Mobile apps have raised the bar on consumer expectations for “online engagement journeys.” Apps have the power to engage a consumer on a much deeper level than a template or website page. But are they worth the effort?
Here are some questions to ask:
- Does it provide marketing with highly valuable segmentation data?
- Can your sales team later contact people that used the app?
- Does it connect with your CRM or marketing automation platform?
- Is it scaleable with logic that can be reused for other efforts?
- Can you run A/B or multivariate testing?
- Does the content related to your brand?
- Can it qualify traffic to your site?
If most of these apply, it may be worth your while to invest the time in one of these marketing app ideas, each with online lead generation and conversion goals built into its concept.
Test Your Knowledge Promotion
Find out how much someone knows about your brand. Structure the content around key brand differentiators and what you want to learn about a person. Ask they about what they feel, believe or what their pain points are. Then use this information teach them what the brand is really about and for cultivation emails and save with the profile in your CRM.
Variations: Change the incentive (i.e. coupon, sweepstakes, reward points etc.) or test a person on their preferences; “What would you do?”
The idea here is getting a person engaged by offering an immediate payoff with real-time results. This allows people to identify with others and build an affinity with other like-minded people. Just giving a snapshot teaser of the results works best, then couple with a lead gen component to receive an emailed version of the “full report”.
Variations: Experiment with different poll content – hard-hitting news related topics vs. softer humorous and socially sharable content.
Use typical gaming formats such as guess the right answer, content reveals, card matching or memory game but use brand related content. Images will make the game more engaging and “sticky” and don’t forget the cool sound effects and exciting 3D layout!
Variations: Combine with a leaderboard and promotional incentive for lead capture.
A visual and interactive way to organize and interact with content. The default view could be brand awareness and then offer enhanced personalization if they enter their zip code. Include contact information or events in localized content.
Variations: Allow users to login with Facebook, use a Google API or incentivize sharing the app with friends.
Make navigating your site fun by asking a series of questions about what a visitor is looking for. Instead of this being a survey, make it functional like a smart search, providing search results at the end that have related content on the site to their needs.
Variations: Play with drop downs vs. radio buttons. Track Exit Rates to understand the optimal number of steps.
This is great and widely used for eCommerce for (cars, customizing clothes). Even if the person can purchase the item, if combined with a “save to your wish list” or an opt-in for alerts with this product is available, it can provide valuable information about preferences
Variations: See the difference in capturing an email below vs. the end of the flow. Allow a person to submit their own ideas.
For all of the above ideas, make sure it feels like a personal journey and above all captures data that can be used to start a more meaningful conversation with the customer. This means that what happens after they leave the app is almost as important as the app itself. Have a plan – and react quickly to keep momentum with triggered communication.
And don’t forget to thank them for participating – Tell them how much you value their input and how their feedback directly contributes to the evolution of the brand.
MORE LEADS + MORE BRAND AWARENESS + MORE REVENUE
Share with us your app ideas for conversion mapping?