Getting more traffic and app downloads are not the indicators of a successful app. Users may download your app but may delete it immediately or after a few uses. Businesses invest a lot in acquiring new users. User acquisition strategy can help you gain new users for your app. However, this is not enough to generate any profit.
User engagement and retention are two metrics that can help you determine the true success of your app. You need to know that your users are engaging with your app, as this shows that your app is valuable to them. If they find your app valuable, they will keep using it. In this article we will discuss some key strategies that will help you to increase user engagement and retention on your mobile app.
What is user engagement?
User engagement determines how active your users are on your mobile app. When users spend more time on your app it means that they find it valuable or useful.
What is retention?
Retention is when a user returns to your app after using it for the first time. According to the industry benchmark, it is the percentage of app users who return to the app within three months of their first session.
Both engagement and retention are subjective metrics, and every business can have different benchmarks depending on their app. Focusing on improving user engagement and retention can help in improving your conversions and ROI. Together these metrics determine how engaged and loyal your users are.
Strategies to improve app engagement and retention
In a highly competitive app industry, it can be challenging to engage and retain your users. Businesses need to plan their app engagement and retention strategies to ensure the success of their app. Improving engagement and retention can help you create an active and loyal user base, which contributes to your app’s success.
Here are some strategies you can incorporate to improve app engagement and retention.
Easy onboarding process
App onboarding is a series of steps the users take before using your app. Every app uses this process to introduce users to the app, its features, and benefits. Onboarding process also demonstrates to the users how to efficiently use the mobile app. This set of screens the users see in the onboarding process forms the first impression of your app. Hence, it is important to create an onboarding process that is easy to follow, fun and engaging. This also contributes to creating a good user experience.
Sometimes a lengthy and complicated onboarding process can discourage the user from engaging with your app. Too many steps can add to the user’s frustration, and they will end up quitting the app. Moreover, asking for too many permissions in the beginning is not ideal if you want the users to engage with your app.
Create a simple onboarding process that keeps the user’s attention. Highlight the key features and benefits of your app using minimal steps. Avoid using too much text on a screen as it can discourage users from interacting further. Onboarding can also help you in understanding user behavior and how they like interacting with your app. These insights can be used to improve navigation and features that can make your app more engaging to your target users.
Use push notifications
Push notifications are messages that are sent directly to the user’s mobile device. These messages can appear on the lock screen or on the top of the screen. Push notifications are a great way to engage or re-engage your users with your app. For example, if your user has not interacted with your app after the first session, then sending a push notification can grab their attention.
It is important to use push notifications strategically. If you send users multiple push notifications throughout the day or at odd hours, it may frustrate them. Overwhelming users with notifications can lead them to turn off notifications or delete the app. Hence, use notifications strategically. It is also important to send relevant messages that can encourage people to open the app. When used the right way, push notifications can be beneficial in improving app engagement and retention.
In-app messages are notifications sent to users while they are using the app. This is a great way to engage the users as these messages are triggered while the user is on the app. In-app messages can be used to send relevant offers, updates or warnings and issues in your app. These notifications do not require any immediate action.
It is important to send relevant messages to the users. You can segment your users to ensure that the messages you send are useful to them. For example, some apps use location to target specific users and send them tailored messages and updates.
Offer rewards and credits
Based on your business model you can offer rewards and credits to your users. Having a loyalty program can encourage your users to keep engaging with your app to claim any rewards or credits.
Apps that use an in-app purchasing monetization model can benefit by offering rewards in the form of discounts. Whereas freemium apps can offer usage-based rewards instead of discounts. A loyalty program offers users certain values or benefits when they use your app. This encourages them to keep using your app more regularly. This is a great way to build brand loyalty.
User experience plays a key role in the success of your app. A great user experience can keep the users engaged and encourage them to keep using your app. Ensure that you focus on improving your user experience. Moreover, personalize user experience to create an app that solves the problems of the users. This can help users resonate with your app as it addresses their specific needs.
Poor user experience can include the following:
- Slow app speed
- Functionality errors
- Complex navigation
- Complicated layout
- Overwhelming users with permissions
- Poor use of fonts and color scheme
There can be many issues with your that interrupts the user’s interaction with it. Users should find your app easy to use. Enhancing user experience is a great way to boost engagement and interactions.
Attracting new users to your app is not enough. You must ensure that your users also interact with it and become long-term customers. Incorporating these strategies can help in improving user engagement and retention. It is also important to gain insights into the behavior and interactions of your current user base. Use these valuable insights to make improvements to your app and app marketing strategies that can boost engagement and retention.