Full Funnel Strategy in Seasonal Times
Full-Funnel Strategy: How to Use Ads, CPPs, and In-App Visuals Aligned for Higher Conversions
As the holiday season approaches, app marketers have an exciting chance to capitalize on increased user engagement and interest. One powerful method to drive conversions during this period is through a Full-Funnel Strategy. This approach focuses on creating a seamless user experience across your ads, custom product pages (CPPs), and in-app visuals, ensuring users enjoy a consistent journey from discovery to engagement.
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Match Ads, CPPs, and In-App Visuals for a Cohesive Experience
Consistency is key. When users see a captivating ad, followed by similar CPPs and in-app visuals, it creates a feeling of continuity and trust, making them more likely to convert. Imagine the user experience as a cohesive story — from the moment they see the ad to the point they’re using your app. By aligning these visuals, you’re keeping their attention and encouraging engagement.
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Why It Works
For apps across categories like shopping, health, fitness, e-commerce, and gaming, this cohesive approach has led to higher conversions. When users see a visual journey that aligns with their initial ad experience, they feel assured and ready to engage. This continuity can drive up not only downloads but also retention, as users are more likely to return to an app that feels familiar and tailored to their expectations.
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What to Test and Improve
Here’s how you can implement this strategy step-by-step:
- Holiday-Themed Ads: Craft ads that resonate with the festive spirit — think of warm colors, holiday visuals, and seasonal messaging. If your app is in e-commerce, showcase limited-time deals or new holiday collections. For health and fitness, highlight New Year’s goals to attract users looking to start fresh.
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- Custom Product Pages (CPPs): Apple’s CPPs offer a fantastic opportunity to build continuity. Tailor your app store visuals to match your ads — holiday-themed icons, banners, and screenshots that echo your ad creatives can make a big difference. For example, if you’re running an ad with a Black Friday offer, ensure your CPPs mirror this promotion with matching visuals and messaging.
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- In-App Onboarding Visuals: Once users enter the app, greet them with familiar visuals and holiday themes they’ve already encountered in your ads and CPPs. Seasonal onboarding screens that echo the campaign theme can provide a memorable and reassuring welcome. In-app continuity also sets a positive tone and enhances the user experience, leading to longer sessions and better lifetime value.
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Extra Tips to Boost Performance
- Holiday-Themed Visuals on CPPs: Simple changes, like updating app icons and screenshots with seasonal touches, can capture attention and boost installs. Consider small but festive updates — they can significantly impact user interest during the holidays.
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- Consistency is Persuasive: Seasonal campaigns that follow a full-funnel approach can drive real results. We’ve seen success across our clients in various app categories, especially during peak times like Black Friday and Christmas. This strategy is an opportunity for app marketers to align their user journey and see improved conversions, making it an excellent approach to consider for holiday campaigns.
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A full-funnel strategy is not only a smart move but an effective way to convert more users this season. By testing and optimizing these steps, you can create a compelling journey that resonates with your audience and maximizes engagement.
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