How to Maximise user upgrades of your App

Jul 14

How to Maximise user upgrades of your App

If you are constantly iterating your App, you want all your user’s to keep up (if it will improve their experience). Its tough getting upgrades of your App to your latest version because so many Apps are doing it all the time.  Heres a few tips to consider.

1. What does my current installed user base look like?If you have a distribution like this you have a bunch of users on different versions – that means you really have a job ahead of you to get everyone to the latest. This is bad for business because:

  • Many of your users are getting sub-standard experience – thats bad for growth via recommendations (k-factor – see more here)
  • You can’t evolve your backend changes because you are wasting time on backward compatibility

Pie Chart of users by App version

Pie Chart of users by App version

2. For each version that is significantly different (either in function or user perception) – Segment your users with different benefits being highlighted.If some users have been having crashes, you could target them differently. Here is how you could target iOS users who are on an old version but are still using the App.

An example Segmentation Filter

An example Segmentation Filter

3. Time your prompt and Make it compelling!This is a great prompt, its attractive and somewhat compelling. I think it could explain to me benefits a little more but that is something you can run A/B Splits on. As I mentioned in #2 segmentation means you can target the “right-message” to the “right-segment”.Timing is interesting:

  • This example did it when I opened the App. In fact it did it every time I re-opened it – without any specific benefit explained.
  • Via a Push Campaign – with StreetHawk you can deliver this around the time the user typically uses your App
  • When the user is in the App but DEFERRED until they get to a specific screen. I really like this kind of timing because sometimes you just want some quick info without stuffing around with an upgrade. Why put your users through pain if they don’t know (or value) the gain!!!????

An Attractive Upgrade Prompt.

An Attractive Upgrade Prompt.

4. Measure the effectiveness of each campaign.If you’ve run multiple campaigns then you may find that one method is statistically more successful than others – you can double-down on that.

General Upgrade Prompt

General Upgrade Prompt

 5. Rinse and Repeat!Obviously some users won’t come back but from #4 you can know who responded and get an update from the report in #1 to get a new snapshot of the user base.

 

So thats a mobile engagement automation approach to boosting your user base to the latest App version. Let us know in the comments or on Twitter if you’ve got other ideas that have been super successful in upgrade conversions.

 

 

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