Questions

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?

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

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