In today’s climate, where there are 3.7 billion unique mobile users, it comes as no surprise that mobile engagement is of the utmost importance.
Studies show that in 2017, out of 2 trillion visits, 63% of website traffic came from mobile devices. However, when it comes to actual engagement, the boom may be over. Compared to 2015 where there was a 58% increase in mobile engagement, there was only an 11% jump in 2017.
It’s not rocket science.
The proliferation of the most innovative mobile app technologies led to inflated engagement numbers a few years ago. Once apps became a regular part of everyday life, user tastes became more discerning. People are now pickier about when they engage with apps and with which apps they engage. As such, the supply of apps is vastly outweighing the consumer demand. While acquiring and onboarding customers are very important, you need to consider that 24% of all apps are only used once while 43% of users eventually uninstall apps. Furthermore, the vast majority of app users are only interested in games and social media. Still, app numbers do keep growing – albeit at a slower rate than previously – meaning mobile apps are still incredibly lucrative. It’s simply a matter of how you strategize and market your product.
Your methods of increasing engagement should be focused around satisfying and retaining the users you already have. By promoting loyalty to your app with the correct engagement and marketing techniques, you’ll stand out in an over-saturated market.
Pushing the Right Message
As time passes, more and more senior mobile experts are realizing that personalized user experiences contribute the most to the long-term growth of mobile products.In 2018, personalized push notifications had a 9.06% more open rate than generic messaging. Push notifications, therefore, offer marketers a greater opportunity to engage with customers. Resources should be funneled into executing push messaging campaigns.
Given the startling number of people that download apps only to ignore them, push notifications coax lapsed users into action, particularly when executed effectively. Send a personalized push notification message to your customers with thoughtful reminders, various offers, and breaking news. Providing value with your app makes retaining users far more likely. A/B testing can help you understand your audience better and what works with them.
Execution Wins the Day
A study analyzing 63 million app users shows that the first 90 days reveals more frequent messaging increases mobile app retention rates by between 3x-10x. Those opting into receiving push notifications engage 88% more with an app.
It’s all well and good to send frequent push notifications but if you aren’t doing it right, you’re wasting valuable resources.
You’ll want to follow the best practices to promote retention and engagement. Even if your push notifications are highly enticing, your app has to live up to the promise. For example, you could be really adept at using emojis, which contribute to 70% higher click-through rates on push notifications. But, if the app is clunky, you’ll have fallen short in the eyes of 96% of mobile users who cite the importance of app speed and responsiveness.
You have to ‘talk the talk’ with the push notifications and ‘walk the walk’ with your overall app quality.
Make Acquisition a Component of Retention
Even if a user who’s suffered from a poor onboarding experience downloaded your app, the abundance of sign-up steps, information fields, and features scared them off. Abandon rates go through the roof after users experience a difficult onboarding process.
User acquisition may just be the beginning stage, but it has a huge impact on retention if you make an awesome first impression. A good onboarding experience increases a user’s lifetime value by up to 500% and can be streamlined by the following steps:
Simplifying logins and account creation.
Spreading out the information you wish to provide.
Offering functional education as the user accesses various features.
Your onboarding or acquisition process should be a part of a broader retention plan. Think about acquisitions as the starting point of a long-term relationship instead of a one-off transaction.
Mobile Engagement Increases Return On Your Investment (ROI)
There are stories of viral video campaigns that have garnered millions of views but didn’t do a thing for the company who produced it.This isn’t the case with effective mobile engagement through push notifications. It’s a marketing strategy based on getting results.
The lifetime value of a client can be explained by multiplying the number of days of retention by the average revenue of daily users. Provided higher engagement increase conversions, the overall revenue per user will also improve. Better retention rates mean more daily users. Therefore, both engagement and retention play directly into the lifetime value of a client. Since push notifications increase engagement, effective campaigns are proven to help with boosting ROIs.
Personalize Your Content
The more you align your app with user needs and inclinations, the more chance you’ll have at successful retention.
With the prevalence of personalization, apps aren’t equipped with a cookie cutter, uniform experience anymore. By utilizing the correct tools, you’ll gather important data to produce relevant content that appeals on a personal level to your users. Placing a user’s name on screens and in messages are both common personalization methods but there’s more you can do—particularly with push notifications.
When push notifications are pinpointed to a user’s preferences there is a 54% higher conversion rate compared to the 15% conversion rate of broadcast messages. It’s so crucial to key in on a user’s interests, name, locations, and behaviors.
Remember, if the information and content are ill-thought and irrelevant, it can negatively affect retention rates. It’s crucial that any push notification campaign is only executed with the keenest of insights.
In a mobile-dominant climate, the market has become saturated with apps. As a result, promoting mobile app engagement is incredibly challenging. Users have a wealth of options and tend to be picky with the apps they choose to spend time on. Even if you acquire a new user, your app could be abandoned if it isn’t relevant or enticing.
Since overall engagement is stagnant, retaining customers and promoting their engagement is integral to your success.
As a response to this challenge, you need to utilize the best tools and techniques – such as personalized push notifications – to encourage app engagement and retention.
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