Customer Retention Techniques

Customer Retention Techniques: Content Marketing is Key

If you have been in the business or marketing world over the last few years, you may have heard buzzwords about content, content marketing, and content creation. You might think that content is the driving force of the entire internet, and you wouldn’t be far off. What you may not know is that content marketing should also be one of your core customer retention techniques.

Content is everything that is encountered as part of the user experience of online websites, and it can be overwhelming. For example, over 300 hours of video is uploaded to YouTube every minute! You could try to watch it all and be weeks behind after only a few minutes.

With the immense sea of content out there, some businesses don’t see the point in adding to the noise. However, content and content marketing can actually be the key to building your business and a valuable customer retention technique. In this article, we are going to explore exactly how you can use content marketing to retain customers and stand out in the wide expanse.

Who is it for?

The number one question you should keep in mind when using content for marketing purposes is “who is this for?” Your target audience will drive your decisions in all aspects of your business, but especially your content. By creating tailored content for your ideal user, they will be far more likely to engage and stick around.

Once you have established who your content is for, now comes the matter of creating the content. Today we are talking about using content as a customer retention technique, so our target audience is current or former clients and customers. We’ll keep them in mind as we explore different ways to approach the content itself.

Planning

The next important step in creating content that will help retain customers is planning. By planning out your content, you can avoid mistakes weeks in advance and ensure that your brand message is on point.

Something you seriously want to avoid that can be helped with planning is inconsistent frequency in posts. Oftentimes you will see a company attempting to employ content marketing, but they only post when they remember to and it looks unprofessional. By creating a clear plan for your content, you can avoid this costly mistake.

Content calendar

By creating a content calendar for all of your channels, you are able to cut through the noise and deliver valuable content to your clients on a consistent basis. Along with this, tools such as Hootsuite and HubSpot can allow you to schedule posts out months in advance.  

Use the tools you have at your disposal to appear professional and thoughtful. Having your customers think “I have so much content to choose from” over “When was the last time they posted something?” will do wonders.

Solving problems

Now that you have identified your target customers and created your calendar, it is time to start using your content to solve customer problems. Whether you answer frequently asked questions or highlight an under-utilized feature, providing content to your customers that solves their problems will leave them happy and keep them around.

Let’s take a look at a few different ways you can do this.

Bringing back “lost sheep”

When you are noticing that certain members or customers are not staying engaged, take a step to be proactive. By bringing back any “wandering” or “lost sheep,” you are able to reaffirm your value and might even have a more loyal customer afterward.

A helpful way to do this might be by sending them an email with a few articles related to their segment. Segmenting customers will make this easier for you and allow you to send content specific to their needs.

According to one study, 25-60% of your dormant customers will be receptive to your attempts to regenerate their business if you approach them the right way. These customers are ready to have their problems solved, so don’t wait for them. Make the first move and secure that customer!

Guide them on their path

Sometimes all that is standing between a customer staying and leaving is understanding. Whether it is understanding how to use your product, app, or what have you, offering them guides to help them understand your offering can be the reason they stay.

Work on creating content that walks your users and customers through how to interact with your product or service. By giving them all that they need, you aren’t leaving any gaps for them to sneak out through.

Customers are people, too

Another reason for consistently engaging your customers with content is that they might just need someone to show they care about them. Customers are people too and by reaching out to them and proactively solving their problems, your brand will be that much more trustworthy.

Types of content

There are numerous ways to approach content creation, but again, the target audience of this content is key. Do your customers prefer reading articles to watching videos? Or would an informational webinar be the best approach?

Finding the right type of content to get the most of this customer retention technique is very important, so let’s take a look at a few of the different options available.

Infographics

Infographics get shared more, viewed more, and people love them. If you are able to distribute valuable information to your clients in an easy to process way like this, you might just score yourself a viral hit.

Keep in mind that infographics can be expensive and time consuming to make. However, if you have planned out your content and have a good use for an infographic, definitely take advantage of that.

Videos

Videos allow for a huge amount of variety in how you want to present your content. For example, a gym might use videos to walk through an exercise. While on the other hand, a tech start-up might use videos to showcase their app.

Regardless of how you use videos, there are a couple of things to keep in mind.

  •      Videos aren’t supposed to be too long. Keep them to two-three minutes for best results.
  •      Making a video is also not the cheapest customer retention strategy. Start small and work your way up if you aren’t sure which direction you are heading.

How-tos

Similar to guides, how-tos will allow you to identify and solve customer problems. By filling your website with various how-tos, whether it’s how-to make a recipe or debug your computer, your clients will praise you for the added value they will bring.

Remember that how-tos are like videos, in that the options are limitless. But, try your best to keep your topics specific. Thorough explanations will do much more for your customers than general tips.

Case studies

A case study is a great way to show off previous customer successes. Nothing will solidify a customer’s confidence in your brand like proving that others have been there before and thrived.

When writing your case study, try to make sure it doesn’t come off as pure marketing. You need to tell an interesting story of how you helped other customers like those you hope will read the case study. Keep it interesting. Keep it real.

eBooks

An eBook is the perfect format for presenting detailed, thorough content to your customers. Often exchanged for free (after joining a mailing list), eBooks will allow you to show your customers that you know what you are talking about and offer them more than a blog can.

Keep in mind that a good eBook needs a powerful title. Something that will prompt customers to want to check it out. Along with that, design is going to be the difference between a good eBook and a great eBook. Spend time with a designer to make sure your eBook is both readable and has good flow.

Conclusion

In 2017, the tools available to create meaningful content are just within your grasp. By employing this customer retention technique, not only will you have the means to answer your customers’ questions, but you will understand how to better solve their problems. Before we go, here are a few closing thoughts to reflect on as you start planning your content strategy.

  •      The most important part of content marketing is starting. Once you get the hang of how it works, it will be much easier. If you still aren’t sure of how to properly get started, check out this article on content strategy for tips.
  •      Think of content marketing as a savings account. While you are putting in the money it might not seem to be working, but over time you will start to see returns. Put in the work and trust us, you will reap the benefits.
  •      Ask your customers for help. Millions of dollars are spent every single year trying to get inside the minds of customers. If you can, avoid the additional cost and simply ask your customers what kind of content they want to see. You might find out things you never would have thought of yourself.

We hope that this article has helped you on your path toward retaining even more customers


Customer retention marketing

Reduce Churn Rate in 7 Easy Steps Now

Over the lifetime of your enterprise, customers will come and go for differing reasons. Some clients will find a better solution for their needs, some will no longer need your services, and some will leave because they are no longer happy with your product or services. We want to help you solve this problem and reduce churn rate in a couple of easy steps.

However, a high rate of client churn does not have to be inevitable. There are many different ways that you can reduce your churn rate by using technology. We have put together 7 strategies for you that can be the difference between losing or keeping a valued customer.

Let’s get into it.

(1)  Communicate with your customers

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Our first strategy for reducing client churn is a fairly obvious one, but you would be surprised how little it is implemented. Communication with your customers is going to be the most important part of reducing client churn since it is ultimately up to them whether they stay with you or not.

Customer communication can take a few different forms.

  •      Targeted emails (we’ll talk more on this later).
  •      Status updates and quality assurance.
  •      Implementing changes and shifting focuses.
  •      Phone calls to talk over their service and goals.

The most important part of this strategy is maintaining a consistent dialogue with your customers in order to reduce churn rate. They are paying you to do work for them, but, if they don’t even have a relationship with you, switching to another company won’t be that big of a deal.

On the other hand, if you have had good communication with your customers from day one, they will be much more likely to stay with you. Your job with customer communication is to make sure that they 1. know who you are, 2. understand the value you bring to them, and 3. view your company in a positive light. Do this, and you will be off on the right foot.

(2)  Determine your weaknesses

Another important strategy for reducing your churn rate is fully understanding your weaknesses and proactively combating them at every turn. While clients are often happy when they first sign on as a customer, a combination of buyer’s remorse and need for instant gratification will kick in and soon they will be looking for reasons to leave.

Again, communication here is key. How will you ever know what customers view as weaknesses if you never open that dialogue for them to give you feedback? Reduce churn rate by ensuring that your customer service and sales staff both understand what your weaknesses are and are ready to answer any questions that customers might have about them.

Being ready to match any doubts with solid information about how you are working on it and the benefits you provide that counteract it will do wonders for setting your customers’ minds at ease.

(3)  Identify at-risk customers

You will never be able to reduce churn rate in a vacuum and often there are multiple warning signs and red flags that will pop up before the client eventually cancels your agreement. Do not ignore these red flags! Instead, try to send information to these clients to try and get them reengaged in the dialogue and find out what is bothering them.

What happens if they aren’t engaging with you in the conversation? Well, first of all, do not send them a “We Miss You” email. This might end up doing more harm than good. You need to begin by segmenting your customers based on engagement. 

By putting these customers into their own segment, you can send them targeted emails to try and reignite their interest and engagement. Sometimes, there will be nothing you can say or do to keep a customer, but understanding who might be more prone to quit and meeting them where they are might be exactly what they need to keep them on. For more info on segmentation, check out this beginner’s guide.

(4)  Focus on the onboarding process

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40-60% of clients who sign up for a free software will never pick it up and use it again. This is an enormous red flag for many companies, but we like to see it as a huge opportunity for improvement. Try not to get overwhelmed by the numbers and divide your goals into things you have control over and things you don’t. 

If you customers don’t understand the product, don’t know what it does, and can’t figure out what the value of it is, then why would they ever use it? It is your job in the onboarding process to teach your customers these things and wow them enough for them to come back to your product. A few metrics to watch and areas of opportunity include:

  • Map out and understand your onboarding process (for a quick guide, read more here).
  • Determine your friction points. If you are seeing drop-offs at certain points in the process, review them with your team to make sure you haven’t missed a potential customer turn-off.
  • Identify highly volatile metrics and keep an eye on them. Companies that watch the areas where customers typically churn have been able to identify problems in their process, like customers using their product incorrectly or not spending time in the system.
  • Figure out the highlights. Once you know where customers who have loved the product  were finally sold on the idea, highlight these areas and push them so that other customers will hopefully have the same “aha!” moment.

By tracking the onboarding process, identifying key red flag areas and potential opportunities for success, you should have a much better idea of how to get your customers on-boarded properly and how to retain them for longer than before.

(5)  Watch your competition

Something that is almost as important as tracking your own clients is tracking the moves your competition is making and ensuring you aren’t falling behind. There are multiple online tools for keeping up with your competitors. We recommend ClientHeartbeat or HubSpot, especially if you aren’t sure who your main competitors are. There may be someone out there you need to be aware of.

A common mistake that companies make when tracking competition is trying to match every move that they make without fitting it into your overall marketing strategy. What companies need to remember and understand is that sometimes your competitors will simply be better than you in some areas, but this doesn’t mean that you should give up.

Instead of trying to improve the areas that you are O.K. at and your competition is great at, focus on what makes you unique and what you are best at and focus on that. The goal is to be the best at the areas you know and let your competition hurt themselves by trying to be good at everything. By improving on your best features and continuing to improve them, you will be miles ahead of your competition instead of playing the Hare to their Tortoise.  

(6)  Send personalized emails

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We touched on this briefly earlier, but something as small as sending personalized emails can truly be the difference between customers staying or going to another company. You may be asking, “What does this mean exactly?” By personalized emails, all we are talking about is showing your customers that you care enough to send them an email with their name from a real person.

Instead of having a generic, no-reply company email address send them updates, have different people at your company use their emails to send them reminders and retention-focused emails. All of this can still be done through an email marketing software. Simply create an email template where it will put in the customer’s name for each specific email and send it from your address.

And voila! Through a few basic steps you now have boosted your credibility amongst your customers and taken another step to reduce churn rate for your business.

(7)  Thank your customers

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Our final strategy is definitely the simplest, but it bears repeating. Thank your customers. Obviously, they are paying you for a service, so don’t get too personal or sentimental with your thank yous, but customers want to know that they are a valuable part of your client base.

Whether it is following the initial signup, after an anniversary, or simply a random time, sending emails to your clients thanking them for their support will not only remind them of the good work you have been doing but will give them a good feeling.  You can also potentially use this opportunity to present a product offer or promotion, only furthering the depth of their agreement with you and the value you offer.

By following these seven basic strategies, you will be well on your way to higher retention and a reduced churn rate that could translate into thousands of dollars in profits every month. Don’t ignore the signs and get started today!


customer retention

Customer Retention Marketing- 12 EASY Customer Retention Strategies

Did you know?

According to MarketingWizdom, the average business loses 20 percent of its customers annually.

Here’s the deal,

Simply by failing to care for their customer relationships companies are letting a fifth of their clients walk away. If you own a business yourself you might be asking, “Is that happening to me? Am I doing everything I should from a customer retention marketing perspective?”

But

If this is the first time you are thinking about it, the answer is probably no. Even worse, in some industries, that 20 percent number can reach as high as 80 percent!

Anyone who runs a business knows that the scariest thing to encounter is an empty pipeline, so how has this become such a pervasive problem?

In the same way current always takes the shortest route in electricity, the answer is to this question is just as simple. The best way to grow customers is never lost them in the first place. This is easier said than done.

Best Customer Retention Strategies

The beginner’s guide we have put together, your customer retention marketing plan will get the jump start it needs to bring that churn rate down and make your fear of losing customers a thing of the past.

1. Customer Loyalty

Customer Retention Marketing

Every business loses customers. This is simply a fact that you are going to have to live with. However, this doesn’t mean that there aren’t customers that you can save.

The entire idea behind customer retention marketing is making sure that your clients never become inactive, always know how to get in touch with you, and are constantly being sold on your company’s value even after the sale occurs.

A common stat that is used in customer retention marketing literature is that it is seven times more expensive to find a new client than it is to retain a current one, but there is a reason why this so often brought up. Think about that for a second.

Seven times more expensive. That is a huge deal and a lot of wasted money if you write off every customer as soon as you make a sale.

In order to make sure that you never have to worry about that stat again, let’s get into a few of the specific ways that you can retain customers through retention marketing.

2. Implement a Text or Email Automation Platform

In today’s market, customers want to stay engaged with the businesses they work with. One of the best ways to do this is through SMS marketing and email automation. By automating your messaging through multiple channels, you can define your customer’s journey from day one and optimize their interactions with your business. This ensures that they always know exactly who they are working with and won’t go looking elsewhere.

On top of that, close to 98% of text messages are read within 2 minutes. This means that you can run highly segmented and personalized campaigns that target specific customers with messaging that they will receiving almost instantaneously. Think of what that could mean for your business!

Curious about SMS marketing? See what it can do for your business!

3. Sell them and then sell them again

There are a lot of companies out there that focus all of their energy on the sale. They celebrate with group chants, cheers. Some of them even hit gongs. And you know what?

They should. Finding a new client is a cause worth celebrating. Usually, these sales come from hours on the phone and weeks of prospecting. So yeah, why not?

Here is what those companies shouldn’t do: abandon the customer before the ink is dry on the contract. If you want to lock in the sale and ensure that you won’t lose the customer the next time they hear your voice, start selling them immediately.

This might look like asking them what questions they have, finding pain points and providing solutions. Do this in a professional and efficient way and not only will you have a loyal customer on your hands, you might have an in with a few referrals.

The idea is simple: Take care of your customers and they will take care of you.

4. Kill them with kindness

The best way to keep customers around is to provide them with such excellent customer service so that they not only stay with you, but enjoy your service enough to keep coming back and tell their friends about you.

Most business owners will tell you that word of mouth referrals are there bread and butter. What better in with a referral than if the person referring you has nothing bad to say?

With this in mind, let’s take a look at a few ways to kill them with kindness and provide extraordinary customer service.

5. Chivalry may be dead, but courtesy is in

A powerful yet simple way to improve customer relationships is to treat them politely, professionally, and pleasantly. This isn’t rocket science but people tend to be nicer to you if you are nice to them first.

This shouldn’t only be when you are dealing with customers, by the way. By making a habit of treating your employees and co-workers with the same level of courtesy that you would the CEO of the company, you can establish a culture of kindness that will speak volumes to anyone who comes into contact with your business.

Keep in mind, this doesn’t just happen by accident. You need to set the example and the standard for how your company intends to treat people and you need to be consistent. Whether your client calls your sales team or customer service, an intern or the President, they should be treated honestly and fairly, whatever that might look like.

6. Celebrate complaints

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According to Trackur, 96% of unhappy customers won’t complain to you. Not only that, but those who don’t complain to you will on average tell 15 of their friends. Word of mouth is a double-edged sword in that way.

So, what does this mean for customer retention marketing? Well, first, it emphasizes my previous point about customer service. You may not realize exactly what kind of reputation your company has, but no one ever heard of a company losing customers because they were too nice

Second, this means that when you receive a complaint, you should celebrate. Not only that, but you need to be very proactive about fixing the complaint in any way that you can.

Obviously, there will be certain things you can’t fix, but by handling a complaint in the right way the first time, your customer might be happier with you than someone who has never had a complaint in the first place.

7. Remind them you exist

customer retention marketing strategies

So far we have mainly been talking about active things that you can do to retain customers, but sometimes it’s as simple as reminding them you exist. Through a couple of simple customer retention marketing strategies, you can keep customers around simply by saying “Hey! We’re still here.”

8. Blogs

Blogs are a great way to keep your company at the forefront of your customer’s mind. Use this as an opportunity to answer frequently asked questions about your product. Or, for some, blogs are a great way to start the sales process over again.

Not only will actively updating and writing for your website keep you in your customers’ minds, but it will also help with your search rankings, potentially leading to new sales. Never underestimate the power of a well maintained blog.

9. Social Media

Social media is another fantastic way to remind clients about your business, but it can also be a turn-off if done incorrectly. Plan out the content on your social media pages and ensure that you aren’t coming across as salesy in the posts. You want aim for insightful and at arms-length, but you don’t want to be their best friend.

10. Surveys

If you read the section on complaints and thought, “I never get complaints,” maybe you need to start. A great way to do this, while reminding your customers about you, is through surveys.

However, when creating the survey, don’t seek out complaints with your questions. Instead, ask the questions you want answers to and leave a box open for customer comments.

It may be that the only reason you haven’t received complaint is that your clients didn’t know how to get them to you. All you can do is give them a place to and hope for some valuable insight.

11. Loyalty Programs

One way to keep your brand in the minds of customers without much effort on your end is through loyalty programs. Create a program that rewards clients for staying with you. Whether it is a discount on their next purchase or some kind of reward they can work towards, incentivizing your clients to remain loyal might be all it takes to keep them around.

12. Personal Touches

Finally, make sure they know you care. An easy way to do this is by adding personal touches to your emails or branded messaging. This can be as simple as remembering their birthday or as complex as knowing what kind of food they like. Either way, take notes and treat them well. I promise they won’t forget it.

What next?

Now that you understand where to get started with customer retention marketing, the world is your oyster. But don’t wait for this to be a problem before implementing your strategy. Like we said at the beginning, you might already be losing your customers and not even realizing it.

Get out there. Make a change. Grow your business. It really can be that simple.


mobile app analysis

Mobile App Analytics and You: 3 Keys to Success

The “Big Data” trend is nothing new to anyone who has worked in the tech industry over the last ten years. Having heard about something, however, is completely different than understanding it. Companies are now capturing mobile app analytics at every turn and keeping a running tally of everything from app downloads to how many times someone sneezes while using their app (not really, but it’s not that far off).

However, all that data means nothing to your company unless you know how to analyze it. In this article, we are going to review 3 mobile app analytics and how to use them for your app’s overall success.

App Downloads

Before we get into our list, I wanted to say something really quickly about app downloads. People who want to advertise their mobile app analytics almost never look past the most obvious one, app downloads. In reality, the app download metric is not as helpful of a metric as you might expect.

Considering the fact that more than 20% of apps that are downloaded are only used once, app downloads as a standalone metric is not helpful. In order for your mobile app analytics to be truly valuable you need to look at things like first-time user drop-off points, user sessions, and more that we will look at next.

As we go through this list, the most important word to remember is actionable. Be thinking, “Are these analytics actually something I can take and use for a specific action to improve my app?” Do that and you will be much more successful.

Now, let’s get into the list.

(1) Active Users

Like app downloads, daily active users (DAU) has been one of the most wrongly used mobile app analytics. In reality, DAU as a metric doesn’t have any actionable meaning to your company. The reason for this stems mainly from two problems that DAU has:

  • If your daily active users numbers start falling, you have no idea why. It’s not actionable and can be a false warning sign.
  • There is no industry consistency. When companies talk about their DAU metric, there is no real way to fully understand what that number means because everyone calculates it differently.

Some companies might count daily active users as customers who open spend more than 5 minutes in their app. Others will count a user for simply opening the app. Some companies may only need their user to open an adjacent app to count as a DAU. As you can see, with so much manipulation happening, there is no way you can rely on this metric for creating an actionable plan.

Turning your DAUs into ADUs

Now, while daily active users are not a reliable statistic, average daily users (ADUs) eliminate some of the problems found with DAUs. When you average out how many users are working with your app on a daily basis, you will have a more realistic idea of how many regular users you have.

It’s not about your daily users, it’s about regular users who create value and are active on your app. These are the users you want to focus on. Now, you may be asking how understanding ADUs can be an actionable metric for your business, but the honest truth is that they aren’t actionable in and of themselves.

ADUs are better than DAUs, but none of these mobile app analytics and metrics exist in a vacuum. In order to take your analysis from good to great, you need to have your metrics working together to fully understand your users. A powerful way to that is by measuring something called sessions.

(2) Sessions

Sessions are how long someone is in your app, actively using it, from open to close. Just like with daily active users, there are no set benchmarks on how long a session should be for it to be valuable because it is going to vary depending on the purpose of the app. While 90 seconds may be more than enough for someone to check their bank account, that’s not enough time to listen to an entire song or find a concert ticket.  

Once you have a good understanding of the optimal session time for your app, then you will be able to start tracking more actionable metrics like when users (especially first timers) are dropping off. Something else that might vary by industry, but that is still important to track, is how many sessions it takes for a user to convert. If you are expecting conversion on the first session and your average is closer to three, it might be time to do some digging.

First-time user drop-off points

Like we mentioned at the beginning, downloading an app is only half the battle. Actually onboarding a user and guiding them to a conversion is what takes time and a calculated approach to fully perfect.

Before we talk about ways to reduce this number, let’s first review a few reasons why your first-time users might be abandoning the app.

  • Tried to force the user to register or login too soon in the process.
  • Too many steps to complete a task or too many on-screen distractions.
  • The performance of the app was subpar.

However, don’t be afraid of losing these first time users. The advantage that apps have over websites is you know exactly who is looking at your app and have the ability to bring them back so that you don’t lose that user.

Tracking your drop-offs is important, but it is only the first step. Once you see a trend, you will need to have a specific and targeted approach to reengaging that user so that you can try again to achieve the conversion (unfortunately we don’t have time to cover that in this article).

Event tracking

Similar to tracking drop-offs, event tracking is a mobile app analytics tool that will help your app to continuously be improved by seeing which features your users are enjoying and which ones they are ignoring. If you are unfamiliar with the term “event in relation to mobile apps, an event is basically any time a user has an interaction with a part of your app.

A very common event that many are familiar with is when a pop-up happens within the app that says something like “Enjoying the app? Rate your experience in the app store!” While this can often be annoying, if even 10% of the users on that app leave a review, it will be worth it.

Make sure that your development team is tracking each event within each feature of your app so that when it comes time for the next update, you will be able to look at which events are converting and which events are being ignored. Leave the ignored events on the cutting room floor and move on in the direction that your users are telling you to go.

Total user time in App

Understanding not only how long each user session is, but their total time within your app is an important metric to keep an eye on. Again, this mobile app analytic can have the appearance of good results but might actually be telling you where to improve performance.

For example, if someone spends a few hours in your app in the same day, but you know that your optimal session time is somewhere around five minutes, it may be that the app is running slow or creating problems that take more time than they should.

This is another reason why tracking every step of the user experience is so important, because the last thing you want is a metric that you don’t understand or can’t explain. Even if things aren’t working well, knowing there is a problem and where it is will be exponentially more valuable to you than having a problem you can’t find the source of.

(3) Funnels

Now that you have a better understanding of who your active users are, how long they are spending in your app, and which events they are interacting with, now it’s time to add some funnels and start converting these users. Funnels are essentially splits in the road, where users are prompted to make a decision on if they are going to go further or stay where they are.

We already talked about first-time drop-off rates, sometimes called the onboarding funnel. In this funnel, users have made the decision to download your app but haven’t signed up or fully completed the onboarding process. However, let’s talk about two other important funnels you need to understand: the in-app purchase funnel and the campaign funnel.

The in-app purchase funnel

Many mobile apps have some form of in-app purchase or micro-transactions that can occur in order to access premium content, place an order, or even add another life in a game. Usually, whatever they might be, these micro-transactions can be a great way to make your app profitable, so they need to be measured.

As an example, let’s use a gaming app as an example and lay out the steps of the in-app purchase funnel.

  1. Click “add more lives.”
  2. Select amount of lives with corresponding dollar amounts.
  3. Add payment information.
  4. Complete purchase.

In a funnel like this, you are going to want to track every step of the process so that you know where to improve. For instance, if you see a major drop-off in users after the step 3 where we ask for payment, you might want to rethink things. A few ideas here could be:

  • Store their payment information in your app to make payments easier.
  • Allow users to make in-app purchases with their Apple or Google play accounts to get rid of this step altogether.
  • Display a security warning or badge to instill confidence in your users.

What you choose to do as a solution is completely up to you. The most important thing is measuring your performance and comparing it with past results to make sure you are moving forward.

The campaign funnel

While the in-app purchase funnel is going to basically always be there, campaign funnels are designed for limited-run campaigns targeting specific goals. For instance, if your company is starting a new email marketing campaign and you are trying to boost support for your newsletter, you can have a page on your app where you can ask for signups.

As an example, here is the list of steps in such a campaign funnel:

  1. Click “Contact Us” button
  2. Select type of information you want to receive.
  3. Enter email address.
  4. Complete form.

In this funnel, same as before, you can analyze which step has the most drop-offs and try different methods to improve performance. However, keep in mind these campaign funnels will typically have a quicker turn around and work within a smaller time-scale, so be ready to make changes as they come.

Put it all together

As we have discussed throughout, the best way to ensure that you are taking full advantage of your mobile app analytics is by combining them all into their own metrics which can be measured and tracked based on certain behaviors.

Every app and company will have different goals, but now that you have a better understanding of the basics of each analysis and its purpose, you will be able to create your own metrics for success.