What are customer touchpoints? How do they improve your app conversion rate? |
Posted: November 24, 2020 |
Consumers now are more aware about advertorial and marketing campaigns seeking to convert them than ever before. This has made modern marketing more challenging than ever before. The elongation of a typical marketing funnel before a final conversion underscores the same. Engagement is crucial not just from an app user standpoint. Even prospects have to find a brand’s marketing creatives engaging to move closer towards conversion. This constant need for engagement is common across the board. The only question is how. How can marketers create a framework where they constantly engage with prospects and move them closer towards conversions? The question may sound loaded, but there are many brands that have succeeded in finding a solution. The problem of engagement and conversion is better understood with customer touchpoints. Before digital marketing became as relevant as it is today, most marketers didn’t regard terms like customer touchpoints. The rise of different digital platforms has enhanced the importance of customer touchpoints in the world of marketing. The obvious question - what are customer touchpoints? Customer touchpoints - The basicsCustomer touchpoints basically refer to the instances when a prospect interacts directly with a brand. For example, when you like a Facebook post from Zomato, you’re essentially creating a touchpoint with it. Touchpoints basically point to the primary currency marketers are after - engagement. Every customer touchpoint refers to some kind of engagement between a brand and a possible user or customer. Why are customer touchpoints important?Customer touchpoints were not important before the arrival of digital marketing. This is because the overall conversion process involved only one or two touchpoints. This meant marketers didn’t have to streamline various channels on which their customers were engaging with them. There were only a few channels and each brought a steady stream of conversions The modern conversion process is long.
Customers these days have over six touchpoints on average according to a study. These six touchpoints can cover a range of different platforms such as social media, email, search engines, blog posts and so on. What does six touchpoints mean? It basically means customers these days engage with a brand six times before making a purchase or performing any other desired action. This underlines the need to work on different platforms to enhance engagement and drive more conversions. How to grow customer touchpoints and enhance app conversion rate?Customer touchpoints are a common reality for both websites and apps trying to make it online. For the sake of convenience, we will henceforth discuss touchpoints in the context of mobile apps. Mobile apps are more tedious to market than websites because users have to first download the app. This creates a bridge marketers have to make their target audience cross. App marketers thus have to deal with a more elongated conversion process than normal website marketers. A greater number of touchpoints are thus needed to ensure app conversions. App development has also been simplified with the help of mobile app builders. AppMySite for instance provides seamless options to create WooCommerce app for iOS and Android. This simplification of app development has enhanced the importance of app marketing further. The following points cover how mobile app marketers can grow their touchpoints and scale engagement to the point where their conversions also increase, #1 - Deploy multi-channel marketingWhen you make an app, either from code or with a free online app maker, you plan to reach a very specific audience. Targeting a niche group makes sense because it ensures a campaign targets a segment most open to being converted. This specificity in audience selection often leads to narrowing of marketing channels as well. Companies begin to focus on a few platforms rather than reaching out through multiple avenues. The main reason behind a fall in touchpoints is this. Narrowing outreach avenues means there are fewer platforms prospects can engage with a brand on. This leads to a reduction in touchpoints and lower conversions. Thus, a multi-channel app marketing strategy is crucial for generating engagement and customer touchpoints. Does deploying a multi-channel strategy mean marketing on irrelevant platforms? Many could wrongly assume this is the case. A multi-channel strategy means marshalling all relevant platforms together and creating a consistent strategy. For instance, an app providing SaaS solutions to other businesses would not ideally find its target audience on Instagram or TikTok. A multi-channel strategy doesn’t mean marketers of such an app should then boost their profile on Instagram. The goal should be to leverage relevant platforms and techniques like LinkedIn, blog posts, email marketing, search ads, and so on. #2 - Message consistencyMessage consistency simply means adopting the same creatives and marketing CTAs on different channels. In a previous section, we mentioned how an average prospect goes through six touchpoints before conversion. Each of these touchpoints should hammer home the message the brand wants to give out. In the case of an app, this message would be ‘download the app’ or any related variation. Consistency is important because it keeps reminding prospects what the brand is offering. In modern marketing, there can be no room for ambiguity. Users have low attention spans now and marketers have to keep giving away the same message across all channels. Does this mean the content of a social media post should match that of an email campaign or a search ad? No. The actual content has to change based on the channel. However, the overarching message has to always be consistent. #3 - Analyze. Analyze. AnalyzeWhen dealing with multiple channels, it is difficult to succeed without tracking the progress of each channel. Thus, analytics is a key part of streamlining customer touchpoints. There is an obvious need to track marketing campaigns. Data on these campaigns is readily available on the platforms they run on. For instance, Facebook provides in-depth data to its advertisers as do all other major digital platforms. This form of analysis is not without merit, but it barely scratches the surface. App marketers should go beyond these analytics and study the behaviour of users who’re actually downloading the app. App analytics tools are ideal for this task. A thorough in-app analysis shows the user cohorts most open to conversions. Furthermore, marketers can also learn which marketing platforms show the most promise. These platforms can suitably gain prominence in a multi-channel marketing campaign. #4 - Make content the centrepiece of your strategyContent is often an underrated part of a marketing campaign. This is because many prospective customers skim through marketing content. This is partly true. UX practices such as eye tracking show how normal users actually skim past content without paying much attention. However, content plays a key role during the final conversion stage. This is the period where a prospect is at the cusp of downloading the app. At this stage, prospects study the content put out by a brand. This doesn’t just cover social media and email copy. Prospects are even likely to check website and blog content to affirm the services an app provides. Content should thus always be spotless and the centrepiece of your campaign. In conclusionCustomer touchpoints are very important these days thanks to the need for consistent engagement. This is true for both website and app promotions. Building an app has also become easier thanks to app builders making WordPress to Android app possible. App marketing is thus much more important now with the democratization of app development. Customer touchpoints are an important part of app marketing. This piece brings together the important things app marketers must remember about the same.
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