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How Travel Apps are Helping Mobile Marketers to Measure Performance and Engagement – MarTech Advisor

How Travel Apps are Helping Mobile Marketers to Measure Performance and Engagement – MarTech Advisor

Citing the findings of a recent in-house report, Saniya Kaluskar, Head of Partner Marketing, CleverTap, explains four ways in which mobile marketers can use travel apps to measure performance and engagement.

Since the start of 2018, there were officially 3.8 million apps available in the Google Play store and over 2 million apps in the Apple store. In a highly competitive market, creating an app that sustains interest over a long period of time is a massive challenge.

We recently published a set of benchmarks for the travel app industry, looking at over 55 billion events across more than 1 billion devices. The study serves as a blueprint for mobile marketers to better understand how their app performs in context, and how they can improve onboarding and engagement for the next round of users, for apps of all types in every vertical.

With the average travel app losing 64% of its users after just 30 days of their signing up, creating a lasting relationship is the biggest challenge. That number climbs up to 76% after 60 days, and subsequently to 82% after 90 days. That’s a lot of money spent on user acquisition that goes very quickly down the drain.

The travel apps sector makes up over 5% of all apps available. No wonder the marketplace is so competitive. With online travel projected to be worth over $1 billion by 2022, there’s a great deal of profit to be made by getting your app out to users. But to do that, you’ll need to stand out.

Retention and engagement are valuable commodities, and mobile audiences have very limited attention. So how can you keep them engaged during each phase of the customer journey? This research aims to give marketers some valuable learnings and insights to sustain long-term success for their mobile applications.

Effectively Onboard Users

Did you know that 25% of apps are only used once before they’re abandoned? That’s not ideal for an app that lives or dies by customer purchases.

Personalized in-app messaging can make a big difference in onboarding and convincing users to stay for the long haul. And personalized push notifications don’t even require a user to open the app. They’ll see that you’re offering value, and be motivated to jump back into the app and complete the onboarding process.

Encourage Repeat Engagement

While cart abandonment is high across all online shopping industries, 78.6% of travel app users showing purchase intent abandon their carts. That’s alarmingly high and means more than three out of four users won’t make a purchase after they add something to their cart. Effective marketing help to encourage users to make more purchases and increase lifetime value.

With tens of thousands of apps out there, marketers need to provide a great customer experience. Customers respond well to notifications, so you should employ behavior-based messaging that’s tailored to each customer and based on previous purchase or search history.

Retain Customers

Americans spend more than ever on vacations, relying on apps like Kayak, Hopper and GasBuddy to save money. The travel app space, like others,  is a crowded one and there are always new and old apps vying for your customers’ attention, so you need to stand out by offering a great customer experience.

Travel apps have lots of opportunities to offer value to their customers at each stage of the journey, even beyond recommending great travel deals and lowered prices on flights. App marketers should be asking themselves how they can drive value with their apps. Even after you get your onboarding and engagement metrics on course, you still have work to do in retaining customers.

Reduce Churn

35% of travel app users churn within two weeks. Which, combined with the previous statistic about the retention stage, means customers are really only customers for about a week.

That’s a serious concern, and within a month, nearly half of users have uninstalled the app. Targeted, timely communication can you reduce the numbers by a significant amount and keep your revenue-generating customers onboard. Fortunately, over half of customers usually reinstall the app within a month.

But you can’t rely on that statistic to help you keep customers coming back. You should target specific messaging campaigns to those users to decrease the likelihood that they’ll delete the app. And if they do end up churning, you can still use the information you collected for your remarketing campaigns, which can boost the number of re-installs when done correctly.

The Way Forward

From a foundational standpoint, it’s imperative for developers to design and augment their apps for stickiness in order to hook users early. By applying learnings from this sector, app marketers can better understand how to measure performance at every stage of the customer life cycle and deliver actionable, real-time insights that rapidly boost the interest level of app users.

Competition is stiff, particularly in the travel apps category. If you can start to overcome these challenges, then your app will really be in business.

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