Switchup app cost5/2/2023 Follow our tips to generating targeted, user-friendly interactions and you’ll see far more uptake than from a passive option alone, all whilst maintaining a positive user-app relationship. There can be a concern with this approach that these messages will become an annoyance to the user, and actually damage the chances of them recommending it. The most successful apps use both methods - since the inclusion of a passive option is fairly straightforward, we’re going to focus on actively increasing referrals through app interactions. There are two main approaches you should be looking at if you want to increase the number of friend referrals your app receives: passively giving the option to do so, with an ‘Invite a Friend’ link available somewhere in the app (like the screen from Aura above), or actively encouraging users to share their experience via dynamic interactions like push notifications and in app messages. Using the mindfulness app Aura as an example, we’re going to take a click-by-click look at how their recommend-a-friend campaign works, and the key areas to develop for a successful referral program. Secondly, the new users that download the app through referral are likely to generate more revenue: referred customers 16% more likely to continue engaging with your business, they also have a 20% higher lifetime value than the average customer. Firstly, they delivering new users without incurring an advertising cost, by encouraging happy customers to promote on your behalf. Friend referrals are not only an additional acquisition source for apps, they boost ROI in two ways. What most businesses really want is to acquire more customers - the users who generate revenue in the app and bring value to the business. It’s great to acquire more users, but with churn rates for apps being notoriously high, acquiring lots of users doesn’t necessarily translate to a great ROI. This makes app referrals incredibly valuable - the personalized promotion they offer makes them more effective than numerous reviews and testimonials by strangers - but this is also the same reason that gaining app referrals can be tough. We’re more likely to try an app out based on a friend’s referral because we know that most people are picky about what they recommend to their personal connections, so the products and services that they do choose to share come with their seal of approval. And that, in a nutshell, is the power of friend referrals: we’re (understandably) programmed to trust the recommendations of people we know over the promotion of the company themselves, making that some of the most powerful advertising available. Most of us (I would venture to say almost all of us) would go with trusty Joe there on the right and his classic example of a friend referral to tell us where we should be spending our hard-earned cash. On the left, we have a Facebook ad pinging out to anyone who might have looked at buying gadgets recently on the right, we have a text message from a friend, giving a personal recommendation and a discount for the same retail app. Below are two ways of promoting the same (very fictional) app, TechNow. So here it is: a detailed toolkit of everything you need to revamp your approach to referrals, and give your acquisition a boost along the way. As if the title of this piece wasn’t a give away, I’m talking about friend referrals. What we can offer is a reintroduction to an acquisition source that is often overlooked and underappreciated, but which can lower expenditure on acquisition - and deliver a higher number of users that actually convert and bring value to the app. There is, of course, no quick-fix, wave-a-magic-wand solution - if there was, every smartphone user on the planet would already be using every app on a day-to-day business. The cost of acquisition and the relatively low ROI most apps get from this spend are amongst the most common issues that businesses come to Swrve with. I’m going to assume that your business is probably spending more money on acquiring new users for its app than you’d like.
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