Building an app may be pricey, but retaining users and ensuring that they're active and engaged costs brands something, too.
At BuzzPlant, we frequently help clients strategize how they can most effectively retain, engage, and convert their app's users. This new infographic from Appboy (below) shares some helpful information for how brands can effectively keep those users who downloaded their app.
The Problem With Apps...
The issue with apps is that we can only download and use so many of them. The latest Nielsen report tells us that the average smartphone user accesses 26.7 apps per month, a figure which has remained fairly consistent, despite time spent in apps increasing. Twenty-six apps doesn't leave room for many new installs when you account for some of the most basic ones that almost every user is likely to already include in their daily routine (e.g. social platforms, music player, camera, email, weather, navigation, etc.).
If an app doesn't grab the user's attention right off the bat, a short lifespan is a likely prognosis. The Appboy infographic tells us that up to 70% of users are often lost just a day after install. When you also consider the fact that the average cost per install is $2.22 on Android, and $1.64 on iPhone, it's easy to see how those unengaged users can total up to a large expense.
Acquiring active, engaged, and loyal users isn't cheap either. These users, on average, cost about 25x as much as unengaged users.
5 Ways to Increase App Retention and Engagement
Here are five strategies for keeping users active and engaged on your app.
- Perfect your on-boarding process. That first connection your user has when they download the app is a crucial one. Anything you can do to encourage users to accept push notifications is worth considering. Appboy found that push notifications result in a 50% uplift in next day retention and a 71% uplift in two-month retention. Unfortunately, 41% of Android users and 60% of iOs opt out of push notifications.
- Use multi-channel on-boarding campaigns. Because push notifications are generally unpopular with users, Appboy recommends a multi-channel campaign, which can improve next day retention by 80% and two-month retention by 131%. Email, in our experience, is a great companion to push notification campaigns.
- Be in-the-moment. When you deliver a message at the times your user is most likely to engage, you can increase overall engagement by 25%.
- Use imagery. Relevant, attention-grabbing pictures in your messaging can increase engagement by 57%.
- Personalize messages. For example, instead of saying, "Add your friends", you could personalize the message by suggesting your user add some specific friends. Personalized, user-specific messages increase conversion by 200%.
See the below infographic for more app insights.
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