App stores conversion

Hello team we have an acute situation: - Our Facebook ads brought us 25 000 clicks for $0,04 per click (GREAT JOB!) - When users click on the ads, they are sent to the app stores, so 25k users when to our app App store (GREAT JOB!) - BUT! only 1% of them actually download the app! (BAD JOB) - I would expect ~10% - 20 % of the users who were seduced by our ad, and even clicked on it, would actually download it! not 1%. I mean you went all the way to a store cause you liked the ad, but you don’t bother clicking even for trying??? So instead of ~2500 to 5000 app download we get ~250! Unacceptable. Are we missing and doing something, obviously YES. But what?


There are a couple possibilities:

1) The perception you're creating with your ad, and the perception you're creating on the app store page are not matching up. So the type of people that are being attracted to your ad, are not being attracted to your app store presentation. Meanwhile, people that would be attracted to your app store presentation are never getting there because they're not attracted to your ad. This discrepancy between ad and store presentation could be due to many things including bad looking screenshots (or just different from what they pictured from the ad), bad reviews (or no reviews), etc.

2) There may be some inherent flaw in your product that doesn't appeal to humans in general. An example of this could be a cost that is far above what most people would be willing to pay.

If you'd like advice more tuned to your actual product, send me a link and I'll be happy to take a look at it.

Answered 8 years ago

Hi, this is Ann, a business coach with experience in marketing and strategy.

Firtsly, I believe that your app has the unique selling point to offer to the customers. However, the USPmay not be expressed so clearly that the customers only pay attention and take no action. There are so many scenarios but the answer is always found in this process. Check out to see where you are in the process to take the appropriate action:
Step 1: identify USP (what makes your products different from the rest?)
Step 2: identify the customers that are in need of the USP. you may want to answer the question "why do they want my product?" and what do they share in common (ages, lifestyles, location, cultures...)
Step 3: briefly describe your customers in terms of psychological perspective (what kind of words/images will strike them most based on their common ground?) and branding perspective (for there are so many apps, they only want the verified ones. check if you present yourself reliable enough or not).

In fact, in some cases, the problems are more complicated and require some in-deep research (eg. the factors that customers care the most about when using apps, which requires a professional research plan...). Therefore, I suggest implementing Beta tests in focus group or general (based on the characteristics of the industry you are in and your app) to know what needs fixing.

I might not be so helpful since I have not known enough about your case. However, if you are satisfied with my answer and need more help, feel free to contact me!

Have a nice day!

Answered 8 years ago

Such low conversion rates are typically because there is a disconnect between the ad and the product.

Without specifically knowing what your app is about, there can be multiple reasons why people are not downloading the app

1. The ad promises something, but on the app description, that promise is not reinforced or highlighted.

2. You have bad reviews and low ratings.

3. The app page doesn't have well written descriptions or are lacking in screenshots.

To address this situation you can do a few things:

1. If it's bad reviews/ratings then address them. Improve the user experience.This is the most likely reason why people are skipping the download button.

2. Improve the description etc on the app page. Give users more information. Align the ad with the app.

3. Run a re-marketing campaign. Run a different ad reiterating your USP and show it to those 25k people who have visited your app page.

I hope I have given you some ideas, and I would be happy to take a look at your ad and your app. if you want me to be more specific.

Answered 8 years ago

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