Download - How to Acquire Loyal App Users
-
7/31/2019 How to Acquire Loyal App Users
1/14
How to AcquireLoyal App UsersStrategies to grow in-app purchases,ad revenue & registrations
Get l yal app users
-
7/31/2019 How to Acquire Loyal App Users
2/14
1 | Fiksu | Mobile App Marketing eBook Series | www.fksu.com/ebooks
In the beginning, webestowed our mobile apps
upon the masses.And we went ater them with a vengeance.
The name o the game was volume. The higher the downloadvolume, the more revenue our app would produce, and wed
be on our way to ortune and ame.
So the thinking went.
Pressure to deliver the download numbers was relentless. Not
only to generate downloads in high volumes, but at extremespeed. So we did what seemed only reasonable we spent to
reach our download goals oten overpaying. And we hoped
that users would convert.
And the volume-driven download acquisition model was born.
-
7/31/2019 How to Acquire Loyal App Users
3/14
2 | Fiksu | Mobile App Marketing eBook Series | www.fksu.com/ebooks
User Acquisition Evolution
Then we volume-driven marketers noticed something quite interesting. By
driving large download volumes, our apps started to fnd their way up the appstore ranks. And these higher ranks gave us new levels o visibility that ledto our apps being discovered organically that is without any advertisingspend. And these organic users were not only ree, but they seemed to
have higher value than ad-driven or incentivized users. Organics were driving
some ROI.
The game was now about rank.
And the competition was on.
Developers fghting tooth and nail to get their apps ranked as high as possible.
Volume remained a ocus, but as a means to higher rank. Developers ob-
sessed over rank, and would spend even more on advertising to drive up
their apps rank. And the industry employed highly creative approaches to
get apps ranked higher rom guaranteed rank placements to other rankmanipulation techniques.
And so we saw the frst major mobile app marketing shit. The Volume-Drivendownload acquisition model evolved into a new Rank-Driven download ac-
quisition model.
-
7/31/2019 How to Acquire Loyal App Users
4/14
3 | Fiksu | Mobile App Marketing eBook Series | www.fksu.com/ebooks
Quantity or Quality?
Developers ound themselves using brute orce to drive high
volumes o downloads to achieve higher rank and hopingor a positive ROI. And as developers pushed or low-cost
downloads, ad networks were happy to oblige, creating services
that incentivized people to install the appbut never actually
use it. As a result, developers that ocused primarily on volume,
rank and cost-per-download metrics continued to overspend
for downloads that didnt translate into ROI.
The lesson?
Quantity looks good but quality drives business.
And today, mobile app developers are arriving at the same
conclusion. Weve learned that volume and rank look good
and eel right, but theres one caveathigher rank and more
downloads dont always translate proportionally into more
conversions or revenue.
TOPGUA
RANTEED
$
ROI
HIGHER
-OR-
25
RANK
-
7/31/2019 How to Acquire Loyal App Users
5/14
4 | Fiksu | Mobile App Marketing eBook Series | www.fksu.com/ebooks
Targeting Loyal App Users
Many app developers have concluded that volume and rank, at
worst, are superfcial metrics and, at best, short-term strate-gies that are not sustainable. Downloads oten dont convert
into launches. And launches are oten one-time events thatnever translate into purchases, registrations or repeat visits.
Weve learned that users abandon an app oten ater a single
use, and those high download numbers are really just part
o a high churn rate. To monetize our apps, weve concluded
that user engagement is more important than driving largevolumes of downloads.
26% of apps are used only once
after being downloadedLocalytics - 2011 study
-
7/31/2019 How to Acquire Loyal App Users
6/14
5 | Fiksu | Mobile App Marketing eBook Series | www.fksu.com/ebooks
Download Metricsvs. Loyal User MetricsApp ad clicks, downloads and launches can be misleading metrics.How many times do users return? Have they made a purchase? Did
they register?
Depicted on the ollowing page is an example based on real data thatdemonstrates how a smaller number o loyal users delivers an ROImuch higher than a larger volume o downloads.
In this analysis, the loyal user metric is defned as a registration witha value o six dollars.
METRICS STUDY
-
7/31/2019 How to Acquire Loyal App Users
7/14
6 | Fiksu | Mobile App Marketing eBook Series | www.fksu.com/ebooks
Metric Download Acquisition Model Loyal User Acquisition Model
Marketing Cost $40,000 $40,000
Downloads 110,000 27,500
Cost-Per-Download $0.36 $1.45
In the volume-based Download Acquisition Modelin the let column above, the metrics look
much better than the Loyal User Acquisition Modelmetrics in the right column. Download vol-
ume is 4x higher, and cost-per-download is substantially less. However, a closer look at ROI
reveals a dramatically dierent story...
Metric Download Acquisition Model Loyal User Acquisition ModelMarketing Cost $40,000 $40,000
Downloads 110,000 27,500
Cost-Per-Download $0.36 $1.45
Registration Conversion 5% 35%
Registrations 5,000 9,500
Cost-Per Registration $8.00 $4.21
Value-Per-Registration $6.00 $6.00
ROI ($10,000) $17,000
We see rom this example that targeting high-quality, loyal users can be 2x more proftable
than a strategy based on driving high volumes o low-cost downloads.
Though the
Volume-Based
Download AcquisitionModel delivers 4x
more downloads at
a lower cost-per-
download
the Loyal User
Acquisition Model
delivers almost doublethe registrations and a
much higher ROI.
-
7/31/2019 How to Acquire Loyal App Users
8/14
7 | Fiksu | Mobile App Marketing eBook Series | www.fksu.com/ebooks
Loyal User Evolution
The mobile app market has started to mature.
Real-time data and historical perormancestatistics are now available, giving marketersthe ability to identiy the best trafc sources
or acquiring loyal users. And new technologymakes it possible to target these users.
And thus, the user acquisition model evolves
once again. To an acquisition model based
not on volume and rank but on targeting andmeasuring Loyal Users.
-
7/31/2019 How to Acquire Loyal App Users
9/14
8 | Fiksu | Mobile App Marketing eBook Series | www.fksu.com/ebooks
The Loyal UserAcquisition Model
Mobile app marketers have learned that the
most eective way to acquire loyal users is tohave a user acquisition strategy based on ROI
metrics rather than download metrics as itenables them to truly scale their business in
an ROI-positive way.
Thus, developers are moving from the volume/rank-based download acquisition models to
an ROI-based loyal user acquisition model. In
this model, download volume may be lower, but
loyal usage is much higher, leading to more
revenue with substantially higher ROI.
Volume-Driven Download Acquisition Model
Rank-Driven Download Acquisition Model
ROI-DRIVEN LOYAL USER
ACQUISITION MODEL
-
7/31/2019 How to Acquire Loyal App Users
10/14
9 | Fiksu | Mobile App Marketing eBook Series | www.fksu.com/ebooks
So What is a Loyal User?
A loyal user is simply a user who takes an action that ties
back to your ROI. For aPublication
app, a loyal user mightbe someone who registers and becomes a member. A loyaluser o a Dealor Gameapp may be a customer who makes
a purchase. For apps that generate revenue through advertis-ing, a loyal user may be someone who opens the app at least
fve times.
And now that the mobile app market is maturing, there is a
plethora o historical data available that lets marketers identiythe best trafc sources or their users. And there is a new
technology platorm already in use by many o the top devel-
opers to acquire these loyal users.
Loyal UserA user who takes an
action that ties back
to an ROI, such as
purchases, repeat visitsand registrations.
Purchases Repeat Visits Registrations
-
7/31/2019 How to Acquire Loyal App Users
11/14
10 | Fiksu | Mobile App Marketing eBook Series | www.fksu.com/ebooks
Fiksu for Mobile AppsDelivers Loyal App Users
This new technology platorm is Fiksu for Mobile Apps, and its used by lead-ing app developers to drive app-related revenue by acquiring highly engaged,
proftable, loyal users.
Fiksu or Mobile Apps is a mobile app user acquisition platorm or app devel-opers that need to generate large volumes o downloads by loyal users who
are more likely to convert.
Fiksu automates the targeting and tracking o loyal users in order to spendad dollars wisely, more cost eectively and most importantly, based on per-
ormance.
The Fiksu Platorm tracks in real time the interdependencies between an apps:
- Ad Performance - App Store Rank
- Downloads - Post-Download Events
Fiksu then uses data rom these sources to optimize app advertising in realtime, precisely targeting ads based on numerous criteria, to deliver the highest
number o loyal users at the lowest cost possible.
-
7/31/2019 How to Acquire Loyal App Users
12/14
11 | Fiksu | Mobile App Marketing eBook Series | www.fksu.com/ebooks
POST-DOWNLOAD EVENT KNOWLEDGEBASEThe Fiksu platorm employs the worlds only mobile app post-download event knowledgebase, with
billions o post-download events, each tied to a specifc trafc source. This historical data and
knowledge enables Fiksu to target ads to trafc sources that are more inclined to deliver loyal users.
ACCESS TO ALL MAJOR TRAFFIC SOURCES
Fiksu gives app marketers access to dozens o leading trafc sources, including more than 35 ad
networks and billions o impressions with just one piece o tracking code.
REAL-TIME TRACKING AND OPTIMIZATION
Fiksu tracks and measures ad perormance (rank, downloads, source, cost) and post-download events
(launches, purchases, registrations, usage, game levels, conversions) in real-time and optimizes ad
spend toward the trafc sources that generate a higher percentage o loyal users at the lowest
acquisition cost.
FULLY-MANAGED PLATFORM
Fiksus core DNA is in promoting mobile apps and weve made our mark with expertise in this area.
Our one-stop approach oers guidance on user acquisition strategy, ad creatives and media planning
in order to execute eective ad campaigns based on perormance metrics. Our SaaS approach, lets
marketers outsource to a dedicated Fiksu account team whose ocus is on achieving results based on
your app needs and business model.
HOW FIKSU DELIVERS LOYAL USERS
-
7/31/2019 How to Acquire Loyal App Users
13/14
12 | Fiksu | Mobile App Marketing eBook Series | www.fksu.com/ebooks
Deliver on Your Loyal UserAcquisition Strategy
The mobile app industry is maturing. And with this growth is amobile app marketing evolution rom driving large volumes
o downloads, to targeting high-value, loyal users.
More and more leading mobile app developers are turning toFiksu to help them execute successully on their loyal user
acquisition strategy by acquiring loyal users cost eectively
and in large numbers.
To grow in-app purchases, ad revenue & registrationscontact Fiksu today.
Phone: 1.855.463.4578 | Email: [email protected] | Website: www.fksu.com
-
7/31/2019 How to Acquire Loyal App Users
14/14
13 | Fiksu | Mobile App Marketing eBook Series | www.fksu.com/ebooksCopyright 2012 Fiksu. All rights reserved. Fiksu and Fluent News are registered trademarks and the Fiksu logo is a trademark o Fiksu, Inc. Apple and the App Store are registered trademarks o
Apple, Inc. Android is a registered trademark and Google Play is a trademark o Google, Inc. All other trademarks mentioned herein are the property o their respective holders.
Fiksu, Inc.
101 Arch Street, Suite 304
Boston, MA 02110
Phone: 855-463-4578
Email: [email protected]
Fiksu, Inc.
20 Hanover Square
London
W1S 1JY
Phone: +44 (0) 203-585-3412
Email: [email protected]
US Office UK Office
Phone: 1.855.463.4578 | Email: [email protected] | Website: www.fksu.com