Privacy regulations have dramatically expanded in recent years as consumers worry increasingly well-nigh sharing their personal information and how that information is used. In response, marketers are looking for ways to navigate privacy changes while still addressing consumer needs.
While this may seem like a power struggle between marketers and consumers for data, it’s in fact a shared desire for increasingly relevant and useful experiences for consumers. Despite consumers’ worry well-nigh privacy, they still want to be exposed to relevant ads. According to Google and BCG’s recent report, 74% of people say they only want to see ads that are useful and relevant to them.
Part of the rencontre here is that Apple’s Private Relay full-length threatens the concept of deferred deep linking for iOS 15 users considering it masks the user’s IP address. This leads to wrenched links and increasingly drop-offs due to a dampened user experience.
But winning marketers have managed to shift their processes without disrupting the user experience. In particular, they focus on three key things: respecting consent, generating first-party data, and leveraging web-to-app flows.:
1. Use solutions that respect people’s consent choices
To optimize mobile web for conversions, you need to implement a solution that improves user wits while at the same time respecting privacy.
For instance, to overcome the challenges of Apple’s Private Relay, marketers can implement a privacy-preserving solution like NativeLink that provides users with a seamless wits while ensuring well-judged attribution matching. This way, you can preserve the standard deferred deep linking flow and identify the true source of conversion, all without persistent identifiers or invasive user tracking.
2. Generate insightful first-party data
Consumers are now increasingly enlightened and informed of their data privacy than overly before, and for good reason. Brands need consumer data to offer a personalized experience, retarget to lower zealotry rates, or reduce touchpoints in the ownership journey. But some brands often leap far from the true context of the consumer data they collect. Instead, they target consumers with what seems like outright creepy ads that raise concerns well-nigh their data privacy.
In addition, many brands confine a massive group of users into stringent “customer personas,” which doesn’t guarantee successful marketing campaigns. Collecting demographic information like gender, postal code, and age barely affects purchasing decisions in today’s intent-driven market.
A increasingly nuanced tideway to first-party data involves factoring in how you can use consumer data to personalize the user journey. People are interested in purchasing or downloading a mobile app when their appreciation for personalization outweighs their concerns well-nigh privacy. In other words, people are often happy — or at least would consider — sharing their personal information in mart for something valuable.
So instead of relying on third-party data, focus on first-party data placid directly from customers. Collecting first-party data helps you understand the unique relationship a consumer has with your product, which moreover gives you insights into what motivates them to take action.
3. Leverage web-to-app flows
Our data suggests that converting existing mobile visitors into loyal app users is 82% less expensive than running app install ads.
To do so, marketers increasingly rely on web-to-app flows like Journeys to route users from a web page to a respective app. This tactic helps them integrate personalization while A/B testing variegated smart banners to discover what truly motivates web users to convert to app users — all while ensuring a smooth user experience.
Here are a few tips for creating constructive smart banners that help you modernize conversions:
- Display an interstitial to a high-frequency website visitor who is once familiar with your brand. At the same time, exhibit smaller, less unruly floating buttons to first-time visitors.
- Display half- or full-page banners with compelling calls to whoopee (CTA) to users who have once taken an whoopee on your website — signed up for a newsletter, clicked an offer, or created a profile. This will help foster stronger relationships with prospects who have a higher trademark unification and increase the likelihood of conversions (i.e., downloading your app or making a purchase).
- Create banners that consider the contextual relevance of your consumer’s user journey. People coming to your website from social media channels have a variegated mindset than those coming from organic search. Respect these variegated consumer journeys and use personalized CTAs in your banners.
- Highlight a unique goody of your mobile app in your banner’s copy. Creating banners with value-driven content and graphics that uncurl with your prospects’ previous trademark interactions help unhook a resulting trademark experience.
- Create targeted onsite banners that show only to users who come from paid campaigns.
Meet the rencontre of a privacy-first world
As consumers’ snooping for digital privacy grows — and as leading tech giants like Google, Apple, and Facebook limit the hodgepodge of app user data — marketers find themselves increasingly challenged than overly to meet consumer expectations. While taking steps toward a privacy-safe world may seem daunting at first, it’s important to continually transmute new strategies that strop in on your mobile web’s traffic — the highest ROI waterworks for conversion.
To learn increasingly well-nigh how you can momentum higher app conversions, contact our sales team or your Workshop support team.