Over 57% of users abandon an app one month after downloading it. Three months later, this figure rises to 73%.
Yet the best apps have a user engagement rate up to three times higher than others.
Clearly, there are secrets to winning the hearts of users. We reveal them to you!
1. Take advantage of the first 3 to 7 days of application installation
Between 3 and 7 days is the time needed for users to decide to keep (or not) your mobile application. The key to success is therefore to hook them during this critical period.
To do this, you need to make your app accessible and easy to use. For example, by helping the user take their first steps, you increase engagement in the app by 50%.
Also read 10 ideas for mobile applications to develop in 2022
2. Make the application easy to use
We said it, you have 7 days maximum to convince! If you want to increase engagement on your application, facilitate the user experience via these best practices:
- Highlight the value of your application Focus on the benefits of your tool’s key function.
- Save users time Shorten the user experience as much as possible. Mobile users don’t have to go through several screens to get what they want.
- Include screenshots or drawings to better illustrate your point.
- Teaching by doing: Explain to users the main actions they can perform in your application and let them see the results for themselves
Also read 9 strategies to improve the loading speed of your application
3. Add relevant push notifications
Users who accept push notifications spend 30% more time in the app.
At the same time, more than 50% of them find notifications irritating. One way to combat this attitude is to individualize your push marketing.
Tailor push notifications based on user data, behavior and interests. For example, if you have an e-commerce app and a mobile user leaves items in their cart, you can send them a personalized push to encourage them to complete their purchase.
Also read: Push notifications: 7 KPIs to watch
4. Geolocate notifications
Another way to personalize notifications is to geotarget them. This means targeting promotions to the user’s current neighborhood, city or region.
For example, if you’re a restaurant, you can send a push notification that promotes takeout options when your user leaves home. If they are at home, you can offer them your delivery services or inform them of promotions on partner sites like Deliveroo or Uber Eats.
5. Use integrated messaging wisely
In-app messaging is useful for maximizing your ROI. However, it should not disrupt the user experience. When messaging, follow these best practices to achieve higher levels of engagement:
- Don’t send messages and promotions as soon as the user signs up. Let them test your tool first.
- Present messages when the user opens your application, not when they are performing a task.
- Segment your audience to send different, personalized messages (it’s always more effective!).
- Use messaging to connect with disengaged users: a reminder of the purpose for which they downloaded the app can encourage them to stay.
6. Gamify the user experience
You can use consumers’ natural desire to win, succeed, and outperform others to make your app more engaging. There are many ways to add scoring systems, challenges, achievements, rankings, badges and other such incentives.
You can also reward your users for their loyalty. The type of rewards will, of course, depend on the nature of your application. In theory, it can be gifts, coupons, discounts, special offers, access to premium content or stickers.
7. Use multiple channels to drive engagement
Convert your existing community into loyal users by offering them the ability to access them on all your platforms: on your website, via email, and on social media.
Plus, it makes it easy for users – who have already installed your app – to return. Make sure these channels link directly to your app for the best experience. The more visible it is, the more it will stay in consumers’ minds.
If you create content dedicated to the app, consider informing your community about it (on social networks, by email, via a blog post…). This good practice will encourage users (potential and current) to connect with it.
Now you know how to drive customer engagement in your app. Feel free to test several methods to find the one(s) that work best!