User acquisition is an acquistion for determining mobile app success. High download rates mean nothing without active users. Brands are now spending a considerable amount of money to acquire users, but the value is in engaging and retaining users.
Mobile app engagement and retention are the other two major factors that determine the success of an application.
Mobile app Engagement describes how active users are on the application.
Mobile app Retention is the percentage of an app’s users who access the app within three months of their first session. Every brand will have an individual method of user engagement and retention depending on the nature of the app.
Steps to increase app retention
Providing a picture perfect onboarding experience can help in reducing app abandonment rates. If the app has too many steps to sign up, many information fields, complex functions, its more likely users are to abandon the app.
The first impression of the app is imperative, and also user experience. Apart from ensuring users don’t abandon the app, effective onboarding has led to increasing user lifetime.
• offer multiple registration options, and easy login/ signup options
• offer feature/functionality education to users
Push notifications have improved user retention. Users who have agreed into receiving push notifications show higher app engagement than others
Push messaging helps remind users that they’ve downloaded your app. It can also help encourage usage of the app through targeting messages based on user behavioral data and preferences. Users must be given a compelling reason to engage in the app if in case the app is not driving daily usage, like discount or rewards.
Major successful apps target audience and enrich their features to link to user’s everyday routine, which encourages them to use it on a frequently. Addressing the needs of users is very important in how often they use the app.
Taking user’s feedback will show that their opinion is being considered to make the app better for them to use. Opening the lines of communication with users will help reduce negative comments on the app stores. Being responsive and addressing questions will boost user engagement and retention rates.