5 Ways to Drive Down Mobile App User Acquisition Costs

In any business, the cost of attracting new customers far outweighs the cost of keeping current customers happy. In the mobile app marketing world, though, it’s all about bringing in new eyes and getting exposure for your app.

The problem is, this type of exposure isn’t cheap, and the cost of doing business can be oppressive for many.

Fortunately, there are measures you can take to keep your cost per acquisition down so you can focus on delivering the best content possible. Here are five ways you can drive your mobile user acquisition costs down.

Testing

An ad is only good if it’s effective, and the only way for you to know if it’s effective is to test it extensively. Use A/B testing to determine which approach is best for your marketing your mobile app, and continue doing research to further fine-tune your advertising.

Tracking

The only way to know what advertising methods work is tracking everything under the sun. Once you understand how customers view your app and what factors make for a likely installation, you’ll be able to better market your product to the uninitiated.

Go Beyond Installs

Just because someone installs an app doesn’t mean you’ve really acquired a customer. It’s the customers who use your app extensively that really provide value. To that end, give people an incentive to use your app more frequently, such as bonus in-game currency for logging in each day. You can also reward customers who share their progress with others or write reviews in the App Store or Google Play store.

Timing

Timing is everything in many industries, and mobile apps are no different. Big events such as major product launches and holidays are prime time for new user acquisition, and the price to acquire these users is at a premium. Steer clear of these occasions and focus your efforts on times where you’ll get customers for lower prices.

Freemium

The freemium model works because it eases customers into a relationship with you. Instead of putting a paywall between your app and your customers, a freemium model gives you the chance to show people why they should pay for your app. It also adds the possibility of receiving even more revenue over time, and it enables you to track the points at which customers start paying for your product.


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