Integrate App With Website

In a world where websites are becoming more app-like and apps are becoming more powerful. People peruse websites, but they use apps.

Websites are browsed passively, while apps are used actively. Websites provide information, while apps help accomplish a task. Websites may have a larger audience, but apps have a more engaged audience.

Websites are different from apps in their purpose and performance. 

That’s why these two marketing channels shouldn’t compete for your customers’ attention, they should complement each other.

Don’t think about your app as a mobile version of your website. Let each marketing channel do what it does best, and lean on the other to fill in the gaps. Websites are great at providing information, while apps are powerful vehicles of engagement.

Guide people to the best experience you can deliver on each medium. Move people from your website to your app when they’ve understood your brand message and are ready to convert into customers.

Tip #1: Redirect mobile website traffic to your app

Even if you have a responsive website, direct people who visit your site on their smartphone or tablet to your app. Why? Because mobile apps are more robust, efficient, and usually better designed than the mobile web. Think of your mobile website as a gateway to your app – it’s funneling people to the best experience your brand can provide on that medium.

For example, Amazon’s mobile website allows consumers to search, find, and add items to their shopping cart. But, this same experience is smoother in Amazon’s app, which also includes additional functionality like a “Buy Now” button.

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Tip #2: Reproduce your website’s most beloved features

People who download a company’s app generally expect it to retain the core functionality and purpose as that company’s website, albeit with a more mobile-friendly user interface. Don’t blindside your consumers with an app feels unrelated to your web presence. Instead, bring your site’s most used and most loved features to the mobile sphere.

Take a look at how Amazon built its robust product search and account management features into its app.

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Tip #3: Be innovative and add some app-specific functionality

To be clear, the above tip does not mean that your app should simply replicate your web experience. Yes, your app should include your website’s best features, but it should also enhance them in some way using mobile’s unique capabilities.

For example, Amazon augmented its mobile search functionality by leveraging smartphone cameras so its app users can find items by scanning them!

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Tip #4: Create a seamless experience (and linked conversion funnels!) for people who go from your website to your app

Continuity between devices is becoming increasingly important. Companies need to provide customers with a consistent brand experience as they move from their laptops to their smartphones. In other words, people should be able to open your app and pick up where they left off on your website. So, make sure your app pulls in user information and behavior from your website to create a seamless transition. By the way, one way to feed this data into your app is through profiles!

Returning to the Amazon example, notice how you can add an item to your cart on the ecommerce giant’s website, and then open Amazon’s app to continue the check out process on your mobile device.

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Integrate App With Email Marketing

48% of emails are opened on a mobile device. More than half of emails are read on a smartphone or tablet, this channel can be used to drive app downloads. In-app behavior could be used to create more personalized emails that resonate with each recipient.

Email marketing pumps users into apps and in turn, apps pump more personalized content into emails.If someone is engaged enough with your brand to subscribe to your emails, then there’s a good chance they’ll be interested in your app too. Let your email subscribers know when your app goes live and pay attention to how they use it.

Tip #1: Tell your email subscribers about your app and encourage them to download it

There’s a good chance that your marketing team has a precious list of people who have opted into receiving email communication from your company. These subscribers represent a highly engaged brand audience who regularly want to hear from you. So, use this medium to tell them about your awesome new app and bump up your downloads.

Here is an example from CVS. Notice how they used concise copy, impactful visuals, and deep links embedded in their email to announce their app and drive people to its listing page.

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Tip #2: Use in-app behavior to better inform your email marketing

Web marketers know that a targeted email marketing strategy is the key to nurturing your leads and keeping your customers engaged with your brand. But nobody will read your company’s emails if they’re irrelevant. That’s where your app can help. Use in-app behavioral data (i.e. what your users are doing inside your app) to better personalize your email marketing campaigns. Look at what products people favorite, what items they add to their mobile shopping cart, what screens they spend the most time on, etc.To see this tactic in action, check out how CVS uses information on what products people browse in its app to trigger applicable email deals.Integratingyourappwithyouremailmarketing-tip2

Tip #3: Use profile data collected in-app to better target your email campaigns

No matter how much time consumers spend glued to their beloved smartphones and tablets, they have a life and identity outside of their mobile device. Remember, your app users are real people so take every opportunity to learn more about who they are. Depending on your app type, you can collect profile level data (like demographic information, gender, interests, location, etc.) inside your app and then use it to better customize your email campaigns.For instance, when I downloaded Uber’s app and set up my profile, I specified my gender as female. Now, Uber sends me emails about important women’s issues that I care about.

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