App marketers know the complexity of making people download an app.
Driving app downloads is more tedious than promoting a website because it requires users to take part in a multi-step process.
The numbers tell a similar story. 60% apps on the Google Play Store have never actually been installed. From a pure numbers standpoint, this suggests that it is more likely your app will never be installed than otherwise.
Now consider paid apps. The numbers above already highlight the dire situation of a majority of apps on the Google Play Store. In such a situation, asking people to buy an app from an app store makes the task even more daunting.
App marketers promoting paid apps have to face this challenge. If making people download an app is difficult, imagine how difficult it must be to make people pay money to use an app. Anyone using a free online app maker or otherwise understands this problem.
Thankfully, there are examples marketers can turn to when trying to increase paid app installs. Here are some methods that can help app marketers drive paid app downloads..
#1 Optimize app listing
Get the easy part done first.
An ASO-optimal app listing will organically grow the visibility of your app on app stores. This is the easiest way to get your app in front of as many prospects as possible.
The best part about app store optimization is that you don’t need to spend many days and weeks working on it. Even a solid day’s work researching good keywords and using them to optimize the meta fields of an app listing is enough.
Try to explain through the title and description why your app is worth paying money for. Potential users expect a certain value from paid apps as compared to free apps. Highlight the value your app provides without beating around the bush.
Will ASO alone help you get downloads? No. However, it will help ensure people notice your app listing and associate your brand with a particular niche. Anyone who tries to create an app online must eventually focus on ASO.
#2 Think of a paid app like a product on an e-commerce store
When you add a price tag to your app, you turn it into a product. People will buy a product if they see value in it.
Promote your paid app just as you’d promote a product on an online store. Here’s an example of how you can promote your paid app like a product.
Create a landing page on your website for the app and optimize it for all the relevant keywords.
Work on an off-page SEO strategy to create backlinks for the landing page.
Try ranking the landing page for a specific keyword
Use a marketing funnel approach to drive people closer towards downloading the app
Slowly add other channels of marketing to the mix. Promote app features and functions just as you’d promote a online store product
The points highlight one way of driving people to pay for an app.
Increasing paid app downloads in a numbers game. You have a greater chance of getting more downloads if more people visit your app listing page. Using SEO and other app marketing techniques can help in the process.
#3 Run lean paid ad campaigns
Running paid ad campaigns to increase app installs is not a bad idea. However, you must track which channel is bringing you the most downloads.
Tracking the performance of every paid channel of marketing is crucial. Make sure you have mobile app analytics tools that come with attribution features. This can help pinpoint the most profitable channels of outbound marketing.
Never splurge on paid ad channels that do not provide a positive ROI. Even if you save money using a free online app maker, it is vital to use ad budget wisely.
#4 Optimize the app itself
The only way your paid app will succeed in the long term is by generating positive word-of-mouth. Most brands and companies only succeed when people start talking about the product or service they provide. Success in the app market also hinges on this point.
When will people start talking about your paid app? This will happen when your app truly provides value.
You need to create an app that truly solves the problem of the audience it seeks to convert. A bad app never succeeds, especially if it is a paid app.
App marketers must work with analysts and developers to help create an app that meets the expectations of prospective users. App metrics like user retention and churn rate are only optimizable if the app itself is worth it.
#5 Try offering the app for free
Let’s say you do all the things mentioned in the aforementioned four points and still get an underwhelming number of paid app downloads. The reasons can be many, from messaging quality to consistency.
What should you do to see an uptick in downloads?
A good way to test your marketing campaign is offering the mobile app for free for a given period of time.
This can help establish a few things. Firstly, marketers can grasp whether the hitch of paying money is the sole reason behind an app not getting downloads. If this is the case, the company can rethink its approach to monetizing the app.
If there is no great change in app downloads despite the app being offered for free, the problem lies elsewhere.
Offering the app for free can help marketers grasp the reason behind an underwhelming number of app downloads.
Making people pay money for a product is always a challenging task. From those running an ecommerce store to a person with a WordPress mobile app, most understand this simple fact.
This piece provides a sound analysis on the things companies and entrepreneurs can do to drive paid app downloads.
The points discussed here are not exhaustive. There are many other ways to drive paid app downloads as well. A piece like this helps bring focus to the techniques and tactics that provide the most value.