Are you conscious that the variety of yearly cell app downloads are estimated to achieve 258 billion by 2022?
It is a superb time for companies to be utilizing cell apps.
Nevertheless, additionally it is true that 25% of apps downloaded by customers worldwide are deserted after just one use. And 52% of customers say that they’re annoyed by total app efficiency.
If you would like customers to maintain utilizing your app after they obtain it, you’ll have to improve consumer engagement.
Creating an efficient consumer onboarding course of, using well-crafted push notifications, gamifying the expertise, getting consumer suggestions and dealing on the weak spots, and conducting cut up testing are a number of the important suggestions to enhance your cell app’s consumer engagement and retention.
Let’s dig into these essential 4 suggestions one after the other.
Ideas for enhancing consumer engagement and retention
Create a compelling consumer onboarding course of.
Merely signing up customers is simple. The laborious half is making customers perceive how they’ll obtain what you’ve promised. Not even probably the most substantial buyer testimonials will enhance churn charges until customers perceive tips on how to use your app.
A research discovered that customers who’ve had consumer onboarding expertise are 21% extra more likely to pay for a cell app.
Begin by simplifying the method. Ask just for important info and use solely the important options and UI parts which can be obligatory to assist customers expertise the worth of the app.
Enable the choice to skip the onboarding course of. Some folks may need to discover the app on their very own.
Additionally, don’t overlook to point out the worth you might be offering instantly. Customers are downloading your app for a motive. You’ll have to present that you simply’ll meet their expectations.
Take a look at how the information channel CNN conducts its onboarding course of.
As quickly as you open the app, you can be greeted by CNN’s main anchor, Anderson Cooper and you will notice a button asking to allow alerts.
Although the onboarding course of begins with a notification request as an alternative of demonstrating worth, everybody is aware of what CNN has to supply, and thus it’s okay for giant information channels to start out by letting the customers know that they’re getting sizzling data sizzling.
Guardian Circle app has not too long ago improved the onboarding expertise by eliminating the necessity to again up the pockets keys and phrases when customers create an account. Customers additionally don’t must grant the app permission to entry their contacts until they’re inviting a brand new consumer. Plus, the app contains a video that reveals customers the method of including new customers.
In the event you even have an e-commerce website, consumer onboarding instruments like Whatfix may help you personalize consumer onboarding experiences resulting in the next degree of engagement.
Furthermore, Whatfix’s analytics knowledge function helps you measure and perceive a consumer’s engagement together with your product. Thus, you possibly can shortly re-engage misplaced customers.
Use well-crafted push notifications.
It’s stated that push notifications can enhance consumer engagement by 88% whereas utilizing apps.
You may ship push notifications to permit customers to know in regards to the newest updates of their favourite exhibits, breaking information, and so forth. It is not going to solely give the customers a customized expertise nevertheless it is among the finest advertising and marketing methods.
As per experiences, information publications normally ship between 4 and 10 push alerts per day. Some even ship 16 messages in a day frequently. Prior to now years, the Wall Avenue Journal elevated the frequency of alerts they ship to their subscribers in every week from 16 to 72.
Simply be certain that you implement phase channels with opt-ins. The Wall Avenue Journal sends a number of alerts by way of optionally available, however centered channels together with financial system, tech, opinion, science, and politics.
CNN’s cell app settings, however, assist you to create viewers segments from customers’ pursuits which can be self-identified.
The information app like Bloomberg can also be utilizing push notifications to maintain their readers engaged. It has made it doable to ship worldwide and regional broadcast alerts to android cell units working chrome.
However when you are sending a number of information alerts in a day, do present context. When your subscribers learn your push alert, they need to be capable to seize sufficient data to speak to their mates with out having to learn the story or the entire thing.
Gamify the consumer expertise.
In accordance with statistics, 44% of app customers obtain apps for enjoyable. Thus, incorporating sport design into your onboarding is a good way to maintain your customers engaged.
A good way to gamify the consumer expertise is to make use of progress bars. It’s particularly helpful when organising accounts because it requires focus and engagement.
A progress bar exhibits customers’ progress throughout app onboarding, thus encouraging them to finish the method. Have a look at how LinkedIn retains customers centered and engaged through the use of a progress bar to point out customers how far they’ve made throughout an account setup course of.
Or you should utilize badges to reward customers for finishing a process in your app as Kobo does. It is going to inspire customers to take the subsequent motion.
One other nice gamifying expertise is providing customers redeemable rewards. It is going to maintain customers engaged for extra prolonged intervals.
Let’s take Starbucks’ instance.
Starbucks provides its customers redeemable rewards to the customers throughout the onboarding course of and all by the shopping for lifecycle with the app.
Customers collect the factors throughout purchases and redeem them later for treats.
Get consumer suggestions and conduct the cut up testing.
Already obtained some customers who’ve signed up however stopped utilizing your app throughout the first week? Ship a query asking them why they stopped utilizing the app.
The solutions provides you with insights into your app’s performance, product/market match, bugs, and allow you to know whether or not you’re attracting the fitting viewers together with your campaigns.
You should utilize the solutions from the survey to repair the loopholes and enhance your app.
Whereas conducting cut up testing, you possibly can check your app retailer web page, verify whether or not onboarding stream is important, experiment with customized onboarding flows, check the registration course of, push notifications, and so forth.
There are good cell app A/B testing instruments that will help you out, together with Optimizely, Apptimize, Leanplum, Splitforce, and so forth.
A/B testing will be certain that your customers maintain coming again to your app. It is going to aid you to offer worth with each engagement marketing campaign, app launch, and conversion.
Getting customers to obtain your cell app will not be sufficient. You’ll have to give attention to partaking and retaining them. The guidelines talked about above will be applied to enhance your cell app retention and engagement in any stage of the consumer’s journey.
All of it begins with a compelling consumer onboarding course of. If you’ll be able to make the customers perceive the worth of what you might be providing, they are going to be extra seemingly to make use of the app for the long-term.
In case your customers abandon your app after one use, you possibly can nudge them by sending push notifications. Additionally, gamify the expertise to maintain issues thrilling and collect suggestions and conduct cut up testing.
Hazel Raoult is a contract advertising and marketing author and works with PRmention. She has 6+ years of expertise in writing about enterprise, entrepreneurship, advertising and marketing and all issues SaaS. Hazel loves to separate her time between writing, enhancing, and hanging out along with her household.