5 Tips to Nurture a Successful Mobile Startup

By Ketan Pandit, Head – Demand Generation, CleverTap

Cutting-edge technology, solid funding, an inspired and committed team, and a well laid out plan is only the first step in building a mobile startup.  6,140 mobile apps were released every day on Google Play Store and 1,434 on the Apple App Store in the first quarter of 2018. A mobile app has to really stand out for it to even be considered. Even if it’s downloaded, it takes a lot more than just a beautiful user interface to keep users coming back. In this post we look at some strategies that can help mobile startups stand out from the competition.

• Focus on Every Stage of the Customer LifecycleThe customer lifecycle can be broken down into five general stages: awareness, acquisition, conversion, retention, and loyalty. Marketers have to engage customers differently depending on what stage they’re in.

For example, send loyal customers messages that encourage them to become brand advocates. Take Uber's referral program, which rewards loyal users for recommending the app to their friends with free rides and account credits. On the other hand, potential customers who don’t know much about your product will need an introduction to your core value or key features.

Mobile analytics can play a significant role in understanding user behavior and sending meaningful, personalized engagement campaigns to specific users. According to a 2017 survey by Adobe, 33% of millennials say irrelevant push notifications are a top frustration with mobile apps. As a result, 90% of users stop using an app within a month. The takeaway: you won’t impress customers with vanilla marketing messages.

• Retain the Users You HaveIn the rush to acquire new customers, it’s easy to neglect users who are already on board. The moment you take existing customers for granted, a competitor is waiting with a better offering, user experience, or pricing. To grow your mobile app, you have to hold onto your existing customers and keep them coming back.

Case in point: Airbnb introduced an AI-powered tool to personalize its search algorithm to suggest hosts, neighborhoods, and experiences tailored to that user. Within a month, the company saw a 4% increase in guest requests converting into bookings.

• Never Compromise on Customer ExperienceJust 3 days after downloading an app, 77% of users never come back. Why? Difficult navigation, bugs and crashes, slow loading times, battery drain… or the app simply doesn’t live up to their expectations. That’s why it’s so important to listen user feedback and reviews and consistently improve your app. Actively responding to customer reviews, complaints, and suggestions is also an effective way to enhance the user experience.

• Be a Partner in the Customer’s SuccessThe customer needs to feel your support at every stage, from onboarding, navigation, transactions and even troubleshooting. This elevates your position from being just another app to a partner in their success. Do everything you can to support and resolve customer concerns at the earliest.

• Optimize for the app storeAs per a report by Forrester, 63% of mobile apps are discovered on an app store such as Google Play, the Apple App Store, Amazon App Store or Windows Store. An awesome mobile app will get you nowhere if users can’t find it. With more than 2 million apps listed across app stores, it’s easy to have your app buried deep under mediocre peers. Use App Store Optimization strategies to boost your app’s visibility and downloads.

Building a successful mobile marketing strategy The world of mobile apps is evolving every second. The key is to keep learning from both shortcomings and successes. This helps you stay a step ahead of rising user expectations as well as the competition. Behavioural analytics, content personalization, a flawless user experience, quick and effective support for every customer concern, and app store optimization are essential to mobile startup success.