The mobile growth trend is undeniable, but sometimes it takes a persuading argument for your boss to bite on a best-of-breed mobile analytics & marketing solution. Here are some winning tactics and angles to consider when selling your manager on that platform.
As marketers, we are used to having nearly unlimited access to rich data and statistics; we look at website stats all the time, but when it comes to mobile apps, measurement looks completely different. Pageviews and cookies do not exist, so we can't track them. People are accessing the mobile device either when connected or not connected to the internet, so it's a completely different ball game. Within the mobile world, you can't use your web solutions to track the same metrics.
You may have a stellar app product, but what sets your app apart from the 800,000 other apps in the store? Instead of building the minimal viable product (MVP), reach higher to build the minimal desirable product, driving passion and engagement with your users that distinguishes your app. So how do you do that? Building a MDP requires an analytics solution to gain insights about your users and their activity, which you can then apply to user engagement.
Where does a solution for mobile analytics and marketing drive value? For example, this specific solution can highlight what time of the day are your users most engaged. Perhaps users are more likely to use their smartphones on their way to work, while in the evening hours they might be using their iPad or tablet more frequently. This type of critical information can drive marketing investments or user engagement directly in-app.
A solution also clarifies your user behavior and personalities, i.e. returning users, new users, time spent in your app, content viewed, screen progression, navigation, feature selection, etc. This information lets you focus on reinforcing the features that matter most while deemphasizing features that are not relevant for the app.
Apply analytics to specific conversion funnels for your most successful users. If you're able to create segments for your more active users and less active ones, then you can review each user segment is converting. You can develop strategies around getting more active users, including which steps you can take to drive conversion. This might lead to the discovery of a high drop-off in your conversion funnel. Fixing these drop-offs and prompting even a five percent higher conversion rate can mean the world to your app.
These insights can help you build a better business case for your superiors, emphasizing well-optimized apps and ultimately more value.
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