Are you thinking of strategies to engage your users more or to retain more users? Are they working? Let’s perform a reality check.
With so many apps coming up on the market, the smartphones cannot tackle all apps for the user. A thus faces cutthroat competition today and needs to think of strategies to acquire new users for your app and engage them as well as to retain your existing users. The chances are that a user may find your app cool and install it but delete it if it is not engaging enough for them. Also, constant notifications for updating the app may make it more challenging to use in the mobile and irritate the users if they do not use your app.
Statistics of app installation, retention, and engagement rates
Statistics have shown that after installing an average Android app, 77% users abandon it within the first three days and 90% within the first 30 days. It has also been observed that nearly 22% of the installed apps are never used more than once. Thus, though acquisition tactics are very crucial in the early stages, engagement and retention are needed in the long term for continuing a successful business.
Most common reasons for low retention and engagement of a mobile app
The most common reasons that push off a potential customer are the lengthy sign-up process and its demanding requirements, too many bugs and errors, slow performance, too frequent crashes, too many adds, free alternatives for the paid app, etc.
However, using certain strategies, you can engage and retain the users and add value to your app business. Here are the key strategies you need to retain and engage your mobile app users.
Strategy #1: Understand customer lifecycle
The customer lifecycle plays a very important role in building trustful relations with customers. Neither is the customer lifecycle a straight line nor is it about a single purchase. Users may make a purchase from your app and disappear if you don’t provide them with attractive offers. You can build user engagement with your app in stages that form part of the user lifecycle. Your users may be loyal (strongly engaging with your app and supporting your monetization campaigns), active (regularly engaging with your app), lapsing (becoming less active and less interested in your app), or inactive (showing no visits, actions, and response). Using various internet tools or devising your tools that fit your business goals, you can segment these users to understand the suitable time for engaging or re-engaging users to maximize the output of your marketing efforts.
Strategy #2: Create the best first impression
The internet savvy users today are usually well experienced and cynical. It is quite challenging to surprise them with your app. However, the first impression of your app determines user loyalty. So you should make the greatest impact on the first encounter with your users by providing flawless app performance, full control over the app settings, bug-free and updated app, safety and security to create the best possible user experience.
Strategy #3: Make speed a top-priority feature
For attracting the attention of your potential customers, you need to create a strong impact within the first 10 seconds and help the customer decide to stay with you or leave. You can acquire a loyal customer by ensuring an error-free initial app experience. The user may abandon the app right away if the app takes too long to load or gives an error on initial install.
Strategy #4: Use analytic tools to monitor the initial performance of your app continuously
Capture the attention and engage app users initially by making registration easier, launching an easy and engaging onboarding process for new users, making social media sharing easy, letting push notifications be optional, providing rewards to users for sharing personal data and completing their profile, offering personal recommendations on the app to save the customer’s time. All these feature help captivate the user.
Strategy #5: Provide super-personalized deals and free trials
Users love freebies, discounts, and best deals. If you contact customers in a personalized manner by making exclusive and attractive offers based on user preferences or introduce free trials, users are more likely to stick to the brand.
Strategy #6: Launch seasonal promotion campaigns
To attract customer attention and loyalty promotion campaigns are the most effective during certain periods in the year when you gain the most revenue. These seasonal campaigns include special discounts, and limited edition offers or items.
Strategy #7: Induct gamification
Building a gaming strategy helps bring value to customers and motivates them to interact with your brand. A close look at the preferences and lifestyle of your users enables you to build gaming campaigns that strongly engage users. You can run competitions and encourage personal wins. Allow easy sharing of personal wins on social media.
Strategy #8: Measure and analyse the outputs
All efforts you put to make your mobile app engaging need to be measured and from the results. Certain metrics need to be applied for measuring engagement based on the most important indicators of user engagement depending on your industry and vertical. DAU (daily active users), MAU (monthly active users), stickiness (DAU / MAU, %), session length, retention rate (number of users using the app in a set period / number of users using the app in a previous period), average revenue per user (ARPU, total revenue earned in a specific period / number of active users in the same period), are some of the important metrics that should be analysed as per your business needs.
Strategy #9: Explain why your app is expensive (if it is)
You may come to know that your competitors are offering the same solutions either free or at a lower price and this is making users delete your app. You have either an alternative to lower the price or conduct a detailed research by installing their app and testing it thoroughly to find how your features are different or can be made different to justify its value to the users. Emphasise those points in the app’s advertisement to tell the users how your app is worth the money.
To conclude
The success of any app developed by a mobile app development company is determined not only in proper app advertising but also hoe ‘sticky’ is it for the users. You need to know your user’s preferences and segment them accordingly and target to engage them in getting maximum profit from your app. In today’s saturated market, you can get a competitive edge by building sophisticated and personalized engagement marketing campaigns.
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