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Use Q5 data to drive mobile app growth throughout the year – TechCrunch

Wondering how to improve your mobile app marketing performance in the spring without experimentation or extra cost? Take advantage of the results of the high winter season, also called Q5.

The huge amount of data received during the winter holidays can improve your marketing strategy and boost your app growth. Here’s how to extract insights that will make this approach work, improve your ad creative strategy, turn assumptions into proven facts, personalize your product, and increase lifetime value.

What (or when) is Q5?

Q5 is a peak season for mobile app marketing. Although it only takes place during the winter holidays, its results are equivalent to the whole quarter in turnover. But it’s not just a winter story. Q5 can also be used in spring and summer.

Why is Q5 data so valuable?

  • You get a more expensive audience. The e-commerce business period ends just after Christmas when mobile apps come into play. , allowing app campaigns to get more reach for less money. They also have access to a more expensive and, therefore, more affluent audience, at a lower cost than usual.
  • Better understand user behavior. Many people make New Year’s resolutions to become better versions of themselves. The “New Year’s resolution” mindset makes people ready to invest in themselves. And that makes Q5 incredibly effective for fitness, health, personal growth, and education applications.
  • Higher engagement rates. During the Christmas holidays, people spend more time at home and, of course, on their phones. As a result, app ads grab their attention more.

All these reasons help mobile apps to generate profit. For example, revenue from the Headway app grew by 200% compared to other periods.

Data from Sensor Tower’s Headway app. Picture credits: Progress

Four Ways to Use Q5 Data Right Now

Improve your creative advertising strategy

During Q5, you can more effectively estimate your hourly traffic to build a daily trend. Because you’re getting a lot more traffic than usual, patterns start to appear. After building your daily trend, you can extrapolate it to subsequent periods.

For example, we noticed that our ads performed better in the morning and evening, just at commute times. We couldn’t clearly discern this trend in normal times, but a significant amount of traffic during Q5 made it clear to us. So, based on this discovery, we modified our designs. Now we tell people that they can spend their downtime effectively with our app.

Estimating traffic on an hourly basis can help identify top-performing ad creatives much faster. You will incur less inefficient costs when you notice them and start to scale in different variants. And as a result, you get more revenue from top performers.

When our team notices a high-performing ad, we scale it in different ways. For example, changing the placement or using an image with other ad text. Once we decided to experiment more and randomly rotate a bed on a procrastination ad. The creation continued to play with the bed in a new position and was even more successful than the previous version. Since then, we haven’t been shy about tweaking these small details, because even minor tweaks can be important for Facebook Ads on a large amount of traffic.

Headway app ad image

Picture credits: Progress

Turn your hypothesis into proven facts

During the fifth quarter, marketers typically try out new creative and ad placements that they’ve been hesitant to use at other times of the year. This is a great strategy to follow because you can test your hypothesis on a much larger audience and draw conclusions. But do not limit this approach only to the Q5 period. Use verified advertising techniques to boost your marketing strategy for the coming year. But how to apply it in practice?

We used to think our Instagram feed was the best ad placement for us and we didn’t think Reels would work as well. We’ve tested this ad placement several times, but it didn’t seem to work well enough. Therefore, we put it aside and decided to try it with a massive audience during Q5. Finally, it worked well. With a large amount of cheaper traffic, we not only validated Reels as a successful ad placement, but also created a strategy for our regular Instagram Reels ads.

Improve marketing metrics with cheaper access to expensive audiences

Subscription model apps can increase their LTV (customer lifetime value) by gaining new audiences that weren’t accessible before. How it works?

Say you typically reach users with a CPM (cost per thousand) of $15. You’d like to get users with a $25 CPM, but they’re costing you. As prices drop during the fifth quarter, these “expensive” users become “affordable”.

But why do you need more expensive users instead of reaching your good old $15 CPM users at a much lower price? Because the higher the CPM, the greater the purchasing power of users. Therefore, users with a CPM of $25 are more likely to convert to a purchase than those with a CPM of $15. So a more expensive audience has a higher potential to purchase a subscription on your app after the trial and a better chance of renewing it after a month or a year.

As you get more users with greater buying power into your app, the LTV increases. This approach also helps you build up a margin of safety for later periods that are less favorable for your application.

Now that you know your users better, personalize more

A huge amount of data from new creatives, new users, and new advertising techniques gives you plenty of insights to use throughout the year after the fifth quarter. So don’t miss your chance to maximize this information.

First, analyze and draw conclusions by observing user behavior during this period. How did they perform on your store, onboarding, on the paywall, and during the trial? Is there a correlation between the creative where users come from and their behavior in the app? Second, turn this information into an action plan to improve your product and personalize it further.

This method improved our work: in the fifth quarter, we noticed that our ad creative on decision fatigue became one of the best performers and many users converted to buyers because of it. Therefore, we had two assumptions: First, this topic is very relevant to our users and we need to create more content about it. Second, users like the layout of the ad creative, so we can use its visual element for the home screen. We tried both hypotheses, tested them and got positive results. Therefore, we use both approaches in our application.

Using these methods, you can go back to Q5 information throughout the year to improve your marketing strategy and product.

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