Always Going North

Notes on customer acquisition, growth, and app marketing

How to optimize for voice search?

Voice search and personal voice assistants are changing the way we search for information online. Nearly 60% of searches are performed on a mobile device and 20%  of mobile search queries are voice queries. According to Google, by 2020 more than half of all queries will be done by voice search.

Optimizing for voice search is something that we can’t ignore anymore because mobile searches and the use of voice assistants keep increasing.

In order to optimize for voice search, we need to understand what makes voice search different from text search, the context in which someone might use voice search, the user’s intent, and how smart speakers work.

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iOS 11 App Store Optimization

The new App Store layout

The iOS 11 App Store is becoming more of an app discovery platform and less a traditional store. The App Store has now a new layout with important changes affecting both the Discovery Pages and the App Store Product Pages. As mobile marketers, we need to be aware of these changes and modify our ASO strategy accordingly and boost visibility in the new App Store.

iOS11 new app store layout

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How to build a successful app referral program

Turn your app users into advocates

A referral is when somebody recommends something to someone else, and a referral program is a deliberate, sustained system of soliciting and encouraging referrals. This system typically involves some sort of incentive structure.

A referral program adds to the virality of your app and gets your potential customers to trust your app as it has been referred by a friend or a colleague. It’s one of the most effective tactics for app growth. After all and according to Nielsen Global Trust Advertising survey (2015), the most credible advertising comes from the people we know and trust.

83% of consumers trust recommendations from friends and family, and 66% trust consumer opinions online

Even unsuccessful referrals have significant marketing value because they introduce a brand or a product into public consciousness.

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Build a message center in your app to keep users engage

Push notifications and in-app messages are temporary which means that if the user has not seen them or he has dismissed them, he has no access to them anymore unless you have built a message center in your app.

An in-app message center (app inbox) can capture and store messages your users want to keep track of. Its implementation can complement your overall mobile messaging strategy.

Message centers generate better response rates. According to Urban Airship research, message center content generates 8x the read rate of push notifications alone. Also, message center read rates more than double when used in combination with a push notification.

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Increase user retention and engagement with in-app messaging

An in-app message is any message sent to the user within the app itself. It is a native part of the app experience because it looks and feels like it belongs in the app. This is a good channel for onboarding, tutorials, promoting in-app content, and to communicate with your active users inside your app. However, it’s an underutilized tactic with untapped potential (only 1/3 of apps employ this tactic). The main reasons for the underutilization are that they are considered too similar to mobile ads and the same as in-app chats.

Some brands don’t use in-app messaging because they think their users will perceive them as mobile ads and this will generate a bad user experience. It is important to understand that they are two different things that serve different purposes.

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