Optimize Your Management Processes with airSlate SignNow's Digital Conversion Funnel for Management

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hi my name is berent lieger i'm the vice president of marketing for local hikes thank you for joining us for another whiteboard wednesday session today our topic today is app funnel management so we want to help give some advice on what steps you can take to optimize your your conversions and managing your funnels directly within your apps so let's start off by taking a look at the traditional view of how we as marketers look at funnel management so in a b2b environment we would typically think about suspects and the conversions to prospects to leads opportunities and then deals slash customers and we would certainly track every single step along the way to identify how well we're converting what those conversion rates are and what money we're spending at each stage in the app world our conversion funnels look very differently so let's take a look take an example of an e-commerce company an e-commerce company typically would be most interested in understanding how much does it cost to bring people into the app for people than to launch the app and ultimately going from let's say a product view to people going to the cart and then converting into actual paid customers in a news app that maybe look completely different for a news app your conversion might be more around getting people into the app having them look at an article and then either becoming a subscribed customer or sharing an article with a friend because in the news world is all around advertising dollars so being able to see exactly what people are doing in the app might be helpful to drive those advertising dollars so with that there are certainly ways how the app world functions differently because unlike your traditional marketing automation tools within the app you don't have page views you have certain events that take place so for you to understand your your funnels you'd have to start by defining your hypotheses of what people are going to do within the app the way to do that ideally is by having an analytical solution that can help you track what people are actually doing within your app we talked about certain steps here for an e-commerce app the beautiful thing here is once you've defined your your events and your steps and once your analytical solution can help you track how people are converting you have very detailed information on what the conversion percentages are each step why is that important how can that help if you have that information you can then focus on either optimizing your conversions so for example in the e-commerce scenario that we drew up you might change actual functionality within your app or you might show certain screens earlier rather than later to optimize this conversion or you might change the way that your card is is built or or shown to your customers in order to drive that quicker the other opportunity that an analytical solution will give you is you can do very very detailed user segmentation so as an example let's say you're spending advertising dollars on facebook on certain other ad advertising networks you can then compare how well are my users converting based on where they came from so you can for example determine that your facebook ads are much more valuable because your conversion rates are higher and ultimately leading to higher revenue at the end of the funnel so that could be very interesting for you as well the other method that you can use to ultimately drive your conversion might be to leverage in-app messaging what we mean by that is your ability to based on those segments you've defined and sending clear messages out to certain sub-segments of your user base to drive this conversion example might be coming back to the e-commerce example you might have certain people who are stuck at that cart level and who haven't completed a purchase so you could run an in-app message to everyone who's sitting at that stage with a special 10 promotion to ultimately drive them to that conversion so with that quick summary key thing about app funnel management one ideally define your hypotheses be very clear on what you think those steps are make sure you have an analytical solution that can help you understand if your hypotheses are true and three potentially look at leveraging in-app marketing solutions that can help you drive actual communication and very personalized interaction with your consumers with that thank you again for joining us today and we look forward to welcoming you very soon again for another whiteboard wednesday thank you