How To Get The Most Out Of Your App: An App Developer's Guide To Pricing Tests

 

If you plan on developing an app, when you think about pricing, the first question that comes to mind is, how much should your app cost?

Creating an app can require significant time, effort, and financial resources. With a large number of apps available in the Apple Store and Google Play, it may be difficult to find a niche market or specific function that your app will have. That is when pricing becomes essential.

The pricing strategy of an app is how one decides the price at which they want to sell the mobile application or what price should be set for an individual application. Mobile app pricing is one of the difficult and crucial elements of mobile app development. It is a must to apply the correct pricing strategy if you want your app to get noticed on the app store. There are many factors to consider when selecting the right pricing strategy for your mobile app. In this article, we will explain the necessary actions and analyses you can make for mobile app pricing.

Get Started on Determining the Pricing Strategy For Your App

Pricing is just one of the many factors that contribute to a subscription-based app’s long-term success. Other variables include the existence of similar offers on the market and customer purchasing power. If a customer has a strong preference for your product, they may be willing to pay more. By testing different price ranges, you can determine what price yields the highest profit margin.

Before conducting a pricing test, the first thing you should do is define a testing objective. What kind of outcome do you need for your next strategy? You can choose an objective such as increasing your conversion rate or lifetime value, decreasing your acquisition cost, etc. After deciding on an objective, you should create different hypotheses to help you reach the outcome you need as the next step. For example, “If I create a trial, I will lower my acquisition cost” can be considered as defining a target.

It’s important to take a look at the previous pricing strategies that’s been used in your app. Which prices worked the best? The outcomes also change for each country. As Cherry, we’re looking at the database of your app and analyzing all the prices that have been tried before for each country. This approach shows us what kind of strategy works best for your app. It also helps us see where your app is standing in terms of pricing, and how to take the next step.


After seeing and analyzing the results, it could be best if you can predict the conversion rate and lifetime value of each package. If you can’t, working with a professional pricing team can help you get a long way on your pricing efforts, and reach the maximum results.

After the analyses you’ve made, you can start your testing stage. In this step, you should conduct A/B tests. But what’s an A/B test?

A/B Testing

A/B testing is a user experience research methodology.*  This method provides a way to compare two versions of a single variable, such as comparing variant A against variant B to see which performs better. In this case, you can compare the two different pricing you’ve created for your app. As a result, one variant will outperform the other, so you can see which version will convert better.

A/B testing is used to identify the best possible user experience and deliver the best possible results. A/B testing is particularly useful when it’s used to target mobile app users based on a specific geographic region or country. You can use this test for your ads, as well as your pricing strategy. For example, by exposing two different prices to two smaller but similar audiences, you will see the outcome of each and use the one with a higher conversion rate. Thus, you can reach the best possible outcome for your pricing strategy.

When the test reaches out to enough users, it can be closed. When you compare the previous outcome with the result of the test, you should see an improvement to end your test successfully. The improvement rate should increase at least 20% or more. And after that, you can use this new proven way as the next strategy for your mobile app. And change the prices accordingly on each country you’ve made a test on. And now, your app will be stronger and you’re ready to reach more installs and subscriptions!

•••

The pricing strategy of your mobile app depends on various factors like the target market, team size, quality and features of your mobile app, etc.

You may have also read that you should determine the end value of your app to be able to set the right price. The only problem is that if you have no idea how to calculate the value of a particular app, then figuring out a profitable price may be a hard task to take.

If you are on a tight budget, you can work with a publishing company like Cherry.

Cherry works with a partnership model that allows qualified mobile apps to reach their target audience, without the creators of the app spending a dime. Since marketing a mobile app is an expensive job that requires expertise from several fields, you will be able to make the most of your app and reach your users worldwide.



So, if you are interested and would like to know more, 
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The Art of Retention 03: Top 8 Ways To Reach An Excellent Customer Success For Your Mobile App


Customer support is an important part of any business. While users try to understand how to use your app, they may face some issues and roadblocks, including confusion. 88% of consumers don’t buy from businesses that leave complaints unresolved. To help your users benefit from your app in the best way and make them feel valued, providing interactive help functionality becomes a must-have. Besides, people use services other people suggest and are satisfied with, so they will share and read the reviews of your app. And having a positive impression in this section will affect the decision of your potential users as to whether or not to install your app.

When it comes to mobile apps, nothing matters more than getting the basics right. Delivering a great user experience is essential in today’s mobile world and nothing is more important than making your customers satisfied. As an app developer, a data-oriented approach will help you get further with your mobile app. So you should be measuring the success of your customer support at the same time.

In this article, we will explore all the ways you can reach excellent customer success through customer support for your mobile app.

Understanding Customer Success And Customer Support

What does customer success mean? Customer success is a method that ensures customers reach their desired outcomes when using an organization’s product or service.* A customer success strategy that includes involvement in the purchase decision, implementation and use of products or services, and customer support can yield strong results.

Customer Success and Customer Support are different fields that work hand in hand. Customer support and service are reactive in that they focus on problems after they have occurred. Customer success is proactive because it focuses on preempting problems before they affect customers.

While Customer Support focuses on the number of responses that have been sent, how satisfied customers are from this support, how their problem is solved, or whether the resolution has been brought to the issue, etc.; Customer Success focuses on churn rate, expansion rate, customer health, and the overall outcome of the operation.

As an app developer, you may not have a Customer Support team or someone to work for the Customer Support for your app. But you can create different ways to provide support to your users depending on your resources and budget.

How To Create a Customer Support System In Your App

1. Provide in-app messaging

In-app messaging is a tool that allows users to talk with Customer Support without leaving the app. Being easy and effective, implementing in-app messaging will help you talk with your users directly. Solving the problems users face in real-time will positively affect your Customer Success, as well as user satisfaction.

2. Create a Support Section

You can create an FAQ page or support section about the most common problems your users face. By making the usage information available on a page, users can easily find the solution they need with a fast search. It removes the need for sending emails, calling a number, or sending a message which might be a good alternative and some users may prefer to read the solutions they need with a page. Also, the questions that may be asked repeatedly won’t take as much of your time and effort.

3. Use Online Channels

Social media channels are a great way to connect and communicate with your users. Many products, services, or companies answer the questions of their customers online, and some of them have a support account on different social media channels dedicated to this operation. Some of your users may occasionally use certain social media channels such as Facebook, Twitter, or Instagram. And in this way, while they are already on these social media channels, users can connect with you and ask questions in seconds with a Tweet, or a comment.

Depending on your operation, you can guide your users to reach out to you via the social media channel you’ve created for your mobile app. This way, you will be providing different options to your users so they can prefer the channels they like to receive support from.

4. Segment Your Users

Since each app user has different user profiles, each group of users is likely to face similar problems. By identifying the user profiles that keep facing the same issues and reaching out to you with similar questions, you can create your answers beforehand to the commonly asked questions from each user group or persona, without having to respond to them individually. But avoid sounding too impersonal, and make sure your responses that are prepared beforehand are personal enough to connect with your users.


How To Measure The Customer Success In Your App

1. Collect User Information

As we’ve discussed in our previous articles, knowing your users in detail is helpful and important for the overall operation of your app. From marketing to improving retention and lifetime value, understanding your users will make your operations much easier and more effective. Collect the information and learn their age, device type, marital status, country or city they live in, and the ways that they’re engaging with your app. This information will make your Customer Support operation more effective, personal, and connected.

Analyzing reviews on the App Store and Google Play is also a good idea to get impartial feedback and address soft spots before more users face problems and contact your support.

2- Create Smart Surveys

Tracking field activities, such as a user's signup and onboarding experience, can be accomplished by sending smart messages to users through an in-app messaging engine. With a simple question, you can learn if your users are satisfied with their onboarding experience, and optimize it according to their responses.

3- Use Smart Analytics

Smart analytics tools help businesses measure customer satisfaction and spur innovation by analyzing information collected from mobile apps. Depending on your budget, you may want to use a smart analytic service for your app and collect in-depth data about your customer success.

4- Build A Trackable App

Build your app with an analytics engine that tracks the activities of users, the status of their operations, and the fulfillment of their requests on the platform. If your app supports the tracking systems to measure data about your users, the Customer Success operation of your mobile app will be much easier for you.

•••

Without the help of customer support, your customers won’t be able to contact you quickly and effectively or resolve their issues with your product or service. In order to truly serve your customers well and encourage positive reviews, it is important to think about what makes good customer support for mobile apps. By taking care of these items before creating your app, you will be on the way to success.

Don’t forget that maintaining good and responsive customer support is the greatest aspect of growing customer loyalty. Creating an outstanding customer experience from day one can bring your app users to become loyal customers, which are the best long-term source of ROI and lasting growth for your business.

Ultimately, providing instant and accessible customer support for your mobile app will increase positive reviews, improve app ratings, and turn users into loyal, happy, and engaged customers.


So, if you are interested and would like to know more,

please drop us an email: “hello@getcherry.app

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The Art Of Retention 02: Key Strategies to Prevent Churn and Keep Your Users


Keeping customers happy—and therefore helping to prevent them from churning—is one of the most important aspects of a mobile marketing strategy. For a number of reasons, mobile app developers have been focusing on churn prevention.


Mobile customer churn is a top concern for marketers. The cost of acquiring a new customer is often much higher than the cost of retaining an existing one. To minimize the risk of churn and keep customers happy, marketers need to focus on retention. Keeping your customers engaged and involved with your brand builds loyalty and ensures the longevity of your business.

Strategies for stopping the churn rate can be a life-safer for your app. According to several metrics, the mobile apps that create a strong consumer base are the ones that thrive and grow. Keeping your customers involved and excited ensures their loyalty and keeps your business healthy. In this article, we will explain how you can decrease your churn rate and encourage your users to keep using your app.

What Does Churn Rate Mean For Mobile Apps?

App churn rate is a common metric used to measure success and is the percentage of users who uninstall or stop engaging with an app over time. The average app retention rate is measured at 1 day, 7 days, and 30 days after users first install the app. Since retention rate means the number of users who’ve stayed in the app, the churn rate is the opposite of this metric. In this way, you can calculate the churn rate of your mobile app with this formula: (1 - Retention Rate = Churn Rate)

As an app developer, paying attention to your churn rate will help you a lot in several ways.

How To Stop Your Users From Churn

If a user is about to churn your app, you can take a few steps to stop them. The first step is finding the reason behind the churn decision, the second step is learning about the users, and the third step is rebuilding connections. You can use the information you’ve gathered from the last step to prevent future churns.

1- Finding Out The Churn Decision

App companies have availability to certain tools to find the churn reasons. In this way, the reason to churn can be discovered based on metrics with these tools. Also, users, who still have your app but not using it can also be considered churned users.

A user’s reason to leave your app can be the result of several things. The onboarding of the app might not be informative enough, and your app might have technical issues. Maybe the pricing of the app might be expensive or your user might have faced billing issues with your app. When you discover the reasons, you can start to understand the user's perspective and become prepared to take the next action.

2- Learning About Your User Profile

The second step you can take for reducing your churn rate is having a closer look at your users and getting to know them a little deeper. Which country do they live in? What are their age, education, gender, marital status, or job status? This can allow you to determine how they engage with your app, and the possible challenges and frustrations they might have faced. But in the world of mobile apps, data gives us the most accurate outcome and helps you to learn where your app stands.

Segmentation of your users will give you the accurate results you need in this step, and users can be segmented with the tools used by app companies. You can also receive the phone number or email address of your users, or send them push notifications.

3- Connecting With The Users

The next step is creating a hypothesis around why they decided to churn your app. And according to your hypothesis, you can reach out to them, and change their churn decision. There are dynamic paywall tools and in-app notification tools to connect with your users, which are generally used by app companies.

By reconnecting, you can showcase the functions of your app that might benefit the group of users who might be interested. App developers can also inform their users who’ve churned their app about new features, or the features or issues that have been fixed. If the problems your users face cannot be resolved easily, you can help them with your customer support, if you have one.

A large number of churned users face billing issues on mobile apps. Make sure to send reminders to your users that their subscription is ending, their payments haven’t been received, so they can make their payment.

The companies or services you’ve stopped using, generally ask why you left and may send you a survey to find out why. They may also send special offers, and different services, or explain to you how you can use or benefit from their services in the best way. These strategies are used by mobile apps too. It works well to reduce your churn rate and gain some of your users back.



4- Preventing Possible Churns In The Future

Now that you’ve gained a lot of insights about why people churn your app, who they are, and the issues they might have faced you can use these steps to prevent a possible churn in the future.

Think about the users who generally leave your app, and create a journey or roadmap for your similar, current users. If they’ve left your app because of technical issues, make sure to fix them. If they need to be assisted or informed in the specific steps inside of your app, you can create pop-ups or screens that are helpful or informative. If the churn reason is generally about pricing or billing issues, make sure to arrange them in the best way that users will prefer. And with these strategies, you can prevent possible future churns, and improve the weak sides of your app.

Grace Period

Handling payments can be time-consuming both for the user and developer. Most often, problems with payment occur because of billing issues. That’s why a grace period can be helpful to recover lost revenue and keep your users satisfied.

Apple’s Grace Period is a powerful tool to improve your app’s retention. This service is generally overlooked by developers, but it’s a life-saving tool to enhance your retention and decrease your churn rate. As we’ve discussed, billing problems are one of the top reasons users churn. With the grace period, Apple allows churned users some time based on their subscription period, to renew their payment. If users are able to renew their subscription during the given time, developers earn a profit from these missing days.

The time provided by Apple is called “Billing Retry State” and the company gives 6 days for weekly subscriptions and 16 days for monthly or longer subscriptions for the renewal.


Image Credit: Apple

The grace period should be enabled for mobile apps in order to work, and it’s a great opportunity and a life-safer for both users and developers. Users can have some time to renew their subscriptions and not lose the information they have in the app. And developers will be able to recover the money lost during these missing days. For more information and details, you can visit this Grace Period page of Apple.

***

 

To sum up, it’s easier than ever to measure your mobile churn rates. And if you can quantify the losses you’re experiencing, you can make informed decisions about what steps to take next. You can quantify your losses and apply best practices to minimize churn and thereby empower your mobile marketing strategy.

In the end, all these strategies are designed to make it easier for you to talk to your customers and get them engaged with your business. When your users don’t churn, they can become loyal users, and so you can rest easy knowing that you’re not going to lose your profit and user satisfaction over time. And even if you’re a beginner in app development or app marketing, you can access advanced tools by partnering with Cherry. As an app publishing company, Cherry uses advanced tools and has a professional team to handle all the marketing processes of your app. With the data-oriented approach and a high level of budget, you can market your app worldwide. To get started, submit your app and get your product tested by us in order to be marketed. The marketing you need is possible with Cherry. Submit your app and learn more.


So, if you are interested and would like to know more,

please drop us an email: “hello@getcherry.app

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Customer Retention Should Be Your Top Priority, And It’s Critical For Your Future Success. Here’s Why.


For mobile apps, it’s important to retain your users and avoid churn. By knowing what your customers want and meeting these needs, you can increase their loyalty to your app and thereby attract many new users in the same way. Did you know how important this is for mobile apps?

With so many competitors in the market, a customer-satisfaction index that measures levels of satisfaction is extremely important, it can provide insight into how well customers are responding to products and services. This term is often used as an indicator or predictor of a company’s overall customer loyalty and brand strength.

In this article, we will explain the importance of customer satisfaction, why you should work on retaining your users and why it’s an effective strategy for your mobile app.


Customer Satisfaction

Customer Satisfaction is a person's feelings of pleasure or disappointment that result from comparing a product's perceived performance (or outcome) to expectations*   Marketers, developers, or entrepreneurs generally focus on onboarding new users. But for long-term success, it’s crucial to measure what happens after you’ve onboarded your users. The results will show you how well your mobile app does, and the ability to reach more users organically. Have your users had a great experience? Will they recommend it to other people? These questions are very critical because they can determine the future success of your mobile app. According to a study, if users actually have a great experience, your mobile app is more likely to grow. Here’s how.

Customer satisfaction occurs when the customer's perception of received value in a transaction is equivalent to the perceived service quality relative to the client’s cost of acquisition and price. From pricing and development to the user experience, app developers should build a strong strategy for their app. They should be aiming to meet their user’s needs and reach an optimum level of user satisfaction.



The same study shows different insights about customers. A satisfied customer means that there are similarities between the performance of the product with the expectation of the customers. And it will encourage them to re-purchase the products. At the same time, a disappointed customer would persuade the other customers not to repurchase and as a result, they will move to another competitor brand. The reviews of mobile apps are important and affect users’ decisions to install or subscribe to a mobile app for this very reason.

Another important term you should know about this topic is Customer Loyalty, which shows the degree to which customers are committed to a particular supplier, brand, or store. Achieving customer loyalty is a primary goal of marketing strategies. Loyalty is an outcome of the customer's positive behavior during repeat purchases.*  Establishing a relationship with the clients creates loyalty as a result. Both terms work hand in hand.


Why Retention Is An Important Factor For Mobile Apps?

1- Spend Less For Marketing

Working on keeping your existing users is cheaper than trying to attract new ones. Existing users already are familiar with your products, so your marketing can be less expensive. They also are more willing to refer new customers back to you, reducing the need for customer service staff. Loyal customers are already familiar with a brand, so they require less marketing and customer support. This is significant cost savings for most businesses in the retention stage of the buyer’s journey.

2- Ongoing Purchases Can Be Expected



Repeated purchases mean repeated business. By learning about the ways your valued users benefit from your services, you can recommend other options that they may like. You can create special offers, and discounts and act accordingly to their reviews and suggestions. By studying their behavior, subscription history, and demands, the buyer journey you create will bring satisfaction and loyalty as a result.

3- More Profit In The Long Run

55% of U.S. consumers express loyalty by recommending the brands and companies they love to family and friends. This means if your product or service satisfies your customers, it will naturally be heard by word-of-mouth.* Also 43% of U.S. consumers spend more with the brands and companies they are loyal to.* Which means the more loyal customers you have, the more profit you’re likely to make. This study also means that your loyal customers will be more likely to use your premium services.

4- The Importance Of Feedback

Listening to customers is a great way to improve your business. According to a recent survey, 97% of consumers say that it makes them somewhat likely to become more loyal to a company if the company implements their feedback. Conducting surveys, reading and responding to the reviews, staying in contact via social media channels, or sending emails are important actions for this step. Building and nurturing your customer relationship will affect the future of your app in a positive way.

***

Customer retention reflects the commitment shown by customers to a particular brand or product, and thus acts as an indicator of overall customer loyalty. By measuring this commitment and analyzing the drivers behind it, organizations can capitalize on its positive effects through different marketing strategies.

​​Ultimately, customer retention and customer satisfaction are inextricably linked. A mobile app can have a thousand satisfied users, but if those users never come back, it doesn’t matter. Likewise, an app can have a hundred dissatisfied users who regularly use the app—but they might just as easily become lost. So maintaining your valuable users and keeping them satisfied with your product should be the ultimate goal for app creators.

Most mobile apps can benefit from considering customer retention and satisfaction statistics in equal measure. Such metrics offer valuable insight into what drives people to stay loyal to your app even after a long time. It might be hard to reach each of these goals at the same time. And you might not want to lose your energy and attention without knowing what kind of outcome you will have. Working with app publishing companies like Cherry will help you in the marketing side of your app with its veteran team of experts.

Since marketing is teamwork, you can benefit from the professional approach and market your app to different countries worldwide. And through this process, you won’t spend a dime. To learn more, submit your app and get in touch with us.



So, if you are interested and would like to know more,

please drop us an email: “hello@getcherry.app

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Marketing Tests 101 - Make The Most Of Your Ads By Testing In Real Life


Testing, it’s not just for websites. Optimizing your app – and your marketing campaigns – is crucial to success in a more competitive app market than ever before. Even a small change in user experience can have a significant impact on conversion rates, so it’s important to test what works, and what doesn’t.


You can test different elements of your mobile app, ads in a visual form and text form, or different pricing strategies. With the help of testing, you can understand your users’ behavior, see the elements your potential users focus on, and what’s working for different audiences of your app. So that you can figure out the most compelling and successful ads and pricing strategy for your app, and use your budget, time, and efforts in this way.

A/B Testing


A/B Testing for mobile apps is done by segmenting an audience into two (or more) groups homogeneously and seeing how a variable affects user behavior by applying different versions of the variable to different segments. It is used to identify the best possible user experience and deliver the best possible results.

A/B testing is used to test your marketing approach, but the concept itself is simple: you split your traffic into two or more groups and modify a given aspect about one of these groups in order to learn which one performs better. There are many possible ways to use A/B tests for your marketing. You could test button color, form layout, ad copy, or even the price of your product and learn which variant drives more sales – all without losing money in the process.

Testing Google Text Campaigns


Source: Affde

As Google Ads states, “Use ad variations to test and iterate creative messages.” It’s important to test out different text combinations, and see which ones are more engaging and converting. Testing will show you how you can showcase your app’s unique qualities, find the audience that needs your product, and will respond to your ads.

A Google text ad has a headline and description. The headline is 30, and the description is 90 characters. And a Google text ad set has five headlines and descriptions.

You can test the length of your text ads, which call to action to use, or the language and tone you use in your ads. Google usually gains learning on the text ads in three weeks or more. After the learning period, you can see which text ads are successful from your Google Ads account. Google displays the results for each text as “Best”, “Good” or “Low”. And you can continue to use “Best” and “Good” ones or create similar ads for your next campaign.

Also, make sure to test your ads in a specific period of time. And the ad variations should be different, but similar enough to see and learn from the difference, as Google Ads states.

Testing Google Display Ad Campaigns


Image Source: Abyssales

Testing is a good way to measure the effectiveness of display advertising. There are many approaches that can help you get better conversion rates with display advertising and one of them is A/B testing.

As a result, you can see a significant increase in your conversion rates, understand the behavior and likes of your target audience, create a better design for your future Google display campaigns, and reach higher results and revenue.

For testing display ads for Google,  you can rotate ads indefinitely, and try different fonts, colors, contrasts, sizes, and background images. As well as two different display ads for two different display ad content can be created so that your content and visual strategy can complete and harmonize each other. Just like in-text ads, Google shows the result of display ads as “Best”, “Good” and “Low”. And you can continue with the best or good ones and also create your next campaign based on the most converting display ads.

App Store Tests 


When it comes to running ads in the Apple Search, things are fairly simple- you create campaigns and ad groups and specify from where you want your products to be promoted.

You can create different variants for your app screenshots. From your App Store Connect account, click on “Add Creative Set” and add your different App Store Preview (App Screenshot) designs from here. You can add two different creative sets and test which one converts the best.

The app screenshots you created for the test, will be displayed on Apple Search Ads. You can see different results such as Impressions, Taps, Installs, and TTR (Tap-Through-Rate) and see how successful your creative sets are.

You can also discover the problem areas on your screenshots. For example, if you have a high rate of taps but a low rate of installs, your creative set might be eye-catchy, but cannot explain the app accurately. The key is to display a creative set with a high conversion rate, that attracts users, explains the app really well, and encourages them to download the app.

Marketing tests require organization, planning, methods, tools, expertise, budget, and time. If you have a hard time conducting marketing tests and making the most of your ads, you can work with a professional team to maximize results. The marketing team of Cherry can work with your app, organize marketing tests and help you reach the best results without spending your money or time. To discover the world of Cherry and how the partnership model works, reach out to us or submit your app and learn more.

***

Conducting marketing tests is one of the best ways to improve your conversion rates for the long term. Through testing, you can find the mix of elements that influence customer behavior and improve on them by trying out different options. This means that you’re getting results faster, with less effort, thanks to the data provided in your testing tools.

Whether you’re optimizing your advertisement strategy or experimenting with app update text, marketing tests will provide a clearer picture of how to improve your conversion rates on each individual element.


So, if you are interested and would like to know more,

please drop us an email: “hello@getcherry.app

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From Acquisition to Retention: Why Keeping Your Current Users Is A Smart Move


User acquisition is an essential part of building a successful app marketing strategy. However, many app creators forget that the user journey goes beyond sales. User retention is also necessary to achieve ideal results for your mobile app.


Retention is the strategy of keeping your existing users for a long time, creating loyalty, appreciation, and a positive experience.

Retaining customers is one of the most important aspects of any business. The only way your business can grow is with repeat customers. But, how do you increase retention rates without losing profitability?

In our previous articles, we’ve covered the art of acquisition through 6 articles, and if you don’t have enough knowledge about the acquisition, you can read them before you start this article.

Understanding Acquisition And Retention

The acquisition is the strategy of onboarding new users, and retention is the strategy of keeping your existing users. Customer retention is the practice of building stronger relationships with customers in order to increase loyalty and drive repeat purchases. Customer retention strategies that are most effective are those that keep data secure and deliver relevant messaging to customers based on their preferences and interests.

A customer's lifetime value is the projected value of that customer over the entire course of his relationship with your company. By targeting and retaining loyal customers—those consistently purchasing from your brand—your company can maximize its LTV more effectively. A retention strategy enables you to develop, communicate, and execute plans to increase the likelihood that customers will continue to carry out business with your company in the future.

When you sell to new buyers, your chances of making a sale are 5-20%, but when you sell to existing users, your chances of making a sale are 60-70%.*

Acquiring new users is 5 to 25 times more expensive than retaining your existing users.* Also, retained users buy and spend more than the new ones.*

How To Apply A Consumer Retention Improvement Strategy To Your Mobile App

Before you start to improve your retention strategy, you need to make sure that your mobile app’s features are working perfectly, and it functions at its best. Is it easy to use and is it user-friendly? From user experience and user interface to development, you must make sure that everything works smoothly.

Also, each feature of your app should be explained well. What is your app about? Who is your app for, and in which ways can your app be used? The answers to these questions should be explained clearly.

The next step to improving your retention strategy is building a user habit. To create user habits and encourage your users to interact with your app more than once, you should pay attention to the gamification elements. But what’s gamification? According to Google, this term means the application of typical elements of game playing (e.g. point scoring, competition with others, rules of play). It’s a marketing technique to encourage engagement with a product or service.

Besides gamification, an app should have a customer service or support system (mobile apps generally have a customer support number or mail address). You can also create a help center, or a frequently asked questions section where you identify which problems users might face, and make sure you provide enough information and help to them.

The final step to improving your retention strategy is churn reduction. Churn reduction is the action you can take to reduce your churn rate. But what does app churn rate mean? This term signifies the percentage of users who uninstall or stop engaging with an app over time. App churn can also be used interchangeably with abandonment rate. This app metric is typically measured at 30 days, 7 days, and 1 day after users first install the app.* So your strategy to reduce churn rate, should be to keep users who’re about to uninstall your app and encourage users who’ve stopped using it to start again. To decrease your churn rate, you can follow different strategies such as creating discount offers and personalized in-app messages based on behavioral data (device type, location, purchase history, etc.). Another strategy to reduce the churn rate is to build a strong onboarding flow by simplifying it, creating easy-to-take steps, and ensuring your users get the experience of your app as soon as possible.

Also, you should make sure you can identify users who’ve stopped using your app and calculate probable monthly churn. If you want to calculate the probable monthly churn of your app, you can use this formula that is created by Stefen Noble,



Let’s create an example.


Users at the start of the month: 1,000

Users at the end of the month: 1,122

Net new user gain: 122

Days in month: 30

User days in month: (1,000 x 30) + (0.5 x 122 x 30) = 31.830

Total churns in month: 366

Churns per day: 366/31.830 = 0.01%

Monthly churn rate: 30 x 0.01% = 0.3%

According to the results of churn rate analysis, you can gain a deeper understanding of the issue and create your strategy accordingly. During this process, you can work with a professional team of Cherry and make the best decisions with experts.

***

The main objective of retention should be to make your users have a great experience with your app and make them keep using your service. You can take advantage of the techniques we’ve covered in this article for your retention journey. Whether you are just starting out in the app marketing world or have an existing client base, it’s very important to retain your users and use your effort to give them the best experience.

A vital and overlooked aspect of an app’s success is how well it retains that initial burst of excitement and engagement. Without a healthy retention rate, an app may begin to flounder over time. This inevitability can be averted by focusing on the retention of customers from the beginning, alongside promotion and acquisition efforts.


So, if you are interested and would like to know more,

please drop us an email: “hello@getcherry.app

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Remarketing: Expand Your Revenue & Users With This Thriving Marketing Strategy


Have you ever wondered why people leave your app page, without taking any action? They might have been confused, maybe they kept researching, delaying their action, or couldn’t make up their mind yet.


Remarketing or retargeting is an act of reaching out to these visitors again. With this digital marketing strategy, the visitors who’ve left your app page without making any action will see the ad of your app. Your product will come to their mind and remind them of the app they’ve previously visited with the retargeted ads.

In this article, we will explain how you can take this digital marketing action in Google Ads and Apple Search Ads for your mobile app.

Why Remarketing Is Beneficial?

This digital marketing strategy is a cost-effective and successful technique to try.

* The Average CTR for Retargeting Ads is 10 Times Higher than Regular Display Ads.*

* It has a 1,046% efficiency rate over other ad placement strategies.*

* 68% of marketing agencies and 49% of brands have a dedicated budget for retargeting.*

* 65% of online viewers notice & consider ads showing products they viewed from another page.*

Considering that the studies and metrics support Remarketing strategy, it’s a great way to help people stay connected with your product and it’s cost-effective.

Remarketing On Google Ads

Google Remarketing is an advertising model, using the Google Ad network, which enables you to reach your site's visitors on other websites. When a user visits your website, Google remarketing code on the page adds them to your remarketing list. As the user visits other websites that use the Google Ad network, they are served your ad. When customizing your remarketing lists, you can prioritize new or returning customers.

In this way, Google lets you refine your remarketing audience and you can focus on converting new or past visitors or both. Remarketed pop-ups are advertisements or follow-up messages you send to prospects via email that saw your ads earlier.

On Google Ads, you can retarget your ads in the Display Network campaigns.

 

How To Retarget Your Ads For Mobile Apps On Google Ads

1. Open the audience manager section in your Google Ads account, and click on the remarketing section. Select “App Users” and continue.



Image Credits: Adespresso

2. Select which type of users you want to reach.



Image Credits: Adespresso

3. Select the iOS or Android platform, and how recently people used your app.


Image Credits: Adespresso




Remarketing On Apple Search Ads

Apple Search Ads also allows marketers to make a remarketing strategy. You can see the “Returning User” section in the audience refinements, and Apple works on two different scenarios to return your users.

1- Users who’ve previously downloaded your app
2- users who’ve downloaded your app to another device

ASA shows both of these users as returning users in the reporting of your ads.

If customers already have the app, they’ll see a [OPEN] button. If the app isn’t present on the specific device they’re using, they’ll see a redownload icon.” as Apple explains. Adding returning users to your app campaign is a beneficial strategy and a high potential move for your app.

Unlike Google Ads or Facebook Ads, (which work with a Cost-Per-Install, or CPI model) this platform works with a Cost-Per-Tap (CPT) model. This means that every time a potential user taps on your ad after a keyword search, you need to pay Apple.*

Though this ad platform doesn’t have advanced targeting options for Retargeting, you can reach a high number of installs and revenue, if you can apply a proper keyword strategy.*

Knowing the user’s intent with keywords and controlling your budget may be a hard task if you’re just starting out to market your app. As Cherry, we’ve created several app retargeting app campaigns for different mobile apps and helped them reach more users. Click here to reach us, and learn how we can help you with our partnership model. (here kısmına mail adresimizi koyacağım siteye yüklerken)

***

Remarketing is a powerful tool to keep your brand at the top of your potential customers’ minds. If these people are actively looking for an app that matches your app, you can remind them of it through ads. As a result, they may revisit the app page in Google Play Store or Apple App Store, and even download and use your app.

You can add this method to your app marketing strategy, and try remarketing campaigns yourself or with the help of a professional team, who will handle every detail and apply all the unrivaled methods they’ve tried and succeed. If you’re not a professional marketer and need to have your budget and time under control, Cherry can help you to make this effort and reach maximum results.

 


So, if you are interested and would like to know more,

please drop us an email: “hello@getcherry.app

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Explaining Customer Acquisition Costs: How To Win App Store Optimization Race


Investing in marketing, sales, and customer acquisition are critical parts of getting your brand new app off the ground. But as time goes on, are you sinking costs upfront without seeing a return?


If you’re looking to understand how much it costs to acquire a customer for your app, you need to know what that number is currently. If you can apply the right strategy, and do some planning and metrics tracking, you’ll be able to make informed decisions that will allow you to minimize your Customer Acquisition Cost (CAC) while maximizing revenue.

Avenues of app promotion can be quite expensive, and often not very effective. CAC (Customer Acquisition Cost) is a key metric that can allow you to make well-informed decisions when it comes to marketing, sales, customer acquisition, and everything in between.

Here are the important terms you need to know about Customer Acquisition Costs.

1- CTR (Click-Through-Rate)

CTR is a ratio showing how often people who see your ad or free product listing end up clicking it. This ratio can be used to gauge how well your keywords and ads, and free listings, are performing.* Click-through rate is the number of clicks your ad receives divided by the number of times it is shown or placed. For example, if you had 20 clicks and 100 impressions, then your CTR would be 20%.

Click-through rates are a factor in customer acquisition, particularly through paid advertising. You must consider click-through rates when running campaigns on an advertising network because the bids you set for your ads are based on cost per click. In addition, most ad networks display quality scores for each campaign and its corresponding ads, which are partially based on click-through rates.

2- Conversion Rate

Conversion Rate is the average number of conversions per ad interaction, shown as a percentage.*  This rate is calculated by dividing the number of conversions by the number of total ad interactions that can be tracked during a given period.

For example, if you had 30 conversions from 1,000 interactions, your conversion rate would be 3%, since 30 ÷ 1,000 = 3%.


The cost of acquisition is calculated based on the number of new customers acquired and their lifetime value. Improving your conversion rate means every dollar spent brings in more than one new customer, giving you greater value for your money. This reduces the cost of acquisition.


3- Install To Subscription

A user’s journey to your app has a stage, named “Installs to subscriptions” which implies convincing your customers to subscribe to your app. This stage has three elements, and they are paywall, subscription packages, and understanding of the characteristics of your app.

Paywalls are a form of content restriction that requires people to pay a fee in order to read or view the full content. They offer a few different models, each one can be beneficial for different types of apps. There are paywall models such as Hard, Soft, Freemium, and Dynamic. Each one appears at different times and offers a different payment method.

The next screen after the paywall (or during, if you use a dynamic paywall) your users will see is the subscription packages screen. This type of screen shows the subscription offers. Users can select one of them if they like to subscribe to your app. The packages can change the elements of your app, such as the loyalty level of your app, what kind of a service your app offers, can your services be used for a long period or short period of time, and the pricing of your packages.

Another important factor for converting installs to subscriptions is understanding the characteristics of your app.  What are your users' demographics, gender, income, country, and age? What kind of solution do you provide with your app? What are the usage habits of your users? The best way to be certain and work with solid facts is by conducting tests. Results of the tests will give you the information you need for the localization, design, and pricing stages for your app.

Understanding your app and its users will help you create the most relevant content, pricing and visual elements for your app and these actions will make it much easier to lower your customer acquisition cost. By creating an app that’s organically reachable and catches the attention of users, you will spend much less money acquiring new customers.

The Correlation Between Installs-To-Subs (ItS) And CAC

Based on the information we’ve shared above, you can see that the Install-to-subscription metric has a correlation with Customer Acquisition Cost. Knowing your ItS metric can give you the outcome of how much it costs to acquire a new customer. For example,

If you manage to have a CPI(Cost per Install) of $2.00 and your  Install-To-Subscription is %2, your Customer Acquisition Cost will be $100. Because for every 100 installs you’ll have 2 subscribers, so for 1 subscriber you’ll need 50 installs. Since you know that one install costs $2.00, multiplying that amount by 50 will yield the cost of one subscriber, which is $100.00 in this example.

There are also other elements you need to know that will evangelize your strategy and help you understand the mobile app marketing world in the best way.


The Power Of Creatives

Nowadays, the algorithm of platforms is becoming more inaccessible to outside interference, which is a very compelling fact for marketers. The best action that can be taken is optimizing visuals in today’s marketing world, creating the most compelling visuals is becoming more important than ever. 

The best way marketers, entrepreneurs, and developers can make the most of their campaigns are by creating the most captivating and converting visuals. In the competitive world of marketing, the visual language of your campaigns will be the most significant element of your campaigns. Even the algorithm of digital platforms is always changing and is hard to control therefore working with professionals will help you get a long way during this stage.


Test & Re-Test

Each app is unique, and so are its users. Considering that in the marketing world there is no one-size-fits-all strategy, the best thing to do is to find the way that will work for your app. And on your way to finding one, testing is what you should do often.

Which platform is working best for your app? Which countries do your ads have a higher rate in? The strategy should be to always optimize your campaigns and acquire more users while spending less. App creators should always watch the interactions of their campaigns closely. And the action of testing should continue until you reach the ideal outcome you wanted.

Testing may not be the most budget-friendly marketing element, you should have enough budget to conduct them often. And if you’re just getting started and don’t have a high budget, you can work with Cherry without spending a dime and a professional team can conduct marketing tests for you.

Break The Rules

The norms and the best practices can vary, and always following the rules may not be the best strategy to take. Discovering the differences between markets, users, and countries lie in breaking the rules. Marketing is feeling the moment and turning them into metrics. And the trends, beliefs, actions, and ideas are always changing. If you break the rules, you can discover new techniques and find the most beneficial strategy for your mobile app. We highly recommend not always following the best practices or following a certain path too rigidly.

Marketers, or anyone who will start marketing, should know that true and false can always change. For example, by conducting a new test, you can discover that your app is very popular in the working-class population in Japan. Or millennial moms in Europe might love your app and subscribe to your app. If you believe that your app can only be successful in the USA, this might prove to be a wrong belief. The only way to find the best outcome is by testing, and breaking the rules with the best visual and content strategy.

If you hesitate on applying these methods to your marketing strategy, the professional team Cherry can help you with it. Discover the world of Cherry and how you can market your app with our partnership model, without spending a dime.


So, if you are interested and would like to know more,

please drop us an email: “hello@getcherry.app

Unlock The Full Potential Of Your App

 

 


The Art of Acquisition 08: Subscription Packages, How To Move People To Subscribe to Your App


In our previous articles, we’ve introduced
Subscription 101, explained why it’s a thriving model, and detailed users’ journey to subscription. In this article, we will introduce you to trial and intro packages, how to maintain a good strategy for them, and have more users who will be subscribing to your app.

Subscription marketing is another name for customer lifecycle marketing, which provides a long-lasting and sustainable customer relationship and is a key component of any successful mobile app. Creating subscription packages that will generate more users and revenue, is one of the most important steps you should take for generating the maximum results from your app.

As an app developer, you may want to make more money from your work and in this article, you can find some good strategies to do that.

Before we begin, you should know four ways that mobile apps generate revenue.

1- Paid Apps

Mobile apps that have a one-time fee to download are called Paid Apps.

2- In-app Purchases

In-app purchasing refers to the buying of goods and services from inside an application on a mobile device.*

3- Ad Revenue

Ad revenue is the revenue generated from in-app advertising.*

4- Subscription

Subscription-based apps are the kinds of apps that sell repeatedly accessed services.*

a) Auto-Renewal Subscription

Auto-renewable subscriptions provide access to content, services, or premium features in your app on an ongoing basis. They automatically renew at the end of their duration until the user chooses to cancel.*

b) Trial

Subscription apps can offer a trial to their users which allows them to understand and discover the services mobile apps offer before they subscribe to them. 

In the trial section of your app, it’s important to showcase the service you offer clearly and make sure you give enough details about your app. Depending on your app’s specialty and your strategy, the trial period of an app can change. For example, Spotify offers a free trial of its premium services for two months. This way, potential users will be able to have the experience of the app for a good amount of time. They can understand why it’s beneficial, the sound quality, and the music and podcast library the app offers, and make a decision. Free trials can last three days, a week, two weeks, a month, two months, and up to 6 months.

 


c) Subscription Packages

For the apps that are working with the auto-renewal subscription method, the trial should be applied in an efficient way that will help convince potential users and give enough details, so that they can understand what kind of services they may access, and choose their preferred subscription plan. For this efficiency, the duration of the trial is an important factor.

Autorenewal periods are determined simultaneously as you create your subscription packages. The duration of auto-renewals can be weekly, monthly, also can be two, three, six months, or can even last a year. While you’re determining the duration, as well as creating your subscription packages, it’s crucial to understand your different types of users. For example, imagine a fitness app. Let’s separate the users of the app into two different groups.


The first group of users may be the ones that are using the fitness apps heavily, almost every day, and need to access all of the video exercises. The second group of users may use the app most of the time, but less heavily, and want to access some of the video exercises.

For each group of users, you can create different subscription packages and trial durations based on their needs. For example, the first group of users would like to access all of the exercises, and advanced tools of the app. The access to advanced tools can be limited or specialized for each group of users since each of them will have different demands from the app.

d) Optimum Packages

Optimum packages are some kind of ideal packages that are created differently for each country and user target.

To create optimum packages in the best way, marketers should make a user segmentation first. The user segmentation should be based on three elements,

1- Their country

2- The amount of money they’re willing to pay

3- Their auto-renewal choice

User segmentation should be made for each country, with an aim to segment users based on their willingness to pay.

You should group users in the segmentation you’ve made based on their demands, and display different paywalls for each group of users.

Each mobile app has different user profiles, and each user profile demands separate subscription packages. Each group of users also has a different payment level they’re willing to pay. You can conduct tests to determine them or analyze the metrics of your app with a professional team. For example, in some countries, users may be likely to pay less while in other countries, users may be willing to pay more for your app.

Another factor you should pay attention to is the duration of packages. Subscription packages may need to be created differently in terms of their duration. You can determine which countries you can display subscription packages for weekly, monthly, three months, or six months and so on. For example, users in the United States may demand three-month-long subscription packages, while users in Sweden may not be likely to subscribe to this plan and demand longer subscription periods from your app. Each user profile has different demands, subscription, and auto-renewal duration.

You can also find when your users leave your app. If your users in the three-month packages leave your app during the payment time, this result may show you that they’re not likely to make renewals in a short period. Test and analyze results can show you when your churn rate peaks, and you can develop different insights from this outcome.

It’s possible to reflect and gain different perspectives from your test results and find the best strategy. You should try for each country and user profile.

In this way, you can find the optimum package you should use and reach the best outcome and revenue for your mobile app.

Demand Curve

The demand curve is a graphical illustration of the quantity of a good or service demanded at any given price. It illustrates a basic economic theory that as price goes up, the demand for a good or service will decrease.

For mobile apps, most of the operation on subscription packages and trials is to twist (this curve) and in this way, you can meet the demand without having to change your current pricing. There are different strategies that can twist your demand curve. This is where the intro packages come into play.

For the first step, you can create your trial and subscription packages based on the research about your competitors and market. But it’s best if you can conduct an A/B test and strengthen your subscription packages by creating them based on real metrics.


***

With the most appropriate subscription plans paired with well-executed trial periods, you can encourage your users to try out the app and subscribe to the service. Having an app with a subscription model, it is important to identify what kind of packages you want to offer and how much value they can provide to your users. This way you can have more subscribed users and generate more profits. But if you have a limited budget and time, you can always get help from professionals. Cherry can help you set the right amount of trial and introductory packages for your users to come back and subscribe to your app.

                                                         



So, if you are interested and would like to know more, please drop us an email:

hello@getcherry.app

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Google Ads 101: How To Advertise On Google And Where to Start - Everything You Need To Know

Google Ads is a type of advertising service offered by Google. Google Ads enables businesses to market their products and services through this digital platform. Thus, businesses can promote their products and services by using the right strategy. It’s a great option for marketers looking to maximize leads, conversions, and sales for their business.

We’ve uncovered the frequently asked questions and answered everything you need to know.

What Is Google Ads And How Do You Use Them?

Google Ads is Google's online advertising program. Advertisers can bid to display their ads, service offerings, product listings, or videos to web users. Services are offered under a pay-per-click (PPC) pricing model.* Through Google Ads, you can create online ads to reach people exactly when they're interested in the products and services that you offer.*

You can start to use Google Ads by signing into your Google Ads account, clicking Campaigns, and then clicking the plus (+) button and selecting New Campaign.

For the next step, you can select your advertising objective for the campaign, and your conversion goals. After this action, you can choose your campaign type and click continue.

If you aim to market your mobile app, you should select the app campaign type and click continue.

Google ads have three campaign types for mobile apps:

1- App Installs

Run advertisements that encourage customers to download your application.

To help you get the most from your advertising budget, Google Ads automatically targets your ads to similar users—those who are likely to be interested in installing your app.

2- App Engagement

This campaign type focuses on the individuals already interested in your app and takes them to a targeted landing page. Unlike the app install campaigns, you can target the user by selecting the event that you want. In this way, you can use this campaign type in which package you want to attract users to your application.

3- App Pre-registration (Android only)

You can use ads to build excitement and awareness for your app, days before it is launching on Google Play. To do this, you can create an App campaign for the title in your Play Console. You can then advertise the pre-registration of your app or game from the Play store.

What Does Google Ads Offer?

Google Ads allows you to create and share well-timed ads via both mobile and desktop, among your target audience. When people search for similar products or services like yours, your business can show up on the search engine results. In this way, you can reach your potential users at the right moment.



Depending on your vision for your mobile app, Google ads offer different options to reach your goal.


              Search: Text ads on search results
              Display: Image ads on websites
              Video: Video ads on YouTube
              Discovery: Advertise within online feeds
              App: Promote your app on many channels

Your ads will appear on real-time searches, and different placements such as Google search results, Google Play Store, YouTube, the Google Display Network, AdMob, Discover on Google Search, Google Ads search partners, and many more publishers who host app ads.*

Show up when people search for what you offer. Google is where people search for what to do, where to go, and what to buy. Your digital ads can appear on Google at the very moment someone is looking for products or services like yours. Whether they’re on desktop or mobile, a well-timed ad can turn people into valuable customers.” as Google Ads states on its official website.

If you’re not sure which one to start with, you can read Google’s guidelines about each advertising option. Also for mobile apps, the Cherry team can help you determine the best platform and placement for your mobile app.

Is Google Ads For Free?

Creating a Google Ads account is free, but creating Google Ads campaigns requires different amounts of budget, depending on your advertising goals. Also, if you’re creating a campaign for the first time, Google Ads gives you free credits.

How Much Does Google Ads Cost?

How much do you want to spend, in which time periods, and which placements? You can select your requirements on your Google Ads account while creating campaigns, and see how much it will cost for you.

After you select your budget and all your requirements, Google Ads shows the estimated results depending on your selection. For example, if you create a display app campaign with $500 in the United States, your estimated results might be between 200-300 clicks. Since it changes for every selection, you should create a campaign and see your own estimated result.

On Google Ads, you can select your monthly budget, and not spend more than the limit you’ve set.

What Are Google Ads Based On?

Google Ads uses cookies and keywords determined by advertisers to place advertising copy on pages, where they think it might be relevant. Advertisers pay when users divert their browsing to click on the advertising copy.

Why Are Google Ads Important?

Google processes more than 3.5 billion searches every day, and 1.2 trillion searches every year. Your ads will appear on a variety of placements (Google Search, Google Play Store, YouTube, the Google Display Network, AdMob, and Google search partners.* ) which is a huge opportunity for marketers to reach their potential users at the right place, and the right time.

With Google Ads, businesses can test and choose what works best for their business through trial and error. Each of these listed ad variations can help businesses reach their goals, depending on the kind of attention the business wants to attract, the business’ budget, and what products/services they offer.

To sum up, Google Ads allows you to reach a large audience, has the ability to test your ads so you can use the one that works best, and helps you find your potential users at the right moment and platform.

If you have a limited budget and don’t know where to start, our professional marketing team at Cherry can help. With our partnership model, we can do this process without you having to pay for it. So you can maximize the potential of your app without spending your money and time.



So, if you are interested and would like to know more,

please drop us an email: “hello@getcherry.app

Unlock The Full Potential Of Your App