Every mobile app developer knows so well that an effective strategy brings a desirable outcome. That only means, having a flawed strategy is a risk they should not take. While it is true that creating a good strategy is crucial, anticipating flaws may not be as easy as it is. It’s a critical decision for the developer; they either stay on their current strategy and see if the business can survive, or recognize that a change of mobile strategy is necessary.
But even a mobile app developer in the Philippines would opt to shift a direction and find a better strategy to achieve the business’ goals. To create a good mobile strategy, a developer should expand their horizons, time, and tools to attain significant results. Also, a business should set clear goals for their strategy through; converting leads, building awareness, and creating engagement. While some companies have increased their investment for this type of device, you should also get started by implementing a successful mobile strategy.
1. How to increase conversions: Vegas.com
Vegas.com particularly sells travel packages and tickets to the main shows in Las Vegas. However, its website mobile performance crushed, which results to visitors leaving the site after knowing that they can view only one page. In fact, according to the analytics data, the mobile bounce rate was about 50% higher than the desktop. The data was alarming considering that the mobile visits were growing year after year.
This prompted Vegas.com team, to improve the browsing experience on mobile devices. They have a goal to encourage the visitors to stay longer on their site and increase sales. Moreover, a newer version of some parts of the site such as the home, category pages, and hotel room search tool as create. And to make it a user-friendly site, the content was simplified with direct links to the most popular categories of the site. Later on, the team decided to redesign some pages of the site and have it tested. Half of all mobile visitors were directed to the traditional homepage, while another half to the optimized site.
Gathering the results of two months of testing, the redesigned pages resulted in a 22% lower bounce rate, 16% more page views, and 4% higher conversion rate. The results made Vegas.com team to extend the mobile optimization to their entire site architecture.
The Idea To Follow:
Considering the statistics is necessary when optimizing a mobile site. It is to have a better understanding which ones are the most critical for the optimization. After such action, assess whether you intervened in the right way. Moreover, proceed step by step and understand the user behavior before implementing a particular strategy.
2. How to increase product awareness: Virgin Media
Virgin Media aims to make its TV packages that are related to football games more attractive. To make it happen, the team analyzed their target audience (football fans) and formulated a campaign on mobile. The plan was to capture their audience attention during the football event by inviting them to click on an ad related to it through two call-to-actions. One call-to-action is was intended for the Virgin products, while the other has an option to download the calendar for Premier League matches, which automatically sync with the user’s phone.
Following this strategy, Virgin Media reached 100,000 new subscriptions during the season of the campaign. 52,000 subscribers are from the sports channel. The result shows that people or fans are willing to interact with mobile campaigns when it offers relevant content.
The Idea To Follow:
When it comes to mobile campaigns, take into account the moment. People are usually interested in the campaign when they are involved significantly. That means before you implement a mobile strategy, take the time to communicate to your target. With this step, you will have an idea about your mobile strategy.
3. How to increase online sales: ASDA
ASDA is a British chain of supermarkets. They aim to simplify the purchase process by promoting itself as a brand that provides customer-oriented services. With this goal, they decided to create a free app that allows users to shop easier and faster. It includes features where the customer can choose the products that interest them, scans the barcode, adds the item to a shopping cart and sees the nearest ASDA supermarkets in their area. Moreover, the app offers a broader user experience, where one can use the information in daily life; from recipes to real-time updates.
The result shows that by following the strategy, the app has been downloaded 2 million times. People who used their mobiles to purchase a product increased to 1.8 times higher than the desktop.
The Idea To Follow:
Before implementing a mobile strategy, think about your customer’s needs and on how you can make purchasing convenient for them. Involving your customers on your strategy brings opportunity for interaction than desktop e-commerce.
4. How to build customer loyalty: Zpizza
Zpizza is a restaurant chain that aims to achieve 100 high-spending clients. To identify their target, the team created a database of registered users for newsletters and loyalty programs. They then collected the data by integrating web and offline means, email and SMS. Moreover, zpizza also has promotional postcards that were sent to the residents within 2 miles of each local zpizza restaurants. It contained a code for users to send via SMS along with their email address for a chance to win prizes.
With the data provided voluntarily by customers, it shows that zpizza achieved two goals; to enrich its mobile database with new contacts (which increased by 5% during the 6-months of the campaign) for future campaigns, and to identify the high-spending targets.
The Idea To Follow:
Although zpizza are using mobile strategy, they still integrate it with traditional marketing tools, which brings a significant impact for involving users offline and online. Also, consider tracking the user’s geographical location when you use SMS.
5. How to create engagement: Bud Light
Bud Light is an American beer company that aims to promote a continuous 5-day party at the Hard Rock Hotel in Las Vegas. Brand Light invited participants to register for the event’s mobile program and receive updates, prizes, and special offers during the days of the party. As a result, 57% of participants signed up and interacted with Bud Light’s communications. The brand then later launched a new mobile campaign using the Tinder’s native videos, which displays the flow of the campaign and redirected Tinder users to their site with their rules. Bud Light chose the app since it is popular for most millennials.
The team once again invited participants to join the campaign, which gives them the chance to spend a weekend partying in a different location. To know more about the party, the participants are directed to the web page to upload their video. However, those who are not interested in the content could swipe left – just like what they do on Tinder. With this strategy, Bud Light reached and engaged their younger target audience who are always using their smartphones, which is a big help to increase brand awareness.
The Idea To Follow:
When it comes to promoting a mobile campaign, you have to consider the particular channel, study its dynamics and create messages n the predominant form. With this, the content of the campaign will be much interesting and engaging to the users.
One way or another, these stories from different brands give us a new perspective on mobile apps. It does not just help the company’s sales, but it also gives them the chance to reach out to their customers – which is essential for every brand.
