Convert website visitors into engaged app users

As an agency looking to increase sales for the client, it is often the first place to see if the website is optimized or the PPC channels are being viewed. But here’s some food for thought for you: While mobile websites account for an impressive 50% of global web traffic, research tells us that a whopping 90% of the time we spend on our smartphones is spent on mobile. apps, with 200 of those minutes spent shopping (and generating about $50 billion in revenue). And here’s more:

  • 85% of shoppers prefer apps over mobile websites when it comes to online shopping.
  • A 5% increase in customer retention in the app can yield a profit increase of between 25-95%, so increasing the number of app users for the customers is a good idea.
  • 61% of millennials download retail apps and 58% of millennials prefer to buy via apps.
  • Consumers view more than 4 times as many products per session within apps compared to mobile websites, resulting in fuller baskets.
  • Apps have a 3x higher conversion rate compared to mobile sites.
  • 40.4% of users buy more products after downloading an eCommerce app. Interestingly, 45.9% end up visiting the physical store more often.

Does this mean optimizing the client’s website is not important? Of course not! But what it does mean is that their site can be an important part of an app growth strategy, making their app the golden ticket for proving ROI on the services as an agency; in this article we look at how you can do that.

1. Drive website visitors to the app

  • Making sure the customer’s app is easy to find is essential. Place a web-to-app banner on the customer’s website so that when visitors are on the site, they know they have an app. Tools like Kumulos help you create effective web-to-app banners that get results.
  • Social proofing works. If the app is lucky enough to get good reviews, you can include it on the website.
  • Include screenshots of the app whenever possible to give people an idea of ​​the app experience.
  • Make sure the site includes the relevant app store icons so that visitors know exactly where to download the app; place them above the fold so they’re visible no matter what visitors do.
  • If there is real estate on the site, add a separate ‘app’ page that dives deep into the app and includes all of the above. Provide a snappy Call To Action and make it as easy as possible for potential users to link to it.

2. Send web search traffic to the app

Knowing how the customer’s customers search for the company, site and app is critical to delivering an optimal user experience; so when a potential user enters the search funnel, you have determined the optimal point at which to lead them to the app.

Leverage Google Ads: identify relevant keywords, optimize ad copy, track campaigns, and drive traffic to their app store page. As you continue to refine your efforts, the app should appear in the trending category and you should see an increase in downloads.

If relevant (and it should be), make sure the funnel includes insight into any benefits or features customers can find in the app but not on the website – think personalized, relevant discounts, multi-purchase offers , new product offers, early bird sales entries, loyalty points, refer a friend schemes and more. With a Kumulos web-to-app banner, you can showcase these benefits or deals on key landing pages you create for your customer.

3. Use deep linking to send users to the app

Despite deep linking becoming a great tool for marketers and marketing agencies to direct web users to an app, they are still massively underused.

Deep links are links that send users directly to an app rather than a website β€” and more often than not, to a specific location within the app. By default, this saves customers – and of course potential customers – loads of time, energy and frustration by simply directing them to the app page that contains the product they want to buy, the plan they want to sign up for, or the product they want to try .

  • Using deep links is an important help when it comes to boosting conversions as they allow you to direct users directly to the point of sale in-app.
  • Deep linking increases retention rates because they contain contextual information that allows marketing agencies and teams to deliver a personalized, relevant experience before, during and after the onboarding process.
  • Using deep links helps to boost sales. Users are twice as likely to make an in-app purchase as they are on the mobile site, and when they make that purchase, they tend to spend more – 2.5x more.

But there is another kind of deep link that you should be aware of; the ‘deferred’ deep link. While deep linking is the perfect tool in the marketing arsenal to engage users who have already installed the app, deep linking is of limited use when a potential customer has not yet downloaded the app. Clicking the default deep link and not installing the app will result in a poorer user experience. Enter deferred deep links.

If the user clicks on the deferred deep link and has not installed the app, instead of breaking off the journey to a sale, they will be redirected to the appropriate App Store page where they can download the app. Once installed, the user is redirected to the location of the link they originally clicked, minimizing friction and increasing the chances of a successful sale.

  • Add deferred deep links on your customer’s website and web-to-app banner ads to drive users to the app.
  • Send deferred deep links by email and SMS to direct users directly to the app to achieve the identified goals.
  • Use deferred social media deep links and create incentivized referral programs.

4. Send web buyers to the app

When your customer’s customers make a purchase on the website, if you do it right, they should land on a confirmation page. Instead of stopping there, here’s your next chance to drive these customers to the app. How? Again, think about showing them the benefits they can enjoy when they download the app; “Next time, get 10% off when you shop through our app”, or “Sign up to our app and we’ll send you a 15% code for the next purchase”…you get the idea…

Try including a “Top Tip” box on the purchase confirmation page. For example, you can state that “83% of customers who bought this item got a 10% discount by using our app”, or “Join the 80% of customers who enjoy personalized offers on purchases like this when they come through our shopping app”.

In addition to the confirmation page, customers will most likely also receive a purchase confirmation email, giving you another option to send a link to the app page on the website, or directly to the relevant app store where customers can download the app. can download.

Don’t forget to include the App and Play Store app icons on the confirmation page along with download links/buttons!

Conclusion

We understand it’s easier said than done to direct users to your customer’s mobile app, but if they have a website (and let’s face it, most companies do), and you email and text campaigns (and if you don’t, now’s a good time to start!) you already have the building blocks to strategically drive high traffic to the mobile app so that the audience can reap the benefits you give them to do so. The strategies described above will help you get more app downloads – the rest is up to you!

To learn more about deferred deep links, web-to-app banners, or any of the other strategies mentioned in this article, get in touch with the product specialists at Kumulos – the intelligent mobile messaging tool for agencies, enterprises and marketers worldwide.