For a business that have developed high-end mobile applications, has to consider the two important metrics i.e. mobile app engagement and mobile app retention to calculate the success of their application. As retention and user engagement are two counterparts (distinct but related) which are aspects equally important for the success of your app. For any application to be successful, both these aspects (app engagement and user retention) have to balance out each other. An application fails when there are low app engagement and low retention rate. But before we discuss further, first let us understand the exact meaning of both these terms.
Generally, engagement is a term that refers to a set of metrics that interprets the number of active users on your application i.e. users interaction with your app. It is a metrics that can be used to measure an app’s success. Moreover, highly engaged users are those who have 10+ sessions per month.
Retention Rate is the measurement of app’s user who returns to the app within three months of their first session.
The average of the combination of these two aspects determines an application’s “coherence” – how involved and persistent users are for a particular application. Instead of being concerned especially with user conversions and/or monetization, the most important target should be to keep users engaged and ensure repeat usage.
It is challenging to achieve decent retention rates and mobile app engagement. As a matter of fact, user desertion rose to 25% this year, up from 20% in the last two years. Moreover, if an application is accessed only once in 7 days then there is 60% probability that the user will never access the application again. As users have a lot of options, the app developers have to survive this competitive market. There are methods that can be adopted to help increase both engagement and retention.
The abandonment rates can be reduced significantly if the app provides easy access. The first time user experience is crucial. Besides the abandonment issue, effective access has proved to show an increase in user lifetime value by up to 500%. Check out the following steps to create a spontaneous, seamless app accessing process.
- Developers should make logins and account creation simple i.e. scale down steps for signup, provide different registration options, etc.
- Don’t confuse users with information from the very beginning. Rather, provide functionality information after the user uses the app.
- Instruct via gestures or actions required in the app experience.
Push notifications is an effective method of increasing mobile app engagement and getting users back to your application. With this, you can easily remind your users that they have installed your application in their respective device. If implemented correctly, it will help in increasing the usage through intended messages subject to behavioral data and preferences. But it is important to not overdo the feature of push notifications or this might result in the user deleting the app. Make sure you know the difference between reminding and spamming, as there are chances you may lose your user.
Personalization helps in providing a unique and relevant experience to an app’s user. A user will most likely continue using an app if the experience is parallel to user’s requirements and preferences. Whenever possible, personalize the user experience by making use of the known data to exhibit relevant subject matter in the application. In fact, push messages that are customized to user interests to have a convert rate of 55% in comparison to the 16% of broadcast messages.
Incentivization & Gamification
To boost engagement and retention, users should be presented with incentives to use your application. Mobile featured rewards, specialized content access, coupons, special offers, and promotions will help in promoting conversions and encourage engagement. You can also incorporate features like contests, certifications, rewards, tokens, etc. for gamification. Moreover, promoting app engagement and retention gamification influences social sharing through social networks resulting in increased app visibility.
Whether it’s an MVP or a fully-developed and functional app, they are iterative. To keep the users involved and committed make sure that you update your app experience and add new functionalities and personalized content on a regular basis. By employing data, tracking user behavior and paying attention to user’s feedback you can figure out what the user want and what functionalities are influencing usage.
More app revenue as well as an increase in the average lifetime value can be achieved through more user conversions. The above methods can help in improving user engagement and retention by making sure that your application has an impact on a broader competitive app environment. For a business, it is important to associate with a mobile app development team that accentuates on both app engagement and user retention.If you are determined to develop your own mobile application or want to make changes in the existing one then you can communicate with Mobile App Development India for similar applications as we have handled these kinds of applications in the past for many mobile app development undertakings.