Mobile App Retention: Redefine Your Mobile App Retention Strategies

In the past, many mobile app developers believed that the success of an app was measured by the number of downloads it had. However, not long ago, it dawned on developers that retention rate is the true measure of the app’s performance and success.

What is Mobile App Retention?

Mobile app retention is the number of users that continue to use a mobile app over time without uninstalling it.

This metric is the most essential of all mobile app analytics. It is usually measured through thirty-day, seven-day, and one-day timeframes. Mathematically, the retention rate is the number of monthly active users divided by the number of monthly installs.

Mobile app retention is crucial and should be taken seriously to ensure an exceptional mobile app performance.

Several factors are considered when developing an app, but those that impact app retention strategies should be prioritized.

Why is Mobile App Retention Important?

If users are satisfied with an app, it will be easy to retain them. On the contrary, if they are not satisfied, they will uninstall the app.

Mobile app retention is a tool used by mobile app developers to determine the point in the app life-cycle at which users begin to drop off. This allows the developers to find the factors underlying the inactivity and act of “churning” by users.

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Many marketers and mobile app developers prioritize user acquisition over retention. However, acquiring new users is not the problem; having an effective retention strategy is. Although new users will increase your growth, without retention, the app will not sustain in the long run.

Here is the importance of mobile app retention and what it will help you with:

1. Long-term growth, up to 75% increase in profitability, with just a 5% increase in customer retention.

2. Judicious application of marketing funds with a focus on delighting existing users without neglecting conversion of new users.

3. Enhancement of the app’s value.

Mobile App Retention Strategies

Mobile app developers make use of a wide variety of strategies to improve user experience and retain as many users as possible. Here are some app retention strategies:

• App Onboarding

  One of the most popular app retention strategies is to provide users with a seamless onboarding experience. If it is difficult to start using an app, such as too many steps to register and excessive information fields, most users will abandon the app.

• Gamification

  The bulk of gaming apps have a high retention rate because of the high level of engagement and game dynamics that play on the users’ psychology. This strategy nudges users to take specific actions on the app, showing them their progress in mastering their use of it.

• In-app Messages

  This strategy involves sending in-app messages to users about the app to explore its functions.

• Push Notifications

  The use of push notifications is an effective retention strategy that increases user engagement. They are among the most important communication channels used in apps. With evolving technology, they are becoming rich and interactive. Many people don’t even remember which apps they have downloaded and push notifications step in to deliver regular and relevant information.

• Incentives

  Another strategy is to use incentives to motivate users to take specific actions on the app. If the incentive has value and is logical, users are most likely to respond. The rate of engagement will be boosted, and there will be more sign-ups. You can incentivize discounted services or items, rewards, and more.

Redefine Your Mobile App Retention Strategies

Have you used one or more of the retention strategies discussed above with no results? Are your app’s users’ activities declining day by day?

If you have not recorded any significant improvement in your app retention rate, redefine your mobile app retention strategy. Here are some of the ways you can do it:

• Identify the Perfect Opportunity

  Think outside the box and devise a way to make your app integrate into users’ daily activities or routines. Build features that focus on users’ pain points so they use the app frequently.

• Iteration/Regular Updates

  Update your app regularly to provide an excellent user experience. Introduce personalized content and new features that users can modify to their needs. Determine how users’ interests will be stimulated, and they will be engaged. Track user behavior and listen to their needs and complaints as expressed in the feedback segment. When you update and improve your app frequently, you will be able to retain users.

• Prioritize User Experience

  Do not undervalue or ignore user experience. This is crucial to the retention rate. Ensure that any new feature you want to introduce will add value to users without frustrating them.

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