Mobile Application Strategies to Grow Your Audience Quickly
ith so many brands competing to attract consumers’ attention, it’s hard to attract the right audience. However, despite everything, there are many brands large or small that are rapidly growing their audiences by implementing the right strategies. So what are these strategies and which one is more right for you to choose and implement?
First of all, when it comes to gaining or increasing audiences for the mobile application, we come across two concepts: User Acqusition & Activation. Otherwise, your message won’t be delivered to its intended audience and you’ll have wasted time, effort and money.
Acquisition or Activation?
Acquiring or purchasing users is often seen as the fastest and easiest way to grow mobile. It is often preferred by companies that do not prioritize mobile devices or by managers who do not pay attention to disciplines such as product design, growth hacking or marketing analytics.
Dave McClure’s famous pirate metric model; Activation, retention, revenue, and referral are mentioned in five steps. In this model, abbreviated as AARRR, purchasing is the easiest and “lazy” part of growing a mobile app.
Most startups tend to prioritize the first of these five metrics. The main problem here is that instead of how the company should prioritize the job, it defines the order in which the user interacts. Structures that focus too much on acquiring or buying can be deprived of actual gains in the long run.
"Full Funnel" Application Growth Strategy
When it comes to the most effective mobile application growth strategy, the “Full Funnel” approach stands out, where all metrics are used at the right rate and steps are taken towards the strategy. At this point, analyzing the user journey using existing data leads to two scenarios:
- The app is healthy, retains users and generates revenue. Ready to scale.
- The app has problems with activation, interaction and/or monetization. These need to be fixed before investing in user acquisition.
If we consider that everything went well in the first scenario, activating or activating to “fix” the second scenario stands out as the most effective metric.
Solving problems during the activation phase often requires less investment than overcoming long-term retention or monetization issues. If you can’t fix the drop in the funnel during the activation phase, that means the value quote isn’t strong enough and the product needs to be fundamentally replaced or killed.
Dani Hart, of GrowthHackers, explains why activation is such an important step in the user journey: “They won’t come back until they let people see the value of your product, which will make retention, guidance, and revenue almost impossible. Activation is where the maximum leverage is… If I could increase conversion rates during the activation phase of the customer lifecycle, it would be much easier to reduce cost per acquisition and provide an experience that increases the likelihood of the user returning.”
Once you’ve seen that your product/market compliance is positive and a healthy activation rate (at least 80% of initial participation is complete, but that value depends heavily on the app category and a source of acquisition), you should focus entirely on retaining it.
In your industry, if you can keep users at a good rate, you have a much better chance of making money. This is not a day’s work, of course. For example, it took 8 years for Facebook and more than 3 years for Snapchat to introduce monetization models. However, if you implement this strategy correctly, you can achieve great results.