Don’t Send Your Mobile Customers to the App Store!

One of the biggest mistakes I see companies make in their mobile marketing efforts is assuming that customers will easily find their apps in the Apple App Store or Google Play. More likely, your app will never end up on their phones if you leave customers to their own devices.

Allow me to illustrate.

Let’s say that a customer – we’ll call her Betty – is in line at your brick-and-mortar business, getting ready to check out. As a mobile marketing specialist, you know that if you can get Betty to download your mobile app onto her phone, your chance of retaining her as a customer for the long haul is much higher. So you have a sign displayed at checkout: “Download our mobile app today and save!” The sign has the Apple and Android app badge images, letting Betty know that yes, your mobile app is available for her iPhone, and to get it, she only needs to download it from the App Store.

But what does “downloading it from the App Store” actually mean? Here are the steps that Betty will need to take:

  1. Pull out her phone and open the App Store.
  2. Switch to the “search” tab.
  3. Type in the name of your store.
  4. Scan the list of results to find your app in the list and select it.
  5. The App Store app displays the info for the MyStore app.
  6. Click “Install”.

There are several potential pitfalls with this approach:

  • From Betty’s perspective, that’s a lot of work for not a lot of reward. Opening the App Store app, typing in the name of the store, scanning the results – all of those actions take time and mental energy.
  • When Betty opens the App Store app, she is instantly greeted with a list of featured apps. The potential for distraction is very high. “Oh look, Angry Birds 17 is out! I’m going to download that right now!” If her attention is diverted to another app, it is extremely unlikely that she will remember to go back and search for your app.
  • The same potential for distraction can happen when Betty views the search results. All it takes is one interesting app to divert her from the goal (i.e. downloading your app).

But there is a better way.

Let’s go back to that sign at the checkout again. It still has the “Download our mobile app today and save!” message, and it still has the App Store and Google Play badges. But is also has one extra, prominent line of text: “Text MYSTORE to 48793 to download.” Rather than sending Betty to the App Store as our call to action, we’re asking her to send a single text message – something she already does dozens (if not hundreds) of times each day.

So what does the process look like for Betty?

  1. Pull out her phone an open the Messages app.
  2. Text “MYSTORE” to the shortcake 48793.
  3. She receives a reply that says, “To download the MyStore app, click here:”.
  4. With a tap of her finger, she clicks the link, and says “yes” to the prompt to open up the App Store app.
  5. The App Store app opens up and displays the info for the MyStore app.
  6. Click “Install”.

The number of steps is the same, but the process feels much easier for Betty, and it’s much more likely to result in a download:

  • The number of decisions Betty needs to make is greatly reduced. She is asked to do one thing – text a word to a number. Then, she gets a text message with only one option: Click this link.
  • There’s no opportunity to get distracted by other apps in the App Store, because she never sees those other apps.
  • She doesn’t have to type in a search herself.
  • Even if Betty doesn’t complete the process immediately, the text message with the install link will be sitting in her Messages app, making it much more likely that she’ll complete the process later.
  • If you’re interested in getting more customers to download your mobile apps, text messaging and install links are vastly superior to simply pointing them to the App Store or Google Play and hoping they’ll make the right decisions. LinkSense was designed to make this process simple and foolproof. If you’re ready to get more app installs, sign up for our free trial today!

    Photo credit: Clem Onojeghuo via Unsplash

By | 2017-08-16T07:47:59+00:00 August 16th, 2017|