In this article, we will inspect the mobile app marketing funnel and its main stages.
Nowadays, customers app experience differs from a desktop. Today’s consumers surf mobile sites and apps to find the best products, services, and decisions demanding fast and efficient experience through all their journey.
Sure, it’s a big challenge for marketers, and together with that, it’s a great opportunity to stay afloat. Acquisition and retaining of new customers directly related to the company's ability to stay relevant.
In order to stay competitive, marketers have to understand the unique in-app customer journey. In this article, we will inspect the mobile app marketing funnel and its main stages.
Marketing funnel in general
Marketing funnel, a.k.a. sales funnel is a model that splits up and researches all the stages of the customer journey. The main goal of the funnel is to show how leads converting into customers. According to AWeber, there are five stages of the customer journey:
Every industry has its specific marketing characteristics, otherwise, all of them face these five basic stages. So, even if you work with mobile marketing funnel, you will observe the same process.
The old-school marketing funnel is cone-shaped and requires you to continually fill the top of the funnel with as many people as possible to filter out needed customers. Unlike, new marketing funnel offers a new model of developer-customer interaction. According to it, you as a marketer should continue the funnel after a user made a purchase, and focus on customer retention.
It’s much more important to create a deep relationship between the customer and your brand. According to Harvard Business Review
, your profit depends on your relationships with customers. The more consumers are satisfied, the more people will know about your brand. They will advertise your product or service for free (by writing reviews or recommending to others).
According to Inc
, more than 80% of consumers trust online reviews. They believe other customers that had a deal with your brand. Interaction after a purchase is very important, it brings other clients, and thus marketing funnel becomes infinitive.
Mobile marketing funnel
The in-app marketing funnel is similar to the new marketing funnel. It acts according to the same scenario:
Potential client discovers the app => moves through consideration and conversion stages => makes a purchase and becomes a customer => gets a good product or worthy service => and recommends others your brand.
However, there is a difference between regular and mobile marketing funnels. It lies in the tactics that are used to move customers through the funnel stages. Particularly, apps give marketers a chance to connect directly with their customers.
Importance of marketing funnel
First of all, it’s very important to track user’s behavior. As you know, mobile users are very choosy with apps. They can abandon an app for the smaller issues, for instance, unsuitable design, a long time to download pictures or other files. Users are ruled even by mood or modes throughout their day.
However, you can better understand your customers and increase your conversion rates with the right methods and powerful tools
. Good analytical job helps to build a better product. The better you understand how your customer engages with your app, the better the awareness you gain of their experience, pain points, and other integration conditions. It is good stimulation for you to find mistakes and fix them.
The second feature it that right strategy and relevant funnel put customers at the center of a business plan. When you know how your customers use your app, you can personalize their experience and build an app more down-to-earth.
And the last one, your mobile customer journey allows you to drive your marketing efforts based on the consumers. According to McKinsey learning
, with every 10% increase in customer satisfaction business can enhance the revenue by 2-3%. Let’s see all the stages of the app marketing funnel in more details.
Stage #1: Exposure and awareness
The app marketing funnel should begin with a discovery or awareness stage. The other stages are irrelevant until consumers become aware of your product or service. It all starts with familiarity.
For the mobile app users, the decision to make a purchase takes the same time as to download the app. In contradiction to a long sales time, the decision time to install the app can be relatively short.
Stage #2: Consideration
This is the stage where marketers build trust between the brand and users. Here business build confidence bases. How? Every marketer has his own features, however, more often specialists show brand achievements and positive customer reviews.
As you know, app ratings are the best way to promote a product or service (for the mobile industry). Ratings build social trust and they really attract customers to install the app. According to Statista
, ratings and reviews are very impactful for users. They say that over 85% of customers won’t download the app if it has a rating below 3 stars.
Use App Store Optimization
to increase brand awareness. A well thought out strategy will allow your marketing funnel to move in the right direction.
Stage #3: Conversion
This is the decision-making stage, where you try to remove frictions, such as additional clicks. There are several key factors that help to define whether a user becomes your active customer or not?
Conversion includes such activities as downloading your app, signing up for an account, subscription, in-app purchase, and many other points. Conversion stage is a great way to show you where your users have difficulties on the way of reaching goals. With the right data and proper analysis, any marketer can boost user retention and engagement.
Work on your mobile app marketing strategy, and make your app more popular than it is now. There is a big competition, Mobiaso
suggests that your app can be lost among over 2.2 million apps in iOS Appstore. So, if you know your app is cool and useful, then let the people know about this (invest money in your promotion), work with affiliate tracking platforms, spend promotional money in the right direction.
Marketers from DFY
highlight two main promotional directions you need to pay special attention to build a steady conversion rate (CR):
- Smooth on-boarding, so that a user can download your app without any problem.
- Visual design elements to add aesthetic to your app so it looks memorable.
We also offer to add here:
- Working partnership with affiliates and platforms that perform good and qualified traffic.
Stage #4: Building customer loyalty
This stage is associated with a new type of funnel. It shows that it’s not time to relax, it’s time to continue providing value for customers beyond the initial sale. It’s only the beginning in the formation of long-term interactions.
Take a note, in many boutiques shop assistant won’t approach you with their tips until you will not have their production in your hand. While you are looking for a suitable thing for yourself, they are looking for any clues to offer you optimal variant.
It’s a working tactic, the first interaction is just a springboard for analysis and continuous improvements of your application. This is a good stage for building relationships with your clients.
Good marketer is always trying to ask for feedback.
Good marketer personalizes communication to win the customer attention (but doesn’t cross the boundaries of personal space).
Good marketer uses in-app feedback and message center options to be available for customers.
Stage #5: Advocacy or retention
This stage continues the previous thoughts. Agree, you wouldn’t want to spend a big amount of money on new clients, it’s cheaper to stay in good relationships with current customers and let them promote you.
The final stage of the mobile marketing funnel goes hand-in-hand with building customer relationships. Loyal clients will become your advocates and will recommend your brand to others. No doubt, satisfied consumer much more likely tell their friends about the brand they liked.
To stay actual for your customers, update your in-app content, send push notifications about the brand, and don’t forget about the presents (discounts and sales). Medium research
showed that apps that are proactively engaged with their customers were four times more likely for consumers after the install.
To sum it up, mobile marketing funnel has the same principles and stages as traditional. In order, to manage the app marketing funnel you have to think about your app from a user perspective.
Everything mentioned above paints a picture of how you can master mobile marketing funnel and bring great results for your business.