You’ve probably heard of the standard conversion funnel, but do you know what makes the mobile conversion funnel unique? We are going to explain exactly what this funnel is. And if you stick around you will also learn how to improve it.
What is the mobile conversion funnel?
The conversion funnel is the process of converting leads into paying customers. It can be divided into four phases.
The mobile conversion funnel is a bit unique because the first step is to acquire new app users. The four phases of this conversion funnel are explained below.
1st Phase: Getting new users
There are two ways to acquire new users. Ideally, you will use a combination of both.
- Organic Search – Attaining a high rank in the app stores makes it easier for users to find your app. This can be done with App Store Optimization (ASO).
- Paid Advertisements – Paying for ads that direct users to your app’s page can be very effective but also costly.
Both methods help users find your app. The process of acquiring those users could also be divided into another mobile conversion funnel that focuses on convincing users to download your app.
2nd Phase: Retaining users
Avoid losing new users by keeping them engaged with your app. Encourage them to keep using your app by sending push-notifications and emails.
Just be careful when using this tactic. You don’t want to send too many messages. This will annoy users and could cause them to uninstall your app.
3rd Phase: First purchase
Keeping users engaged increases the odds of converting them into paying customers. Encourage users to make a purchase by promoting your products or subscription plans and allowing users to make in-app purchases. It might be helpful to offer a discount for first-time transactions.
Although you might think this is the last phase of the customer conversion funnel, there is one final step. After all, what good is one transaction? Don’t you want each user to keep making purchases?
That’s where the 4th phase comes in.
4th Phase: Keeping your customers
It costs less to retain current customers than it does to gain new customers, which is why it’s so important to retain as many as you can. Use emails and push notifications to drive repeat purchases and keep customers engaged.
Using conversion funnel analysis to improve your funnel
Funnel optimization maximizes the success of your customer conversion funnel. Conversion funnel analysis can help you with this.
Here are a few ways to conduct conversion funnel analysis:
Group users into the following categories:
- New Users – Lots of new users but few returning users reveals that you need to focus on increasing retention rates.
- Returning Users – Lots of returning users but few paying customers indicate the need to promote your products more.
- Paying Customers
Look at each marketing channel
By looking at each channel individually, you can determine which are bringing in the largest number of new users. Whatever they may be, focus on those channels.
You should also consider getting rid of the marketing channels that aren’t contributing to your app’s success. Perfecting your marketing plan will strengthen the first phase of the sales conversion funnel and enable your app to gain more users.
Track your conversion funnel’s performance
Compare your funnel’s performance from month to month. This will reveal its rate of growth. You need to know whether it’s doing well or failing miserably so that you can plan your next steps.
Pushing users through the eCommerce funnel is necessary if you want your app to make a profit. Funnel optimization is an ongoing task, but you can’t get by without it.
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