Over 50 per cent of online shoppers worldwide buy on mobiles and an even larger cluster use mobiles to check out products before they buy. Naturally, there is a lot of drum beat to promote ecommerce app downloads. In fact, the impetus on boosting app downloads is so immense that the true purpose for the app i.e. conversions takes a back-seat.
The missing link between downloads and monetisation is “Engagement”. Studies indicate that for every 10 apps downloaded by a user seven are deleted after a single use, clearly due to lack of engagement. Mobile App remarketing works the magic of user engagement and helps you connect the dots.
Three mobile remarketing tips that can engage your app users better:
#1 Unified user ID across mobile web and app: From search till purchase, users switch between mobile website and apps during various stages of the purchase cycle and the trail of behavioural data left behind are strong indicators of their purchase intent. User A drops off from a mobile website after looking at t-shirts, dresses and skirts. She later uses the app to look at t-shirts and even adds a couple of them to her shopping cart. This implies that User A was looking at shopping for clothes while on the website. But only later did she make up her mind to buy t-shirts and used the app. Cross-channel user identification help interpret these signals and reach out to mobile app users on other apps and mobile websites with personalised ads.
#2 Enrich the user experience: While a player has ensured an awesome user experience on the mobile assets, why not extend it to ads too? In the ecommerce context, ease of shopping is the most important aspect defining user experience. A simplified buying experience prompts buyers to come back. For example, click to call mobile ads offer faster and easier connectivity with business and results in speedy closure to the purchase window. Similarly, with deep linking a user who clicks on your mobile ad lands on the relevant product page and not the home page.
#3 Engaging socially: Mobile users are always online and social media websites and apps are a great place to meet your app users. For example, consider User B who has added a watch to her shopping cart on the app but is yet to buy. When she opens Facebook on her mobile, you can remind her about the pending purchase through a timeline ad on Facebook. You could also offer a great discount to get her interested.
Mobile apps dominate the mobile space and the need for early engagement with app users is imminent today. The question is – are you with your app users throughout their purchase expedition?