How to realize the application of user cycle value maximization

In just four years, the number of applications in the mobile application market has grown from thousands of in the past to Ibedovan in today's multiple platforms. During this period, with billions of apps installed on their devices worldwide, this impressive growth rate not only provides an excellent opportunity for application developers to succeed, but also presents them with a challenging question: how to make their applications stand out from the ocean.

After a number of mobile application development platforms have emerged in the marketplace, developers have realised that if they want their apps to be presented to the target audience, they need to be like the marketing strategies that the site has taken over the years. One of the widely used methods is to publish application ads on different ad networks, and to improve the ranking of applications in the App store through paid installation services such as Tapjoy and Fiksu. For a top-ranked application, the increase in installation capacity can offset the cost of a paid installation to some extent. If you are willing to advertise for other applications in your application, a network platform like Applifier will be able to obtain a certain number of users for free through the application of cross-selling services.

The purpose of these means is to obtain new users for applications, to improve the installation of applications, many of the applications that have been released are still looking for ways to increase the user reuse rate of applications to achieve long-term revenue-raising purposes, which is called the "cycle value (LTV)" of the user in the Marketing field. For application developers, there are many tools and services available to improve the user's "cycle value."

Depending on the specific objectives of the developer, these tools can be broadly grouped into the following three categories:

Increase application startup times

Increase the use time of applications

Improve user satisfaction

First, increase the number of applications started

Notice

The most common way to increase the number of startup applications is to "notify." Use rigorous wording, reasonable frequency and motivational tone to remind users to start your application again, and each development platform can have some hidden notification capabilities built into the application. Hints airship has been at the forefront of mobile application "notification" related services, and their "Rich Push" offerings provide basic Notification Services through a personal mobile platform that allows users to browse through all the current and past notifications, like checking inboxes.

Apply Updates

Another way to increase the number of startup applications is to update the application regularly, by adding new features to encourage users to keep an eye on your application, and to see what additional functionality is added to the new version. When batch updates are made through the operating system, users will basically skip the update descriptions in the App Store, and unless the new features can make a huge difference in the application, users are less concerned about how the new version of the application has changed. When the new version is updated for the first time, displaying the updated content through a splash screen or an alert will encourage users to try new features. Cleverstork plays the role of "Update Manager", which sends new versions of updates to older users and encourages them to update them.

Second, improve the use of time

Data analysis

In the use of "notify" and "Update" to motivate users to start the application again, there is a more important point is to extend the user's single time, can be used with the type of Web site methods, through the user traffic tracking, to the application of the experience to optimize and improve, The focus of improvement will be on those areas where users can easily give up their applications. Flurry and Google Analytics can provide very useful data Analysis Services to help make decisions.

Social

Users often ask for advice about products from their friends or family members, and if their friends are using your application, it will greatly improve the user's cognitive value for your application. Integrated social functions in the application can increase the participation of the application and prolong the user's usage time. For example, if you have a game element in your application, the score list among friends will increase the usage rate of the application. It's easy to tie Facebook and Twitter to your apps and send relevant information to their circle, which is actually a free ad for developers.

Third, improve customer satisfaction

Bug report

Although developers have been testing a wide range of applications before they are released, there are still possible errors, especially today, when device and system fragmentation is more severe. Only local use and testing is difficult to improve the application, relatively speaking, if the release of a public beta version, will greatly improve the efficiency of bug fixes, so it is best to expose the application of bugs as early as possible. Relying solely on the app store to get bug reports will be very slow, and crashlytics and Hockeyapp can help developers crawl bug reports when apps crash, and users will also see an option to send a crash report to developers the next time the application is launched. Developers must pay attention to this part of the reporting users, they are most likely to be the most active users.

Feedback

Users will be very happy if they know that developers are very willing to listen and value their feedback. Developers can design a simple button in the application to connect with the device's e-mail system, so that users can easily send comments to the developer, which also shows that the developer is a considerable emphasis on user opinion. Of course, developers can also integrate services like apptentive in their applications to manage user feedback.

In short, today's marketing goals are more than just getting new users to install apps, also pay attention to the long-term value of the application, as an application developer, available marketing tools and services have a lot, use these tools and services, can help you stabilize and expand your user base, so in the industry to stay ahead.

Author Introduction:

Sounier Gaoda (Sunil Gowda): "Application Update Manager" (Update Manager for Apps) Cleverstork founder, who helped Zillow on iOS and Android platforms Developers such as Patagonia and Liftopia, who have received millions of of the installation, have worked as developers in live Labs for Expedia, Zillow and Microsoft in the field of mobile application development.

How to maximize the Lifetime Value of App Users