BAUR app cracks 2 million active app installations
22. Jun 2023
We have reason to celebrate! The active installations of the BAUR app have exceeded the 2 million mark. We took this as an opportunity to talk to two of the creative minds behind the app and find out more about install marketing.
2 million: That's exactly how many people have installed our BAUR app and are actively using it on their smartphone.
A special milestone that we don't want to just leave there. After all, a lot of work goes into it. In this article, we want to focus on this and understand the processes behind the success of an app like ours.
The experts in this field are Hanna Beierwaltes (Business Owner App) and Michael Bräutigam-Groß (Marketing Manager App). Find out now what has helped to bring the BAUR app this far and what the future plans are.
💡 Note: The "Active installations" key figure is calculated from the difference between installations and uninstallations. This means that only people who actually still have the app on their device are counted.
8 questions for Hanna Beierwaltes and Michael Bräutigam-Groß
When and why was the app launched?
The app was launched at BAUR in 2016, as it was already clear at the time that shopping apps were on the rise and would become the preferred channel for online shopping. This has since been confirmed, and the app is currently the channel with the highest demand in a comparison of devices.
How does install marketing work?
It is similar to "normal" marketing, but the focus is not on selling products, but on installing the app. After clicking on the advertising banner, users are directed to the App Store (iOS) or Google Play Store (Android), depending on their operating system, where they can download the app. If a purchase is made after launching the app, we are of course delighted. The partners we work with here are: Facebook, Google, Tradedoubler, Apple Search Ads, Ströer.
What was the last installation campaign like?
What would you like to implement next?
For marketing: We would like to shift the campaign focus towards purchase/turnover in addition to the download in order to sustainably target users with higher purchasing power. In addition, the integration of online marketing attribution into the app will be finalized and the test of installation advertising on TikTok will be completed.
App development: We generally have many different topics on the roadmap in the app team, as we are continuously developing the app to keep it state of the art. For example, we are currently planning to revise the UX side of various app templates (e.g. Android navigation) in order to make the app even more customer-centric.
Have you incorporated feedback from customers?
We continuously evaluate various app KPIs in order to draw conclusions for the further development of the app. Furthermore, new ideas and features are regularly tested and reviewed with the help of usability tests.
What factors do you use to measure the (failure) success of the app?
The key figures active app installations, demand share, session share and the push opt-in rate are already known from the weekly reporting. The stickiness (return rate) also plays a role. We also keep an eye on the app's ratings and try to respond to any problems/bugs that arise. Of course, technical factors such as the performance (e.g. loading times) of various app templates (Detailview, App Start, MBAs) are tracked (albeit more internally).
The CPI (cost-per-install), order rate (orders divided by installs) and stickiness (return rate) are the main factors relevant to the evaluation of app install marketing campaigns. The focus here is on the order rate, but the other factors complete the picture.
Does the BAUR app have a unique selling point?
Compared to the web store:
- Various push notifications for promotions, for browsing behavior in the app or for shipping the order, as well as the app inbox (message mailbox)
- Exclusive discounts/promotions for app users
- Share function for products
When are the most customers active in the app?
A look at the sessions of the two apps shows that the time around Black Friday and the Christmas bonus mailing is particularly strong. This is when customers find the best deals in the app and saving money is a priority for many people, especially in the current times:
In comparison, summer time is significantly weaker. This is understandable, of course, as customers would rather be out and about in nature or on vacation than in our app during this time. 😉
2,000,000 million active installations - No wonder Hanna and Michael are almost blown away!
Would you like to take a closer look at the BAUR shopping app yourself? Then simply download it from the App Store (Apple) or Google Play (Android).
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Hello and welcome to the BAUR Group JobsBlog! My name is Sabine and I regularly write blog posts for you as a working student in the HR Marketing team.
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