It doesn’t matter if your application has 1,000,000 downloads in the present time, however the dynamic user count is always a question. It is challenging to hold your users and ensure that they keep coming back. And here come the importance of mobile app retention strategies. Here we will be covering various user engagement strategies and suggest ways to “how to increase app retention?” But before digging to the strategies, let us see what is retention rate?
What Is Retention Rate?
Retention rate is a percentage of users still using your app after a set period, generally measured after Day 1, Day 7 and Day 30. The longer user is retained, the more likely they increase revenue. High retention rate for mobile apps is a good sign that users are having a positive experience. Low retention rate means an issue with your app. For instance, if you observe that high number of users are leaving your app on day 1, you may have issues with the app’s on-boarding.
Retention Vs User Acquisition-
Retention and user acquisition are two sides of the same coin. Mobile marketers must work to achieve app growth but it is important to retain as many of those users as possible. It is necessary to identify which channels are delivering the highest value users so that you can invest in retention strategies to engage them in app for longer and maximize their LTV.
If your app keeps more than a third of users on the first day, means you have great retention rates.
How To Increase Mobile App Retention Rate?
1. Track Data From Beginning-
Best way to measure mobile app retention is, start with cohort analysis. In this analysis you group different users based on their behavior in a particular time frame. Here the key is to identify the reasons why users stop using your mobile app. And accordingly you can take the appropriate action to retain users. Cohort analysis can take just about any data into account. For example, you can use heatmaps to analyse the touch gestures of your users while they use your mobile app. With this, you get to know about various obstructions your users faces when using mobile app. Also, you can create and audit visual recordings. These allows you to replay actual user sessions to identify trends in how users use your app during a particular time frame after downloading.
2. Optimize Your Mobile App’s Onboarding Flow-
Onboarding is critical step in the user journey and the most important is achieving a high retention rate. App onboarding has to be smooth and comfortable. The user should not give up the lengthy onboarding process, it should be short but warm welcome. While optimizing the user onboarding, consider the following:
- Keep it simple- It is important to highlight main features during onboarding. And avoid the overloading with lots of information. It is effective to provide key insights into your experience to ensure that user can comfortably navigate through app, with some extra option to get help wherever required. For instance, you can add question mark icons that users can click on to learn more whenever necessary.
- Be Visual- Image or animations are the best ways to get user’s attention or convey how to use your app. So use visuals to make onboarding easier for your users.
- End Onboarding with CTA- Using call to action(CTA) at the end of onboarding. For instance, you can ask them to join mailing list or enable push notifications.
3. Personalize User Experience-
Every user wish to have an exclusive and exquisite mobile app experience. And so it become challenging for developers to come up with attractive user experience ideas that can keep them engaged. Personalized user experience sets a direct connection with audience. Generally it is done by using user’s names over every action, letting them know the product recommendation and so on. But do not overindulge in personalization; keep it simple and transparent activities.
4. Include In-app Gamification-
Users like engagement in app. Gamification has the strongest influence on the user retention rate. In app gamification makes the user journey enjoyable and fun. The reward points and virtual awards propel users to return to the application. Users feel connected with personalized messages and levels the in-app games allow them to set. Analyse your competitors and check out which in-app game type fits best in your niche.
5. Implement Push Notification-
Push notifications are the messages that pop up on user’s mobile device. It delivers the timely and relevant information to users even if the user is not active on the mobile app. These push notifications establishes effective user engagement in the form of informative, prootional, transactional notifications. It leads relevant user retention, means only those users who are most likely to make repeat purchases on your mobile app will stay along for long. Know the following tips to improve mobile app’s retention rate-
- Select the right time- Most of the users will probably be in the different time zones, so don’t send push notifications to all at the same time.
- Customize notifications- While sending push notifications use personalized approach. Do this by tracking user’s in-app behavior.
- Don’t overdo it- Don’t over message to your users with lots o notifications. Also, don’t send infrequently.
6. Provide Graceful Customer Service-
Near about 49% of users leave the application because of the poor customer experience. Best way to overcome this is to provide them a great customer experience politely and genuinely. You should answer their queries in real-time, if possible and ask them for service feedback. You can address maximum user queries in the app’s help section. Also, you should provide them with useful information and suggest effective solutions.
7. Release App Updates-
Everyone expects something new, and it is true with mobile apps also. Existing feature list and slow speed are the main examples of it. In such a case there is need for an app update. Create a schedule calendar when you can possibly release an update. Fix all the bugs and release at least one new feature that will attract users back with the application.
Know the amazing tips to reduce mobile app development cost at- 9 Effective Tips To Reduce Mobile App Development Cost
8. In-app Messaging-
In app messaging can be a great way to keep people engaged. Mobile apps that use in-app messaging see an increase in retention rates of 61%-74% after Day 28. If user gets a push notification and an in-app message for the same every time you have an update, user may get frustrated and disable notifications. You should categorise users based on their preferences so that in-app messages are optimized to the users. This will improve retention rate by adding more value to the user.
9. Provide Offers And Incentive Programs-
Offering incentives to engaged users is a way to create loyal followers. And this will help you as it causes them to recommend your mobile app. Most of the users believe recommendations from other people over traditional advertising. Incentive programs will depend on the nature of mobile app. If mobile app is ecommerce app, you can offer time sensitive discounts to your loyal followers. Also you can offer rewards for referrals by your users.
Developing a mobile app easy but maintaining user retention level is not. So using the above strategies will increase app retention to the next level and drives your app towards success. You can choose the appropriate strategies for your app according to the app type.
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