App marketers are often struggling with either of these two things – acquisition and retention. With increasing number of apps entering the market, it comes as no surprise that most of them fail to keep their users actively engaged. So we decided to list down a few nifty tools that app marketers must have to sustain this year’s competition.
1. Validating your app idea and interface – Usability Hub
The first and foremost step to taking your app to the market, is validate its idea and interface. Usability Hub is a free community based tool that you can use for testing different in-app designs, navigation, features and more. Get feedback from people you’re most likely to target and optimize your app for better performance before starting your marketing campaign.
2. Gauge your app’s competition – Sensor Tower
It is important for app marketers to identify and understand the competition they need to face in the market. Sensor Tower is a great tool that provides data on the apps that are topping charts in the App Store. Be it the keywords your app is being identified for, its current visibility, a competitor’s user reviews and more, Sensor Tower can help you nail ASO.
Alternative: App Annie is another interesting tool that helps you closely monitor top app charts, monitor competitor strategies and optimize yours for better results.
When you acquire a user via an advertisement or search, it is important to understand that he comes with a set of expectations from you. Offering a personalized experience only makes sure that your app doesn’t go unused after download. Using GetSocial deeplinks, you can identify where a user is coming from and offer him a softer landing page with personalized onboarding that helps him understand the app better.
4. Test and adapt app changes – Optimizely
A/B testing is a part of every marketing strategy and the same holds true for apps as well. Optimizely makes it easy for app marketers make visual changes to screens without having to get into coding. It also enables apps to roll out new features and test them before their full launch. Get insights into how users interact with the changes, optimize for higher engagement and beat your competition!
5. Keep users actively engaged – GetSocial Activity Feeds
It is not just about acquiring users any more. You need to make sure they remain actively engaged in the app and gamification is a proven tactic to do so. GetSocial Activity Feeds are a great way for users to keep a tab on how others are progressing in the app, get tips on how they could do so too and basically network with each other via this mini social platform.
6. Identify and fix your app – Apteligent
After A/B testing, obviously comes identify the crashes that lead to your users thinking of abandoning the app and then rolling out fixes that would stop them from doing so. Apteligent is an app performance tool that provides real time diagnostics, helping marketers and developers offer a great in-app experience to users.
7. Acquire more users with referrals – GetSocial Smart Invites
When you make sure your users are happy with the in-app experience, it is only obvious for them to recommend your app in their circles – of course, with a little nudge. Creating a referral campaign in your app, you can GetSocial Smart Invites to let your users invite their friends via popular social channels as well chat apps. The tool makes it easy for the user to send invites and equally easy for you to monitor referral analytics like click throughs, install events and more.
8. Leverage user relationships – Social Graph
Continuing on our point above, when a user invites his friend to an app, he is looking at interacting with him in-app as well. Social Graph helps marketers understand the relationship between users and create custom campaigns that engage them actively, as well as increase their app sessions. Let’s just call it, taking referral marketing a level higher!
9. Understanding the user journey – Flurry
Another favourite tool amongst app marketers is Flurry. It is like the Google Analytics for the mobile world and can give you insights into how the users are interacting with the app – for free. It helps you understand your user segments, shares in-depth interaction data and helps you create custom journeys to keep the identified segments engaged.
Alternative: Kissmetrics can give you even deeper insights into your users and how they make use of your app. But the tool comes with a cost!
10. Offer dynamic pricing to users – Sweet Pricing
When you’re looking into your user’s journey, you will understand how each one of them has a different way of interacting with your app. While some happily convert on in-app purchases to move forward in the app, there are others who choose to look for free options available to them. Offering dynamic pricing in your app helps you convert more users into paid customers, and keep them engaged longer.
Right from discovery to acquisition, to engagement and in-app monetization, app marketers need to tread carefully to avoid being abandoned for a competitor.
As a thumb rule, focus on enhancing the user’s in-app experience first and then target at converting him into a paid customer. Going vice versa might deem you as a pushy app that gets abandoned for one that offers the same features for free!
While these 10 tools will put you on the fast track of app growth, we have a few more tools coming your way in our next post. Stay tuned!