How to recruit and retain users


The world of mobile applications is ruthless, that is to say very competitively. To make known its app of the mobile users is one thing, to convince them to install it a second, no less complicated. If the French has an average of 46 apps on their smartphones, they often only use a portion of them each month.

So the battle is hard for app publishers, and it starts with recruiting – and even upstream when developing an app that meets expectations. In the field of recruitment, nothing has changed, the “Store remains the number one means of mobile [91%] to search for an application” says Olivier Raveneau of Open, co-author of the Barometer of mobile uses.

Look after your SEO in the blinds

As for the website of the brand, it represents only 10% of users, behind the search engines to 17%. To find their place, publishers must learn to tame the Stores – and it’s not an easy task.

Being visible, among more than two million applications, is a real challenge. Perhaps this explains why professionals prefer websites and mailing, positioning the Store only in 3rd position.

The visibility on the Store so. But where? On the homepage? “The users do not understand what is proposed to them on the homepage of the Stores” notes Nicolas Guirao, CEO of Testapic, who conducts tests with mobile users.

The editorialization policy, including that of Apple, is hardly understood either. The promos made by Google and Apple on the homepage do not meet the expectations. The “heart stroke” and “choice of the team” seem to be vectors of download. Do mobile users also find themselves in category search? Not really. It is even perceived as not “clear”.

“Many users do not know which category belongs to the application they want to download, The fallback solution for users is clearly to go through the search [the search engine integrated with the Store].”

Nicolas Guirao draws the following conclusion: “everything that will be app store optimization, SEO, choice of keywords, is crucial. It is seen in the uses, users type the keywords directly.”

The search engine is indisputably the main channel used by users. Mobile app publishers must, therefore, reserve a budget envelope for SEO investments on application stores. Neither should they neglect the comments left by their users.

The app store, new customer area

The Store is thus presented as a “new customer area.” For example, 64% of users have already rated an app and 43% have posted a comment. And if ratings and comments are bad, app publishers are strongly advised to react, especially by looking after the quality of their developments – which goes without saying if they want to avoid uninstallation.

But according to Olivier Raveneau, “the quality of a mobile application directly impacts the image of the brand in the eyes of users.” Attention therefore to the effects of edge on the entire mark of an app of insufficient quality. At the Store, the score is a determining factor in the decision to install an app.

“Their first criterion for selecting an app on the Stores, for 61% of them, is the rating. This is 10 points more than last year”, in front of comments and word of mouth. For the expert of Open, we can now talk about m-reputation on the Stores.

Looking after your reputation is essential to recruit users, but also to retain them. According to the Barometer of mobile uses, only 19 apps installed on smartphones are used at least once a month by mobile users. Find her place, but also keep her. Turnover is another reality of this universe.

Vincent Fillon, director of mobile strategy for Air France, also said that if the rating is important, brand awareness is also a powerful engine of recruitment. This notoriety can however sometimes turn against the company.

“In the ratings sometimes, we have notes that are not directly related to the quality of the application, but also to the quality of the perceived experience, which can suffer from a number of complexities of our business.” Lost luggage on an Air France flight is not easily forgotten.

Comments and user tests to identify functions

But Vincent Fillon agrees nevertheless, the note is “very important”. And comments? Sometimes you have to sort out, such as the complaints about the lack of support for the iPhone X just after its presentation in 2017.

“In the notation of Stores, it has become an important topic Some topics may appear huge in terms of feedback, which does not necessarily correspond to the truth of the concern of the majority of users.”

To measure satisfaction, Air France uses Stores but also dedicated satisfaction questionnaires – in the form of notifications in the app. And in order to evolve its apps, the company also performs tests (user testing), clubs and even co-creation workshops bringing together its teams and users.

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