Three major differences between mobile and web conversion rates
| For marketers, there are big differences between mobile and web when analyzing user data. Simply put, as more and more people use mobile apps, the metrics by which marketers were evaluated in the past have completely changed. For example, user engagement is a traditional metric for measuring web conversion rates, but it is not very applicable in the mobile field. So, what does this mean? Here are three things to know when you need to compare website and app conversion rates. First, web page conversion rate is based on order visits. Today, when we study inbound marketing, we usually see a conversion rate after a visitor completes an order form, such as downloading an e-book, registering for an online conference, registering for an event, or entering information for a competition, all of which require submitting personal information forms to complete. The first-time conversion rate means that the company can obtain the information of potential customers and create a sales lead. Now many marketers will focus on developing some attractive orders, which will attract and stimulate some visitors to submit their relevant information. App conversion rate is based on completing a certain activity The definition of app conversion rate is actually that users need to complete an activity within the app. They don't have to share their information, they just need to complete an activity or event, such as adding an item to a shopping cart, clicking on an ad, reading an article, inviting a friend, playing a game, or watching a video. What kind of campaign you choose depends mainly on your goals and of course also on the type of app you use. You can launch many important conversion rate campaigns. In the app world, marketers want to focus on identifying key activities and then increasing user conversion rates within each activity. Second, web page conversion rates need to further prove that potential users are qualified. If a potential user is converted on a certain web page, the marketer will need to provide the user with some additional educational services or product-related information to make the potential user qualified and train him through the "internal marketing funnel". The goal here is to leverage value, resources, and knowledge to create a high-quality customer relationship that ultimately results in a sale that benefits both the brand and the customer. In this sense, the starting point of web conversion is to find and identify a potential customer and then convert him/her into a trained partner. App conversion rate is to transfer users to a clear path However, since app conversion rates are based on activity within the app, the ultimate goal is to guide users down a clear path. That path is your funnel, and each activity within it is actually a separate conversion rate. Let’s take a common e-commerce funnel as an example: the purchase process. During these steps, a user browses shopping categories, visits search results, then reviews items, adds them to the shopping cart, enters the shipping address and credit card information, confirms, and then makes the actual payment. Mobile marketers do not need to introduce potential customers into the internal funnel. In fact, they need to optimize the process of the App’s built-in marketing funnel and then guide users step by step to ensure that users do not exit at any step. In fact, the stage where customers are most likely to exit usually occurs at the two conversion rate activity steps of "adding products to the shopping cart" and "completing payment". Third, web page conversion rates depend on email marketing. A key strategy in inbound nurturing is to use automated email marketing to send the latest and relevant information to your prospects. With email, you can send different content at different times based on the different progress of your product. In this process, you need to clearly find the information that is most useful and when it is most useful. Email marketing allows in-house marketers to build a messaging flow that provides your prospects with better information and the most useful content at the best moment. App conversion rate depends on push and in-app messaging services App conversion rates rely on similar strategies: push notifications and in-app messaging. No matter how well your marketing funnel is designed and optimized, you must know that during each app campaign, a large percentage of users will still slip through the funnel, and this will happen frequently. In order to continuously maintain user conversion rates, mobile marketers should use automatic messaging services or targeted messaging services to push relevant information to potential customers. Push messages can re-engage users in your app, especially those who have missed out on the “marketing funnel”. They will become interested in your app again. You can use some scheduled reminder services or provide some special discounts. For example, you could send a message like, “Wait! You missed something in your cart. Check it out now. Shipping is free.” In-app messaging can also target users who are missing from your funnel, but the message is only available in the app. For another example, you could send a message like, “There are new stories every day. Don’t miss out. Subscribe now and get your first week free.” |
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