“New Year, New You!”—it’s the mantra that motivates millions to search the App Store for new finance apps after the holidays, eager to take control of their budgets, pay off debt, or save more… maybe all of the above.
But how can you turn these fleeting resolutions into long-term users for your finance app? By leveraging strategic, performance-based acquisition tactics, you can capitalize on the Q1 momentum to turn January’s downloads into a loyal, engaged user base.
The Q1 surge and New Year’s resolutions
Finance apps see a significant uptick in installs every Q1, with downloads often rising by more than 20% compared to other quarters. In fact, global finance app installs in Q1 2024 saw a 36% increase compared to Q1 2023, reflecting the growing demand as more consumers turn to digital tools to manage their finances. This seasonal boost gives your app a unique opportunity to attract motivated users who are actively seeking support for their financial resolutions.
Beyond just downloads, the level of engagement with finance apps in Q1 also climbs. New users tend to check in frequently, revisiting apps multiple times per week to engage with premium features, monitor spending, manage new budgets, and/or track savings. As a result, finance apps saw in-app revenue increase by 119%, plus a 23% rise in sessions in Q1 2024 compared to the previous year. With such high engagement, Q1 presents a key opportunity to convert these motivated users into long-term, loyal customers.
Targeting high-quality users through high-intent channels
To attract these high-quality users in Q1, you should focus on high-intent traffic sources that target individuals actively seeking solutions for their financial goals:
Apple Search Ads
By targeting specific financial keywords such as “how to save money” or “best budgeting apps”, finance app marketers can reach users who are actively searching for solutions. These search queries signal immediate, actionable intent, making users more likely to engage with an app that meets their needs. With Apple Search Ads, your app listing appears at the top of relevant search results, driving higher visibility and conversion rates. Apps using this channel see an average 50% conversion rate, outperforming other mobile advertising platforms.
Keyword conquesting
Elevate your app’s visibility and attract high-intent users by aligning with the exact terms they’re searching for, like “debt tracker” or “investment tools”. This strategy boosts organic volume, improves app store rankings, and builds credibility, making your app more discoverable to the most valuable users. By ranking higher on relevant keywords, your app benefits from increased visibility, enhanced reputation, and a halo effect that positions it as the best in its category—all while maximizing conversion potential.
Retargeting
Retargeting is a valuable technique for re-engaging users who have shown interest but haven’t yet converted. By reminding users who interacted with your app but didn’t take the final step to download or subscribe, you can reinforce your app’s value, offer incentives, and increase the likelihood of turning qualified leads into loyal, long-term customers.
Case study
Source: Perform[cb]
Turning New Year momentum into long-term engagement
To keep your app’s new users engaged beyond the initial New Year resolution period, a successful approach would include a combination of educational content, incentives, and goal-tracking tools. These features not only help users stay focused on their financial goals but also provide long-term value, ensuring they continue to use the app well after the initial excitement of resolutions fades.
Push notifications that cater to users’ specific behaviors or financial situations are particularly effective in driving regular interactions. Research has shown that personalized notifications can improve retention by up to 51%, highlighting the effectiveness of this strategy in fostering long-term retention.
Perform[cb] uses a sophisticated optimization approach, running a custom campaign model that prioritizes both primary and secondary KPIs to drive maximum success. For example, when a popular banking app aimed to boost installs and registrations, Perform[cb] optimized traffic for both goals, resulting in a 233% increase in new users and over 15,000 registrations within a month. As your campaign data evolves, we continuously fine-tune strategies to maintain a steady stream of high-value users, all within a pay-for-results model that aligns with your long-term goals.
From resolution to retention
To fuel lasting growth and keep users hooked year-round, you must optimize well beyond the January rush. It’s not about new resolutions—it’s about crafting an experience that turns short-term interest into long-term engagement, long after the ball drops.
Ready to optimize your app’s user acquisition strategy and boost engagement beyond the New Year? Reach out to Perform[cb] today to explore tailored solutions designed to drive lasting success.
