Creating pixel perfect apps and continually delighting your audience can eventually earn you raving fans and long-term customers.
The problem is your audience now chooses how they browse for apps, the location where they shop, and even when they make their app purchases.
Fact: Depending on your app’s category, up to 50% of your audience may discover your app outside of the iTunes / Google Play stores, either through their social connections or a web hosted landing page.
So, if your app business only connects with customers on desktops, you’re not only missing a huge opportunity to grow your business, but you’re pushing business away … possibly to your competitors.
Think about your daily routine for a second … checking email, news and weather from your breakfast table, first thing in the morning is pretty common.
It’s been reported that 91% of mobile users keep their phone within 3 feet, 24/7 — even while sleeping. This is your customer’s behavior as well.
You may already know that Themeforest, Launcheffect and AppifyWP give app marketers a variety of responsive website solutions, allowing you to connect with your audience on any device they choose, wherever they are, and whenever they want to connect.
But having a mobile-friendly website is just the first step towards mobilising your app business.
Here are 3 more mobile strategies you can incorporate into your app business:
1. Connect immediately with a text message
When’s the last time you missed a text message?
98% of text messages (also known as SMS for Short Messaging Service) sent are opened, and 83% are opened within 3 minutes, according to a study by Techipedia.
Text messages even have 8 times the response rate of email, as seen in a recent study.
With that level of immediacy and visibility, text messaging is a great way to actively engage your audience, mobilise your content, and develop rapport with your customer. So can you build in a reason for your app to connect using text messaging, especially to new users?
Brands like Google, Starbucks, and CNN actively use text messaging to engage their customers, so why not you?
SMS only allows for 160 characters, so communication must be short, sweet, and to the point. In the age of Twitter, it turns out to be the right amount to entice your audience to engage in more depth.
Here are a few ways you could use SMS in your business:
* Build your email list. Have customers opt-in to your email list via text message. (Great for converting people when they set up a profile inside your app).
* Send links to videos with exclusive content.
* Poll your audience. Get feedback on products or services.
* Create contests to engage your audience and give away cool prizes.
Practically any business can tap into the power of SMS, and its the most intimate marketing channel available to you. Use it correctly and you’ll see results.
2. Mobile landing pages can sell too
We’ve seen how mobile responsive landing pages can drive discovery and downloads for your app, so why not take that knowledge to the sales environment?
Almost all templates that are app marketing specific allow you to create additional pages that work well in a mobile environment, and make it easy for you to make additional in-app sales, generate enquiries for an add-on service, or collect valuable information that moves you closer to your audience.
If your customers can get to your landing pages from inside your app, via an email, your mobile responsive website, or an SMS (as mentioned earlier), you’ll want to take a few steps to make your mobile landing pages are a success.
* Create a clear call to action. You thought a clear call to action was critical on a normal landing page? It’s a must on a mobile device. Screen real estate is limited, and people navigate with one eye and one thumb. Make it clear and un-missable.
* Be thumb-friendly. For most devices, the ideal clickable area is 44×44 pixels. You’ll want to add padding to your links, and make sure you have some negative space between those links to avoid mis-clicks. (All the more reason to follow the best practice of having no irrelevant links on landing pages.)
* Use simple forms. Keep your forms to as few fields as possible. Simple is sexy. Long forms equal lower conversion, and that’s even more true on mobile devices.
* Test, test, test. What works on desktop won’t always work on mobile, so be sure to test your landing pages with your end goal always in mind.
3. Make your email marketing mobile friendly
A app marketer’s email list is her most important asset. She crafts her communications meticulously and uses the words that get her emails opened.
The next question is “Where are they being opened?”
Email is one of the primary activities of smartphone users. A recent report released by Knotice stated that mobile is now driving 36% of all email opens.
Solutions such as AWeber and Mailchimp do some of the heavy lifting for you, making sure your font size adapts to various screen sizes, but there are a few things you can do to make sure your email is mobile-friendly.
The most important thing you can do when going mobile with your email is to test. Just because you follow the tips above doesn’t mean you’re golden.
Your analytics should display the devices and screen resolutions frequently accessing your site, so start with those. Although not a universally popular move, Google recently updated their mobile tracking analytics suite with app management specifically in mind.
I highly recommend you test on real devices. Just like with the landing page tips above, you want to make sure your call to action is clear and any links or buttons have enough space around them to avoid mis-clicks.
So, are your apps mobile-friendly yet?
How are you using mobile and what type of results have you seen?
Let us know in the comments …