Smartphone apps are essential to our daily lives. They serve a variety of purposes, including helping us do our monthly grocery shopping, ordering weekend pizza, watching TV shows and movies, and even scheduling and making medical appointments. It's hard to imagine a reality without the benefits and conveniences apps provide.

Currently, there are 5.7 million apps operating worldwide; 3.5 million of which are operating on the Play Store (Google's platform), and 2.2 million developed for iOS, Apple's operating system. In the vast world of apps, the competition for success in increasing users and app revenue is fierce; it is in this scenario that App Growth becomes necessary.

"App growth can be defined as a multifaceted strategy whose main objective is to increase an app's active users over time and sustainably, and consequently, boost revenue," comments Rafaela Saad, Sales Manager at Appreach.

How to prepare a solid App Growth strategy?

With the vast number of apps, the App Growth area has become even more strategic. It's crucial to differentiate yourself and consistently capture user attention. It's essential to acquire new users and engage your existing base to keep them coming back to your app and maximize your revenue.

An app growth strategy can be defined as a growth and marketing plan for your app. It will establish ways to increase your app's visibility, downloads, engagement, and sales. To achieve this, you need a very clear objective and KPIs (Key Performance Indicators) that contribute to achieving this goal.

"There are several complementary App Growth strategies, which can be organic or paid. Among these strategies, we can mention campaigns with influencers or affiliates, new user acquisition campaigns, and retargeting campaigns for re-engagement. It's worth noting that these strategies complement each other because each type can target a different part of the sales funnel," he comments.

The Importance of Data Analysis in App Growth

We live in an era of increasingly accessible data for business decision-making. However, it's important to be mindful of how you use this information when executing an app growth strategy. 

Analyzing internal data such as fraud rate, average ticket, ROAS, LTV, and performance per creative is extremely important for assessing the quality of app growth campaigns, while market and competitor benchmarking data (downloads, active users, paid campaigns, creatives, retention) helps understand market positioning and set realistic goals.

Creative ads make a difference

Ads are a crucial part of an App Growth strategy; they're the user's gateway to the brand and product. It's when they're exposed to the ad that the user decides whether or not to download the app.

"Developing a creative and well-developed brand line not only captures attention but also clearly and concisely communicates the app's benefits and unique features. This helps differentiate the product from the competition, ensures users quickly understand the value offered, and provides harmony to the brand's positioning," he says.

Cost-effectiveness should also be considered. Creative and well-executed ads improve conversion rates, resulting in a lower CAC. When users feel compelled by the ad, they're more likely to download and use the app, maximizing your return on investment.

Appreach Development in the App Growth Scenario

"Appreach has a multifaceted approach to app growth strategies. First, we understand that app growth depends on several factors, which can be directly or indirectly linked to growth strategies. Our work begins long before campaign activation. We first need to understand the client's business, their pain points, and objectives, and set realistic goals for both parties. We also understand each client's best workflow to deliver a smooth and seamless experience," he states.

The company's Data and BI team focuses on monitoring and analyzing the performance of advertising campaigns on a daily basis. The goal is to generate valuable insights and provide continuous feedback, enabling the identification of areas for optimization in marketing strategies. To support performance analysis and ensure transparency, reports and dashboards are made available as needed.

"In addition to the KPIs and channels directly related to campaigns, performance is influenced by several other factors. With this in mind, the Data and BI team also uses Market Intelligence and Benchmarking platforms to conduct comparative analyses with competitors. These analyses cover aspects such as creative performance, number of downloads, active users, retention rate, and investment in paid acquisition campaigns," he concludes.

With the evolution of customer service, consumers today expect instant response and an enhanced experience, regardless of industry, product, price, or communication channel. However, despite the benefits of adopting artificial intelligence (AI)-based technologies and tools, there is still a long way to go in terms of customer service and customer loyalty.

In this context, Willian Pimentel, Managing Director of Freshworks in Latin America, believes that the future of customer service will be brighter than ever, but requires industry leaders to think systematically about how, when, and where to apply AI to improve the experience.

"Rising customer expectations, which demand efficient and consistent service, similar to that offered by companies like Amazon, have reduced CX quality at a time of significant technological advancement. Customers want everything at their fingertips and expect minimal contact, so companies must adopt new tools to meet these expectations," says Pimentel.

This approach often results in poor customer experiences, according to Freshworks' Director. "For example, when AI is applied indiscriminately, it may handle initial calls well but fail to resolve more complex issues. Customers end up frustrated when their issues are misdirected or when AI solutions are insufficient."

For Willian Pimentel, it's crucial to apply AI systematically, starting with the simplest problems and gradually addressing the more complex ones. The expert explains that AI can perform excellent analyses and quickly understand customer issues, but when it makes mistakes, it can make many. "Therefore, human oversight is necessary to ensure that AI solutions are accurate and emotionally intelligent. This means allowing AI to handle simple, everyday problems while human agents handle the more complex ones," he commented.

As an alternative for companies that are lagging behind in customer service and want to quickly upgrade, the Freshworks executive emphasizes that they must first understand their specific challenges. "New SaaS companies can face complex problems that require careful management. Generative AI can help quickly build a robust knowledge repository and establish an effective AI classification system. This means categorizing problems based on their complexity and ensuring that simpler issues are resolved quickly, while more complex ones are flagged for human intervention." 

Pimentel also emphasizes that clear policies and procedures must be implemented: "In a B2C environment, this is essential for AI systems to provide effective support. For example, AI can handle simple problems following predefined protocols, but human agents must intervene when the AI ​​encounters problems that require more reasoning," he concluded.

User experience (UX) has become a crucial factor in software development, as highlighted by Jaqueline Maraschin, marketing director for Latin America at Cyncly. In an era where user attention spans are increasingly limited, with only 10-20 seconds dedicated to the initial evaluation of a web page, according to research by the Nielsen Norman Group, the importance of an efficient and engaging UX is more evident than ever.

Maraschin shared five essential tips for improving the user experience in software:

1. Simplifying navigation : The expert emphasizes the importance of a logical menu structure and recognizable icons, avoiding complexities that could confuse the user.
2. Focus on interface usability : Maraschin emphasizes that the interface must be not only attractive, but highly functional, with elements arranged in a logical manner.
3. Clear and intuitive language : Communication in the interface must be direct and natural, avoiding technical jargon that could alienate the user.
4. Visual consistency : Maintaining visual cohesion throughout your app, including colors, typography, and design elements, is crucial for a seamless experience.
5. Valuing user feedback : The director emphasizes the importance of creating channels for users to share their opinions, using this feedback for continuous improvements.

"By implementing these tips, it's possible to create software that not only meets but exceeds user expectations, strengthening loyalty and engagement," concludes Maraschin. These guidelines aim to revolutionize the user's relationship with software, making it more intuitive, efficient, and enjoyable to use.