Smartphone apps are essential for our daily lives. With different goals, they help us to make the purchases of the month, order the weekend pizza, allow watching series and movies and even schedule and make medical appointments.It is very difficult to imagine a reality without the benefits and facilities that the apps provide us.
Currently, there are 5.7 million apps in operation around the world; 3.5 million are in operation in the Play Store (the Google platform), and 2.2 million developed for IOS, Apple's operating system.In the vast world of applications, the competition to succeed with increased users and app revenue is great; it is in this scenario that App Growth is necessary.
“App growth can be defined as a multifaceted strategy whose main objective is to increase the active users of an application over time and sustainably, and consequently boost the” revenue, comments Rafaela Saad, Sales Manager at Appreach.
How to prepare a solid App Growth strategy?
With the vast number of applications, the App Growth area has become even more strategic. It is extremely important to differentiate and ensure user attention constantly, requiring new users and engage the existing base so that they return to the app and maximize their revenue.
An app growth strategy can be defined as a growth and marketing plan for your app. It will establish ways to increase the visibility, downloads, engagement and sales of the app. For this, you need to have a very clear goal and KPIs (Key performance indicators) that contribute to achieving this goal.
“There are several strategies of App Growth that complement each other and that can be organic or paid. Within the range of strategies, we can mention the campaigns with influencers or affiliates, campaigns to acquire new users and retargeting campaigns for re-engagement. It is worth noting that the strategies complement each other, This is because each type can look at a different part of the sales funnel ”, he comments.
The importance of data analytics in App Growth
We are living in the era of greater data availability in favor of business decision making. However, it is necessary to pay attention to the use of information during the execution of an app growth strategy.
Internal data analysis such as fraud rate, average ticket, ROAS, LTV and performance per creative are extremely important to mark the quality of campaigns in the growth app, while market and competition benchmarking data (downloads, active users, paid campaigns, creatives, retention) help and understand the position in the market and set realistic goals.
Creative ads make a difference
Ads are a crucial part of an App Growth strategy, they are the user's gateway to the brand and the product. It is at the time of exposure to the ad that the user will make the decision to download or not the app.
“Develop a creative and well-developed line, not only captures attention, but also communicates clearly and concisely about the benefits and unique features of the application.This helps differentiate the product from the competition, ensures that users quickly understand the value offered and gives harmony to the brand positioning”, he says.
Creative, well-executed ads improve conversion rate, resulting in a lower CAC. When users feel compelled by the ad, they are more likely to download and use the app, maximizing their return on investment.
Appreach development in the App Growth scenario
“A Appreach has multifaceted performance for App Growth strategies. First, we understand that the growth of an application depends on several factors, which can be directly or indirectly linked to growth strategies. Our performance begins long before the activation of campaigns. You must first understand how the customer's business works, their pains and goals and set goals that are realistic for both sides. We also understand the best workflow of each client in order to offer a fluid and smooth” experience, he says.
The company's Data and BI team has a focused work on monitoring and analyzing the performance of advertising campaigns daily. The goal is to generate valuable insights and provide continuous feedback, enabling the identification of areas that can be optimized in marketing strategies. To support performance analysis and ensure transparency, reports and dashboards are made available as required by the customer.
“In addition to KPIs and channels directly related to campaigns, performance is influenced by several other factors. Considering this, the Data and BI team also uses Market Intelligence and Benchmarking platforms to perform comparative analysis with the competition. These analyzes cover aspects such as creative performance, number of downloads, active users, retention rate and investments in paid campaigns of ACHR acquisition, he concludes.
