For the last several years, consumers have been spending a growing amount of time on, and money in, their mobile devices, relative to desktop. And within mobile, consumers are spending more time and money within apps, relative to mobile web (e.g. Safari, Chrome). In other words, in-app sales are a major driver of ecommerce revenue and they are only growing more important each year.
In fact, according to Criteo:
- 70% of mobile transactions occur in-app (as opposed to mobile web)
- in-app’s share of transactions has increased 22% YoY
A Growing Percentage of Transactions are Conducted in the App
No matter what part of the world you live in, it’s undeniable that the share of conversions being completed on an enterprise’s app is increasing, often surpassing conversions on the mobile web, and sometimes even surpassing conversions from the desktop web.
With the rapid growth of apps, it’s become harder and harder for enterprises to get their apps discovered. People’s mobile devices are saturated – they are getting jam packed with apps. Enterprises have had an outsized focus on driving paid install, app acquisition programs, effectively driving their cost-per-install up. Despite enterprises’ relentless optimization around their acquisition programs, cost-per-install remains stubbornly high.
Fortunately, many enterprises have begun to realize that acquisition programs are only half the problem, and that driving user retention is the other half of the equation. When you drive deeper user engagement in the app, it tends to improve average customer lifetime value (LTV). This is natural – for an e-commerce app, the more you can drive users back into your app, the more likely they are to see something they like and make a purchase, driving up their LTV. When an app’s average customer LTV increases (because they have streamlined their user re-engagement programs), then the amount they are willing to pay for customer acquisition also goes up, making them far more competitive on that battlefield.
Why deep linking is an effective app engagement strategy
One of the most effective app engagement strategies an enterprise can use is deep linking – because it can take a user from a publisher’s mobile website or app (say, they were reading about one of your terrific products) to the specific landing page in the app that increases their propensity to convert, instead of dumping them in the app homepage and leaving them to navigate to the product they were looking at. Deep linking in-app is a little more complicated than on the web or mobile web.
But for mobile marketers, it’s not enough to just have deep linking – they also need a way to intelligently track clicks and conversions to validate partner attribution. We just announced the launch of our new solution to optimize the mobile partnership experience. Introducing Impact’s TrueLink™