How to Improve the Profitability of Your Small Business Mobile App

How to Improve the Profitability of Your Small Business Mobile App

How can you make money with a free mobile app? You also know how cost-sensitive your customers are. The investment to download your app will turn people away. Once you have your app offered in both app stores and prioritize your ASO, you will see more downloads. Personalize the user experience What happens when someone downloads your app? Send push notifications Your mobile website is a great asset to your small business. Here’s a look at how this feature looks on the Airbnb app: Research shows that this referral tactic helped boost their app download rates by 300%. And 31% of people say they are less likely to buy something from a company based on a poor app experience. Make sure you offer your app as a free download. Focus on app store optimization to improve your search rankings in both stores.

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If you have been following the latest marketing developments, you know everything is trending in a mobile direction.

Consumers are seemingly glued to their phones and tablets. In fact, 77% of adults in the United States own a smartphone. That number is up from 35% in 2011.

That’s why it’s so important for you to optimize your web design for mobile users. While this is a necessary approach, it’s not enough if you really want to enhance your mobile marketing strategy.

The way people use their phones has changed. People don’t consume information the way they did five or ten years ago.

With the rise in smartphone usage, it makes sense that there is also a growing popularity in mobile app usage.

In fact, 90% of mobile usage time is spent on applications.

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If you are one of the small business owners who recognized this trend and built a mobile app, congratulations.

Developing an app is no easy task, and it’s definitely not the least expensive investment you’ll make in your lifetime. But now that your app has launched, you might be having some concerns about your return on investment.

You expected to see massive profits right off the bat, and that’s not always the case.

Some of you may have had your small business mobile app out for a while now. At first, it was performing well, but over time sales have become stagnant or even declined.

Even if your mobile app is successful, there is always room for improvement. That’s the inspiration for this guide.

I’ll explain everything you need to know about optimizing your small business mobile app to maximize sales and increase profitability. Here’s what you need to know.

Don’t charge users to download your app

I know what you’re thinking. How can you make money with a free mobile app?

Charging an upfront fee for downloads may seem like an appealing way to get some fast cash. It could be the way you forecasted getting your initial investment back. But I advise against this strategy.

As a small business owner, you know how important it is to prioritize customer service. You also know how cost-sensitive your customers are.

The investment to download your app will turn people away. Even if you’re only charging a few bucks, it’s just not worth it to people.

Why?

Well, for starters, your customers are not used to paying for their apps. Research shows the vast majority of mobile app downloads are free.

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Is your app really that much more valuable to the user than all the other free apps on their device? I doubt it.

Removing the cost to download an app will ultimately result in more downloads. Now people won’t have a reason to hesitate when installing your app on their devices.

The more people download your mobile app to their smartphones and tablets, the greater the chances of them spending money.

Here’s another way to think of it. If you’re using this app as a platform to sell your products, what’s the cheapest item offered on your app?

Now, compare that to the cost you were considering charging for a one-time download. It’s just not worth it to collect an insignificant fee when you can cover these user acquisition costs with actual purchases instead.

Focus on app store optimization (ASO)

Since you’ve already developed a mobile app for your business, I’ll assume you’re somewhat tech-savvy.

Even if you didn’t build it yourself, you at least have your finger on the pulse when it comes to the latest technology. You probably have a website and understand the basic principles of search engine optimization (SEO).

Well, app store optimization is basically the same concept. But it’s in reference to the app store as opposed to an Internet search engine.

There are certain elements based on how you set your app up that will affect your ranking in the app store.

However, there’s a catch. These algorithms and factors will differ depending on where your app is available. The two biggest app stores are the Google Play Store for Android devices and the Apple App Store for iOS devices.

Those of you who have your app available on both platforms, which I definitely recommend, need to understand how these elements affect your ranking.

Here is a look at some of the main differences between these two app stores:

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As you can see, there are definitely some similarities between the two stores that have implications for your ASO strategy. The app title in both the Apple App Store and Google Play Store has the most significant impact on your search rankings.

The way user reviews and ratings impact your search ranking is also similar on both platforms.

However, some of the key differences here include:

  • description
  • keywords field
  • app listing links

You’ll need to make changes to your listing in each store so that it’s appropriately optimized for ASO.

If you have your app available only in one store, you’re missing out on a huge opportunity here. Alienating a large percentage of your customers is costing you money.

Once you have your app offered in both app stores and prioritize your ASO, you will see more downloads.

As I have previously stated, increased downloads will improve profitability.

Personalize the user experience

What happens when someone downloads your app?

Think about what everyone sees on your homepage and interface. Is it the same?

If the answer to that question is yes, you’re making a mistake. You should encourage app users to create a customer profile when they launch your app.

Often, people are turned off and discouraged by the time-consuming and tedious process of creating a profile. You can make it easier for your customers by integrating your app with their Facebook profile or Google accounts. This simplifies the login process.

Here’s an example from the Quora app that illustrates exatly what I’m referring to.

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This is much easier for your users than having to type in all of their information to set up a profile.

But now that they have an account with your app, every action they make can be tracked to enhance their personalized experience.

Based on things such as their search history and previous transactions, you’ll be able to recommend appropriate products and services to each customer.

You can also recommend items based on age, location, gender, etc. Tracking previous purchases makes it easy…

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