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.

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