MOBILE APP GROWTH STRATEGY
Building a new product is an arduous but satisfying journey. A sense of both accomplishment and relief takes hold when a new product ships. Then reality sets in. The production was the first step. Now the task of promoting a newly launched product is the next.
By partnering with Orogamis, companies have experienced rapid user growth through strategic and data-driven methodologies. As in the development process, growth tactics evolve and build upon each other as the process moves forward. An informed and agile approach will result in intelligent and sustainable growth of both user base and product usage.
DATA GATHERING & PLANNING
To create an informed strategy, the first step in the growth process is research. Gathering all relevant information in areas such as competition, technology trends, product usage, and audience psychological behaviors will provide insights of the landscape a product will have to navigate. Collecting information and data continues throughout an app’s lifecycle to promote continuous improvement. Through methodical user testing and real-world monitoring, actual applications of and reactions to the product will be explored and assessed. At Orogamis, we are as concerned with understanding and improving upon the user experience as much as the number of downloads from the app store. True user data can show unexpected behaviors. Adjustments to the product to obtain the desired result are all part of the process. Based on data analysis and market research, tools are developed to help guide the growth process and ensure goal fulfillment. Marketing personas are created to educate the team on key pieces of information including behaviors, desires, and requirements of the target audience. KPIs are determined and set up for tracking. The planning phase transforms data into strategies to be implemented, measured and improved upon.
INTRODUCE AND EXPAND
During the launch phase of a product, the product is introduced in a way that quickly explains the values and benefits in the environments where the target audience is most likely to interact. In the competitive landscape of digital products, it is imperative to capitalize on every moment of the audience’s attention. The attention of users is a highly sought after asset that is in limited supply. Effective messaging and critical placements will cut through the noise to reach targeted audiences, expanding product awareness. Often the most difficult and costly step is first attracting the desired user. It is critical that a quality experience with relevant value keeps the user engaged to maximize that effort. The process must be meaningful but also streamlined. The right balance must be found in having enough information, but not too much that it complicates onboarding or intimidates users.
IMPROVE AND ADJUST
As a user base grows, so will the available usage data and information that can be used for product optimization. Prioritizing the experience will result in a higher chance of exceeding user expectations, driving user growth and adoption. Before attempting to accommodate additional users by adding features, the product must first be cleaned of any friction points or dead ends that are found in the usage data. Simplifying and streamlining the user experience is the key to making a successful and substantial first impression. Products will often take on a life different than initially imagined while in the hands of users. Evaluating any unforeseen use scenarios and adjusting accordingly will guide the product to expand user growth and improve customer experiences. As before, the core will be addressed before adjustments catering to fringe cases are made.
ENGAGE AND RETAIN
To achieve sustainable growth, outside forces will be utilized to gain momentum and drive exponential reach. The most powerful of these forces are customer referrals as satisfied customers are the best marketing and sales tool. This is why spending the time to streamline the messaging and experience in earlier phases is key. Ensuring the core of the product is easily explainable will allow for users to quickly inform new potential users of its benefits and value. Exceeding the expectations of early adopters with a quality experience will encourage them to easily expand product awareness organically through referrals. Correctly implementing programs or functions based on the knowledge of an audience will also encourage referrals and drive growth exponentially.
Encouraging continued use of the product by engaging and retaining users is the second key element in this phase. This is accomplished through continual optimization of the product experience, re-engagement content such as emails, product updates, and incentives to return or refer others. Methodical and strategic development is key in continuing the refinement of the customer experience without muddying or complicating what drew users to the product in the beginning.