Are you an app developer looking for the best marketing strategy for your app? Or do you want to provide some space within your app to promote other apps? In either case, you're probably wondering which pricing model is best for your plan. Because this system is focused on mobile apps, we will focus on Cost Per Install (CPI) today. In a nutshell, CPI is a marketing method in which payment is made only if the app is installed on the device of the user after they click on an ad.
But let us investigate further with both parts of ASO and ASA.
ASO part
In an increasingly competitive mobile app environment, the quest for downloads necessitates increasing resources - but ASO could always be your best friend. Here are 3 aspects that help you reduce the CPI of your app.
Improving app ratings & user reviews
We are all at the mercy of other people's opinions. More five-star reviews equal more conversions. Before downloading an app, 70% of users read at least one review.
The higher your rating, the more likely it is that Apple and Google will promote you. Your position will rise. Users look to app reviews for social proof that they're getting a good app. Responding to user ratings and reviews can help you make a good first impression while also building a loyal community.
According to one of our real customer case studies, an app rating increased from 4.3 to 4.5 can improve by 20% CVR.
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Improving your app store product page
When attempting to enhance organic traffic across various digital marketing channels, there are various elements to take into account. Consistent messaging between the traffic source and the product page is critical for app conversion.
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Here are 2 ideas to keep in mind as you work to optimize your metadata :
● Optimize your icon and description. Just use one or two focus keyword(s) in your title and sub-title. Appeal to your audience’s emotions and needs: solve a problem for them.
● Use images. Visuals can significantly improve your app's organic traffic. Different picture types may perform better than others depending on the marketing channel. Screenshots are one of the most important elements on your app page in determining whether or not users should download your app. If you want to increase the conversion rate of your app, you should start by reviewing and redesigning your app screenshots.
Using A/B testing on mobile devices
The lower the cost per install, the higher the conversion rate. Work on
app store optimization and A/B testing experiments regularly. By optimizing these creatives - icons, screenshots, app previews, and so on - you can increase conversion rates while decreasing costs.
Overall, this is an ongoing aspect of your product marketing that should not be overlooked. There is always room for improvement and new ways to engage prospective users.
By engaging already acquired users, you may find more interesting ways to increase referral rates, lower acquisition costs, and increase overall marketing efficacy further down the funnel.
ASA part
Increasing your conversion rate
Testing, along with time and money, is required for conversion rate improvement if done correctly.
It is well worth your time to become acquainted with the fundamental concepts and metrics of website conversion optimization to increase the likelihood that a potential client who finds your website through a search engine converts into a qualified lead or a paying customer.
You can improve your conversion rate by doing the following:
● Create PPC ads that are engaging, clickable, and highly relevant to the keyword or search query as well as your target market.
● Maintain the relevance of your advertisements and landing pages.
● The layout of your landing page should be tested.
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Making use of Apple Search Ads
Apple Search Ads is one acquisition channel. This channel connects advertisers with their targeted target audience. It even allows you to bid on specific terms on the App Store.
These bids determine where your app appears in the App Store search results on the iPhone and iPad. The top of App Store search results is one of the best places for your ads to appear to increase conversion rates.
Because this acquisition channel is still relatively new, most app publishers have yet to embrace it. Why, therefore, do Apple Search Ads?
● High conversion rate on Apple Search Ads. 70% of App Store visitors use search to find apps, and 65% of downloads take place immediately following a search on the App Store, according to Apple Search Ads. To download apps, users go to the App Store. There is unquestionably a benefit to being recommended at the top of the search results.
● Engaged user base. An app publisher, Voodoo, found that users who download apps via Apple Search Ads generate an extra 18% in income on average. Additionally, they have a retention rate that is 5% greater than users who find the app through other channels. They are more inclined to subscribe to services and make in-app purchases. This indicates that the clientele acquired through Apple Search Ads is a lucrative one that you shouldn't pass up.
● Low Costs and High Returns. Apple Search Ads are both fresh and reasonably priced. The typical cost-per-tap (CPT) is reasonable. It is incredibly inexpensive when compared to Facebook and Google. This is explained by the fact that the acquisition channel is still a relatively new platform with few advertisers on it. Now is a fantastic moment to start using the platform because of its remarkable return on ad investment. Starting now will maximize your profits from the still-unsaturated, cost-effective market.
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Creating a strategy for low-funnel events
In Apple Search Ads, if you optimize for a lower funnel, you target users who have already interacted with your app and are more likely to make an in-app purchase, subscribe, and so on.
We all know that CPA and CPI are both rates. So, to reduce the ratio, we must reduce what does not work in addition to doing what does.
As a result, we must plan the campaigns scientifically and closely monitor them to identify ineffective payouts and cancel them on time.
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