Data-Driven Strategies to Get Your First 10,000 Mobile App Installs
By Sue Azari, eCommerce Lead, EMEA & LATAM at AppsFlyer
It’s tempting to think that a well-built app will automatically draw in audiences. But, with around 5.6 million apps in the Apple App Store, Google Play Store, and Amazon Appstore, combined, competition is fierce and simply having a great app isn’t sufficient.
This challenge is perhaps even more pronounced in the Middle East where, for example, an AppsFlyer study has shown that 9 out of 10 UAE brands already offer a mobile app. And not just this, research shows that 80% of UAE consumers are looking to control or limit the number of applications, while over the last year, 64% have deleted more applications than they have installed.
Despite these challenges, the Middle East’s mobile app marketers must find creative ways to give their app an edge. After all, securing a spot on their customers’ smartphones could make or break their business. So, to embark on this journey with a winning strategy that gets you to your first 10,000 downloads, you must focus on four pivotal steps that maximize your odds of success.
To successfully launch and promote your app, start by identifying a real problem through extensive market research. Understand your target audience's concerns, interests, and behaviors, and determine how your app addresses their challenges. Next, focus on building a strong foundation through App Store Optimization (ASO), including keyword research and visually appealing App Store creatives. In the app promotion phase, prioritize organic growth through genuine community building, owned media channels, influencer collaborations, and targeted user acquisition campaigns. Finally, equip yourself with the right tools, using Mobile Measurement Partners (MMP) for campaign evaluation and app analytics to make data-driven improvements.
Challenges in the Middle East App Landscape
Navigating the region’s app landscape is not without its challenges. From linguistic and cultural diversity that arises due to the significant expat population to varying network infrastructures and a plethora of payment options, there are hurdles that app marketers need to address to succeed in this promising market. Moreover, competition in the space is fierce, making it essential for marketers to have a clear, data-driven strategy.
Unlocking Success with Data-Driven Insights
To master mobile app marketing and get to your first 10,000 installs, data-driven insights are key. Here are some insights and strategies to help app marketers thrive:
1. Localised Content is Key: The Middle East is incredibly diverse with various languages, cultures, and traditions. Tailoring your app and marketing content to local preferences can significantly boost user engagement. The data analysis can help you understand your audience better, allowing you to create content that resonates.
2. Optimise for Varying Degrees of Connectivity: The Middle East has some of the highest costs for mobile internet packages in the world. So, while connectivity abounds, users who are out and about can be conscious of utilizing data-hungry apps. To ensure that your app remains accessible, consider creating a lighter version that consumes less data, and functions smoothly across slower or more costly networks.
3. Flexible Payment Options: In recent years, the number of payment options available to consumers in the Middle East has grown significantly. Instant payment platforms introduced frictionless real-time transactions, while the services of buy-now-pay-later providers are commonplace on the checkout pages of eCommerce carts. Offering a variety of payment options, such as mobile money and local payment gateways, can significantly increase your app's accessibility and conversion rates.
4. Leveraging Influencer Marketing: Middle East audiences often trust recommendations from local influencers. Collaborating with influencers can be an effective way to reach your target audience. Especially in the early days of growing your app’s user base, engaging with micro-influencers could be a cost-effective way that has the benefits of also drawing in added credibility.
5. Continuous Data Analysis: The mobile app landscape evolves rapidly. Regularly analyzing user data through measurement platforms like AppsFlyer is essential for adjusting your strategies to stay competitive and relevant.
6. User Retention is Vital: User acquisition is just the beginning. Focusing on user retention strategies can maximize the lifetime value of your users, ensuring long-term success in the market. Our latest research indicates that UAE consumers are easily disenchanted by the mobile applications offered by brands — the majority (56.44%) of Android applications are uninstalled within just 30 days of being downloaded. Therefore, it is imperative for app marketers to engage in user retention strategies to enhance user experience, ultimately encouraging users to stay.
In the Middle East, mobile apps are rapidly becoming the de facto way in which consumers engage with their favorite brands. But securing installs requires a strategic and data-driven approach. With the right mobile measurement platform, mobile app marketers can harness the power of data insights to overcome challenges, unlock opportunities, and master mobile app marketing. By localizing content, optimizing for connectivity issues, and staying on top of user preferences through data analysis, the region’s mobile marketers can position their apps for success in this rapidly growing and dynamic market.
