First it is the awareness that becomes the issue as soon as new apps are developed and then comes the downloads. Well, you can apply a lot of growth hacking techniques to get the users install your app, but what next? With limited space people have for apps in their devices and the short attention they have for every new app is downloaded, it is fairly possible that the user may not open the app twice or worse, may go ahead and uninstall it. Studies have shown that more than 70% of the users never use an app again 72 hours after installing it. Where does that leave the app marketers? With the number of apps an average user uses are between 5-8, how does the app get retained? Let’s find out the 6 hacks you could use to boost app retention:
- Custom & Detailed Onboarding: Like they truly say, first impression is the last impression. Keeping this simple but important lesson in mind, always remember that most users open the app for the first time as soon as they download it and depending on their first experience with the app they quickly decide if they are going to come back on the app or uninstall it. So, the best way to stay is to onboard the new user with an awesome UI/UX and giving a personalized walkthrough showcasing all the benefits that your app offers to the user. Once the users figure out how your app is going to help them, you have won them over. For starters.
- Push Notifications: The biggest weapon in the app marketing arsenal, there is no other way which as effective as a push notification when it comes to engaging the users. There are multiple best practices in push notifications that you should follow along with leveraging A/B Testing in them, but here is the thing, when you target users, with your app’s key benefits, who have not completed the onboarding or have ignored it then the chances of them getting retained go high. Words have the power to make or break your ties with the user. Learn how to write a perfect copy of push and use the messaging wisely.
- Analytics: What time do your users usually open the app? What is the gender ratio? What are the demographical segments? What are your top events? What does your most popular funnel say about the drop off events? Exactly, a good actionable analytics would track each and everything for you to plan your tactics better. Keep track of DAUs, WAUs and MAUs to ensure everything is consistent and if it is not, what the issue is, where your users are mostly losing interest. Use Cohorts, figure out after how many average number of days do your users stop coming back and enable your marketing strategy to improve upon this figure. The more you know it, the better.
- OmniChannel Messaging: Using just push notifications all the time won’t cut it, you’ve got to leverage all the messaging channels to maintain consistent communication level with the users. Use in-app messages when you want to direct users to a specific screen instantly or let them know about an offer when they are on the app to maximize chances of converting them. Launch survey campaigns to collect their feedback on the app or a particular feature to plan the future releases accordingly. Personalized and attractive email campaigns that have catchy subject and visually aesthetic images in them are known to work better. Make your users feel that you remember them, care for them and are determined to serve them with benefits and relevant information. Learn more about push notifications and in-app messages.
- Predictive App Marketing: Improving retention does not just mean figuring out why people uninstall your app and knowing what to do, it also means finding out the root cause behind the loss of interest—like the behavioral attributes of the users who did it. With Prediction Analysis forecast the propensity of churn and divide them in the buckets of high, medium and low likelihood. Staying ahead of users and influencing their next move is your sure shot chance of earning their loyalty and retaining for long. Throw in Facebook remarketing with predictive insights and target users even on Facebook if they have turned off push to aim for a 360-degree experience.
- Habit Forming Triggers: What do you do first thing in the morning? Check your emails and messages? Why, because this is your habit and you are always curious & eager to know the updates. Let’s say you own a fitness app that counts the calories you burnt in the entire day—would you not open the app every morning to check how many you burnt the previous day? Or even better, would you not like it if you received a push notification mentioning the data everyday same time? Figure out that hook in your app and feast on it, it is unlikely people would go ahead and uninstall your app after they’ve become habitual to it.
Remember, your users want your app as much as you want them to download it. But the most important tip is that they want to be understood. If they feel that your actions are planned keeping their interests, personality, behavior and activities in mind then they get motivated to keep coming back on your app. Always use a good analytics and marketing automation tool to capture user data and planning marketing campaigns based on it. Feel free to connect with us on our forum if you would like to have more information on how you can increase customer loyalty and retention. We will be happy to help you