With 2.22 million apps available in Apple’s App Store and over 3.48 million Android applications available globally as of Q1 2021, it is clear that the app market is growing at an exponential rate.
The issue for app developers and marketers is to create a user acquisition strategy that generates app installs and works as the competition for users’ attention gets more intense (ideally with a decent ROI).
What is User Acquisition
User acquisition, or UA, is the process of bringing in new customers for a good or service. When used in reference to mobile, “user acquisition” refers to a method or set of methods used to increase app discoverability and download volume.
Why is User Acquisition important?
Client satisfaction, not profit, is the ultimate goal of every software that aims to expand. Thus, the quantity of users drawn in determines the income. Your business will feel better in the long term the more users trust you.
As a result, proactive user involvement raises customer loyalty to the brand, communication quality, trust, and comprehension of requirements. Customers that have been loyal to you are more than just passing acquaintances.
They are the ones that “pull” friends into your store, recommend your business to their friends, or provide a link to your app. The more users your app has, the more successful it will be; a growing firm needs to grow its user base.
What are the common challenges of User Acquisition?
The technological world is always evolving, which regrettably can have a detrimental effect on user acquisition. Today’s UA must contend with the following issues:
- Mobile ad fraud: All traffic directed to your app may be fraudulent as a result of fraud.
- Ambiguous advertising costs: Publishers are only given aggregated data by ad networks; no specifics or transparency regarding the ad campaign are provided.
- Global markets: It could be challenging to attract and keep users from a variety of nations and cultural backgrounds. You should modify the campaigns according to the unique traits that each of them possesses.
- Organic traffic: Users arrive at your app through a variety of routes, including sponsored ones, but the most valued users are organic users or those who found your software in its unaltered state. Increasing the amount of organic traffic is the problem here.
8 User Acquisition Strategies To Gain New Users
Discover effective strategies to acquire new users for your app with these eight proven methods:
1. Focus on app store optimization
With almost 90% of smartphone users relying on app store searches for app discovery, app store optimization (ASO) stands out as a particularly successful user acquisition method. It’s critical to carefully optimize every aspect of your app store appearance, including:
- The name
- Subtitle
- Description
- Keywords
- Ratings
- Reviews
Your app’s performance can be greatly increased by utilizing strategies like regular app updates and seasonal app description improvements, including videos for improved ranking, researching rival reviews for keyword insights, and carefully choosing your categories.
Furthermore, for ongoing optimization and success, monitoring ASO key performance indicators (KPIs) is crucial, including:
- Visibility
- Conversion rate
- Mobile growth
- User feedback
- Monetization
2. Ask your most loyal users for reviews
Encouraging positive ratings and reviews for your app is crucial for its success, as these directly impact its app store optimization (ASO) and contribute to the effectiveness of your mobile user acquisition system.
While not every user may voluntarily leave feedback, negative experiences often prompt users to share their opinions. Implementing effective app review acquisition strategies involves thoughtful presentation of review requests, ensuring they do not interrupt user experiences.
Options like pop-up windows risk user annoyance and dismissal, while integrated requests within the app’s interface offer a more seamless approach.
Crafting the content of the review request is equally important, with strategies ranging from direct requests to soliciting feedback based on user experience. For instance, Uber prompts users to rate their UberPool rides, encouraging constructive feedback for lower ratings.
3. Use paid advertising
Utilizing paid advertising presents an efficient avenue for app promotion, catering to diverse target audiences through various channels.
Options like Facebook Ads enable expansive reach across the platform’s vast user base, while Cross-Promotion Networks offer mutual benefits by promoting related apps within each other’s user bases.
Promoted Tweets prove effective for engaging audiences active on Twitter, leveraging the platform’s real-time interactions. Additionally, leveraging App Store Search Ads capitalizes on users actively searching for relevant apps, ensuring visibility within App Store search results.
4. Tap into the word-of-mouth promotion – referral marketing
Referral marketing emerges as a potent strategy, given the high trust users place in recommendations from peers compared to traditional advertising formats. To effectively harness word-of-mouth power, integrating a viral loop of referrals within the app or game proves crucial.
Key components include:
- Offering valuable incentives for referrals.
- Facilitating seamless sharing on social media and chat platforms.
- Incentivizing active user participation.
- Enhancing value with each interaction.
- Integrating referral mechanisms into the user journey.
Implementing a referral program involves strategies such as milestone sharing, exclusive content offers, and multiplayer gamification scenarios.
For instance, Evernote’s 2010 referral program rewarded customers with points for successful referrals, which could be redeemed for premium features, fostering user engagement and growth.
5. Leverage social media and influencer marketing to the fullest
Social media plays a pivotal role in any comprehensive mobile user acquisition strategy, capitalizing on the extensive presence of users across various platforms for both personal and professional purposes. Leveraging platforms where users are highly active presents an opportunity to engage with them directly.
Games like Clash of Clans utilize social media to offer insights into gameplay, address inquiries, and solicit feedback, enhancing user interaction. Additionally, influencer marketing emerges as a potent tool, enabling brands to promote products through influential figures whose opinions carry weight within specific target audiences.
Influencers, ranging from networkers with extensive reach to specialized opinion leaders, play a crucial role in disseminating information and shaping consumer perceptions.
For instance, Taco Bell’s partnership with YouTube personality BigDawsTV in 2016 effectively promoted a special offer, showcasing the potential of influencer collaboration in driving user engagement and conversions.
6. Offer a demo or freemium model
Providing a freemium model is a tried-and-true tactic for games and apps alike. You can boost conversion by giving consumers the option to test out your software before they buy it.
This “play before pay” strategy attracts new users and motivates existing ones to tell others about the app. Well-known apps like CandyCrush and Dropbox have effectively used this approach to attract users and spur growth.
7. Don’t forget about email marketing
Many app developers don’t realize how effective email marketing campaigns can be in increasing the number of app installs. However, you can obtain a sizable user base from this channel by reaching out to your target audience one-on-one.
As mobile devices account for up to 70% of email opens, you may use Smart Links to link recipients to the appropriate app stores.
In addition to providing a smooth path for new user acquisition, deep-linked emails present your business in the best possible light. Make sure you have a list of confirmed email addresses before launching your email marketing campaign. You may do this by using an email discovery service.
Example: The grocery delivery service FreshDirect
8. Convert web users to mobile app users
You can get additional users for your app by rerouting traffic from desktop to mobile if you have a website. The Smart Widget and Smart Banner from GetSocial are examples of contemporary solutions that can help you easily incorporate app conversion into the desktop experience.
Create Effective User Acquisition Strategies for App Growth Today
In a digital landscape inundated with over 3.48 million Android and 2.22 million Apple apps, the pursuit of user attention intensifies. Navigating this competitive environment necessitates a deep understanding of user acquisition (UA) strategies.
From app store optimization to social media leverage, referral marketing, and influencer collaborations, each facet contributes to the intricate web of app growth. However, as challenges like mobile ad fraud and global market complexities persist, developers must innovate and adapt.
Through a focus on user engagement, market definition, and the adoption of innovative models like freemium offerings and email marketing, the journey to acquiring and retaining users unfolds, providing a roadmap for sustained success in the dynamic app ecosystem.