how to unlock app potential

How We Unlock App Potential in 5 Steps

How to unlock your app potential requires a mix of analysis and data points you need before you start planning your mobile marketing strategy. We’ll show you how we do it in 5 steps.

Step 1. Define your Core Seven Audience Needs

Defining your app audience might be tricky as there might be different buyer personas that might fit into your product. It might be interesting targeting more than one via paid advertising as well. Most important at this point is that you need to know your product well enough to understand the seven main problems that your app can solve and identify the seven main solutions out of these. Your outcome will establish the ideas you’ll need to start your acquisition plan. 

Now grab a pen and a paper and write down the core seven problems of your audience and how your app solves it. It also applies to mobile games. Here are some examples: No time to relax / entertain during the day, difficulties to sleep or to concentrate, anxiety to be perceived as successful , loneliness… Think of these audience needs as a list of outcomes on a personal and professional level and how your app overcomes it.

Step 2. Test which Problem-Solving Concepts Work Best

Our way to identify which of your personas and audience interests is more compelling is by doing a/b testing. Usually, we natively test concepts using different callouts or call-to-action on Google Play via Google Play Experiments and/or the Apple’s App Store via Product Page Optimization. Repeat testing until you have clear data on which concepts and callouts are best performances in your main markets. Note that best performers might differ per country so we encourage you to always localize your test to get country wise results.

Step 3. Analyze your App Performance

Establish a baseline for your app performance of the last 90 days. Identify your main markets in terms of traffic volume (India, LATAM, Brazil, US…) and also in terms of user quality (US, Japan, Korea, Germany, France…) 

Try to find out your average monthly installs from organic traffic (organic traffic applies to all channels traffic coming from non-paid ads). Watch out trends and patterns worldwide but also country-specific to determine your baseline. Use our App Potential Calculator to understand your app’s room for improvement. This way you’ll be able to 

1. Have a list of action points and 

2. Have clear goals to work towards them.

Step 4. Draft your First Acquisition Plan

Setup your App Store Optimization Plan based on step 1 analysis and step 3 goals. 

We’ll focus on:

  • Increasing visibility via keyword optimization

  • Improving user conversion via a/b testing your visual assets

Optimize your Product Pages implementing here your most relevant keywords. It’s time consuming so prioritize your efforts based on your market’s revenue and traffic. Define your target markets and target keywords and check these on an ASO tool to identify each keyword potential.

Plan a testing roadmap with different callouts and designs to understand not only the concepts that work best but also the colors, call-to-action, background, characters, designs, etc. Usually we start with 3 different designs somehow different from the original one with 5 different callouts so it’s 5*3=15 different creative concepts to be tested. 15 concepts is already a good amount of creatives to start testing on until you find the best performers.

You’ll use this information to set up your paid acquisition strategy as well. 

Keep in mind that organic and paid user needs might differ. This means, concepts, callouts and designs might need to be applied differently as with paid ads you’re targeting specific users in a specific environment meanwhile organic users are directly coming to you.

Test paid ad creatives as much as possible, even when you’re doing low budget campaigns. 

*Our advice is to set up at least some paid ads campaigns even if you have a low marketing budget to keep a steady traffic flow coming to your app. Keep in mind the mobile golden rule: 70/30 meaning 70% of your app traffic should come from organic channels and 30% from paid ads. Prioritize your efforts accordingly.

Step 5. Integrate a Feedback Loop into your Acquisition Plan

Once you’ve got your list of your main keywords to be included in your main markets and some creatives to start testing, start implementing your efforts in the product pages of the stores and integrate a monitoring process.

Our monitoring process consists of a weekly revision for creative testing and bi-weekly monitoring of keywords you’re ranking for. Take some notes and find takeaways from your outcome results and keep optimizing your strategy.

Find a way to always measure your marketing actions to make them worth it. This way, you’ll either win and gain traffic or learn something new and valuable.

It is crucial to keep track of your performance through your app console and keep monitoring your keyword optimization actions using an ASO tool plus monitoring your testing results and noting your takeaways to maximize your efforts. You’ll always need a measurement plan to have a feedback loop in your process.

Summing up, create your core list of needs, set up your goal identifying your main markets and room for improvement, take actions over it (keyword optimization, creative testing and paid ads) and finally implement a feedback loop.

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