Posted by Krista McLandress | 1 comment

5 strategies to fight low app usage this summer

app usage summer

Summertime… and the livin’ is easy! We forget about work, disconnect from technology and set our sights on having fun in the sun. However, as we take a break from our desktops, many businesses struggle to drive traffic and sales in the summer months.

Thankfully, smartphones – specifically mobile apps – offer businesses the unique opportunity to reach consumers wherever they are, engaging them with relevant content and converting them with timely offers. But keeping app usage levels high all summer is easier said than done.

Recent stats show that most smartphone users split the majority of their time between 5 apps, leaving little time for their other apps. Combine this with heavier usage of travel & tourism apps during the summer months, and you’re probably asking yourself where your business’ app fits in.

If you’re wondering how can you continue to attract new users and engage the ones you have this summer, keep reading.

Here are 5 ways to keep users engaged with your app all summer long!

1. Launch new, exclusive content

Summer can be a great time to lighten up and provide more entertaining, bite-sized app content. While long form content like whitepapers, case studies and ebooks have their place, embracing interactive content like in-app quizzes, photo galleries, videos and playlists can keep users engaged with your app without being too time consuming or sales-y. For example, if your app is for a dental practice, why not create a quiz or image gallery about the best and worst summer foods for your teeth.

 

content_marketing_matrix

Source: Gravitate

 

2. Update your app icon & screenshots

Summer is synonymous with bright beachy hues, so why not give your app store listing a punch of color to appeal to the vacationing visitor?  For example, update your app icon to include summertime colors, icons or graphics to grab attention away from your competitors.

pop

Two app icon versions for gaming app Fruit Pop!

Updating your app icon not only helps you stand out in the app stores, but it can also spark interest in current app users who’ll notice the update on their phones. With that said, not all apps can take liberties with modifying their icon, especially if they have strict brand guidelines or have a very recognizable icon. Icons should remain true to brand identity, a lesson Spotify has recently experienced:

If modifying your app icon is out of the question, focus your efforts on app screenshots and update them to include summer contexts. Easyjet, for example, uses a popular summer vacation destination with seasonal background images, while maintaining their strong benefit messaging.

#BASIC

 

3. Bring storytelling to advertising creative

Summer is the perfect time to update the creative in your app install campaigns. Just like your screenshots, show the benefits of your app in contexts that vacation-minded app user can latch onto. You can also use re-targeting campaigns, like those offered by Facebook, to re-engage app users with exciting content or offers. Use storytelling to relate to your users and use attention grabbing creative, like video for example, to stand out and increase conversions.

lowes fb

4. Send seasonal push notifications

Push notifications inspire users to launch an app and take specific in-app actions, like viewing content, completing a survey or making a purchase. Push notifications are a great way to engage app users when the time and place are right. Adding a seasonal tone to your message makes it even more relevant.

push notification summer

In the example above,  H&M promotes key items customers will want for their vacation, but you could also include a promo code or a link to a coupon offer to further incentivize users. For additional personalization, geo-target specific users with messages that are more likely to appeal to them. For example, if you have a travel app, target people who are still in the city in the middle of August with an update on some last minute travel offers to beat the heat!

 

5. Use geo-fencing to drive local traffic

Apps can also help you drive traffic to a physical location thanks to advanced push notification targeting capabilities like geo-fencing. Local businesses can set up a geo-fence, triggering notifications to app users that fall into the parameters. For example, on a sweltering weekday afternoon, use geo-fencing to target any of your app users within a 2km radius to enjoy an exclusive offer, like a free lemonade while they shop.

You can also go a step further and use beacons to convert your on-premise app users. For example, send beacon powered notifications to users when they pass by specific in-store displays with a link to a coupon an offer on a related product.

How will you keep app usage high all summer long? Let us know your ideas in the comments!

App Promotion & User Aquisition Ebook

One thought on “5 strategies to fight low app usage this summer

  1. Good advice, especially fond of #4 and #5. Are there any stats on engagement or usage rates in the summer vs other seasons? It’d be interesting to see how much the summer mindset actually affects app traffic.

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