In the journey making your mobile app go viral, there are many ways to avoid mistakes in the mobile app development process, combining with innovative marketing tactics to attract and increase the number of users. However, that is not enough. There’s already an uphill climb to gain users, and to get them to use your mobile app is even more of an effort.
Users install and then remove the app every day. They uninstall an app for a variety of different causes. According to the survey, the most common reasons are lack of storage, eating data/battery, insufficient knowledge of using the app, bugs & app crashes.
The huge challenge after developing and releasing a mobile app is ensuring that users keep using the app beyond the initial installation. According to the report from Localytics 2018, App abandonment is on the decrease with 21% of users now abandon an app after one use and app retention has improved noticeably: 38% of users launch an app eleven or more times, compared to 37% in 2017.
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In this article, we’ll explore how to improve your mobile app retention rates with a number of tactics that can be used to boost in-app engagement and lead to higher retention rates.
One of the often overlooked components is onboarding. We already know that the registration process should be as few steps as possible, but the user also needs to comprehend or learn what your app is about and how it works.
The onboarding screen is the first flavor that the user gets from your app and it’s a very important aspect of your app. The best onboarding’s contents are like short introductions, sweet, lively and memorable. It helps people get familiarized with your app and that’s something you should use to create your advantage.
Giving users a seamless onboarding experience can help significantly reduce abandonment rates. It is more difficult to start using an app which has too many steps to register, too much information, complex features, must answer too many questions, etc. That’s the reason why the more users are likely to abandon it.
The user’s first impressions will decide to use your app or abandon it, and user experience is no exception. The following steps can help you create a frictionless app onboarding process:
Sign up – Make logins and account creation easy and as fast as possible they can start using your app immediately by reducing steps for the register, offer multiple registration options such as a social network (Facebook, Twitter, LinkedIn), email, etc.
Do not try to overwhelm your users by using some features that are not immediately required like the context emails, FAQs and other useless notifications. Instead, try to provide users with relevant and useful information.
Guide for users using the app through gestures/actions needed.
A very simple way to increase the participation and retention of the user is using push notifications to attract user’s attention. The Apps that do not interact with users in a long time tend to be forgotten easily in the sea of apps and eventually get removed. To restrict this issue, push notifications play a very important role. It also ensures you keep users connected and remind them of your app’s existence if used cleverly. Push notifications will help developers to notify the relevant information to users, encourage accession, enable recognition, enhance participation and promote customer behavior (E-commerce).
Try not to abuse too much push notifications. I'm sure that you've also experienced this feeling – On a beautiful day, you get a push notification and you do not understand why you’re receiving it. That is something very unpleasant. When a user receives a push notification and it is not related to them, it will be a disappointing experience. An irrelevant push notification will cause users to ignore your app and increase the chances that users remove the app entirely. It’s really easier for a user to delete the app than to turn off the notification, keep this in your mind.
Mobile app personalization is known as one of the most important points to make up a compelling app. Personalization helps to offer a more exciting, unique, relevant experience to the user. The more experience matches your users’ needs and preferences, the more likely they will continue to use your app.
No one really wants something generic. Instead, personalize what you show your users. Starting with the greeting users by their name on the screen and in the messages is an easy way to personalize, but using push notifications relevant to users in a particular way is where personalization truly thrives. Adjust notifications and alerts to suit each user’s activities and make it feel like their app. Users really want to know that you care about their needs. In fact, editing push notifications to users’ behavior have a 54% conversion rate, compared with 15% of the broadcast message. Users are demanding more personalized, so it’s essential that you meet their needs by adjusting their interaction according to their preferences and personal behavior.
Before you apply any of these tactics, you need to evaluate whether it’s the right choice for your mobile app. Will it add value to users or disappoint them? The moment you make users more frustrated, you're losing your retention rates. Consider your options and determine the best approach to the user.
Updating and improving your application is the best way to help you retain users. You need to continuously provide value for your users or you will lose them to your competitors when users search for the best option on the market. If a user finds something better that brings more value, they will remove your app and this will cause skyrocketing your uninstall rates.
Regularly updating the app experience with new features and personalization content will help users return your app. It is very important and necessary to track user behavior, analyze the user’s responses to continually improve the app and helps to determine the value changes and appeal to users in the roadmap of the app development.
Request your user for feedback will indicate that their comments are currently being reviewed to drive the app in the direction they want to go application. Users always want to be heard, give feedback and see the positive changes from their feedback. Additional benefits of opening lines of communication with your users are that you will not receive the negative reviews on the app store if they can let you know in advance. Demonstrating responsiveness and resolve any questions or concerns will boost the participation rate and your retention rates, encourage positive reviews and build long-term brand loyalty.
When encountering problems while using the app, users who can’t find value or find less value from the app will immediately remove it. The fastidious users will "scream" with the bad review on the store, social networks and delete the app; On the other hand, the loyal users will send private messages, or gentle reminders on the user community or leave a comment for contributing on the app store.
Today, the target of perfecting the app is not just simply an app download, but also retaining the user to build brand loyalty. Creating a list of loyal and long-term users will help to increase the average lifetime value (LTV) for your app. Applying the above methods can significantly improve and sustain the user engagement to ensure that your app has an impact in the context of highly competitive applications.
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