Smartphone apps are essential for our daily lives. With diverse objectives, they help us do the monthly shopping, order the weekend pizza, allow watching series and movies and even scheduling and conducting medical appointments. It is very hard to imagine a reality without the benefits and conveniences that apps provide us
Currently, there are 5,7 million apps in operation around the world; being 3,5 million in operation on the Play Store (Google platform), and 2,2 million developed for iOS, Apple operating system. In the vast world of applications, the competition to achieve success with an increase in users and app revenue is high; it is in this scenario that App Growth becomes necessary
App growth can be defined as a multifaceted strategy whose main objective is the increase of active users of an application over time and in a sustainable manner, and, consequently, boost revenue, comment 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 stand out and ensure the user's attention consistently, it is necessary to acquire 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 application. She will establish ways to increase visibility, downloads, engagement and sales of the app. For that, it is necessary to have a very clear objective and KPIs (Key Performance Indicators) that contribute to achieving this goal
There are several App Growth strategies that complement each other and can be organic or paid. Within the range of strategies, we can mention campaigns with influencers or affiliates, user acquisition campaigns 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, comment
The importance of data analysis in App Growth
We are living in the era of greatest 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.
Analysis of internal data such as fraud rate, average ticket, ROAS, LTV and performance by creative are extremely important to gauge the quality of campaigns in app growth, while market and competitor benchmarking data (downloads, active users, paid campaigns, creatives, retention) help to understand the market position 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 moment of exposure to the ad that the user will decide whether or not to download 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 app. This helps to differentiate the product from the competition, ensures that users quickly understand the value offered and provides harmony for the brand's positioning, say
Cost efficiency should also be taken into account. Creative and well-executed ads improve the conversion rate, resulting in a lower CAC. When users feel compelled by the ad, it is more likely that they will download and use the app, maximizing your return on investment
Development of Appreach in the App Growth scenario
Appreach has a multifaceted approach to App Growth strategies. Firstly, we understand that the growth of an app depends on various factors, that can be directly or indirectly linked to growth strategies. Our work begins long before the campaigns are activated. It is necessary to first understand how the client's business works, your pains and goals and set realistic targets for both sides. We also understand the best workflow for each client in order to provide a smooth and calm experience, affirms
The company's Data and BI team has a job focused 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 provided according to the client's needs
"Besides the KPIs and channels directly related to the campaigns", the performance is influenced by several other factors. Considering that, the Data and BI team also uses Market Intelligence and Benchmarking platforms to conduct comparative analyses with the competition. These analyses cover aspects such as creative performance, number of downloads, active users, retention rate and investments in paid acquisition campaigns, закінчує
