Categories
Apps

5 App Monetization Trends To Watch Out For In 2018

Which trends will shape app monetization in 2018? As the world becomes better adapted for mobile, developers will benefit from greater revenue than ever before. However to do this they must balance the needs of the user with app monetization practices.

We’ll look at five trends that will influence the way that app moentization will work in 2018.

App experience will become more important for developers relying on ads to generate revenue.

In-app ads remain a popular method of app monetization for developers. Despite them having obvious drawbacks when applied poorly.

In 2018 app advertising will be all about the user experience. developers must strike a balance between the number of ads, where they appear and how the user interacts with them. This will be pivotal to app monetization success. App owners will also have to consider how these changes will affect their users in 2018. Too many ads will negatively affect the user experience. But that doesn’t mean that it’s impossible to provide value whilst delivering in-app ads.

Mobile app advertising is maturing quickly. Make sure you look for a network that uses safe brands, smart ad targeting, and provides support for interactive ads.

When integrating an app advertising strategy you may find a trade-off between ease of integration and spamminess of ads. In 2018 it might be worth taking the time to focus on putting user experience first.

Don’t expect revenue from app ads to jump to new heights anytime soon. If anything expect app ad revenue to decrease as more apps adopt in-app advertising. Perhaps 2018 could be the year to supplement your app revenue with another method.

 

 

More apps will adopt a freemium model as more users are becoming used to an app being free at the point of use.

Freemium is allowing app owners to increase session length and generate engaged users. This is a great place from which to convert users into healthy revenue. After a positive app experience app users are more likely to opt-in for premium features. Having the chance to nurture and educate your users before this has a positive effect on your app monetization strategy.

Try not to appear like you are cheating your users. Make it clear that your app is a freemium app from the very beginning. They won’t want to invest a lot of time in a game or app to realise that they have to pay to use some features.

It seems that freemium is here to stay. With users finding it standard practice to not pay for an app at the point of purchase. Because of this, developers are finding it harder to justify an upfront fee. The freemium app monetization model is a great opportunity to engage and nurture audiences for app monetization.

 

Users will become dissatisfied if they have to commit huge amounts of time or money to unlock all app features.

In-app purchases as a method of app monetization is still experiencing healthy growth. This may be slightly overstated due to the inclusion of ‘services’ as purchases (think Uber etc).

One of the main trends well see in 2018 is that app developers will need to focus more on engagement rather than only increasing app monetization.

Once a user has purchased in-app content then they are more likely come back and spend more time in the app. This translates to better engagement and retention and in turn better monetization.

No category has benefited from in-app purchases more than the gaming category. Here, developers are benefiting by placing engagement first. The user now has the option to pay to advance through the game quicker or access powerups and features.

Developers need to make sure they are getting this balance right. In-app purchases are effective because a few users spend a lot. There will always be users who only want to play your game for free. True these users don’t generate revenue, but they are still important for your app to exist.

Whilst not being a mobile app, developers can still learn a lot from the EA debacle in the new Battlefront game. Users quickly noticed that to unlock some of the features they would have to play the game for 1000 hours. Alternatively, they could pay to unlock them. This seemed rather unfair, especially when they had purchased the game upfront.

To keep users happy, developers will need to strike the right balance between monetization and experience.

In 2018 more and more users will become aware of how apps monetize their users. That’s why app monetization methods must be clear and fair, in the long term it will benefit you.

 

A conversation will need to be had with users about monetization of data and opt-out methods.

Users are more aware than ever of the need for developers to monetize their app audience. The conversation around app monetization is shifting to help users understand why apps are free.

In 2018 consumer personalization will be a high priority for brands. They will achieve this by using consumer data to help provide an improved user experience.

Mobile app owners are sitting on a lot of behavioural data around their users. This is of value to those who wish to improve personlization for their customers.

Data monetization is secure, private and becoming more popular amongst developers. Users are more likely to understand that this data will help to generate improved personlization. By communicating the benefits and education users about opt-in developers can monetize their app in this way.

A benefit of app data monetization is that the user experience remains intact. There are no intrusive adverts or the need for the user to pay anything upfront. This means that the user will spend more time in the app and engage with the app’s features. The app monetization strategy can be adopted alongside other methods of monetization.

Data monetization allows developers to monetize a much higher percentage of users. The users don’t need to be engaged for it to work. The revenue that you generate from each user will also be higher. This means you don’t have to worry about monetization in relation to platform. It’s the same regardless of the device.

Expect revenue from data monetization to increase from a high starting point with better technology. 2018 will see the consumer become more aware of the power of big data and better educated on how it affects them.

 

App subscription models will more closely resemble SAAS subscriptions.

The subscription model is one that looks to remain popular in 2018. Again, users are used to trialling an app and its features before parting with any cash

Subscription models are becoming more complex than a simple buy or don’t buy. In fact, many pricing structures now more closely resemble a SAAS model. It’s common to see several pricing tiers with many different features.

This allows app developers to persuade users who would previously not part with any cash to subscribe to a lower tier of membership. This method of app monetization is still the best fit for service apps.

A side effect of this is that developers will need to clearly help users understand the benefits of upgrading. More tiers and features mean a better explanation is needed.

 

Closing thoughts for 2018

Developers will continue to benefit from the app economy with revenue from app monetization set to grow throughout 2018. Free apps will become the new normal, compared to previously where single pay purchases were the most popular. This will allow developers to generate more revenue over a longer period of time.

Developers will need to place more emphasis on the monetization experience. This means that the developers are more likely to miss out on revenue from app monetization if the app experience is not up to scratch. Due to the free to download culture, more emphasis on experience and education is needed. This will help to persuade users to enter into premium models and subscriptions or to engage with in-app purchases.

More and more developers will need to adopt hybrid monetization strategies. Developers should not rely on a single method of app monetization. Instead, spreading monetization across multiple strategies will provide stability. Especially in a market that can change quickly. The preference of app users is volatile. The changing platform rules around app monetization may also affect developers in 2018. It’s important to stay one step ahead!

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Categories
Apps

How Do Free Apps Make Money?

Everything you wanted to ask around app monetization, app revenue and how to monetize apps.

If you’re a developer or an app owner then you might feel slightly confused with all the content around app monetization.

The monetization of apps is something that doesn’t always have a simple solution. App monetization changes based on many different factors. It’s something that’s not simple to explain in a single way.

So we’ve taken some of the more common question that app owners ask around monetization. We’ve tried to provide some simple clear answers to these.

We update these questions regularly. If you would like to have your question answered then please send your question via the comment box below.

What does app monetization mean?

In its most basic form, app monetization simply means making money or revenue from your app. It’s not necessary to sell a specific product in order to monetize an app. It could mean that you generate background revenue without offering anything to your users.

App monetization is the act of converting app users into app revenue. You’ll be making the link between app usage metrics such as number of active users and time in apps and linking this to app revenue.

 

How do apps make money?

There are multiple app monetization methods that app publishers can use to generate revenue. These include:

  • In-app advertising – delivering adverts to users whilst they are using an app
  • In-app purchases – offering a paid service or product (both physical and digital) to users
  • Data monetization – tapping in-app activity to generate insights and revenue
  • Subscription and freemium models – providing users with access to the app for a recurring fee.

To explore all of these ideas in much more detail then check out this guide:

How to monetize your app

App Monetization Guide

 

How do free apps make money?

If your mobile app doesn’t generate revenue at the point of install then there are a number of methods to monetize app users.

Free apps have grown in popularity in recent times. Users are used to not paying money upfront for the app. They are increasingly aware that they will be monetized via another method.

This describes the majority of app monetization strategies that app owners employ today.

 

How do free apps make money without ads?

There are many effective ways for an app to generate revenue without delivering ads to their users. This is beneficial to the user because ads generally decrease the user experience. Lower user experience means that an app may lose users, which in turn will decrease monetization. That’s why app ad networks might not be the best option for your app.

The most popular ways that app publishers are monetizing apps without heading along the advert route are as follows:

 

How much money can you make from a free app?

The best way to look at this is by looking at your users. There are many different methods of app monetization and these will provide different results. However, you need active, engaged users in order to test monetization strategies.

Statistics around monetization can be difficult to predict. Use the following form to see how much you could make from data monetization.

 

How many app monetization methods should I use to monetize an app?

The short answer is it depends. Many developers use a combination of different app monetization methods. This means that they can generate more app revenue per user.

However, it would probably be a bad idea to go all in for every app monetization strategy under the sun. You must consider the cost of app monetization. That is, will it negatively affect the user experience, will it cause users to uninstall the app?

 

What’s the difference between these methods?

Some app monetization strategies generate guaranteed income, such as advertising. The cost of these is potentially quite high.

Some generate more income but mean that you will probably monetize a smaller percentage of your users.

App monetization is all about getting the right balance between the two.

 

How long should I wait to monetize my audience

As we’ve already mentioned, app monetization does come with a cost. If you are looking at ad app monetization then it might be worth waiting to monetize. Once you begin, you may find it more difficult to acquire and retain users.

Another point to consider is that revenue from app monetization usually increases with the number of users. It might be worth waiting to monetize your audience until you have carefully nurtured an engaged set of users.

Each app is different but in short, these are the main things to consider before monetizing:

  • How many users do you have?
  • How much revenue will be generated from each user?
  • Is this revenue worth the potential cost of app monetization?

 

What’s the link between app monetization and app engagement?

App monetization is affected by the number of app users that are using your app. As well as the amount of time that they spend using your app. This holds true for many methods of app monetization.

The better your app engagement metrics then the more revenue you will generate from your audience. That’s why it’s difficult to avoid engagement when strategizing for app monetization.

 

What makes up a successful monetization strategy?

The main things that app developers should consider in the monetization of apps:

  • User experience – how will this be affected by monetization
  • CPM – how much will I be generating per user
  • Acquisition costs compared to monetizaiton costs – is revenue outperforming user acquisition costs?
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Categories
Apps

How Your Push Notification Strategy Boosts App Monetization

Push notifications are an important part of any mobile app business. An effective push notification strategy helps to drive app engagement and app retention. It can also have a direct effect on your mobile app revenue or app monetization strategy.

Many developers understand the value of push notifications in relation to communication. Whilst this is one of the main benefits of adopting a push notification strategy, there are other rewards that developers can tap into.

These rewards are slightly different depending on the kind of app that you have. There is evidence that effective push notification strategies have a strong impact on in app monetization. We’ll look at what you can gain, other than engagement, from developing and nurturing your mobile app push notification strategy.

Abandoned carts, lost revenue

Users abandon 90% of mobile shopping carts. That’s a high number that app owners can combat with an effective push notification strategy. This is especially true if you create the right strategy. One in which your push notifications follow the golden rules of push.

 

Push notification best practices

  • Relevant – always ensure that you send push notifications to users at the best possible moment. Don’t send notification at times which aren’t relevant. This will decrease app engagement and ultimately app monetization.
  • Helpful – Your push notification service must be able to provide value to the user. A successful push notification strategy will communicate helpfully to the app users at the point of delivery.
  • Analyse data – always use data to inform your push notification strategy. Measure everything, hypothesize, test and repeat.

 

Now, this presents developers with a huge opportunity. With such a high number of mobile users abandoning baskets, app owners must address the issue. One way to reduce the number of abandoned baskets, and increase app revenue, is through the use of relevant push notifications.

Now we’re talking about something different to sending generic push notifications. Also, let’s remember – relevance doesn’t only mean addressing a user by name. Push notifications are much more effective when you consider relevancy. So let’s look at how you can adapt this into your push notification strategy to boost revenue.

The traditional abandoned basket push notification journey goes like this:

This push notification strategy may work in some cases. But the effectiveness of the push notification can be improved if it’s delivered at the right time. 

You need a push notification service that allows you to understand and engage with your users at the right moment. Remember the push notification best practices – how can we apply them to this situation?

One way you can apply these to your push notification strategy is by using location.

Back to our abandoned cart push notification. Layering this push notification with location can achieve a much better result.

 

What is a location-based push notification?

push notification strategy that uses location delivers push notifications based on the users’ location. This is helpful for many reasons. One is that it allows communicating specific messages to users in helpful and relevant moments. This translates to better engagement, and in turn, better in app monetization.

 

So in the case of an abandoned basket, we can hypothesize a few locations in which it would be helpful to remind a user.

One might be when they are in a consumer shopping location. The user will already have shopping on the mind and in most cases where they have forgotten about the items in their basket. Communicating with the user in this moment is much more likely to produce engagement.

Of course, this can be fine-tuned depending on what your app offers to its users. If you have more niche items then you can increase the specificity. For example – sports goods, communicate when they leave a gym.

Using push notification as reminders in relevant locations rather than sending generic cart abandonment messages will dramatically improve your app revenue.

 

User purchases

Now here’s another look at how mobile push notifications can have a positive effect on your mobile app revenue. If your app offers users the option to purchase goods, be it physical or digital, then push notifications can be useful.

Again, look at when it could be beneficial to deliver these notifications. If you can find a way to deliver value to your users then you’ll boost engagement over time. This will translate into better app revenue and improved monetization of apps.

Try informing and promoting user purchases at the right moment. In times of value, you will dramatically improve your revenue from in-app purchases.

It’s not as simple as picking a single time or day. Push notification strategies should be based on more than that. Namely, the location and situation of the user. That’s where location comes into your push notification strategy.

Try sending promotions or communicate in-app purchases at a moment of locational relevance to the user. Again, this will vary depending on the type of app or the type of purchase, but let’s look at a few examples.

Let’s say you have a language learning app with a subscription model. You could offer a promotion for the subscription to entice users into subscribing. But you can go one step further with location. Try sending notifications to the users when your users return from a trip through an airport.

These are just one example. You can get ultra-specific with your location based push targeting. The more precise you get, the more engaging your push notification strategy will be. More engaged users mean better app monetization.

Get in touch to see how location can specifically improve your app and help you generate more app revenue.

 

Time in app – monetization

If you have considered your app monetization strategy you’ll know that the monetization of apps is affected by the number of time that users spend in your app. That’s app engagement, and it’s something that push notifications can directly improve.

Therefore, by crafting an effective push notification strategy, you can allow your users to spend more time in your app. This will lead directly to improved app revenue.

Consider the push notification best practices when trying to boost app engagement and retention. The effectiveness of a push notification strategy is improved with location.

So in terms of engagement – we can look at ways that location-based push notifications can improve app engagement metrics. This is to do more with communicating with the users at the right time to encourage them to spend more time in your app.

Always have your in app monetization strategy in mind when considering your push notification strategy. push notifications can be useful beyond engagement. Stick to the push notification best practices and you’ll be on your way to more app revenue.

Conclusions

  • App push notifications can boost app revenue and the monetization of apps, as well as engagement.
  • Push notifications best practices include being relevant, helpful and data-driven.
  • Adding location to your push notification strategy is an effective way to improve engagement and revenue.
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Categories
Marketing & Advertising

Retail Marketing Attribution Using Mobile Devices

What is mobile marketing attribution and what does it look like for retail?

Attribution is a term that is thrown around quite a lot at the moment in retail marketing. If your business is investing in mobile, then it’s time to understand what it means, and how it can help you.

 

But what does it actually mean? What can it do for your mobile strategy?

Attribution is the ability to measure marketing efforts. It’s about uncovering the inner workings of your marketing strategy and using this information to optimise, adapt and provide a great ROI.

 

What does this have to do with proximity marketing?

Proximity marketing uses attribution. This means that it’s possible to measure marketing efforts and directly attribute marketing decisions to events in the offline world. These can be store visits, for example.

This is extremely accurate and based on location. Not only can proximity provide attribution in the offline world, it does this with incredible accuracy. Using Bluetooth beacons and Wi-Fi hotspots it’s possible to pinpoint a consumer’s location with an accuracy of 1 meter. That’s incredibly useful for measuring attribution around individual products.

These insights are actionable for retail mobile marketers. More on this coming up, but armed with this information, retail brands can understand their ROI better, optimise budgets and create more engaging campaigns in the future.

 

Why is it useful in mobile marketing?

Attribution provides a clearer view of the customer journey. By measuring customers visits to specific areas of stores it’s possible to create a better image of how consumers interact with your store or product. By visualising your customer’s journey, you can gain insights into customer pain points and develop your marketing efforts to adapt to these. For example, you might realise that your OOH audience is visiting a competitor after seeing your advert. This is offline attribution and is only measurable through proximity technology.

This attribution also provides a better understanding of marketing spend. Get more specific information on your return on investment. You’ll be able to see exactly where your budget is most effective by assigning a value to individual mobile adverts or physical advertising. Your digital marketing is now measurable.

Understand the customer better in many previously unknowable locations. You can now see the customer journey from advert (physical, digital or mobile) to end goal. Know the exact number of store visits that your proximity marketing campaign caused, for example.

Create an intelligent mobile marketing strategy. Attribution allows for marketers to adapt mobile campaigns in real-time based on data that extends beyond clicks or site visits. If more people visit your store after seeing specific notification copy, then you can act on this information.

Find out how mobile marketing attribution can positively affect your brand’s retail marketing.

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Categories
Apps

Why Should You Send Push Notifications To Your App Users?

What makes the best push notifications? There are many push notification best practices guides out there. We ask – what can really make the difference for developers when sending push notifications?

Most push notification strategies assume that all push notifications are created equal. They view a push notification almost as a psychological trick. One that aims to get the user to look at their phone and see what they have to offer.

This may well be the case. But what happens when you take a closer look at push notifications and app engagement? You might find that the trick is not a realistic option if you want to sustain mobile growth and engagement.

Take a look at any push notification enabled vs app retention charts. You’ll see that retention is always higher when push is enabled than disabled. But there’s something here that nobody ever talks about. Nobody mentions that both of those lines trend downwards at almost exactly the same rate.

So, when it comes to engagement were as bad at sending push notifications as we are at not sending them.

That’s because the standard push notification is a ploy. Perhaps your user will fall for it, but they won’t make the same mistake twice. This is why you need to think carefully about your mobile app engagement strategy. You must ensure that app engagement improves through value and great user experience.

Don’t think of your push notification strategy as a tool to grab your users attention. Think of a push notification as a tool to deliver value to your audience. Provide them with true value and engagement and retention will follow. Your users are not dogs – they won’t chase every stick that you throw their way.

Push notifications must be reliable – your users have to trust your app communication. If you want engaged users then you’ll have to create an engagement strategy that your users rely on. Not one that is reliably annoying.

That means you’ll need to personalize your push notification message strategy.

 

What do we mean by personalized app push notifications?

A personalized push notification is a powerful method of app communication. It doesn’t mean just putting a user’s name in the push notification. Personalized mobile push notifications are personal in the sense that they provide value for the app user.

It’s about solving problems for the user at the right moment, right from the lock screen. Instead of delivering a push notification that drifts into the notification center and is never seen again.

Developers should send push notifications in these personal moments. Nurturing engaged and appreciative users are much more beneficial to a mobile app. Trying to grab a user’s attention with aggressive and unpersonalized push notifications is not.

You can achieve personalized push notifications in a cross platform push user experience. Personalization is not limited to Android push notifications or iOS push notifications.

 

When should you send push notifications to your users?

The truth is that there is not a concrete answer to this. The question that you should be asking is why should you send push notifications to your users?

The answer to this is also complex. It provides better insights into your user’s psychology. This is helpful to understand how to best personalize your push notifications.

Why would a user want a personalized notification at a specific moment? Once you start to ask yourself this question you’re beginning to look at the value that your app provides.

Let’s look at this in a specific example. Say you have a recipe app and you’d like to improve engagement with mobile push notifications.

Rather than asking when or how many mobile push notifications you should send, ask why.

The answer for when might be between 4-7pm. That’s the normal time that your users might be thinking of what to have for dinner. It seems reasonable to throw them a stick (push notification) during this period.

But there’s a subtle difference between when and why that helps you understand user psychology. In this case, why would users want you to send them a push notification? Well, now you’re starting to think about what it is that your app provides to users, and how they will find it useful.

The answer might be – to communicate a recipe idea when they are in a store and lacking inspiration.

Identify this and you’re doing much more than guessing and attempting to engage with a stick. No, you’re personalizing the mobile push notification message to the user’s situation. Guess what – that will have an invaluable effect on app engagement.

 

How you can implement the why

This requires some technical skills to personalize push notifications to this level. But a simple and effective way to personalize push notifications is with location. Adding location to push notifications helps add relevancy to the push notification strategy.

In the example above this notification is sent when the user is inside a specific store. This can even be a or specific type of store.

A location is a powerful tool for personalization of push messages. It’s where you start to provide high value for your users.

There are many solutions to add location to your push notification strategy. You can do this with some push platforms. But it doesn’t stop here. You must also realize that you’ll need to test and measure your push notifications as well.

 

Test and test again – use data to understand your results

A single human is pretty bad at predicting what personalization looks like to your users. That means that it will take a few different people or attempts to answer the question of why. Even then, you might not get it right.

So, you’ll need a local notification platform that allows in-depth insights on smaller user segments first and then get in-depth insights on engagement.

Use this data to answer why you should be sending push notifications. Insights on location and app engagement can be effective in understanding user psychology. Be prepared to be shocked. Your previous understanding of how users use your app could be shattered.

But that’s not necessarily a bad thing. The point is you’ll be closer to providing high-value, relevant mobile app communication. This will come in the form of helpful push notifications.

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Categories
Apps

What Is The Future Of App Monetization & App Revenue?

If you want to create an app that forms a part of a successful business modelthen it’s crucial that you have an app monetization strategy in place. Generating app revenue is no easy task – many app publishers are occupying an increasingly crowded space, with many developers having to compromise other important aspects of the app user experience in order to generate app revenue.

So, is the way it has to be? What’s the future of app monetization as we move into 2018 and beyond? Will we be looking at mobile ad networks taking control of mobile app revenue or will there emerge an alternative app monetization option for developers?

We’ll argue the case that there are some lesser known app monetization strategies that will generate app revenue in a way that will protect developers from the fluctuating app revenue involved with ad networks and will allow them to keep their app experience intact.

Which app monetization strategies are being used

First of all, let’s look at how app monetization has changed over the last few years. In 2015 app revenue was around $70bn. By the end of 2016, this figure had risen to $88bn. 

Time spent in apps increased from 700bn hours to 900bn hours between 2015 and 2016. Downloads see a simlar increase from 75bnin 2015 to over 90bn by the end of last year. 

App monetization strategies are still dominated by in-app advertising. Ad formats are indeed getting better – incentivized advertising is driving app monetization and app revenue models are increasingly packed with advertising. Native ads are popular as well – something that the app ad space loves to point to as progressive in-app advertising.

Paid apps are still popular in both app stores with 20% of apps adopting these app revenue models. As an app revenue model this is remaining steady – but the growth of subscription models are becoming more popular as the idea of recurring income seems attractive to developers.

 

Most popular app revenue models

But what can you learn about your app revenue model by looking at these statistics around mobile app monetization?

It will be interesting to see how 2017 matches up. But for now, app ads are on the rise. But will developers see the bubble burst? There could be a reward on offer for apps that steer away from the advertising app revenue strategy in the future. And this is entirely possible with the growth of alternative app monetization methods.

 

App experience is more important than badly implemented app revenue strategies

 

The app experience is becoming less important for developers as they look to implement as many app monetization strategies as possible. Have we forgotten about user experience?

Many mobile app monetization strategies are based on delivering an advert to the end user. Whilst these can generate app revenue, little attention is given to the effect that this will have on the user experience.

Many mobile ad networks are making a lot of noise about native ads as a method of app monetization, but is this really the experience that users want from mobile. App revenue is growing but surely the messy in-app ad bubble will burst when developers realise there are alternative app monetization options that are big app revenue generators, without negatively affecting the user experience.

These strategies exist, and more developers are adopting these app monetization strategies.

 

Data as an effective app monetization strategy

Revenue from customer data has been commonplace in other industries for a while now. This can and should be extended to mobile app monetization. With CPMs that are much higher than advertising app monetization models, it makes more sense for developers to try generating app revenue from user data. Along with the added bonus that apps can hold on to their beautiful user experience as this app monetization model operated in the background.

Of course many are quick to criticise this method of app monetization. But the issue demonstrates a wider issue that is prevailing around app monetization in general. Users are so used to apps operating on some kind of free app monetization model that they generally forget that are paying with something other than money.

It can be flashing adverts or it can be data app monetization. Either way, the conversation around app monetization needs to be clearer. Users need to understand exactly why apps are free. Data collection process absolutely need to happen securely and they need to have a clear opt-in process, but that doesn’t mean that it’s not a viable app business model.

 

Powerful, first-party data

Data that you collect directly from your app is called first-party data. Many apps are not doing this, and they are sitting on a pretty large, untapped pile of app revenue. And that’s fine – but in this competitive arena of app monetization, and along with the development of secure, non-identifiable data collection methods – apps should no longer be afraid of leveraging this data.

The data can be used for a developer’s own needs – understanding user behaviour and interactions with app/features is one. By leveraging powerful and accurate user data, developers can understand how their app is used, where users get the most from their app and where to improve.

The data can also be used in tandem with an apps current advertising inventory to boost ad price. If you use data to trigger in-app advertising then you create more relevant adverts. This means higher inventory price.

Data should underpin everything that you do in your app, from app engagement to app monetization. With the development of advanced audience SDKs, developers should no longer be afraid of leveraging data from their app audience.

A clearer conversation needs to be had  around  why apps are free at the point of use – a data monetization model is no different from a subscription, freemium or ad monetization method. Stress needs to be applied around clearly communicating what it is that the user gets in return and providing clear opt-out channels for those who don’t wish to share their data.

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Apps

App Push Notifications – The Complete Guide

Contents

Introduction to app push notifications

There’s so much written about how to create high quality app push notifications. What are mobile push notifications?What constitutes a successful mobile push notification strategy? Which is the best push notification service? How can you use mobile push notifications to boost app engagement?

These questions are repeatedly asked by mobile developers. There’s a wide range on answers on the topic of app push notifications and what effect they have on a mobile app engagement strategy. For developers, it can be difficult to understand exactly which push notification service is best for your app. 

That’s why we’re going to try and cut through the noise and help explain what in app notifications do and  what makes a successful push notification today.

This is an ultimate guide – so it’s does go into some detail. We’ll begin writing from the perspective that you have no previous experience with push notifications. Please use the contents to find the relevant section for you. 

 
 

The basics of push notifications

What are push notifications?

A push notification is a method of communication between a mobile app and a user. Push notifications are used to communicate information with users in real-time. A push notification is delivered instantly to a mobile device, regardless of whether the device is locked or unlocked. The push notification is delivered even if the user is in a different app or away from the app sending the push notification.

Push notifications are constantly being updated and they have developed significantly since they were initially introduced back in 2009.  

 

Android push notification vs iOS push notification

iOS push notification

On Apple devices, the app push notification first appears on the lock screen. The user can swipe the push notification to activate the message. Once they unlock their device the push notification is moved to the notification center.

As you might have noticed – these two giants of mobile OS are placing ever more emphasis on user needs. Meaning that developers must adapt with their push notifications. Something that we’ll come back to later on. 

Android push notification

In August 2017 it was announced that Android devices would adopt push notification channels in mobile apps.

This allows users to group their app push notifications into notification type and means that users can determine how different kinds of notification appear on their device. It also allows users to set push notification priorities – essentially means that users have greater control over which notifications they receive and when. 

 

Why are app push notifications used?

Mobile push notifications form a part of an effective mobile engagement strategy. They provide communication between apps and users, providing value by delivering relevant information within the push notification. 

Mobile push notifications can also be used to deep link to relevant app functions to add extra functionality to app push notifications.

Generally, in app push notifications provide a valuable channel of communication for app publishers. A push notification is more immediate than other methods of communication, such as email. There’s no chance of them being caught in spam filters, so mobile push notifications to form an effective way of reaching users with important information. 

 

App push notification opt in 

Every channel of communication has it’s spam filters.  App push notifications are no different – however they are filtered in a slightly different way. Mobile push notification delivery is based on an opt-in feature. This means that the user is given the choice as to whether they wish to receive push notifications. 

More emphasis is being placed on explaining to users the value of the push notification. Increasingly, users are opting out of notifications due to irrelevant communication and abuse of the app push notification service. 

That’s why it’s important to have a clear opt-in process for your mobile push notification strategy. Explain exactly why you want your users to opt-in to your app push notifications. Make sure that you do this at the right moment. 

 

App push notification opt in rate by industry

 
 
 

 

Finding the right moment to opt-in

When is the right moment? Well, it will be different for every app. Let’s look at an example – you’ll see a much higher opt-in for app push notifications if you do the following. 

If your app provides content for example. You could ask your users for opt-in permissions at a relevant time. 

When the user is reading an article you could have a bar appear at the bottom of the screen which says something along the lines of ‘want to be alerted of stories like this?’ Clicking this will bring up the OS dialogue asking for mobile push notification permissions. 

 

How are mobile push notifications received

The user will receive a push notification as a banner alert if the phone is locked. If the phone is unlocked the user will see a banner alert from the top of the screen that will appear for a few seconds before disappearing. 

An iOS push notification can be altered in settings where the user can decide if an app should allow sounds, how the iOS push notification appears (banner, popup etc). They also have the choice of whether the iOS push notification triggers a red number alert on the app badge icon itself.

An Android push notification operates in a similar way to a iOS push notificayion  – however, the OS reminds them of the notification with an icon in the top left corner of the screen. As a result of this the average Android user is less likely to miss a notification than a typical iOS user.

 

Benefits of app push notifications for developers

To understand the benefits of mobile push notifications you’ll need to think of them in the context of app engagement and retention. App push notifications should also be understood in relation to your app monetization strategy.

 
 

Driving app engagement & retention with push notifications

Mobile push notifications are a fantastic tool for driving app engagement. But what exactly is an engaged user? Often a user downloads your app with the intention of using it. But sometimes the user will forget about the app, or it will sit inside a folder that is rarely accessed. 

This is why you need app push notifications to engage your mobile users. Low app engagement doesn’t necessarily mean that you have a bad app – it just means that you need to communicate with your users. 

With mobile push notifications, it’s about getting your app front of mind, reminding users of the value that your app brings, and ensuring that your users continue to achieve this value in the relevant moments. 

Mobile retention over time is pretty bad according to research. Let’s say 100 new users download your mobile app. After 24 hours you can expect this number to be reduced to 20. After 10 days this number will, on average, fall to 8. After 90 days the typical app will only retain 2 of those initial 100 users. 

That’s why app push notifications are so important for developers. The figures also demonstrate this. Retention rates are almost doubled for users that have push notifications enabled. 

These figures are typical for an average mobile app – that means that there is even more room for improvement for developers. Typical push notification strategies don’t take into consideration relevancy, personalization, and localization – all concepts that we’ll return to later in this piece. This means that there’s a huge opportunity for apps to increase their retention rates. 

Mobile push notifications are incredibly effective at boosting app engagement and retention, and in reality, you don’t really have an effective app strategy without them. 

 

Driving app revenue with mobile push notifications

The more experienced developers amongst you might already understand the benefits of app push notifications in terms of mobile app revenue. There’s a simple equation here and it goes as follows

 

If you can just increase your retention (downloads) and boost engagement (MAU) with an effective mobile push notification strategy, then very quickly you will begin to grow your app revenue. 

Therefore, app push notifications are fundamental to any developer that wants to create an effective mobile business. Let’s not forget to add into the equation the rising cost of user acquisition. With all these considerations – you would be rather foolish to ignore the power of mobile push notifications. 

 

Best app push notification practices

This is the part where we look at what makes the best mobile push notifications. This is the difference between using app push notifications because you see other apps doing it, or generating a larger engaged audience that will boost the app experience, and improve app monetization

 

Mobile push notification relevancy

One thing that should be at the forefront of your mobile push notification strategy is the relevancy of your app push notifications.

That means you’ll need to really understand your app users, what they want from your app and where they are getting the most value. This requires you to place user experience at the center of the app push notification experience. 

Mobile push notifications are much more effective if they are delivered to your users in the best possible moment. Defining when this relevant moment is the challenge – and the solution eludes many developers. 

This can be achieved in multiple different ways. But a good place to start to discover app push notification relevancy is to hypothesize and test these push notification moments. 

The cycle of mobile push notification relevancy 

Make sure your mobile push notification service can deliver you with the necessary feedback around app push notifications and key delivery metrics – not just based on time, but also message type, audience segment, and location. 

 

Personalisation of mobile push notifications

This really is the number one rule of mobile push notifications – keep your communication via push notifications personal. For developers, there’s a few different methods you can employ to ensure your app push notification strategy stays personal. 

Of course, there are the basic methods of personalisation – identify your users by name, in the right language, on the right device, and with the right content. But you can take your push notifications to the next level with these other personalization tactics.

 

Personlized timing 

Mobile push notifications are more personal when sent at the right time. This is more basic but can have a nice effect on app push notification interaction and app engagement. Message personalization based on the time of day is an effective way to increase personalization of mobile push notifications. 

This is the first layer of personalization around app push notifications. It’s a good start, but to retain a modern user you’ll need to take your push notifications further. 

 

Personalized mobile push notification triggers

This is where app push notifications start to get interesting. As an app owner, you have the potential to generate a huge amount of data around your user’s behavior. This data can be used to improve the personalization of your in app push notifications. 

Of course, this is dependent on the function that your mobile app serves to your users. But, you should be  thinking about how you can leverage data to improve your app push notification strategy. Do you have data around user behavior that can help you deliver more personal mobile push notifications? If you do – you should certainly be utilizing this. 

Remember, higher personalized app push notifications mean better engagement, and this means increased revenue. All of the efforts that you put into your mobile push notification strategy will benefit you multiple times over in the long run. 

 
 

 

Most app owners have the ability to leverage user data to create a better engagement strategy. Identify how your mobile push notification strategy can take advantage of the huge amount of user data out there.

 

App push notification personalization with location 

The holy trinity of mobile push notification personalization is completed with location data. Accurate mobile app location data can distinguish exactly where your app users are. This means that you can deliver app push notifications in precise locations that make sense for your users. This leads to higher app engagement and retention.

This level of personalization will become compulsory for apps that want their mobile push notifications to provide true value for their users. Using accurate location data you can understand where your users go and how they behave when receiving app push notifications. using this data, you can determine the best micro moment in which to send the push notification to users. 

Let’s a look at a few examples to illustrate what makes a great location personalised mobile push notification. 

 

The possibilities are endless and but the important thing to remember is that applying the three layers of mobile push notifications will help you to provide your users will value. Creating a better experience will then follow. 

 
 

Deep linking app push notifications to relevant content

This level of personalization isn’t easy to attain. That’s why you have to think about where your app push notification takes the user. Many apps overlook this part of the mobile push notification process, but it can be just as important as personalization. 

If you personalize the app push notification then make sure you personalize the experience that follows. That’s achieved using deep linking. Make sure your users are pointed to the relevant section of the app. It can seem rather complex at first, but the reward is worth the effort. Check this useful guide for a more in-depth overview

There’s nothing more frustrating than seeing content in a app push notification which appeals, to find the link go to the app home screen. If you forget the original content of the push notification then it’s impossible to find the original content. Remember, on iOS devices, the push notification disappears once it has been swiped. 

Deep linking is especially important with personalized, time-sensitive mobile push notifications. If your notification is personalized then the landing screen will also need to be. 

 

Frequency of mobile push notifications

A common question for most app publishers is ‘how often should I send push notifications?’

In general, less is more when it comes to mobile push notifications. Try and value quality communication over quantity. Again this comes down to providing value with your mobile push notification strategy. 

You’ll be able to understand the peak number of app push notifications to send over a set time period once you start looking into the data around app communication. Use an app push notification service that allows you these insights – they will be invaluable when you are growing your audience. 

 

Conversion with app push notifications

Mobile push notifications can also be used to increase conversion. If your app consists of sales or a lengthy on boarding process then app push notifications can be a method of increasing completion. 

Remember – at the heart of every successful mobile push notification strategy lies personalization – and the same applies for conversion. So if you send a notification to remind users to complete the on boarding process, try personalizing the app push notification by changing the copy based on where the user is in the on boarding process.

The same applies for sale completions. Remind the user of what was in their basket rather than just providing generic app push notifications. 

 

Understand the difference between an iOS push notification and an Android push notification

It’s important to tailor your mobile push notification strategy based on different mobile platforms. 

In general push notifications see a higher open rate on Android devices. iOS users interact with notifications quicker than their Android counterparts. 

To adapt your strategy to android push notifications and iOS push notifications you’ll need to adapt and think about how the experience will change on both platforms. That means you’ll need to utilize other methods of communication where appropriate.

In Android, the user will have to remove the app push notification manually once they open the phone. On iOS, the notification is more ephemeral and requires more effort to interact with, if this doesn’t occur on the lock screen. 

It all demonstrates that there is no single mobile experience – be thoughtful about how OS can affect the mobile experience involved in sending mobile push notifications. Understand the data around your app on both platforms – it might be different to the general trends. 

 

Mobile push notification feedback and insights

Be aware of vanity metrics

It can be tempting to look at app push notifications click through as a key metric for measuring engagement. Whilst in many cases this is important, sometimes it can be a vanity metric and not illustrate true app engagement. 

In fact, there are many mobile push notification strategies that boost engagement without persuading their users to actually engage with the notification. 

 
 

In this case, the notification provides value for the user without them having to engage with the notification. This reaffirms the app’s purpose and will most likely lead to reengagement with the news app at a later date. All of this isn’t initially clear from the push notification engagement statistics. 

 

Mobile push notification timing

Don’t let people tell you that there’s a right time to send app push notifications to your users. Sending all of your notifications in a certain time period will only lead to disengagement. 

Leverage the data around app push notifications to understand what suits your users. Break this down into audience segments and hypothesize and test for future push notifications. 

 

Using location for data and insights

Learn and adapt to your users using data. This doesn’t just mean simple open metrics. Use location to understand where in the real-world your users engage most with your mobile push notifications.

In a world with over a million apps, it’s important that you leverage every piece of data that you can around app engagement. You need to make data your best friend if you want to keep developing your app engagement strategy.

If you can get data around your app users that the majority of apps can’t get access to then your onto a winner.

The truth is that many app engagement strategies fail to understand where their users go and how they behave.

 

Beyond basic engagement insights

For example, you might get feedback around how your users are opening your app push notification, using specific in-app features, or even just opening the app.

These insights might be based on time of day, or maybe you can even get a breakdown of this data based on audience type (depending on which service you use).

But what if you could get a better insight into the mind of your user at that time? Basic insights are great, but it doesn’t always paint the perfect picture. You need to get as much data as possible if you are going to keep engaging your app users.

Location insights around app users can help drive mobile app engagement KPIs. If you can understand exactly where your users go and how they behave then you can create a better idea of how to engage them.

 

Engagement data that retains users

For example, let’s say you have a sports app and you might send a re-engagement notification that performs reasonably well. You look at the data available to you and you see that a sizeable chunk of these notifications were opened between 12-3pm. Now that is a great insight, but what if you could learn more?

If you layer location insights around that data you might see a more useful pattern emerge. You could see that the majority of these notifications are opened in bars, and even more specifically sports bars.

Now you can really begin to hypothesise and fine tune your value proposition. You can see that the majority of your users are using your scores app whilst they are watching a game in a bar or sports venue.

This all links back to your app engagement strategy. You have a better idea of how and where your users get the most value from your mobile app, and this helps you to develop your app engagement strategy.

By understanding your user’s behaviour you are much better placed to say which factors are most likely to boosts your app engagement KPIs.

 

Resources, further reading and links 🔗

Why users should turn off news notifications

In-depth guide to deeplinking

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Categories
Apps

How To Improve Your App Growth Strategy With Location Data

By 2020 it’s predicted that there will be over 5 million apps in the world. To compete with this number of apps you’re going to need to have a well-planned app strategy to keep your current users happy and find new ones.

If it’s your job to ensure that your app is growing its user base and engagement rates, you might be overlooking a useful tool.

Location data can help with many app challenges facing developers. Using location intelligence you can improve your app engagement strategy, fine tune your app marketing, find new app users and develop your app monetization strategy.

What is location data?

Location data is simply data that provides insights around audience movement. 

This means that users who opt-in to location sharing, receive an improved (or personalized) experience in return. This data has been used for ad targeting in the past, but its application in mobile apps is relevant for developers as it helps improve mobile app experience, and boosts mobile app growth.

 

Onboarding, user acquisition and app marketing

Your app marketing strategy can benefit hugely from location intelligence. When finding and acquiring new users it’s important to understand your current users as well as possible. This helps you to understand the type of user that will get the most from your app.

Location insights form your app can help you to understand how your users behave in the real world. These insights are valuable when creating an effective user acquisition plan. Using location intelligence you can understand patterns in user behaviour which can help you to fine-tune your app marketing strategy.

It’s essentially understanding your users and identifying traits that group them together. But using location data these insights are more profound.

You can use this data to decide where is best to spend your marketing budget. If you can see that your current users spend a lot of their time in cafes. Then it would make sense to focus your app user acquisition strategy on users in similar locations.

You can add location intelligence to your current paid advertising, be it PPC, social advertising or web adverts. By ensuring that only users that are likely to download and enjoy your app are targeted, you’ll get a better result, and you’ll save money.

 

Engagement

Your app engagement strategy is fundamental to the success and growth of your mobile app. Learning how to engage your mobile users is part of every developer’s journey – but this can be boosted with location insights.

At the heart of every mobile app engagement strategy lies push notifications. In-app engagement requires communication with your users. But, be very careful. It can be easy to focus only on app engagement metrics and overdo push frequency. This will only serve to annoy your users, and your app engagement strategy will suffer.

Best push notification practices include location. It’s all about communicating with your users in the right micro-moment. Using location this moment can be so accurately defined that your push notifications won’t feel annoying in the slightest.

To increase mobile app engagement you’ll need to define these moments. Using location data you can see in which moments (time and place) your users are most engaged with your app.

From here you can segment notification delivery to users based on where they are. Deliver only in these micro-moments to ensure that your push notification strategy stays relevant.

You’ll see higher engagement rates, your user experience will be improved and they will get more value from your app with location.

 

Monetization

There are many app monetization challenges that developers must consider. Of course, every app needs to generate revenue – but your app monetization plan must consider the user experience.

Many developers don’t realise that they are missing out on one of the most effective mobile app monetization strategies – monetizing app data.

Mobiel app audiences generate a lot of data. This data is valuable for many different businesses for a variety of reasons.

There are a few crucial benefits of this kind of app monetization strategy. First of all, you can say goodbye to in-app ads.

You can source location data in the background of the app – meaning that the app user experience is not affected by monetization – as it is in other app monetization strategies. That’s why location data monetization can be the best app monetization strategy in terms of user experience.

Secondly, you’ll get more app revenue per user. Location data CPMs can be up to 4 times higher than traditional monetization strategies.

As well as this, the platform becomes less relevant. If you’re tired of thinking of android app monetization strategies vs iOS monetization? Well, data app monetization is a way to level the playing field. You’ll get a much more consistent income across your audience, regardless of platform.

Of course, you’ll need a reliable partner that is experienced in securing big data. It’s also important to get a partner that can help you explain the process to your users.

 

How to add location to your mobile app

You can get access to all of these services with the Tamoco SDK It gives you access to location-based push notifications – which help you to improve app engagement.

The SDK will help you to access location insights around your mobile users. It will help you to form an effective mobile app monetization strategy. Or you can utilize the data for the personalization or improve your app experience.

For a demo of what you can do with location get in touch via the form below.

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Categories
Apps

Push Notification Myths And A Better App Engagement Strategy

It’s time to deconstruct all the terrible advice out there around push notification best practices.

There’s an awful lot of bad advice going out around what makes the best push notifications. When it’s best to send push notifications. What message you should include in your push notification to increase mobile app engagement.

Much of this advice simply isn’t true. And it fails to consider what makes a successful app engagement strategy. Let’s look at some of the myths around push notifications and what might be the reality instead.

Push notification timing

Myth – the best time to send push notifications is between 6-8pm

Reality – the best time to send push notifications is exactly when your user gets the most value from the notification.

Of course, users are more complex than that. You might get relative success sending your notification at a certain time. but if you’re trying to effectively increase mobile app engagement, anyone telling you to send push at one time a is probably trying to oversimplify the problem.

You might say well, ‘when the user gets the most value’ – that’s hard to define. Well, you’re right. But there’s a whole range of solutions to try and find that ideal moment. Just because it’s difficult doesn’t mean that it’s impossible.

 

Questions in push notifications?

Myth – ask your users a question in the notification, that’ll trick them to love your app as nobody ignores a question

reality – actually this is just plain annoying and insulting to the average user.

Yes, that’s right, human beings, after many years of evolution can, in fact, resist the urge to answer every question that’s thrown at them. A mobile engagement strategy should seek to do more than trick people into engagement.

What people should say when suggesting questions as push notifications is – sometimes it makes sense to ask your users a question – as long as it is in the right micro-moment.

 

Push notification visuals

Myth – images and GIFs improve retention and engagement

Reality – value > moving images.

Whilst it has been said that some GIFs are insanely engageable, that doesn’t mean that your notification will receive 95% engagement because it has a moving cat on it.

Once again, the key to a better mobile app engagement strategy is relevancy. If your overall message sucks or is not relevant then no matter what visual you send with it, you’ll get terrible engagement.

 

How to personalize push notification strategy

Myth – Personalisation means addressing someone by name.

Reality – Push notification best practices to include historical, behavioural based personalization.

Woooooahhhh. I just got a notification with my name in it. How did it know? What a smart app. I’ll continue using it forever. – said nobody ever.

Using historical behavioural data, both in-app and in the real world are much better ways to personalize your push notifications and app engagement strategy. I’d much rather receive a notification that’s relevant without my name in than one that is addressed to me but serves no purpose.

 

Push notification KPIs

Myth – open rates are the most important of the app engagement metrics.

Reality – Vanity metric

Whilst notification open rates can be suggestive of positive engagement you have to look at the purpose of your push strategy. Some apps benefit when the notification is the message.

I don’t know about you but I want my push notifications to tell me everything I need to know concisely and give me the choice to dig deeper whilst simultaneously providing with justification for downloading the app in the first place. 🤔

Open rates are a controversial subject when considered as a part of a mobile app engagement strategy. It’s important to get as much data as possiblearound engagement and use this to understand if your metrics are truly representative of strong app engagement.

 

Communicating with your users

Myth – users want to know about new features and products

Reality – users don’t want to know about relevant products

Just because you think your new app feature is great doesn’t mean that all your users want to know about it. Reserve your notifications for essential, engaging content. Remember, in-app communication and effective onboarding are also part of a successful app engagement strategy and can be used to communicate new features and updates.

 

Conclusion

Many apps out there are doing amazing jobs of boosting app engagement with effective push notification strategies.

Fine tune your push notification strategy to focus on exactly what your user’s needs are. Communicate in a relevant way and ensure that you always put the user first.

Use data and insights to understand your push notification strategy and look at multiple KPIs to understand what’s right for your mobile app engagement strategy.

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Categories
Apps

App Analytics Guide – How To Create A Better App With Data

The best products and services to to leverage data and app analytics to create better mobile apps.

Without users, you wouldn’t have an app. At least you wouldn’t have an app that functioned as a business.

That’s why it’s so important to listen to your mobile users and understand how they use your mobile app. There are some mobile app analytics fundamentals you’ll need to understand if you want to create an effective mobile business.

There are some key metrics to measure if you have a mobile app. It’s crucial to get accurate in-app analytics around these in order to create a scalable mobile business.

The key mobile app analytic metrics are:

  • New user acquisition
  • App retention
  • App engagement & experience
  • Revenue

Every app is different and will look to focus on some of these KPIs more than others. Part of using data to inform your app business strategy involves learning which of these will benefit your app the most.

Here’s a look at some of the best app analytics tools out there to get started with. Whilst there’s no such thing as the best mobile analytics platform, a combination of a few of these will help you on your way to a successful mobile app.

Mobile app user acquisition

Data around user acquisition is the first stop in our break-down of app analytics strategy. You need to understand how users discover your app and what percentage of app impressions are being converted into downloads. App store analytics are the starting point for any serious app owner.

This is the first step to understanding exactly how mobile users view your app and a great opportunity to leverage data to improve your conversion.

Without in-depth analytics around user acquisition, you will have no idea how effective your app marketing budget is. If you don’t know exactly how effective you are at acquiring new app users then you can forecast your app monetization strategy.

User acquisition insights are usually spread across multiple different sources. This can make it difficult and time-consuming to see the whole app user acquisition story.

 

App acquisition solutions

Apple app analytics platform – If you have an iOS version of your mobile app then there’s not much better for rich data insights that the Apple app analytics platform. It’s free with the developer program membership. It’s really out shadowed by other solutions when looking at in-app analytics but to learn how users are adopting your app over time, but when looking at acquisition it an extremely useful tool.

Of course, that’s not too helpful if your app is only on iOS.

Apsalar – Has some good features including the ability to see the ROI of user acquisition campaigns.

 

What you’ll learn with data: Web traffic, app store impressions, downloads by time and date.

App analytics insights: App store conversion rates, target audiences, and referrers.

 

App retention

Once you’ve gained some insights around app acquisition (and hopefully devised a plan to improve it) you’ll want to keep those app users in your app. This is known as your mobile app retention strategy. Understanding app retention and how to improve it is crucial if you want to create an app that leaves your users happy and retains users effectively.

For this, you need to get valuable app analytics around app user retention. Understanding when users leave or delete your app is key to creating a scalable app business.

It’s also important for you to understand why certain app retention patterns are occurring for your app. Sometimes the basic data doesn’t seem to outline any clear motive.

Understanding your users and getting inside their heads is key to creating an effective retention strategy.

That’s why you need to add multiple data sets to your app retention model. Where they use your app and patterns around where users are deleting your app.

 

Retention app analytics solutions

Mixpanel – A nice platform that allows you define custom events and measure retention against these. One of the best mobile app analytics platforms for measuring retention.

Amplitude – emphasis on behavioural cohorts to really break down how your app retention strategy is working.

 

What you’ll learn: Retention, user churn, churn location.

App analytics insights: Why users are deleting your app. Retention strategy.

 

App engagement

To engage your app users you must have an effective mobile engagement strategy in place. More often than not this will need to include an effective push notification strategy.

The reason that push notifications are important as part of a mobile app strategy is that they can provide incredibly useful insights around how your app functions and how users engage with it.

The more detail you put into the push notification strategy the better your app engagement data that comes from it, and the level of app analytics insights you’ll get in return.

It’s great to have information about how your user uses each interface inside of your app. The next step is looking at where your users engage with your app.

Understanding accurate app engagement metrics are fundamental to building an effective mobile app engagement strategy.

Let’s look at an example – engaging your users in a specific moment.

A strategy such as this is great at increasing mobile app engagement, but the thing that’s even more powerful for apps is using data around the app engagement moment to learn about your users and how they want to interact with your app.

There are a few different mobile app analytics platforms that provide you with data around app engagement:

 

App engagement solutions

Tamoco – Takes engagement insights one step further by adding precise location to the above. Location is a relevant insight for app users because it allows you to understand in which location engagement is best and in which moment your users are most engaged. It’s all available in a nice platform with a mobile app analytics SDK to boot.

Universal Analytics (Google) – For a general overview of app engagement, there’s not much better than Universal analytics. Best of all is the price – but, it offers reliable stats to measure the effectiveness of your engagement strategy. It’s a great starting point for all app developers to have in their business strategy.

 

What you’ll learn: Communication engagement, time of engagement, location of engagement.

App analytic insights: when, how and where your users are most engaged with your mobile app.

 

Mobile user experience

Understanding micro-moments with accurate data.

For apps that were to succeed it’s crucial that they make the distinction between engagement and experience. They will also have to find ways to measure both effectively. It’s an important part of an app analytics strategy to be able to measure this separately to engagement.

However, app experience and mobile user experience can be subjective and therefore difficult to measure in a traditional app analytics platform.

You must think about many parts of your app’s strategy in order to create the best mobile user experience, as it encompasses many different factors.

As data is the single most important thing you can use to back up your app business strategy, it’s important to learn what contributes towards a positive app experience.

This involves hypothesizing (based on any data that you might already have) and then measuring and adapting with mobile application analytic tools. Let’s look at some examples of hypothetical positive app experiences.

 

A fitness app that understands where users like to work out and suggest recommendations. Also, can avoid potential risks by monitoring route etc

Booking app using location history to suggest much better experience. And understand where the users use the app to find these. The solving problem before users reaches the micro-moment.

 

In these two examples, it seems to be quite difficult to measure the success of these experiences. But what we can do is to use engagement and retention figures and combine this with other data sets and qualitative insights to get a better idea of your app experience.

One solution is looking at direct videos of user experience and matching this up to patterns in-app deletion.

Another involves looking at the real-world location in which apps are being engaged with most and where they are losing users.

 

App experience solutions

Appsee – lets you record real user sessions so that you can identify the reason for engagement patterns. Also has some nice heat maps.

Localytics – Also has good heat maps function to allow you to pinpoint where experience is increasing/dropping off.

 

What you’ll learn: Where micro-moments occur.

App analytics insights: New features, Retention strategy

 

In-app monetization

If you want to create an app that functions as a business then you’ll need accurate app analytics, insights and forecasts around app monetization.

Which insights you’ll need here depends on your app monetization strategy. There are many app monetization challenges, but some will be more relevant to your business.

If you have a mobile app monetization strategy that is based on delivering mobile ads to your users, then you’ll need a platform with in-depth insights around ad delivery, CPM, and impressions vs clicks.

If your app monetization takes the form of in-app purchases then it’s important to look beyond revenue. Can you find a app abalytics solution that shows you the optimal moment that your user is likely to purchase your service or digital goods? If you can understand how this kind of in-app monetization works then this will be the key to boosting app revenue.

App data monetization is another app monetization strategy that can deliver high revenue for apps. Platforms include dynamic CPM pricing based on your where your audience is most active. This allows you to forecast your revenue accurately and helps you to understand where to invest your app marketing budget to best improve your bottom line.

 

App monetization solutions

Universal analytics – Allows you to track revenue and in-app purchases.

Mixpanel – has a nice revenue tracking feature.

Tamoco – Allows you to monetize without ads and track your revenue by app, location, user and more.

 

What you’ll learn: Revenue, CPM, User value, app monetization best practices.

App analytics insights: Forecasts, marketing allocation, which kind of user is most valuable to your app business.

 

Conclusion

  • Data is the most important thing to hypothesize, measure and test your app business model.
  • There are many platforms that you’ll need to paint a complete picture.
  • Data is effective in measuring how users find and download your app.
  • An effective app retention strategy leverages user data.
  • Engagement can be quantified and this is helpful to hypothesize.
  • In-app monetization will benefit from data. Use it to understand how to improve your revenue.

Do you make the most of in app analytics? Have you got a reliable data strategy to inform your app’s business decisions?

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