trust in the user, one of the most important factors in getting a user’s permission for ATT, since the more the user trusts your brand, the more willing you are to allow your data to be used.
Also Read: App Commerce: Your Customer Wants to Buy Through the App!