Assume you’ve decided to make a cutting-edge app that will bring you profit. Hiring mobile development team is only the first step towards this dream. You should also think through attracting and engaging app users.
User engagement is a degree which shows the wish of a user to interact with your app. It is a large concern for most app owners, since only 62% use a mobile application more than 12 times, according to Localytics agency research. As for costs, Forbes stated that retention of old users will cost app owners 7 or 8 times less than attracting new ones.
If users are highly engaged, they are more likely to spend money on additional features or make in-app purchases. We picked up the most effective tips to increase engagement rate.
1.Love at the first sight
The first impression always plays a big role. Keep user onboarding comfortable, and the abandonment rate will decrease significantly. When users need to take too many steps, they won’t spend time on figuring out how your appworks.
To make onboarding experience comfortable, take the following steps:
Make registration and authentication as easy as possible. Don’t overload new users with multiple complex steps.
Create a guide that explains to users the functionality of your app. But don’t make it too large and complicated. People want to use your app instead of reading tons of information.
The visually appealing design is a core element in attracting and engaging users. Create a user-friendly UI/UX design.
2. Push notifications
It is a powerful tool for re-engaging users and increasing retention rate. When a user gets push notifications regularly, the engagement rate stays higher. But why do notifications really matter?
First, they remind application users about updates and important events. Crucial step to take in this case is to customize or personalize push notifications. With this step, users will get notifications on the basis of their interests.
Second, it is a great way to re-engage and return your users. You can send them a notification about major changes in your app or attractive discount for them. Some users will ignore these notifications. But commonly people get interested and want to know what’s new.
Take the Netflix app as an example. User engagement rate increased just because the app analyzes the viewing history of each user and reminds about a new series of user’s favorite TV show. Push notifications are personalized, so each user gets them regardless of their tastes.
But again, don’t go overboard. A ton of push notifications every day seem annoying. As a result, you may get increased abandonment rate.
3. Personalization is a key to success
Personalization is the next evolution step after customization. Customization means that users set preferences by themselves. But in the case with personalization, your app analyzes user’s data and suggest them information that can be interesting for them. And if users see, that your application considers their interests and tastes, there are higher chances that they will continue to use the app and will recommend it to friends.
First, you need to capture the user’s data efficiently. On the ground of your app type, you may need to get the information about age, gender, location, interests and so forth. After that, build a mechanism for analyzing this data. And finally, make your app display information on the basis of data received. But when you collect data, make sure it is secure and won’t be stolen by third parties. And if your target market is Europe, learn more about GDPR in order not to face legal issues while storing information.
4. Encourage interactions
To increase mobile app engagement, motivate customers to use your app. The most common ways to do it is by providing premium coupons, thematic offers, and discounts. Everybody likes to receive interesting and useful bonuses, so this step will improve customer’s loyalty. When thinking through offers, take your app type into consideration.
Amazon is the company that regularly use special offers in order to motivate customers. Amazon introduced its Prime membership that will cost users $99 per year. People who joined this membership now have several useful features like free shipping, live streaming music, additional storage for pics and videos. What’s more, there’s so-called Amazon Prime day when items are sold at a great discount. It allows regular users save much more than $99.
5. Take feedback into consideration
From time to time ask users to give the feedback. People will appreciate you asking for their opinion. It builds trust towards your app no matter the feedback is positive or negative one. As for negative feedback, it is much better if users will express their discontent with feedback, rather than post a negative comment in an application store. In the case with feedback, you will be able to improve app without negative influence on its popularity.
Metrics to measure
So, experts in mobile app development services created a top-notch app for you. The strategy is defined. Great start! The next important point is to learn how you can track and measure the success of this strategy. Here is a list of metrics that can help you with it.
Active users. When it comes to measuring engagement rate, MAU and DAU are first metrics to pay attention. DAU stands for daily active users, while MAU measures how many people used the app within one month. In most analytical tools, you can see the general number of active users and then filter this data by country, device type, etc.
Stickiness. Divide DAU by MAU and you will get the percentage of app stickiness. The higher it is, the more often people return to your application.
Retention rate. It shows how many people have returned to your app after a certain period of time. According to statistics, 40% of app users return to it once per month since the time they first downloaded it. To better understand user behavior, track retention rate per month and per week.
Daily session per DAU. This indicator shows how often per one day users return to your application. This metrics will help you determine whether users are interested in your app.
You can see, that mobile user engagement is of a huge concern for many app owners. That’s why it is not enough to simply launch an app in application stores and wait for increased revenue. It is also important to track app’s popularity and user engagement rate. And with the help of this data, you can choose the best strategy for engaging users.