Businesses may utilize in-app marketing to engage, retain, and upsell consumers to new goods using real-time and tailored messaging. Any message or marketing campaign that is meant to be accessible to your consumers while they are within and actively using your app is known as in-app marketing. Onboarding new users, offering new features, and gathering user feedback are all common uses for in-app marketing according to Muddasar.
Why is it Necessary to have an in-App Marketing Strategy?
You may lose existing customers quicker than you can onboard new ones if you don’t have a strategy for reaching out to them, or you may over-message them, which is just as detrimental. The average retention rate for web-based apps is just approximately 10%, according to Muddasar. Here are some ways an in-app marketing strategy may help you improve user acquisition, no matter what your app does to make your customers’ life simpler. persona
Assurance that your Users have a Positive Experience
Activating new users entails much more than simply teaching them how to use the program. It’s also important persuading your user that your software has worth and that this value will persist for months or years. The following are characteristics of an excellent in-app user experience:
- An onboarding process that makes getting started simple.
- Inactive users returning after a hiatus are re-on boarded.
- New feature descriptions or lessons that are helpful.
- Customer help or knowledge base material may be accessed quickly and contextually.
- Suggestions for high-intensity exercise (i.e., showing users how to get even more value)
Obtain User Feedback
In-app behavioral analytics can be used to track implicit feedback. Users are likely annoyed or confused if they start activities many times without complete them, or if they continually press the same buttons. You may also use in-app prompts to request explicit feedback. Apps may be extremely powerful, with so much wonderful functionality that app developers are prone to overlooking tiny annoyances.
Your users, on the other hand, will not agree, little annoyances might drive them away permanently. Taking feedback demonstrates that you are concerned about their experience. If you want to take it a step further and incorporate this input into the app, you can notify them via in-app messages or alerts as per Muddasar. Give consumers simple options to reply to, such as a number rating system, thumbs-up or thumbs-down, or happy or frowning emoji. You should be able to get all of the information you want with just one tap.
Obtain Good Feedback
Positive online reviews can help your app attract more traffic and users, but only a tiny number of consumers would actively provide positive, unsolicited comments on review sites or marketplaces. You may request these reviews using in-app prompts. Ideally, these prompts get trigger when the user is enjoying the program. It’s an excellent moment to ask for an app review if, for example, a user has checked in every day for a week. App Store reviews are typically far more important to potential users than third-party review sites or social media reviews.
In-App Marketing comes in Many Forms
Great text and design are just two examples of how to incorporate marketing into your app. The strategies below are methods for accelerating behavior and guiding users to desirable outcomes. rusemb
In-app notifications
Push notifications come to mind when you think about alerts for a mobile app. They are frequently in use. To increase the number of mobile app launches. Thousands of new applications in Apple’s app store and Google Play utilize push notifications regularly according to Muddasar.
In-app notifications, unlike push notifications, can give users a clear and immediate action to take. Because they’ve already opened the app when they appear, users find them considerably less invasive and useful. In-app alerts are useful in two ways: Notifications can help to establish a pattern of behavior. Consider a Pinterest user who opens the app and checks to see who has repined their post. The majority of app users do not take advantage of all of an app’s capabilities. In-app alerts can entice users to explore an app more by displaying new or underutilized functionality.
In the screenshot above, you’ll see a red “New” badge. It shows users a new function, but it also entices them to use the app right away. It encourages users to take rapid action by providing a clear location to tap. Users may lose interest in the app if there isn’t a recommendation for rapid action.
- Keep users up to date on what’s been going on since their last visit.
- Make a note of any new features or changes.
- Suggestions for individuals, places, or things to follow are welcome.
You should conduct experiments to determine how often you should utilize notifications, as you should with any alerts. You want to send out alerts frequently enough that consumers find them useful, but not so frequently that they become irritating.
Tooltips
Tooltips are overlays that teach users how to move through an app or how to utilize it. While tooltips are in use to acquaint new clients with an application, they may similarly be in use to cultivate a propensity or lead clients to new or underutilized usefulness as expressed by Muddasar. You undoubtedly strive to make your software as simple to use as possible, but tutorials and walkthroughs are still necessary. Tooltips are an excellent way to make already simple programmers simpler. Make use of them to:
- Show users where they should tap.
- Make easy tutorials.
- Describe where to locate features, how to modify settings, and so forth.
Splash pages
The counterpart of a full-screen pop-up is a splash page. Whether responding to a call to action or opting out, it asks the user to take action. Splash pages are in use to avoid system prompts. The app in the example below notifies the user that it will seek permission to send alerts and reasons why doing so is useful. This also applies to other systems prompts, such as requesting access to the picture library, camera, microphone, or location as told by Muddasar. It prompts the user to make a choice and provides the context necessary for them to do so without feeling unsure or uncomfortable.
In-App Messages
In-app messages are in use by many apps to connect with their users. Users then go to an inbox through in-app alerts. Where they can receive long-form messages from the app’s creator. In-app messages are in use for a variety of purposes.
- Send users exclusive offers (“50% off till tomorrow”)
- Request that people do a certain activity (e.g., write a review, read a blog post, start a meditation challenge)
- Remind users that they are almost done with a job (“You’re almost done!”).
- Provide updates (“Your review was viewed by 74 people”)
While in-app messages are in use for marketing purposes, they might also be in use as a two-way conversation. You may do this at scale by sending surveys or asking for feedback, or you can send one-off communications to high-value customers — or those who are about to churn — to check in.