Don’t know how to spend your money? Let’s first figure out the KPI of APP promotion?

Many game or app companies are considering how and how much to spend when doing global promotion. How much a product costs and what the final ROI can be are the biggest headaches for company managers and investors . Today I will show you how Americans make App marketing plans and how to formulate KPIs. Keep track of your spending.

Mobile marketers now work on a wider range of tasks: customer service, user acquisition, user experience, user engagement. In fact, the most important part is finding and cultivating new users. There are many ways to acquire new users, but the most common one is to cooperate with advertisers to acquire users in batches. The goal of traffic advertisers is to ensure your success in the market, how to do it? Cheated you once? Ha ha! Of course not! OK, let’s get back to the point:

Why should we pay more attention to the KPI of mobile marketing rather than PC? This is determined by the usage habits of global users of electronic products and market trends. The following picture can tell you:

This means that the mobile promotion market is highly competitive and it is difficult for App products to survive without a good promotion strategy .

So how to define the KPI of APP promotion ? First, let’s start with two metrics related to the app store :

1. Number of visits to the APP store homepage or your mobile APP homepage

2. APP downloads

1. Let users find your app

If a user wants to download an app, he must find it first. Let’s talk about the importance of app store rankings.

Approximately 65% ​​of app installations in the Apple Store are obtained through manual search. According to Fiksu's research results, 80% of real downloads are generated through search.

But in the Apple store, the number of downloads of apps ranked after 10 is very small, but if you want to reach the top 10, an app needs to rank in the top 10 in a single search for each of the 60-100 search keywords related to it. (Wow, that’s a lot to ask!) How do you do that? —You can buy keyword search bidding ranking ads.

Why is it so important to buy keyword bidding ranking ads? Because it’s not a level playing field — you really need to be in the top 5-10 in the Apple store to ensure your product gets exposure and succeeds in the market. The following figure compares the download volume and ranking trends of iOS and Android app stores:

As you can see, iOS downloads are mainly concentrated in the top 10, while Android downloads are concentrated in the top 20.

The situation seems serious, but if your app is not ranked in the top few, it does not mean that your app can be removed from the shelves. For some app product categories or brands, it is not necessary to rank at the top of the category, but as long as your app is in the store and users know how to search for it, it will be fine. For example, the Stable App of some big brand retailers does not need to make the top ten list, because if users want to use it, they will directly search for your name.

According to statistics, for all app stores as a whole, the top five apps accounted for 72% of downloads, an increase of 6% over last year. The top ten apps accounted for 83% of downloads.

In contrast, the iOS store icon, the name of the individual app, the publisher, and two screenshots already take up most of the screen, giving you more opportunities to view individual apps as users swipe down and more time to click to view the app details page or download it directly. The concept of giving users a single, centralized piece of information is strong.

However, the ranking list on the Android side shows 5-6 apps on one page, all displaying the icon, name, publisher and user reviews. In some cases, your app may appear in the same category grid with the same information, such as hot search results, action games, etc. So the Android UI allows users to see more choices.

There are two important reasons why you should maintain positive reviews for your app:

First, higher ratings can increase natural downloads.

Second, when searching for apps, reviews have a big impact on the ranking of search results.

App reviews are particularly important when users decide to download a piece of software: according to a 2015 data report , 20% of downloads are mainly influenced by word-of-mouth factors. The star rating system captures the essence of word-of-mouth marketing, allowing users to quickly make judgments based on existing user reviews.

2. APP user conversion rate problem

Many developers ask traffic advertisers what kind of app data they should track to measure the performance of their marketing budgets. In fact, you need to first define the business KPI and break it down into the KPI of the mobile game product.

Many marketers hope to find whale players, that is, loyal fans who are willing to spend money on your product for a long time. But whale users are very rare, accounting for about 1 in 500-1000 people.

Only 1.5% of players make purchases in a fixed month;

And 10% of players contribute 50% of a game’s revenue.

If you’re Staples, you probably aren’t looking for $2,000 whales on your app. In a non-gaming situation, like Staples, if consumers have already started purchasing on the mobile app, you might get more data about what buyers want to buy.

Who are valuable users? We can divide these users into the following categories according to their habitual functions:

Time Whale User: Maybe it’s a media app ad. The cost per user per month might be $10-20.

Social whale users: can help your game go viral;

Retail whales: like to buy things in apps or offline

In-app purchase whales: like to buy game props, devices, etc. in the app

3. What is the KPI of APP conversion rate?

The first app open or activation event (registration) is crucial. If you have a good user experience registration and login guidance process, then you will be more likely to capture users, get them to sign up, and have a good retention rate .

Also, do consumers know about your brand? Have they heard of your brand before? If your brand is strong, retention will follow suit.

Why is opening the app for the first time so important? The data shows that:

13% of users deleted the app without opening it after downloading it;

22% of users only opened the app once and never used it again;

11% of users gave up after just one try;

34% of users will try to use it and sometimes open it;

Overall, 67% of installations can be converted into users with high retention rates.

The KPIs for user conversion after app activation include the following:

1. The App is opened for the first time or the mobile website is visited for the first time;

2. User authentication, registration

3. App retention /abandonment from day 1 to day 30;

Example of the first user conversion event:

Game Apps: Watch the gameplay video and successfully pass the level;

Travel Apps: Add a credit card and view search results

Dating apps: Fill in account information

E-commerce apps: Add new users or view items.

Once a user is activated, you can connect that user’s data to other databases, improve retention, and gain insight into the lifetime value that the user can generate outside of the app.

For example, the channels for generating user value include: in-app purchases 35%; online purchases 13%; and app store purchases 6%.

4. APP Engagement and Retention

Now, while people are using your app, pay attention to what they are currently doing and what they want to do. The best apps are updated every 10-20 days. Traditional industries may not do this, but they need the same process to understand how users use the app, where they churn, and where they discover the value of the product.

Install measurement tools on the app, track events and similar phenomena, build user portraits, find out the product value that users are interested in, and extract value.

5. What is the KPI for APP engagement?

How to distinguish active users from zombie users? It can be analyzed from the following dimensions:

Retention, acquisition (average revenue per user; average time spent on acquisition) social sharing, time spent.

You can also ask yourself a few questions:

What happens when a user launches your app for the first time? What did they do? What is the value of registered users over time? Does adding items to a shopping list serve as an indicator of the impact on LTV?

Track the revenue generated by your mobile app over a 30-day or 60-day period. Generally speaking, paid users on Android generate more revenue than organically acquired users. But on the iOS side, naturally growing users generate more value.

Acquiring new users is good, but the question is: will they stay? If a travel app is used once a year, it is considered an active user, but if a game is not used for two weeks, it means the user has left.

According to the latest marketing statistics:

Generally, an app still has 30% of new users after 14 days, with slight fluctuations depending on iOS or Android; but there is a greater difference between natural users and paying users.

To increase user session length:

The average app user session length is 3-5 minutes. Among them, the session time of social media (Snapchat, Facebook) is longer. User sessions on media apps like YouTube, Spotify, etc. will be longer! In fact, the average session length of users is not that important. First, you need to find the average value of your app, and then group the users above the average together as the main users for monetization. Users who are below average need to rekindle their desire to use the service.

6. Multi-channel conversion rate

Multi-channel conversions are generally divided into in-store purchases and desktop purchases.

So if your business is suitable for multi-channel marketing, make sure your app user behavior can also be tracked offline. If applicable to your business, make sure you have your mobile app or website set up to detect the impact of offline behavior of mobile users.

In-app purchases: Walmart launched its own mobile app with no budget to offer a loyalty program. If consumers shop within the app, you can also get a lot of their data. Every payment carries user data, which can help apps provide better services, products, and marketing activities. This is a cool way that mobile is entering its nascent stage, like the Apple Store, where you can get a message while holding your iPhone 50 feet away from the store.

If you set a Starbucks location as a favorite, the app will pop up a message on your lock screen when you walk into a Starbucks store and are ready to pay. This is a great application for close-up scenes.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

The author of this article @NiuniuDryGoods is compiled and published by (APP Top Promotion). Please indicate the author information and source when reprinting!