Mobile Marketing

Top Game Developer Enjoys 7x Lift in Conversion Rates with SingleTap™ Installs

Jul 16, 2019

By: Marissa Camilli

Ask anyone who has been in business for any length of time and they will tell you that it is always easier and therefore cheaper to drive new revenues from an existing customer or client than it is to win a new one. This rule is based on a number of factors, including reputation, trust and a lack of friction making it easy to do business.

The more friction, the less likely they will spend so freely with you. Therefore, it is vital for any business hoping to increase Lifetime Value (LTV) to smooth the route to create up-sell opportunities. This can present a significant problem for many app developers.

While reputation and trust are all in the hands of the developer (in terms of the quality of their service), the route to market is a potential source of friction. This is particularly true when looking at the Google Play store and other app marketplaces.

App Store Friction

Persuading smartphone users to download an app can be a rather disjointed experience. The friction of jumping from the brand experience of a mobile website or app to the Google Play store, and back again creates a lot of friction. This friction gives the user the opportunity to re-evaluate if they actually need or if they can actually be bothered to download your app. It’s a similar experience to “cart abandonment” in eCommerce when an unexpected shipping fee or delivery delay makes them consumer re-consider their purchase. In the app eco-system, every additional tap is an opportunity to lose a download.

Further Reading: App Distribution: Alternative Routes to Market for Android Developers

Instant Gratification

Reducing friction has never been more important. In the digital age, consumers expect instant gratification and with so many organizations out there vying for their attention, it’s easy to see how people get distracted and lose focus on the job at hand — even if this does just involve a couple of clicks on a smartphone screen.

Digital Turbine’s SingleTap™ solution is all about reducing customer friction and delivering downloads from a single tap. That single tap could come from a link or a banner on a mobile website, an email campaign, or via a push notification on an existing app. This creates real opportunities to get strategic with your app marketing campaigns.

Further Reading: SingleTap™ Installs – Breaking Down the Barriers to App Engagement

Creating Opportunities

Digital Turbine helped one top game developer realize a 7x increase in their conversions rates by helping them build on existing relationships and reducing friction.

Players were initially attracted to the developer’s games via a series of pre-loaded campaigns. This enabled the developer to reach a critical mass of smartphone users at a time when they were most engaged with their devices — the moment of unboxing.

Further Reading: Digital Turbine’s Secret Sauce: Reaching New Users at Scale

Players were then sent a push notification promoting a new and exciting game from the same developer which they could download with a SingleTap™. By dramatically reducing points of failure (users didn’t even have to leave the app they were in), this game developer enjoyed a staggering increase in their conversion rate, helping them present more revenue earning opportunities to their users over a wider portfolio of apps.

7x Lift in Conversion Rates

This incredible cross-promotion utilizing Digital Turbine’s pre-loaded campaign inventory and frictionless SingleTap™ solution saw a 7x lift in conversion rates when compared to promoted downloads routed via the Google Play store. Downstream engagement and retention for the new app remained on par with users acquired through the app store.

The moral of the story is pretty clear:

A better user experience drives better conversions and better customer lifetime value. IN fact, everything is better with SingleTap™.

Learn More

To learn more about how pre-loading and the SingleTap™ solution from Digital Turbine can help you dramatically increase engagement across your portfolio of smartphone apps, contact us today and ask to speak with one of our app marketing experts.

By Marissa Camilli