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First-time app experiences suck.
Apps often don’t know where you’ve been, why you downloaded them, or what you’re trying to accomplish. So they give you a generic experience … and users abandon most apps after one or two uses.
Mobile app marketing platform Tapstream is launching a new technology to combat app abandonment that listens in on your website to see what users are doing, stores the information in the cloud, and then can be called from a mobile app so you can offer a smart, contextualized, relevant app experience right from day one.
Or minute one.
“It’s something akin to being able to land web visitors on a landing page to better convert them,” Tapstream CEO Slaven Radic told me last week. “For example, on the recipe site Yummly, visitors on the site who choose to download the app can pick up right where they left off, right at the recipe they were engaged in.”
That’s a very powerful engagement signal, Radic says. It essentially allows your app to behave like the big boys apps — YouTube comes to mind — which are able to provide a personal experience from the first install because Google knows what you’ve done on YouTube in the past. And there is no really similar technology available elsewhere, Radic says, because even though deep links into apps exist, they don’t work if you don’t have the app already installed … and they can’t pass any parameters to the app to do something intelligent.
Yummly seems to believe in it:
“App developers and marketers often lose new users by not offering a direct path to the intended content, and unfortunately there are few tools to address this,” Ethan Smith a Yummly VP, said in a statement. “We used Tapstream’s Onboarding Links to test different app promotions on the website and to measure which promo drove the most downloads. By testing contextual promos, we have been able to increase key metrics by 50 percent.”
We’ll be talking about all things mobile at MobileBeat 2014 in early July.
Tapstream is currently on about 100 million devices inside about 4,000 apps, the company says. It’s planning to grow far beyond that, however, with this new product.
And with a little twist: free attribution.
Attribution, of course, is analytics that tells you why things happen: installs, launches, purchases, and more. While companies like Apsalar are still charging for it — the base pricing is $999/month — Radic feels that time is past and that attribution is now a commodity.
“We’re going completely go free on attribution,” Radic told me. “That comes with backend analytics tracking engagement and revenue by channel and is compatible with what Apple just released at WWDC.”
While it’s not immediately apparently if all attribution is the same or if there are different levels of quality and capability, Tapstream has been providing attribution analytics for several years. The company goes beyond just telling you what happened, Radic says, and helps you do something with the data, such as getting more users and more revenue.
Capabilities include cohort analytics, ARPU (average revenue per user) over time, and tracking installs from the point of an ad click or visit to a website, which Tapstream says will “enable mobile marketers to attribute every download of their apps back to the source.”
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