It’s tempting to believe that user acquisition is the key factor for assessing mobile app success, but high download rates do not yield much market benefit without active users. Brands invest massive sums of money attracting users; but, it just begins here.
The interest lies in attracting and maintaining consumers after gaining them. Mobile app engagement and mobile app retention are two metrics which provide real insight into an application’s performance. Small participation and retention in the app are a prescription for failure, whereas high commitment and retention are the reverse.
In-app experience metrics are a good indicator of consumers ‘contact points with goods and services. So much so, that they always end up dictating the course of technical growth in a perfect environment. The following seven approaches to improve user engagement and retention will help lower the churn rate of an user, and help companies achieve the optimal results and ROI they expect from their mobile app development investment.
It seems fairly easy, but not all apps implement an effective onboard operation. Keep the onboard method as simple and intuitive as possible. The tougher it is to continue using an app, the more likely it is for people to leave it. Start with the main function (or a pair) and save less important ones for launches afterwards. Offer design education to demonstrate the capabilities of the app during the onboarding process but don’t overwhelm users instantly. Reduce the amount of steps needed to build an account or sign up and provide several ways to register.
Push alerts provide advertisers with a competitive edge in informing consumers about the app. An engagement can be as easy as giving a user welcome push notification or presenting helpful information as users move through the device. Local Notifications can also be developed. In comparison to standard push notifications which require external services to work, these messages are triggered by events on the user’s device.
Typically updates are shown on the home screen when in-app messages pop up within the device. That makes them immediately visible (and very annoying if poorly implemented). The more the app interface aligns with the expectations and desires of a customer, the more likely it is for a customer to continue to use the product. To achieve this, some applications exploit mobile features such as location to reach individual users with tailor-made notifications including real-time alerts and links to personalized content.
As apparent, User-generated content (UGC) refers to the type of content produced by application users. They not only improve awareness metrics but also help in improved word-of-mouth marketing. Leading user-generated content styles for apps may include comments, forum mentions, photos, links, and more. It imparts the key dimension of credibility to apps when users appear to trust other users rather than the word of companies, which forges a partnership between the company and consumers, raising the degree of confidence.
User interaction can also occur outside of the app. Automated emails may be activated, based on previous user interaction trends. This can interfere in the user’s path at appropriate stages, making it more likely that users will take action.
Consumers want to create brand relationships, more importantly they want to feel respected and valued. This is why it is vitally important to open a line for two-way communication. How do you know what the consumers like if you don’t get their feedback? These notifications help applications collect feedback, address user problems and over time develop product quality.
If your business model lets you give a discount or incentive plan to consumers, capitalizing on the opportunity is critical. These services not only incentivize consumers to buy the product, but loyalty programs often make customers feel important and valuable to a company. Apps whose monetization model uses in-app purchases, particularly QSR apps, may benefit from time-sensitive discounts, whereas freemium apps can incentivize users with usage-based incentives rather than monetary discounts.
Note that developing a high-quality app is always the first prerequisite before you try to enforce those guidelines. No amount of tricks in the world can save your app if it is slow and bug-ridden. The above approaches will greatly boost customer experience and retention to ensure an impact on the increasingly dynamic technology market for your product.