Here’s our final instalment in our series of mini-blogs full of advice for app marketers. Our final blog is about users’ lifetime value. Catch up with the others in this week’s series: Part 1: App Discoverability, Part 2: Apps’ UX, UI and Value, Part 3: Push Notifications and Part 4: Developers and Marketers
Lifetime Value (LTV) and Average Revenue Per User (ARPU) are metrics we consider vital to app marketing. Radium One recently released a report saying that high-value users engage with apps 4x more than the average app user, and that just 17% of users make up 85% of all revenue. Every marketing activity an app engages in should be measured, at least in part, in terms of these two metrics.
We so often see apps that focus on their acquisition numbers without considering how many of those users actually use the app after download. According to Quettra’s mobile intelligence, the average app loses 77% of its daily active users within the first 3 days of install. Lifetime value and ARPU should be front of mind for all acquisition activity – optimise towards the activity that is producing the most valuable users for your app, or you’ll find you’ve wasted a whole lot of money on those downloads!
We also see apps driving a huge number of users into the app through paid media, without doing anything to help the user understand why they would want to use the app. More of a focus on lifetime value and ARPU can help companies to identify the drop off points within the app and fix them – whether that be through onboarding, in-app messaging or feedback management. This avoids the common practice of paying to drive users into an app which hasn’t considered the user experience at all.
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Read more from Megan: A Merging of Worlds: Discovering App and Web Content and Dark Traffic and Its Rise, Part 1: What is Dark Traffic?