Top 3 Strategies To Encourage App Users To Install Your App
App Development
03Mar 2021
Technological advancements have made human life simple and convenient. The ever-changing technology has modified itself according to changing demands and needs of humans. The mobile app is one such technology that has never failed to disappoint humans, especially during crises. Take the pandemic instance, which is when humans needed mobile apps the most in all these years. Mobile apps have been handy, be it booking a taxi, reserving a table, studying from home, conducting meetings online, and whatnot.
However, amid millions of mobile apps available on the App Store and Play Store, how to encourage people to download and use your mobile app? As per Jmango360, mobile apps may render double user retention opportunities and 3 times more conversions than mobile websites. This is why website-to-mobile app conversion is a priority for brands.
To win app users' interest, brands create robust marketing techniques, create engaging mobile app designs, & polish apps to avoid bugs. A well-designed app is essential for a brand's reputation, but it isn't adequate to win user loyalty. How to ensure if users are loyal to your brand and install your mobile app? This blog will play around 3 top strategies to motivate users to install your mobile app.
#No. 1 Strategy: Reward App Users For Engaging With Your App
This technique includes rewarding app users for performing specific actions in your app and establishing user loyalty based on achievement & competition.
For example, allowing users to gain points inside a branded mobile app motivates loyalty to your product or service. These points can be used as in-app currency that can be accumulated and exchanged for rewards. Now let's divert our attention to some of the most efficient loyalty programs.
Starbucks
Starbucks uses stars as in-app points. When app users gain enough stars, they receive a free drink. To gain stars, users must pay with a physical Starbucks card or with a card registered in the Starbucks mobile app. The Starbucks mobile loyalty app program offers fantastic customer service by rewarding frequent users and allowing them to send eGifts to friends through email.
Recently, Starbucks CEO & President Kevin Johnson declared the continued momentum of the Starbucks app rewards program in the earnings call of the company. During 2019's second quarter, Starbucks grew its active members by .5 million, i.e., a 13% raise, bringing the ranks of its active app rewards members to a whopping 16.8 million.
ASOS
This UK-based online merchant initially ran an online A-list loyalty scheme, allowing users to unfold rewards like b'day discounts, special offers, events, and early access to sales. However, in 2018, ASOS moved away from this program and began offering subscription-based Premier Delivery. As per Marketing Week, the no. of Premier users paying for limitless next-day delivery was 1.3 million in August '18 and rose 53% during the subsequent year.
Today, due to the Covid-19 situation, Premier Delivery is more famous than ever. ASOS excelled at 1 billion in revenue during the lockdown, according to the report in The Mirror.
Chick-fil-A
This American fast food restaurant chain provides a membership program that offers users points with every buy. Users can redeem these points for rewards like giveaways and free food. To indulge in the program, users need to install the Chick-fil-A mobile app or make an account online.
Users gain points by making in-store, in-app, or catering purchases from Chick-fil-A. There are 3 levels of membership based on points gained: Member, Silver Member, & Red Members when they earn 5k points in a year, entitling them to the best rewards like tickets to VIP events.
How To Execute A Rewards Strategy
To carry out a rewards program in your app, you first need to pick a rewards system. Most rewards programs belong to one of the following categories:
- Points: Loyalty points programs enable users to gather points they can redeem for free services or products. Loyalty programs are simple to set up, making this the most usual type of loyalty program.
- Tiers: Businesses such as Sephora & Arteza use tiers to boost user loyalty. Tiers are the best way to get their users more involved by gamifying their rewards programs and make them unique. Such programs provide various rewards depending on a user's tier. To get to the next tier, a user has to pass a milestone. Milestones might be anything from spending a specific amount in a month making a specific no. of lifetime purchases.
- Paid loyalty programs: Users pay a fee to enroll in a paid loyalty program. Loyalty programs render a fast return on the membership fees paid and allow businesses to focus on their most engrossed users. Users who pay for such programs are invested from the beginning and remain invested in the brand. For instance, Restoration Hardware charges $100/year for accessing discounts & designing consultations.
After you have figured out which type of rewards system works out the best for your app, you need to consider what you will reward your users for. Let's summarize particular things you might reward your users for doing:
- Reaching spending targets: For example, when a user spends a specific amount of money, they might get 10% off of their next buy worth USD 100 or more. Bear in mind that limited-time offers are likely to motivate instant purchases.
- Reaching a target no. of purchases: After a user makes a specific no. of purchases, they might be eligible for a free item as a gift or receive a discounted membership at a local gym.
- Giving reviews about products or services after a free trial: Requesting users to render reviews on a new product before introducing it gives them a sense of ownership, leading to higher sales and word-of-mouth suggestions.
- Refer to friends: Offer your users discounts & gifts for every new customer they bring you.
Other actions: Enable users to gain points for various actions. These might be seeing product videos, using your app, following & sharing your content on social media platforms, and subscribing to your blog page. We suggest rewarding any valuable signs that a user is engaging with your brand, as it will result in more user loyalty.
A rewards system is just one technique that can effectively create loyalty to your brand. Let's go ahead with the following strategy and know more about the latest technologies.
#No. 2 Strategy: Use advanced Technologies To Enhance The User Experience
Technological innovations like augmented reality (AR), virtual reality (VR), real-time video calling, and cloud computing are transforming how brands interact with their users. Brands that are prepared to realize their full technological potential will stand out from competitors and have more opportunities to win user loyalty. Let's look at some instances of apps that use the latest technology and serve as sources of inspiration.
L'Oreal Augmented Reality (AR) Try-on Apps
Several L'Oreal beauty apps are available. For instance, Style My Hair assists users in trying on unique hairstyles. In 2018, L'Oreal obtained Modiface, a firm that was adept in developing many custom AR beauty applications. Their 70 engineers & developers officially joined the Paris-based cosmetics giant.
This acquisition has allowed the L'Oreal makeup business to market its massive collection of brands in a high-tech way. By enabling users to try on their products, L'Oreal saves users from wasting funds on unsuitable cosmetics, reinforcing user loyalty.
IKEA
The world-famous home furniture company IKEA has developed many apps to ease the furniture selection for its users. The IKEA stores facilitate users to build shopping lists, and with the tips provided by the IKEA Better Living app, they can imbibe eco-friendly habits.
There is also an IKEA Place app that uses augmented reality tech so users can try any piece of furniture in their house. Thanks to this tech, users can purchase things that fit their spaces without wasting time & money on returning things that do not fit.
Just Eat App & Smart Chatbot
Just Eat is a food ordering & delivery company that connects users & restaurants and cooperates with an enormous no. of restaurants in 23 countries. To simplify it for users to find a restaurant & dishes they want in 2016, Just Eat introduced a smart chatbot feature in the mobile app. This in-app chat is boosted by FB Messenger and acts as a bot advisor.
The chatbot helps users pick a restaurant, determine what to order, and track their order status. Since its inception, the chatbot has helped Just Eat grow conversions by 266% and win over loyal users.
How To Execute A Strategy
Performing a strategy with the latest technology can be intimidating. But with the correct development approach and a pro-development team, you can develop an app that meets your functional needs. Let's look at the following tips that can ease the tech implementation process.
Discover Your Brand's (USP) Unique Selling Proposition
While deciding to implement any tech into your mobile app, you must determine what task the tech will carry out. For instance, Sephora's AR tech helps users try on makeup products, ensure they work well, and only then purchase them. In this case, AR helps users avoid wasting money on products that do not suit them, whereas Sephora creates a reputation for being an honest & loyal brand.
So before deciding that tech is the right strategy to enhance your users' loyalty, we suggest you examine your business and recognize your USP. For this, assess your competitors, inspect current apps similar to yours, and ascertain your benefits that can be turned into technology.
Discover Technology Options
Once you determine your USP, you need to know technologies better & understand which are ideal for you. The brands we have mentioned above use augmented reality & smart chatbots. But the possibilities are endless.
The pandemic has brought significant challenges and caused several businesses to reconsider their strategies. For instance, several companies have had to minimize personal contact. That's why several brands have included real-time online video consultations in their apps. Credo Beauty is one of those brands that applied video consultation tech as soon as they had to wind up all physical stores amid the Covid-19 situation.
Credo Beauty provided their users' online consultations with professionals to help them pick the right cosmetics for makeup & care. The video consulting opportunity has helped the brand save all employees' jobs and increased its conversion rate by 22%.
Video consultations have also modified the medical field, and many clinics have started offering online consultations. You can learn about this in many published blogs about telehealth.
Select The Right App Development Team
If the technology is badly implemented or the app user does not understand how to use it, it won't benefit your brand. To make your app work seamlessly, you must pick the best experts to help you execute your plans. For this, discover ratings and feedback platforms like GoodFirms and Clutch, view lists of top software development businesses, and read reviews from genuine clients that those businesses have worked with.
You can even visit the social media sites of the businesses that you like the most. This will help you see how businesses interact with their customers in a casual setting. And of course, you should study development companies' websites, view the services they render, and familiarize yourself with their project's case studies.
Any technology can be costly to execute. But, investing in a professional team of developers, testing, & superior-quality technology will pay off in the form of loyal users. But technology is not all we can recommend. Let's look at the last technique on our list.
#No. 3 Strategy: Personalize Your Mobile App
While entering a coffee shop and ordering a cappuccino with caramel topping and soya milk is customization. While entering a coffee shop and the barista is ready to offer you the coffee you like, that's personalization. Personalization is a fantastic way to boost your brand's loyalty. Recently, Forbes, along with Arm Treasure Data, surveyed 200 marketing leaders, and 40% of them confirmed that personalization had a favorable impact on revenue growth.
App personalization can include suggestions, tips, push notifications, special offers, and discounts. Several brand apps offer a personalized experience and have many features for you to consider in your app.
Spotify
Spotify is the top music streaming app in personalized digital experiences. This music streaming service uses info about listener behavior & patterns to present app users with personalized playlists, including titles and summaries. This assists users in understanding why they are being offered this specific music.
However, Spotify has gone way further: In January '21, it was disclosed that the company had bought a patent for a recent technology that would take personalized experiences to another level. This patent will enable the music giant to make observations about an app user's surroundings and emotions using speech recognition tech. Spotify can later play the music that reflects the app user's age, gender, mood, or social surrounding.
Mallzee
This is a marketplace for famous clothing brands. Users can choose things by price & category and buy them just like on a normal marketplace. But to entice users to use this mobile app, the company created an app that works like Tinder. Users swipe right or left on clothing items that let the app gather data about user choices and send a personalized selection of products & pictures. The app even takes into consideration prices.
The outcome is impressive: App users get quick, super precise, and completely personalized recommendations for clothes they would like to wear. Above that, these clothes are always in a price range the user can afford.
Flo
This mobile app supervises women's health. During the onboarding, it asks app users if they wish to track their menstrual cycle or plan to get pregnant and wish to track ovulation. To precisely assess the data received, the Flo app uses artificial intelligence. AI technology enables this mobile app to offer personalized advice and helpful notifications about a woman's health.
Also, by assessing the cycle and painful symptoms, this app can recognize diseases pertaining to women's overall health. Cision PR Newswire reports that 9K women who tracked their health with the Flo mobile app, based on the app suggestions, later went to a gynecologist, and close to 1500 of them were diagnosed with ovarian cysts, thyroid disease, or endometriosis.
How To Execute A Personalization Strategy
Below, we offer 3 tips that can help you effectively perform personalization in your app and thus increase your brand loyalty.
Know what it feels like to be in your client's shoes
Personalization is not possible without knowing who your target audience is. To execute a personalized technique, you must focus on your users and recognize their pain points. There are 2 common strategies to help you with this:
- Create a persona: A persona represents your target audience's key segment. To create a persona, it's imperative to perform quantitative analysis such as gathering info about demographics, social statuses, and workplaces of prospective users) and qualitative research (execute a series of interviews). The data acquired will help you divide users and create a persona.
- Use the jobs-to-be-done approach: This is somewhat a new technique that aims to respond to the question: What is the primary task for which your users will use your app? Field research & interviews are required to get the answer. The jobs-to-be-done approach lets you focus on your app user's personal experience and help you make a product that resolves your user's problems.
Select The Best Personalization Option For Your Mobile App
As we have mentioned above, there are several ways to render personalization, but the primary thing is to pick the approach that best suits your business needs. For instance, Starbucks uses personalization based on an app user's GPS data.
The Starbucks Happy Hour campaign uses a user's location data & time zone to send an alert guiding them to a nearby Starbucks for a free Happy Hour drink. When users get the invite, they are led to a scene in the app that describes the promo, then directs them to the closest Starbucks location.
Take Care Of Users' Data Security
To apply personalization in your app, you must convince users to share their personal data. But, user concerns about their online data's privacy & security can hinder the implementation of personalization concepts. However, don't think that personalization & privacy are incompatible. There are ways to personalize your user experience while creating brand loyalty.
Secure your user data properly ~ Depending on the user for which you are building your app, you must follow various rules & requirements to gather, save, and personal process data. They vary by nation. For instance, to secure the personal data of EU residents, you must follow the (GDPR) General Data Protection Regulation. There is no one requirement for US residents, so it's worth examining each state's rules.
Convince app users that sharing personal information with you is helpful.
Over 90% of online users are concerned about their privacy. But this doesn't mean app users are not at all prepared to share information with you. There are many ways to convince them that your app is safe. For instance, when Medium is launched, it asks users to pick topics they like to help them make a story flow. In this scenario, users share personal preferences knowing they will receive helpful articles. Here's another instance: the Twitter app asks users to share their smartphone number to secure their account with 2-factor authentication. There are other methods to request app users to share data smoothly. You need to assess them and understand which strategies will boost your brand's loyalty.
A personalized experience comes down to making a useful app for your app users. Making an app user feel like one in a million can be the hidden ingredient to creating a solid bond with your brand.
Final Thoughts
To reap user loyalty software's full benefits, consumer-facing businesses must make experiences consistent with their brands and customized to their users' specific needs. Irrespective of which technique you use, we hope this blog will help you develop your own unique and successful mobile app.
Harnil Oza is the CEO & Founder of Hyperlink InfoSystem. With a passion for technology and an immaculate drive for entrepreneurship, Harnil has propelled Hyperlink InfoSystem to become a global pioneer in the world of innovative IT solutions. His exceptional leadership has inspired a multiverse of tech enthusiasts and also enabled thriving business expansion. His vision has helped the company achieve widespread respect for its remarkable track record of delivering beautifully constructed mobile apps, websites, and other products using every emerging technology. Outside his duties at Hyperlink InfoSystem, Harnil has earned a reputation for his conceptual leadership and initiatives in the tech industry. He is driven to impart expertise and insights to the forthcoming cohort of tech innovators. Harnil continues to champion growth, quality, and client satisfaction by fostering innovation and collaboration.
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