If you have been in app space for few years, you would be aware that acquisition is considered the most important mobile metrics. App developers focused on attracting as many new users to download the App as possible, touting numbers of users as the strongest pillars of success. However, what developers didn’t take into the account is the fickleness of these users. Around 25% of users use App only once. It’s now apparent that we must move beyond just measuring app downloads and focus on retention rate of users.
So how do we fix the retention rate for mobile app users? Take advantage of the below tactics that have been proven to positively impact retention:
1) Push Messaging/ In App Messaging
Push Messaging plays an important role in boosting engagement and retention rate. In fact, it can boost user retention by three times. This means App Developers are retaining 50% of their users within three months after their initial engagement, compared to their counterparts who retain only 13% of users.
The Push messaging strategies represent your ability to communicate with users by providing information, content or offer they are truly interested in, pointing them to relevant information or features will generally increase the value they get from the apps.
2) Targeting the Users
Re-marketing is a compelling reminder about your app to users who have un-installed the app, it is an effective way to retain users. You can do this through email marketing and social media marketing. Be sure about the behavior & interest of users who have un-installed; to ensure re-marketing ad is relevant and thus, effective.
Re-marketing is an immense and effective strategy to consider. It is important to gain new users for your app, but it is equally important to retain who are already there.
People prefers interactions to be tailored to their preferences & interest even when these interactions are digital. Personalization allows you to give mobile users what they want, when they want it. And this can lead to powerful results.
In fact , a study done by HubSpot found that 68% of marketers say personalization based on behavioral data has a high impact on ROI, and 74% say it is high impact on engagement. And according to Capgemini, more than 60% of shoppers say they find it appealing when an online store remembers their personal and payment information to speed up the purchase.
4) Predictive App Marketing
Predictive App Marketing is using all the data you have about your customers, plus all of the ways they interact with your app, to predict customer behavior and engage them with personalized experience.
Understanding which users are at risk of churning gives you the opportunity to save them. Using predictive app marketing, you can design highly personalized messaging campaigns to re-engage these users before it’s too late.
With mobile takeover already in effect, it’s time for marketers to step up. This means making retention a key performance indicator of a successful app.
Now, what are you waiting for?? Start applying these above tactics to improve retention.