Cheers to App Engagement and User Retention

Post By Janet Arvia

No doubt you’re the toast of the town when your brand’s apps are found, downloaded and flying off the App Store’s virtual shelves. Yet before you pop the bubbly or pat yourself on the back for a job well done, you may realize your job isn’t done because reaching users is one thing, retaining them is another.

In a study conducted by Google, 38% of app users surveyed said they may download an app if it's required to complete a purchase, but half will uninstall it soon after. Other research shows app retention falls 60% one month after download, and 80% three months after download. With these statistics afoot, it’s no wonder competitive mobile marketers have all hands on deck to create app engagement strategies that include:

Easy Onboarding

To avoid app abandonment at the get-go, go with quick and simple onboarding options. Instead of overwhelming users with too many details at the start, provide a seamless introduction that saves facts on features and functionality for later.

Customized Content

Brands will connect with their customers by creating a personalized and positive atmosphere that promotes sharing, caring and loyalty—so long as it’s done in an organic way. Rather than bombarding users with irrelevant messaging, reinforce their experience with custom content via deferred deep linking.

Inventive Incentives

According to The Effects of Rewarding User Engagement, a scholarly case study following apps on Facebook, social media channels can be effectively steered through incentive systems. Such push notifications may deliver special offers, loyalty discounts and other usage-based rewards which keep customers happy—and engaged.

App Analytics

Accurately tracking user behavior with Oplytic: Mobile Marketing and Engagement arms mobile marketers with the data needed to successfully drive user retention through app engagement. Of course, when it comes to selecting celebratory champagne, you’re on your own.

Ramp Up App Engagement and Customer Retention

Post By Janet Arvia

Getting discovered in the App Store and getting a user to download your App is only half of the battle. Maybe less than half! Once you've acquire a new user, it's critical that you keep them engaged from the start. We suggest providing a seamless user journey that is reinforced with some custom content when your new user opens the app. At Oplytic we call this Deferred Deep Linking. Check out this article for more information and reach out if you'd like more information about how to get the most from all of your App users.

This feature and other analytics data is available to brands that partner with Oplytic. To learn more, contact sales@oplytic.com.

How to make In-App Advertising work for you

Post By Janet Arvia

With smartphone users growing by the billions (yes, billions) there’s a lot of opportunity for mobile marketers. According to the most recent U.S. Mobile Path-to-Purchase Study, 65% of Americans now spend more time on their mobile apps than they do watching TV.  And with 81% of consumers reaching for their mobile phones first, Adweek confirms the device is the preferred method for researching purchases. In fact, Flurry Insights predicts in-app buying will exceed $33 billion this year since 42% of mobile users regard the device as their go-to medium for shopping.

Consider the perks of in-app ads

Unlike other forms of marketing, consumers using free apps are open to mobile advertising. It’s par for the course to them just as being geo-targeted in real time. Better yet, the medium is contextual which means mobile ads can be targeted across apps to like-minded targets which leads to higher conversion rates (it also doesn’t hurt that making purchases on a mobile device is super quick and simple for consumers).

Have an in-app advertising plan

The path to success begins with a strategy—and a destination. So before any ad dollars are spent, make sure you have a place for your audience to go. A well-conceived and easy-to-navigate homepage, Facebook page or other web portal is the first step for any mobile ad campaign whether you have an app or not. Next focus on prospecting via other ads that attract and direct consumers to your brand. Once you’ve captured your target’s attention, invest in retention through in-app advertising to hold your audience’s interest. Then, explore in-app retargeting opportunities by offering special deals to nearby customers who have recently seen your ad.

Invest in mobile infrastructure

Providing a great experience for users can translate into great conversion rates for you. That’s why it’s key to allocate resources to social media which complement your streamlined homepage and easy-to-use app. Seeing recommendations from fellow users can motivate a cautious consumer to become your brand’s next customer.

Master cross-device attribution

Of course, the most important part of the process is tracking your targets’ behavior. Cross-device attribution, for example, lets you chart your customers’ activity as they move from desktop to tablet to mobile. As with any consumer research, this information will help you determine how much marketing is needed for each device. This and other analytics data is available to brands that partner with Oplytic. To learn more, contact sales@oplytic.com.