Downloads Don't Matter - Whiteboard Wednesday



Hi. My name is Daniel Ruby, and I'm the Director of Online Marketing here at app analytics and marketing provider Localytics. Welcome to this Whiteboard Wednesday.

Today we're going to talk about why downloads don't really matter to your apps.

If you go back to when brands first started to move into the app store, there was a straightforward but murky process about determining how successful your apps were. Your "funnel" went from the app store to the number of downloads, then to something of an undefined, "I have no idea" section, and then you had to assume that there was a profit at the end.

Fortunately in the meantime companies like ours have evolved the idea of app analytics, so that this undefined middle part is no longer a bunch of question marks, but rather a measurable part of a true marketing funnel.

Like with any marketing effort the first thing you have to do is define your goals. This is different for everyone, as different organizations will have different goals. For newspapers the goal may be getting a user to pay for a subscription. For an mcommerce app it's getting somebody to buy something in the app.

Once you've defined your end goal you can start looking at how users are actually interacting with and navigating through your app.

The first step of the app marketing funnel is from download to launch. You'd be surprised at how many people will download an app and never launch it - sometimes if they don't launch it immediately after downloading, they lose that top of mind thought process and never come back to it. Alternatively, maybe you've paid for some downloads and they weren't targeted as well as you'd like - it gets onto a user's device and the user thinks "you know, I'm not really the right person for this app," and they never launch it.

The next step in the app marketing funnel is to go from launched to engaged. That's a very important step - we've done some research in the past showing that of all apps that are downloaded and actually launched, twenty six percent of them are launched only once. That's one of four apps in which the target user downloads it, fires it up, says no thanks and never comes back.

It's very important then to use your analytics to determine how people get from launched to engaged. As with your end goal, your definition of engaged may vary - it could be based on the amount of time somebody spends in your app, it could be based on the number of times somebody launches your app, or could be based on the number of events somebody actually triggers while using your app.

Once you've started to leverage your analytics you should be able to find a few common threads - a few paths that people take from launch to engage which can help you determine what your users are really interested in.

Your next step is to take these users from engaged to converted. At this point you've got an engaged user actually interacting with your app regularly. They like your app. They like your content. So how do you give them that little push to actually convert on whatever your goal may be?

Similarly to going from launched to engaged, you'll find a few common threads, a few common actions, and a few common paths that people take going from an engaged user to user who has completed your goal. That should be your final step: figuring out what parts of your app you should focus on to maximize your app marketing funnel and achieve the goals that you've set out for your organization.

And so how do you do this? It could be as simple as going to Localytics and downloading our free analytics tool and instrumenting it into your app.

Either way it's very important to note that downloads are no longer the end all be all statistic for your app and there are analytics now to give you a full three hundred sixty degree marketing funnel for your app users.

Again my name is Dan Ruby, thank you very much for joining us for this Whiteboard Wednesday and I hope to see you next week.