The first and foremost thing you should think about before you launch an app is customer engagement. In the fast-paced world that we live in, mobile app downloads rose to a staggering 178.1 billion in 2017. With over 2.1 million apps available in the App Stores as we speak, users are spoilt for choice and have therefor matured in their app expectations. In fact, some report that as much as 80% of users tend to abandon an app less than 3 days after downloading it. This creates a situation where customer expectations are at an all-time high, contrasted by low retention rates. So, the question really is what can be done to raise retention rates and increase the longevity of your mobile app engagement metrics?
What Does Mobile App Engagement and User Retention Really
Mean?
Have you ever wondered why only certain apps seem to receive
lots of attention whilst others drop off the map rather quickly? That is
because the successful ones have a lot more mobile app engagement. This is what keeps consumers coming back for more.
High user retention rates also mean that you need to keep your customers
interested in your mobile app so they may associate with it on a regular basis.
After acquiring users, the value is in engaging and retaining your customers.
While some have opted for using push notifications, other have stuck with
traditional marketing tools such as email marketing. But what are the best
methods? Let us look a little bit closer.
Engagement –
by definition is an arrangement made to do something at a particular time.
Mobile app engagement denotes to how active users are on said mobile
application. According to Localytics,
highly
engaged users have more than ten sessions per month on any given mobile app.
Retention - refers to the percentage of an app’s users who return to the app within a specified period of time of their first session. An average estimate that serves as a benchmark of good user retention is a user that returns to the app at least once within every thirty days. It is important to note however that every brand will have their own definition based on the nature of their app.
Setting Your App Up for Better Engagement & Retention Rates.
It is decided. Increasing engagement and retention will lead
to users behaving loyal and remaining active in your mobile app. The following
tried and tested methods will help you get those mobile app engagement and user
retention rates right up.
1. Sell Your App with Excellence
Imagine yourself as the user. Quite typically you will
evaluate an app in the app store before deciding if it is worthy of a download.
In much the same way you need to add smart and persuasive content in the app
store that does more than just describe the features of your app.
Here are a few methods to highlight when listing your app
with the App Store, Google Play or Amazon Appstore.
• Users are looking for the benefit the app provides, so be sure to describe how your app solves problems people experience on a daily basis.
• Demonstrate the long-term value of your app such as personal and business growth over time.
• Both the Google Play Store and App Store have updated algorithms that take into account user engagement as well as app downloads. This means than a more engaged app will get better ratings. This is definitely a benefit you want your users to be aware of.
2. Make it Easy to Sign Up
Removing barriers is one of the oldest tricks in the book when it comes to gaining new customers. In the digital arena this is no different. Many a user has abandoned an app because of complex sign up procedures, too many information fields etc. Lead your customers through a smooth signing up process. The following steps can help you create an intuitive, frictionless app onboarding process.
• Offer multiple sign-up options, for example using a Google or social media account (if possible). The idea is to make it as easy as possible for new members to get on board.
• Use actions that are clear and easy to understand to guide and educate user’s during the signup process.
• Provide constant feedback and try not to overwhelm users with too much information at any one time (especially on mobile).
• Break the onboarding process into smaller steps and offer user guidance as users get to the steps. Communicate during the process to make it fast and flawless. That’s what people appreciate the most.
3.
Use Push Notifications (The Right Way)
Even though push notifications have shown effective in
retaining user attention, they have also proven a deterring factor when
overused. We support the Single
Grain’s Guide to Mobile App Advertising in where they ascertain that
push notifications - if used correctly - can capture a user’s attention at just
the right moment. The smart method of using push notifications is to remind an
individual to use your app at a given moment. Sort of like a gentle reminder,
instead of pop-ups that annoy and have the opposite effect.
4.
Personalise the Mobile Experience
Arguably one of the most important aspects of a compelling application, personalisation helps in providing a unique and relevant experience to its users. Apps no longer deliver uniform experiences. The more aligned a mobile app’s experience is with a user’s needs and preferences, the more likely they are to continue to use your mobile application. Here’s how:
• Personalize the user experience by using known data to display relevant content and material in the app. For example; including the user’s name on screens and in messaging.
• Customized content and tailored insights deliver real value to the user. Deliver them expertly with tailored push notifications. For example; a product promotion that is relevant (based on buying behaviours or wish lists).
5.
Offer Something in Return
Another effective method to increase mobile app engagement
and drive retention is to offer incentives to your loyal customers.
Mobile-specific rewards such as special promotions, coupons or special content
access can also help drive conversions. Measuring mobile app analytics can
assist you gain insight into the areas of your mobile app to incentivise. And
as said before, be sure to make it personal.
Recommended reading: Mobile App Analytics that Matter to App Developers
Closing Thoughts: Value and Quality Above All Else
Without a doubt if you have a quality mobile app that offers
value then you are already halfway there. It is important to launch your app as
flawless as possible in the app store right from the start. Add to that a
diligent quality assurance process in order to remain in the top ranks for
longer and in the minds and hands of the public.
We would also like to remind you that every app is unique
and must be adjusted to suit the user experience. Before you adopt any of these
tactics, first assess what is the right choice for your app in particular.
As providers of some of the top Mobile Application Development Services UK, we can assist you in assessing improvements to your mobile application to increase mobile app engagement and user retention. Bear in mind that the goal must not just be to get as many downloads as possible. App engagement and user retention is equally essential for business growth.
→ Contact us today to continue this conversation with your mobile app in mind.
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