Brands must look into engagement metrics to understand drops in app visits

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 25, 2019, 12:43 PM UTC

The metrics data is available on Google Play Console and App Store Connect.

This article suggests ways in which brands can win back their app traffic. Businesses must first check whether their app installs have reduced before investigating a dip in traffic. They must then identify keywords that saw a drop, followed by analysing their user engagement metrics to understand the changes since they noticed a decrease in app visits.

These metrics include app rating, number of downloads, app crashes and more. Brands must optimise their app text field to improve app store discoverability.

They should also optimise their store listing by running A/B tests to measure the impact of their changes and to increase conversion. Marketers must invest in localisation such that they personalise their products for their audiences.

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[9 minute read]