When creating an app, you no doubt dream of success. Success will differ from app to app: for some, it’s a share of the trillion-dollar app economy. For others it’s brand awareness, making people’s lives better, or a combination of the two. As a mobile user acquisition agency, we have worked with some of the most incredible app developers who are passionate about what they do, which in turn has led them to app success.
What’s clear for everyone involved in the app economy is that with the field becoming more crowded every day, it’s getting increasingly difficult to stand out. It’s one of the most frustrating feelings for app developers: you have created the most amazing product, but yet barely anyone is using it.
Acquiring users is one of the greatest challenges in the industry. In this article, we’ll look at the role of the mobile user acquisition agency and the full services mobile user acquisition companies, working with a mobile user acquisition agency, and tips on getting the most out of the relationship with your mobile user acquisition agency.
Achieving App Success and The Role of the Mobile User Acquisition Agency
First off, let’s focus on the goal: achieving mobile app success. What this looks like will depend on a number of factors, but generally will include the following:
Downloads: This is literally the number of people that have downloaded your app. While this figure is powerful, it is more of a vanity metric as it does not track the quality of downloads, or what went into getting them (for example, millions of downloads at a bloated CPI is not impressive).
Retention: this shows how many of your users uninstalled or stopped using your app. It’s an indicator of how much users value your app, and how important the app has become for them. It can highlight where your app has fulfilled a genuine need of users.
Engagement: this shows how much users actually make use of your app. Users that use an app on the first day they install it, but never again, are not generally the type of engaged users that would, in most cases, define app success.
Reviews: usually not a definition of success in and of itself, reviews and ratings are certainly an indicator of how the market values, appreciates and recommends your app. It’s also a massive leveraging factor: an app with positive reviews will have much higher conversion rates than one with few or poor reviews.
Revenues: for many app developers, success is measured just like any other business; at the bottom line. Generating revenues is key for such app developers, as is controlling costs particularly when it comes to user acquisition.
Other important metrics include churn rate, Daily Active Users (DAU), Monthly Active Users (MAU), Daily Sessions per DAU, Cost Per Acquisition/Action (CPA), Lifetime Value (LTV).
Underpinning all of these metrics are user acquisition numbers. None of it is relevant without users actually installing and using your app. This is where mobile user acquisition companies come in. These companies are experts in helping achieve your business goals when it comes to anything mobile-related.
One of the key areas where mobile user acquisition companies add a tremendous amount of value is in user acquisition. A top user acquisition agency will have worked with some of the biggest names out there to boost their users and will be able to help brands surmount the challenges facing the user acquisition process.
Are you in need of a Mobile User Acquisition Agency?
Our ASO and mobile marketing specialists are here to help you achieve success.
User Acquisition: Challenges Faced
Wouldn’t it be great if users organically found your app, installed it, and became lifetime fans? Unfortunately, this is very rarely the case, even for top user acquisition companies, and user acquisition, often through a mobile user acquisition agency, has become a key battleground for app developers.
In order to achieve incredible user acquisition numbers, it’s important to first confront the challenges faced.
- Standing Out
- Changing Preferences
- The Big Guns
User acquisition challenges
Standing Out: there are literally millions of apps out there, across both the Google Play Store and the Apple App Store. With a few categories and some well-established players, it can be extremely difficult to stand out. Just being discovered is a challenge, and this is before you have to deal with conversion difficulties when you do have the user’s (extremely short-lived) attention.
Competition: the sheer number of apps out there, and therefore choices for the user, is staggering. It has other implications too. For example, if an app in a category is featured by Apple, or is on a top 10 list, it makes it a whole lot harder to compete with. Similarly, if your own app receives a negative review, users may then skip it altogether and move straight to your competitors.
Changing Preferences: how do you reach your audience? You spend a lot of time thinking about this question when planning your go-to-market strategy, but things change so quickly. For example, Facebook has been very popular for app installs, but many app developers are moving to channels like Instagram, Snapchat, and Pinterest to reach their users. This, of course, means you need completely different creative strategies and approaches.
The Big Guns: competing with apps backed by some of the most powerful companies in the world means that you’re never going to outspend some of your competitors when it comes to acquiring users. Instead, you’re going to have to be smarter when it comes to attracting your users.
Top mobile user acquisition companies will help you navigate these challenges. But first, you have to be able to measure your success.
How User Acquisition Is Measured
“What can’t be measured, can’t be managed”. Thankfully, user acquisition can be accurately measured using some of the following metrics:
- Number of installs
- Install rate
- Cost per install (CPI)
- Cost per action (CPA)
- Cost per 1000 impressions (CPM)
- Conversion rate
- Customer acquisition cost (CAC)
- Total acquisition costs divided by total new customers
The metric that you use will depend on the goals of your campaign. The best user acquisition agency will help you decide on the right metric for you and your campaign and optimize for the best results.
Advantages of acquiring users through mobile
Mobile user acquisition, particularly when done through a mobile user acquisition agency, has a number of distinct advantages over traditional marketing. These can play a significant role in achieving targeted user acquisition numbers and metrics. Advantages include:
- Cost savings
- The right users
- Quicker conversions
- Critical metrics
Cost savings: instead of a “spray and pray” strategy, a targeted mobile user acquisition strategy allows you to market your app to the specific users for whom it’s relevant. With performance marketing, you can target a CPA or similar metric, and ensure that you’re achieving your goals by constantly evaluating against the metric.
The right users: with the correct user acquisition strategy, your other metrics will also spike. Engagement and retention will increase, for example, because you targeted the perfect users from the outset.
Quicker conversions: conversions are immediate. Generally speaking, a user sees an ad that speaks to them and downloads the app. Obviously, this is an oversimplification, but it certainly quicker than in many “traditional” industries.
Critical metrics: all of the data around user acquisition is available to you. This can be sliced, diced, and your campaigns optimized to continually get even better results.
Are you in need of a Mobile User Acquisition Agency?
Our ASO and mobile marketing specialists are here to help you achieve success.
Mobile User Acquisition Strategy
Most app developers will partner with a mobile user acquisition agency to form their user acquisition strategy. Ideally, the mobile user acquisition agency will want to use media technologies to target the Right Customer at the right time, in the right place or format.
A top mobile user acquisition agency will formulate its campaign around the following tactics:
Being hyper-targeted: identifying potential users based on their behavior and assessing the best time and method to reach them. Personalization here is key.
Burst: to reach the top of the app store charts, your app needs to be downloaded a number of times a day. The best mobile user acquisition agencies will burst your app to the top, with this increased visibility leading to thousands of organic, viral downloads. The result is at least 0.5 organic downloads per paid download.
Optimization: the user has to go through a number of steps in order to become an active and engaged user: Impressions -> Clicks -> Installs -> Registered users -> Loyal users -> Paying users. Naturally, there will be drop off along the funnel, so a premium mobile user acquisition agency will ensure this is minimized throughout.
There are different methods and platforms that can be used to reach your users.
- Ad Networks
- Video/Rich Media
- Direct & Premium
Each has its own cost, advantages, and disadvantages, and each should be discussed with your mobile user acquisition agency when putting together your user acquisition strategy.
In terms of resources, the following are generally used by a mobile user acquisition agency for user acquisition.
- Native ads
- Mobile ads
Social: social is a great platform for reaching users as it can be hyper-targeted, reaches users where they are spending time, and provides detailed analytics for constant optimization.
Video: Video is becoming increasingly important as it becomes the primary way users interact with content.
Web: while less popular of late, driving installs from websites is an important resource when it comes to user acquisition.
Email: email campaigns can be highly effective when driving installs. Often underrated, a well-crafted email campaign can return some of the highest metrics of all.
PR: more difficult to measure, PR is more of an effective way of boosting other campaigns.
Native ads: targeted ads that appear in the right contexts have always been a powerful way to acquire new users.
Mobile ads: sometimes the best place to appeal to users is when they are already immersed in an in-app experience. If your targeting is good, this method can work wonders.
Working With A Mobile User Acquisition Agency
Achieving success when it comes to mobile user acquisition is tough if you try to go at it alone. By partnering with a mobile user acquisition agency however, you are able to draw from the mobile user acquisition agency’s experience, expertise, and depth of knowledge, not to mention its industry contacts.
Certain types of mobile user acquisition agencies will cater to specific parts of the market, such as social media user acquisition, or just Facebook. Others, specifically a full-service mobile user acquisition agency, will help you with everything from crafting your user acquisition strategy to achieving your desired metrics. A full services user acquisition agency is the gold standard when it comes to user acquisition.
Full-service user acquisition services
A full-service digital user acquisition agency usually has its own proprietary technology that they have developed over time to drive results. For example at Moburst, our team of media experts works in conjunction with our in-house media-buy productivity tools and API integrations.
Using algorithms to automate the optimization process for every campaign, our teams are able to utilize budgets more effectively and deliver better results.
Another way a full-service mobile user acquisition agency sets itself apart is through transparency. A top mobile user acquisition agency will let you see your campaign stats in real-time, and see exactly where your media budget is going and the returns you’re getting.
Other benefits of working with a premium user acquisition agency include:
- ROI: generate the best Return on Investment you can
- User base: significantly increase your user base within a short period of time
- Segmentation: reach a highly segmented target audience with the right message at the right time
- Super-relevant: Attract super-relevant users that will better engage with your app
- Awareness: Significantly raise brand awareness
Premium user acquisition companies will be able to deliver these benefits while you focus on developing your app.
Getting Started With A Mobile User Acquisition Agency
Your app is awesome, and it’s about time the world knew it. This starts with user acquisition, and it’s certainly worth engaging with a top mobile user acquisition agency in order to discuss your goals and how best to achieve them.
When it comes to premium mobile user acquisition companies, get in touch with Moburst. As one of the leading full-service user acquisition companies, we’ve worked with some of the biggest brands in the world to achieve app success. It’s what we’re passionate about, and we look forward to working together to help you achieve this too.
See you at the top of the charts!