What is Non-Incent Traffic?
Non-Incent Traffic, also known as non-incentivized traffic, is a marketing strategy compelling users to download an app and take an action without a reward from the advertiser. Motivating non-incent traffic requires the advertiser to show that the app is relevant in the user’s life. This strategy can boost post-install involvement with high-quality users. Advertisers are always looking for ways to engage non-incent traffic because it can lead to a greater LTV or Life Time Value relationship with the user.
How Non-Incent Traffic Works
The user downloads without a reward
Consider this scenario. An online user just got a cute lab puppy. During a browsing session, the user happens to see a banner ad for high-quality puppy toys and games. The ad contains a link to the company's app which the user installs. Because this user is highly interested in puppy toys, the subject of the banner ad; he downloads the app without expecting any rewards from the advertiser. This is an example of non-incent traffic. The user downloads the app because he wants his new puppy to be happy, which in turn gives satisfaction to the user. The user returns to the app frequently for updates on new toys, games, and other dog-related merchandise. Because this user is highly engaged, the company will have a longer and better relationship (LTV) for years to come. This ultimately leads to greater engagement and better ROI.
It delivers loyal consumers
Non-incent traffic is highly motivated to engage with an app because it gives value to the user's life in some way. When users are deeply committed, they are more likely to visit the app regularly. These users demonstrate their involvement by giving feedback on products and services. High-quality, deeply engaged users tend to give better, more positive reviews and respond more favorably to push notifications.
A campaign may be more expensive
A non-incent traffic campaign can be a more expensive strategy to undertake. It may mean developing a more strategic budget. By allocating a greater percentage of the budget to place targeted content in the right locations, advertisers can attract more high-value customers. Although this kind of campaign is more costly, the users tend to be more loyal. With a higher LTV, a brand that uses a non-incent campaign will exponentially profit by reaping a higher ROI down the road.
Why Non-Incent Traffic Matters
It increases organic users
Compared to an incentivized campaign, it may seem as though non-incent traffic results in fewer users. True. But, the quality of these users and the interest they have in the app will mean higher retention and more profitable CPI (Clicks Per Install) rates for advertisers.
It makes promotion easier
With non-incent traffic, promoting the app is easier because the users don't have to be sold as hard on its value. Users already know they want the app. With higher motivation, non-incent traffic can help the marketing effort and facilitate an easier sell campaign.
It boosts feedback
Once a user is encouraged to download an app, the user is more inclined to engage more deeply and more frequently. The user voluntarily downloads the app without expecting to get a reward. Having done so, the user is more inclined to feedback about the app and its products and services. These high-quality users can't wait to write positive reviews and respond favorably to push notifications.