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Mobile App Marketing Strategies for Every Stage of the Funnel

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Entrepreneurs are accustomed to the normal advertising funnel and the techniques that align with every stage. However cell app advertising requires investing in several techniques, and there are fairly a number of adjustments to the funnel relating to advertising apps.Immediately’s shoppers have interaction with apps a lot in a different way than they have interaction with a desktop expertise, which implies entrepreneurs should modify what they find out about their funnels to match the in-app buyer journey.On this put up, we check out the cell app advertising funnel, the way it differs from the normal advertising funnel, and share greatest practices round techniques entrepreneurs can use at every stage. Let’s start!


Table of Contents:

The cell app advertising funnel

The cell app advertising funnel is specified by the same technique to a standard advertising funnel. Potential clients uncover the app by means of quite a lot of techniques, then transfer by means of the consideration and conversion phases, finally transfer into the shopper relationship and retention phases.

Though the structure could look much like funnels you’ve grow to be accustomed to over time, there may be one massive distinction within the cell app advertising funnel: The techniques used to maneuver clients by means of the funnel range vastly from techniques utilized in conventional digital advertising.

Apps supply a singular alternative for entrepreneurs to attach with their clients, and the advertising funnel should shift to incorporate these new channels to ensure that entrepreneurs to capitalize on the chance.

By working with 1000’s of apps throughout totally different phases of the cell funnel, we’ve discovered a factor or two about the right way to method cell app advertising over time. Beneath is a high-level view of what we’ve discovered concerning the totally different phases of the cell app advertising funnel, together with techniques entrepreneurs can use throughout every stage.

Stage 1: Publicity and discovery

In comparison with a standard advertising funnel, the most important distinction we see within the cell app advertising funnel is the early phases (on this case, publicity and discovery) are mixed. For cell apps, the “buy resolution” time is the time it takes to determine to obtain an app. In distinction to an extended enterprise gross sales time, the choice time to obtain an app may be comparatively brief.

Within the publicity and discovery stage, the marketer’s job is to assist drive consciousness and app discoverability. In different phrases, how do you guarantee clients can discover your app amid a sea of thousands and thousands of apps?

Listed below are the highest methods potential clients uncover apps:

  • App retailer search
  • Phrase of mouth
  • Common internet looking
  • App retailer characteristic
  • App retailer prime charts
  • In-app adverts/cross-promotion
  • Social media

Ways for the publicity and discovery stage may be damaged up into natural and paid methods.

Natural cell app advertising methods

Many natural techniques are much like conventional advertising funnel: put money into press, social media promotions, referral hyperlinks on associate blogs, e-mail advertising, and many others. to reveal the app to potential clients and drive natural visitors.

Nevertheless, for the sake of this put up, we’ll give attention to cell app particular natural techniques:

  • App Retailer Optimization (ASO): The method of optimizing cell apps to rank greater in an app retailer’s search outcomes (i.e. the app model of search engine optimization). ASO drives the vast majority of all new app discoveries. To set your app up for fulfillment with ASO, ensure you have a brilliant and compelling icon, use contextual key phrases, embody a dominant key phrase within the app title, make frequent updates, and have a wholesome dose of current 5-star scores.
  • Phrase of Mouth (WOM): The important thing to WOM is making your app simple to share. WOM advertising is likely one of the oldest types of advertising, and nonetheless makes an enormous distinction in immediately’s client panorama. To assist encourage WOM advertising, you’ll be able to create reward applications that incentivize referrals. Take the Lyft app, for instance. The app makes the service simple and enjoyable for patrons to share with their family and friends members, which in flip will assist drive WOM advertising and in the end, referrals.
  • Social media: Along with making a neighborhood of followers by means of social media, you’ll be able to promote your app proper out of your social web page.
  • Web boards, Q&A websites, and social bookmarking: Regardless of your small business, there’s sure to be a neighborhood on the market filled with potential clients. Discover these communities and interact with individuals on the channels they already frequent. One necessary level to notice: Communities sometimes have their very own distinctive tips and etiquette practices in place. For greatest outcomes, be sure you study what’s socially acceptable in every particular person neighborhood earlier than becoming a member of within the dialog.

Paid cell app advertising techniques

Whereas on the floor many techniques for paid buyer acquisition are the identical as conventional advertising, the execution is a bit totally different for cell apps. Let’s have a look at a number of techniques in-depth:

  • Affiliate internet marketing: Affiliate internet marketing is much like on-line referral advertising. App entrepreneurs be part of an advert community to create featured widgets and code snippets different app or internet publishers embed on their platforms, and the app marketer pays associates a small payment for every obtain.
  • App set up adverts: There are many totally different paid avenues to drive app installs. The primary social networks (Fb, Twitter, Instagram, YouTube, TikTok, and many others.) every supply their very own model of app set up adverts. You too can sponsor adverts within the Google Play retailer. These adverts are a good way to drive downloads and attain a focused viewers. For instance, take a look at the search end result for “recreation” within the Google Play retailer. You’ll see a delicate distinction between the paid commercial and natural search outcomes, however the finish expertise stays the identical for the buyer.
  • Retargeting adverts: In case you have a built-in referral system in your app, retarget your clients’ referrals with adverts till they convert and grow to be a buyer.

Stage 2: Consideration

The consideration stage is all about demonstrating belief indicators. For apps, a lot of the consideration stage is finished by way of app scores, opinions, and social proof on the precise app web page within the app shops.


We suggest constructing belief indicators to assist with consideration throughout all of your app advertising channels—your web site, social presence, e-mail communication, and many others. Nevertheless, the channels you need to be most centered on embody:

  • App web page: Embrace belief indicators reminiscent of press opinions or quotes out of your raving followers in your app web page within the app shops. The app shops additionally help you embody a promotional video which can assist individuals see the expertise your app gives earlier than they obtain.
  • App scores and opinions: I wish to reiterate the significance ofapp scores and opinions. Getting your scores as much as no less than 4 stars makes your advertising {dollars} go additional, to not point out your model saves face.

Stage 3: Conversion

Relying on the kind of app you’ve gotten, the definition of conversion varies. Conversion may be the act of downloading your app, signing up for an in-app subscription, making an in-app buy, establishing an account, or many different factors.


We suggest having a look at your present conversion metrics to establish spots of energy and weak point earlier than placing a plan of latest techniques collectively. Upon getting a baseline, we suggest beginning with the next:

  • Onboarding and product adoption: The important thing to growing conversion is to make it simple for individuals to get began along with your app. Spend time optimizing your preliminary obtain to app utilization move so individuals can use your app in a significant manner as rapidly as potential. The extra simplified you make youronboarding course of, the higher the preliminary expertise will probably be for brand new clients.
  • Usability and visible design: The very first impression a possible buyer has of an app issues, so UX and design needs to be intuitive. It’s important we as entrepreneurs work with our builders and consumer interface designers to ensure our clients have a constructive interplay with our app.

Stage 4: Buyer relationships

The important thing to creating buyer relationships is offering worth. Many app builders spend a major period of time buying new clients and overlook to construct buyer relationships with the purchasers they have already got. Identical to bodily retailers construct relationships with their clients in-store, it’s crucial to do the identical inside an app. The important thing to constructing buyer relationships is to establish the suitable cell moments to proactively talk along with your clients.

For instance, whenever you store for a pair of sneakers at Nordstrom, the gross sales associates sometimes received’t method you till you’ve gotten a shoe in your hand. They don’t bombard you the second you stroll within the retailer. Quite, they search for cues after which are prepared that will help you strive on sneakers and full your buy in a cushty, constructive manner.


Take into consideration how this method to constructing buyer relationships can translate to your cell app expertise by following these techniques.

  • Discover the proper cell second: Don’t hassle your clients or disrupt their expertise. Quite, attain out to them in-app when you’ll be able to alleviate frustration, or after they’ve had a constructive expertise. Ask clients for suggestions, and be sure you reply as soon as they share their ideas. Customer support, reward achievement, and proactive communication all result in constructive buyer relationships.
  • Personalised messaging: Like one-to-one advertising, customized messaging is the manifestation of how we incorporate all the pieces we find out about our clients’ loves, likes, and dislikes into their cell app expertise. The extra you personalize your messages utilizing buyer knowledge, the higher the general expertise will probably be.
  • In-app communication: Cellular is a automobile to take heed to clients. Clients count on to have the ability to talk with you from inside the app, and it’s crucial to present them an outlet to supply suggestions in order that they don’t flip to the app shops or social media. Make your model accessible by offering entry to an in-app suggestions button or Message Middle to construct sturdy relationships by listening and responding to clients.

Stage 5: Retention

Retention is important, significantly because it’s 5 instances costlier to switch a buyer than to retain one. Our analysis has proven apps that proactively have interaction with their clients are 4 instances extra more likely to nonetheless be clients three months after set up.

In case you construct relationships along with your clients, supply them nice experiences, and reply to their suggestions, they’re much extra more likely to keep engaged. App customers are more likely to go away suggestions when an organization asks for it instantly. And, when an organization responds to buyer suggestions, that buyer may be very more likely to be loyal to that firm (or app). Not solely will you acquire precious suggestions to make your app higher, however you’ll additionally make your clients really feel part of the method and in flip, they are going to be extra loyal to your organization and your app.


Retention techniques assist present worth to encourage cell clients to remain. Frequent app updates, moments of pleasure, thank yous, and suggestions retailers maintain your clients coming again to your app.

  • Contemporary content material: It’s essential to replace in-app content material frequently to maintain clients engaged and coming again to your app steadily. This might be including a brand new degree to your recreation, including your spring catalog content material to the app, or including new and improved options. Supply clients one thing new and authentic each time they open your app. Contemporary content material impacts each stage in your funnel, however significantly retention.
  • Push notifications: Push notifications are messages or alerts that seem on a buyer’s machine even when they aren’t actively utilizing your app. When accomplished proper, they’ll encourage customers to open and use your app.
  • Loyalty applications: Loyalty applications are a good way to transform informal clients into extremely energetic and extremely worthwhile evangelists.

Cellular app advertising is ever-evolving

The cell app advertising funnel is totally different from the normal advertising funnel, however the expertise wanted to method each approaches are related. With the intention to put collectively an efficient plan for each app and desktop experiences, it’s necessary for entrepreneurs to grasp the variations between each funnels to see the place they overlap and separate.

We now have funnels in a number of items of our enterprise – gross sales, product, advertising, and extra. However one of many of the issues that we see persistently is that the majority funnels are lacking a key aspect. They merely don’t have in mind that every quantity, each knowledge level, represents an actual individual.

So, once we discuss funnels, we have to bear in mind to include the human aspect. That is achieved solely by means of creating a relentless suggestions loop along with your clients.