Apart from social media applications such as Instagram, Whatsapp, and Facebook, which is that one application that you feel justifies the “download” and “deserves" to remain in your device? Well, you would hardly have finger-counting names on the list!
It doesn’t matter if your application has a million downloads in today’s time, but the active user count is always questionable. It is challenging to hook your users and ensure that they keep coming back. And this is why it is important to have mobile app retention strategies in place.
You would be surprised to know that it not only takes effort & brainstorming, but it takes an average price of $4.0 (which may increase to a new number by 2022) to acquire a new user for a mobile application. This clearly throws a message that you need to keep your existing customers in your pocket while you are focusing on bringing in new ones. But, how you ensure user retention depends on which app retention strategies you implement.
In this article, we will be covering various user engagement strategies and suggest ways to “how to increase app retention?”.
Starting with user engagement definition,
It is the behavior of active users on the application. Subjectively speaking, a highly engaged user is the one who participates in 11 or more app sessions in one month.
On the other hand, user retention is the metric used to measure the percentage of users who keep coming back to the application and perform an action.
User retention is usually calculated for a given period but using various methods such as rolling retention, range retention, bracket retention rate, etc. The most common formula to calculate user retention is:
(Number of users at the end of period X) / (number of users at the start of period X).
The fall and the rise in the percentage are tracked continuously to decide the application’s success. The mobile application market is really in a competition tide because of which there are higher chances of you losing out your existing customers at the cost of other competitive applications. If we believe the study, 25% of applications are used only once! Meaning, users drop the application within the first two days of the download.
And as we have mentioned above, the cost per install is quite high as compared to retention. So it is extremely challenging for a mobile app development company to churn new users and still maintain the list of existing ones.
Maintaining the existing ones ensures that your application has a higher ROI. A report by Bain and Co. says that even a 5% increase in customer retention increases the profitability of your business by 75%.
And therefore, you should bookmark this article for your application’s future strategies implementation. Kody Technolab excels in providing on-demand app development services along with flexible hire mobile app developers services. We take utmost care while planning Product Requirement Document and prototype development and work with full zest to deliver the product of your dream. You can contact us to discuss any of your project details.
Let’s move ahead and break down mobile app retention strategies for your web and mobile app.
Strategy #1: Take care of the onboarding experience:
Most of the app users are allured by how they are treated during the onboarding. It is the initial interaction that potentially leaves an impression on the users. If you lose impressing them here, we doubt you would ever make it up.
Application onboarding has to be smooth and comfortable. The user should not give up the lengthy onboarding process mid-way; instead, the onboarding should take care that they have a short but warm welcome.
A good way to do this is not to poke them with a series of unwanted questions. Ask only limited and necessary information only. Also, allow them to sign up using their social media sign-ups. Provide them a small introductory video on their journey with the application. All these things will show them that you truly care about their experience and want them onboard.
It is crucial to equip the application’s interface with unique features that address users’ onboarding purposes efficiently.
An extended way of increasing user retention through onboarding is
- Let the audience know how and what they will benefit by using the application;
- Acknowledge them with the extensive features and show them if they are missing out on something;
- If your application involves any level of complexity, try letting the audience know about the features at every step.
All these steps will take you considerably far in the journey and also increase mobile app engagement.
Strategy #2: Implement Push notifications:
Do you wish to increase app retention by a whopping? Try push notifications. Push notifications have the potential to increase app retention by almost 20%.
Push notifications are no doubt auto-generated but can be customized from user to user in order to trigger the right emotion. To take care of this, you can use Optimal Time. Optimal Time is a machine learning algorithm that sends push notifications after analyzing the user’s behavior. It keeps a check on the user’s activity and device engagement period and, based on that, automatically sends them a message.
Push notifications remind users about your app and tempt them to make a quick visit. However, a quick takeaway: Do not bombard the user with a series of push notifications. Check what a favorable time for using the application is and how do they prefer to use your app.
Strategy #3: Include in-app gamification:
Make one thing straight and clear in your mind that users love engagement in an app. A gamification feature is like a cherry on the top; it is one of the features that have the strongest influence on the user retention rate.
In-app gamification makes the entire user journey enjoyable and fun. The reward points and virtual awards compel users to keep coming back to the application. Users feel more connected because of the personalized messages and levels the in-app games allow them to set.
Study your competitors and check out which in-app game type fits best in your genre.
Strategy #4: Personalize user experience:
It is a universal thing that no user likes being treated in general. They wish to have an exclusive & exquisite mobile app experience. And therefore, it is really challenging for the development company to come up with user experiences ideas that can keep them engaged.
Personalized user experience sets up a direct connection with the audience. It is usually practiced by showing the user’s names over every action, letting them know the product recommendation, etc. however, do not overindulge in personalization; keep it for simple and transparent activities.
Strategy #5: Provide graceful customer service:
The user is onboard for a reason, and problem-solving is fundamental. With disgraceful customer service, the customer is likely to disbar themselves, with no intention of coming back to the application.
The proof of the sentence is, almost 49% of users leave the application when they receive a poor customer experience.
A great way to overcome this is to sound as polite and genuine as possible and treat them with respect. You should answer all their queries in real-time, if possible, and ask them for service feedback.
The ultimate way of addressing this is to address maximum user queries in the application’s Help section. Also, you should provide them with useful information along the way and suggest effective solutions.
Strategy #6: Release application updates:
There are times when a user feels bored with the existing list of features and continually slowing speed. An underlying reason for this slow speed (many times) is the need for an app update.
Make an Update Schedule calendar when you can possibly release an update. Cover all the bug fixes and, if possible, release at least one new feature that will hook the users back with the application. If you want to read more about how frequently you should release an app update, please read our blog on it.
Strategy #7: Feel a connection with in-app messages:
Making your users feel special should not be a big deal for you and your company, no matter what extent you have to go for it. In-app messages have the power to draw user’s attention.
A great way to derive this is: Put yourself in your customer’s position and answer. How many times have you read the personalized in-app pop-ups? How many of you have redeemed the discount coupons shown in the messages.
If the answers are positive, there it is; you have your answer of why you should implement the in-app messaging technique straight away. It not only re-engages the users but also increases the user retention rate almost 3.5 times.
Strategy #8: Release Offers and incentivization programs:
If your application deals with products and goods where you can afford to give your loyal customers some discounts and rewards, just go for it. Loyalty programs are the best way of re-engaging customers with the app that too within a short period of time.
Brainstorm, Pen down, Polish, and Iterate the application repeatedly, smartly, to ensure a successful implementation of a user retention strategy. Do not undervalue your users or take them for granted for any damn good reason. You are alive because of their existence on your application. Focus entirely on increasing app engagement and thereby retaining the maximum percentage of users. Remember, application retention is a two-way process, you give your users something extraordinary to engage, and in return, they stick with your app.