As much as creating a beautifully engaging app or game matters, designing a cost effective discoverability and customer acquisition strategy almost matter more. It doesn’t matter how nice your freezer is is you have no fish to stock it with.
A recent VentureBeat article highlights that cost-per-install is “developers’ least-favorite user-acquisition method is often the most financially successful. In addition, the most-favoured is also the least likely to bring in the best high-quality users.”
Distilling a 230-developer study that covers over 9,000 apps and almost 400 million monthly active users, John Koetsier points out “ with 98 percent of revenue coming from freemium apps, finding the right users is critical to whether an app lives or dies. Making the whole game more complex is untrustworthy user acquisition companies — a full third of developers in our study report getting cheated when working with one of these firms.”
This Faustian like dynamic, has us asking why aren’t people driving meaningful installs from the mobile web? Why hasn’t there been a larger movement to convert web traffic into app users? To fish in those bountiful waters. The traffic is cheap. Developers want cheap users and guess what’s surprising, they are on the web.
As a key part of your user acquisition strategy consider the inventory on the the mobile web. Look at including standard inbound marketing like leveraging more out of your blog or YouTube channel. Get creative a consider how to deliver more interesting is paid ads on mobile web.
According to Marketing Land “on a global basis, people are going online primarily via mobile or splitting their internet time roughly equally between mobile and the PC. Those who go online mostly via desktop are now a tiny minority:
Mostly via Desktop — 11 percent
Evenly split between both mobile and PC — 28 percent
Mostly via mobile — 37 percent
Only via mobile — 23 percent
The report also highlights that “61 percent of mobile users are as comfortable with mobile advertising as they are with TV or online advertising.” The report also argues against the “fat finger” unintentional click meme that has followed mobile display advertising over the past couple of years. It asserts that only 17 percent of mobile ad clicks are unintentional.”
Our mobile devices are not simply about carrying around native apps. We’re no longer tethered to a desktop browsing experience. The web is becoming more and more ubiquitous. It’s with us anywhere and anytime. Harvard Business Review shared a Pew Internet report showing that, 55 percent of Americans said they’d used a mobile device to access the internet in 2012. Furthermore 31 percent of these mobile internet users say that’s the primary way they access the web.
The article also indicated that “Amazon, Wikipedia, and Facebook all see about 20 percent of their traffic from mobile-only users, according to comScore. A whopping 46 percent of shoppers reported they exclusively use their mobile device to conduct pre-purchase research for local products and services. Internal data from some finance, healthcare, and travel providers show similar mobile-only usage. If you’re trying to reach customers who only shop, bank, and socialize on their mobile devices, you’re missing out.”
This mobile web thing isn’t a fad or passing fancy. There’s a massive opportunity for you to potentially lower customer acquisition costs and divert some of your precious resources away from the cost-per-install strategy. Optimize for the mobile web, learn how to fish in new waters and you might just have an app that’s deliciously profitable.