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Top 5 Strategies for Retaining Mobile App Users

The number of mobile phone users is actively growing today. People understand that with the help of a smartphone, they get access to unlimited information: they can do bookkeeping, have fun watching media content, install useful programs and games, plan vacations, and so on. The development of mobile or web services for the company is now becoming decisive since the creation of a mobile application is a way to increase audience interest and promote business.

It is important to care not only about creating and protecting an application but also about its use. If a user installs an app but rarely or never opens it, its ranking in the app store can be affected. User retention is becoming a key concern for every business as mobile app sales account for a growing share of total sales. Find 5 effective strategies for retaining mobile app users in this article.

What is User Retention and Why Is It Important to Monitor This Metric?

Text customer retention on clipboard, charts, graphs. business concept, flat lay.

The user retention rate shows customers’ return to the application for a certain period after installation. This is one of the most important indicators of mobile marketing. Retention shows if there are problems with attracting new users. It also helps to predict whether the project will be successful in the future.

Why should you monitor user retention? There are several reasons for this, in particular:

  • Determining the effectiveness of advertising campaigns. Retention demonstrates the quality of the traffic source and allows you to set up advertising campaigns to get more active users;
  • Identification of errors and bugs in the product. Through retention, you can discover factors that hinder users. Here you need to consider users who installed the application and went into it but quite quickly abandoned it. This indicates that there was user interest, but something went wrong. Maybe users did not like the interface, or they found some kind of bug;
  • Checking the quality of feedback. Fast processing of requests usually builds customer loyalty and increases the retention rate. If the feedback is bad, people leave without waiting for improvements, and retention drops.

Mobile App User Retention: 5 Effective Strategies

There are many different strategies to retain mobile app users. In the following paragraphs, we will tell you about those that have received the most distribution today and have repeatedly confirmed their effectiveness.

Push Notifications

Inspiring push notifications provide marketers with a direct connection to an audience that has already shown interest in the app. Updates, promotions, events, and news are used as push notification content to encourage users to interact with the app.

Asian working woman hold mobile phone text message chat conversation using social media businesswoman use smartphone browse web read ebook trade stocks and search job communication technology

The main advantages of using push notifications:

  • Attract attention. Send instant personalized notifications to users who are interested in your app to encourage them to take action;
  • Timeliness and customized approach. You can use in-app events such as an update installation, a forgotten cart reminder, a failed level in a game, or location data to send personalized and timely notifications;
  • High conversion rates. 40% of users interact with push notifications within an hour of receiving them.

The disadvantage of this strategy is that users must activate push notifications. The average global push notification rate is 68%, which means you lose about a third of the users who turn off push notifications.

Personalized Onboarding

Onboarding is an introduction to the application, getting the user acquainted with it. Therefore, it needs to be engaging and useful. Tell about the key functions of the resource, avoiding complex wording. Highlight the benefits of an app.

The effectiveness of onboarding is greatly enhanced by personalization. It depends on the specifics and subject matter of the application. In an e-commerce application, it is worth asking the users for information about their preferred brands. In an online movie theater app, for example, it is worth asking for favorite series and movies to offer recommendations.

Email Marketing

Email marketing is a relatively simple and affordable way to convey certain information in the form of an email to the target audience. 60% of marketers say email marketing generates the highest ROI for their business. Most mobile marketers know that re-engagement emails can push users to use an app.

Advantages of using this strategy to retain mobile app users:

  • Economic efficiency. Businesses large and small can find an ESP that fits their needs and budget, from do-it-yourself resources to unique solutions, including sales tools and customer databases;
  • Good for attracting users. According to Oberlo, 81% of small and medium businesses still use email as one of the main channels for reaching the target audience. Encouragement of registrations helps to create a base for email newsletters to share helpful information and build long-term relationships;
  • Promotes re-engagement. Efficient email campaigns encourage re-engagement with the app.

App Retargeting

Retargeting is a strategy that helps to re-attract the attention of users who, for some reason, have stopped using the application. App retargeting has two benefits:

  1. You will be able to target users who have turned off push notifications;
  2. You can also target users most likely to become buyers and interact with the app.

To complete a user retention strategy, app retargeting and push notification email marketing can be used. This allows the creation of an effective personalized channel, as well as increases conversions.

Content Targeted for Retention

Practice shows that entertaining, educational, problem-solving, and user-satisfaction content draws the target audience’s attention to the application. Therefore, it is advisable to use the application pages on social networks. These can be engaging stories on Instagram and links to the app on Facebook, Twitter, etc.

Conclusion

Retaining app users is crucial because it builds loyalty and means that the brand hasn’t wasted a budget on attracting an audience. Retention strategies are aimed at repeatedly motivating users to return to the resource and thus increase their lifetime value. Each of the above strategies is great, so you can use any right now.

But don’t forget about SEO. Although this is a user acquisition strategy, its benefits can be used for retention. It is important to understand how users of the application behave. This will help you determine what keywords and phrases they are looking for, create content that includes those phrases, and thereby draw attention to your brand.

Top 5 Strategies for Retaining Mobile App Users

The number of mobile phone users is actively growing today. People understand that with the help of a smartphone, they get access to unlimited information: they can do bookkeeping, have fun watching media content, install useful programs and games, plan vacations, and so on. The development of mobile or web services for the company is now becoming decisive since the creation of a mobile application is a way to increase audience interest and promote business.

It is important to care not only about creating and protecting an application but also about its use. If a user installs an app but rarely or never opens it, its ranking in the app store can be affected. User retention is becoming a key concern for every business as mobile app sales account for a growing share of total sales. Find 5 effective strategies for retaining mobile app users in this article.

What is User Retention and Why Is It Important to Monitor This Metric?

Text customer retention on clipboard, charts, graphs. business concept, flat lay. The user retention rate shows customers’ return to the application for a certain period after installation. This is one of the most important indicators of mobile marketing. Retention shows if there are problems with attracting new users. It also helps to predict whether the project will be successful in the future.

Why should you monitor user retention? There are several reasons for this, in particular:

  • Determining the effectiveness of advertising campaigns. Retention demonstrates the quality of the traffic source and allows you to set up advertising campaigns to get more active users;
  • Identification of errors and bugs in the product. Through retention, you can discover factors that hinder users. Here you need to consider users who installed the application and went into it but quite quickly abandoned it. This indicates that there was user interest, but something went wrong. Maybe users did not like the interface, or they found some kind of bug;
  • Checking the quality of feedback. Fast processing of requests usually builds customer loyalty and increases the retention rate. If the feedback is bad, people leave without waiting for improvements, and retention drops.

Mobile App User Retention: 5 Effective Strategies

There are many different strategies to retain mobile app users. In the following paragraphs, we will tell you about those that have received the most distribution today and have repeatedly confirmed their effectiveness.

Push Notifications

Inspiring push notifications provide marketers with a direct connection to an audience that has already shown interest in the app. Updates, promotions, events, and news are used as push notification content to encourage users to interact with the app.

Asian working woman hold mobile phone text message chat conversation using social media businesswoman use smartphone browse web read ebook trade stocks and search job communication technology

The main advantages of using push notifications:

  • Attract attention. Send instant personalized notifications to users who are interested in your app to encourage them to take action;
  • Timeliness and customized approach. You can use in-app events such as an update installation, a forgotten cart reminder, a failed level in a game, or location data to send personalized and timely notifications;
  • High conversion rates. 40% of users interact with push notifications within an hour of receiving them.

The disadvantage of this strategy is that users must activate push notifications. The average global push notification rate is 68%, which means you lose about a third of the users who turn off push notifications.

Personalized Onboarding

Onboarding is an introduction to the application, getting the user acquainted with it. Therefore, it needs to be engaging and useful. Tell about the key functions of the resource, avoiding complex wording. Highlight the benefits of an app.

The effectiveness of onboarding is greatly enhanced by personalization. It depends on the specifics and subject matter of the application. In an e-commerce application, it is worth asking the users for information about their preferred brands. In an online movie theater app, for example, it is worth asking for favorite series and movies to offer recommendations.

Email Marketing

Email marketing is a relatively simple and affordable way to convey certain information in the form of an email to the target audience. 60% of marketers say email marketing generates the highest ROI for their business. Most mobile marketers know that re-engagement emails can push users to use an app.

Advantages of using this strategy to retain mobile app users:

  • Economic efficiency. Businesses large and small can find an ESP that fits their needs and budget, from do-it-yourself resources to unique solutions, including sales tools and customer databases;
  • Good for attracting users. According to Oberlo, 81% of small and medium businesses still use email as one of the main channels for reaching the target audience. Encouragement of registrations helps to create a base for email newsletters to share helpful information and build long-term relationships;
  • Promotes re-engagement. Efficient email campaigns encourage re-engagement with the app.

App Retargeting

Retargeting is a strategy that helps to re-attract the attention of users who, for some reason, have stopped using the application. App retargeting has two benefits:

  1. You will be able to target users who have turned off push notifications;
  2. You can also target users most likely to become buyers and interact with the app.

To complete a user retention strategy, app retargeting and push notification email marketing can be used. This allows the creation of an effective personalized channel, as well as increases conversions.

Content Targeted for Retention

Practice shows that entertaining, educational, problem-solving, and user-satisfaction content draws the target audience’s attention to the application. Therefore, it is advisable to use the application pages on social networks. These can be engaging stories on Instagram and links to the app on Facebook, Twitter, etc.

Conclusion

Retaining app users is crucial because it builds loyalty and means that the brand hasn’t wasted a budget on attracting an audience. Retention strategies are aimed at repeatedly motivating users to return to the resource and thus increase their lifetime value. Each of the above strategies is great, so you can use any right now.

But don’t forget about SEO. Although this is a user acquisition strategy, its benefits can be used for retention. It is important to understand how users of the application behave. This will help you determine what keywords and phrases they are looking for, create content that includes those phrases, and thereby draw attention to your brand.

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