The success of failure of most mobile apps doesn’t depend solely upon the number of downloads. Successful app marketers know that getting phone users to download and install apps is only a first step. The real test of an app is how well it can engage users. Typically, this takes a good mobile app engagement platform and the ability to use it well.
To understand the importance of engagement, consider these statistics from Adobe’s Digital Marketing blog:
- Percent of downloaded apps that never get used: 25 percent
- Percent of downloaded apps that only get used once: 26 percent
- Percent of users who abandon apps after only three days on average: 77 Percent
Do you hope to leverage your app to market your company or display advertising for other brands? If so, you can’t leave engagement to chance because the odds are stacked against you. Your app engagement must be better than average and in fact, you should strive for excellence at every step of the process.
Seven Steps to Improve App Engagement
These days, engaging mobile users usually depends upon finding the right mobile app engagement platform for your particular kind of app. Consider seven tactics that can help you improve mobile app engagement:
- Onboarding: Don’t make users impatient with features that are hard to figure out how to use. Consider initial walkthroughs and mobile tooltips to explain existing features to new users and new features to current users.
- Customization: If you can, highlight features that the user is likely to have an interest in. You might use past customer data or demographics to get started with this.
- Conversions: Use in-app activity to help you understand user intent and then guide users towards action. For example, you might send a push message if a user abandoned a shopping cart or if you’re running a special on the kind of item that your customer has purchased in the past.
- Feedback: You can offer surveys or other feedback mechanisms to find out what users like or dislike about your app. Most users only offer feedback when they’re dissatisfied, but that’s the kind of information you need to hear before disgruntled users post it on social sites.
- Sharing: You might ask your satisfied users to share or post ratings about your mobile app in social networks or download sites. This can help encourage downloads by like-minded people, which should improve downloads and engagement. You could even include some sort of in-app rewards for sharing.
- Tuning: Successful app marketers don’t expect their first version to be their best version. Based upon your app analytics and feedback, use tools to tune and test your app for the best performance.
- Excellence: Always aim to reward people for using your app. You might keep offering value and continue to engage users by including limited-time offers, app-only discounts, and rewards for social sharing or for participating in games or fun quizzes.
While you might take some satisfaction from a high number of app downloads, most app marketers really only profit if a lot of people keep using the app. On the other hand, high engagement scores can help you profit with fewer users. Since you invest in every download, it only makes sense to also invest in engagement.