I recently came across an excellent and comprehensive guide to technology that powers the growth of mobile apps today. The Mobile Growth Stack is a framework that helps marketers, founders and growth practitioners develop and evolve their strategies for growing the user base of a mobile product or their entire product portfolio. It covers virtually every angle when it comes to acquiring and growing users, with at least one fairly notable exception.
Today companies are spending more money than ever to acquire app users. Once acquired, companies spend heavily investing in tools that help engage and retain those users. These tools allow for a Growth Manager or a marketing team to engage with users at every step of a user’s lifecycle, from on-boarding through to conversion, and via re-engagement across multiple channels.
The Mobile Growth Stack details out some of the important area to focus on when it comes to User Experience (UX). UX plays a big part in both the engagement and retention of your existing users, which, if successful, leads to additional conversions and monetization.
One area the framework doesn’t highlight is the impact that app speed, app performance and in-app errors have on a broader growth strategy. A Growth Manager or marketing team may have designed a killer acquisition strategy and are attracting thousands of users to the app; these users are then welcomed by slick on-boarding or engagement campaigns designed to make the UX as easy as possible, with an ultimate aim to retain these users and/or convert them into paying users.
These campaigns often use lots of images, API calls and sometimes videos for added personalization. Such on-boarding campaigns are becoming increasingly advanced as users are moving en masse to smartphones from desktops/laptops for their daily internet usage.
During my 3 years working at one of the largest mobile engagement companies, I learned from talking with clients running these campaigns that they’re often restricted on the content they’re able to push to consumers, particularly when targeting users in countries with less advanced mobile networks. Slower networks means slower rendering times, and in some cases, frustrating app timeouts while requesting images or videos.
App speed and in-app error reduction should absolutely play an important part within your mobile growth strategy. Users around the world are connecting to your app via 2G, 3G, 4G and Wifi networks, and 70%-90% of the latency they experience is on the over the air connection: the “last mile” distance between a user’s device and the edge of the internet.
Neumob’s clients use our market-leading app acceleration SDK to overcome the issues highlighted above, typically speeding in-app requests for assets like images or API calls up between 30%-300% – including all those requests to 3rd parties. Just take a look at some recent case studies here, here, here and here to see what a difference the SDK has made for some very different types of mobile apps.
Our clients are also seeing these speed enhancement and error reductions directly link to increased sessions, increased conversions and lower churn rates. In some cases, conversions are actually up by 40% after integrating the Neumob SDK.
Neumob offers companies a free 7-day acceleration trial of our enterprise-level Neumob SDK, which allows a trial of our platform in their production app, deployed to real users in order to prove the benefits increase speed can have on your KPI’s. Contact us here and we’ll get you started.