How to retain users for your mobile app

Post by Jessica Santos

Mobile marketers are constantly searching for ways to attract users to their apps — and keep them there. It’s an immense challenge: Apps lose 90 percent of their daily active users within 30 days after installation. On top of that, 23 percent of apps are used only once.

So how do brands and mobile marketers overcome those challenges? What can be done to boost app retention rates?

The best way is to break into the top tier of apps in your category. The average U.S. app users spend 90 percent of their mobile usage in their top five apps. Imagine the reward if you’re in that top five!

Start with a mobile app retention strategy

Consider some of the benefits of an active and loyal group of engaged users. You can gather valuable data from how they’re using your app. Your users can share your content on their social networks. You can get direct feedback right on the app. Plus, it builds brand loyalty if you create an app that’s valuable and useful for your users.

So how to create an effective mobile app retention strategy? Start with the data. The folks at CleverTap, a mobile marketing platform, put together the following infographic to help you navigate the different phases of the app retention lifecycle. The goal is to provide a baseline to help you formulate a game plan to attract users to your app — and keep them engaged.

Courtesy of CleverTap

Three fundamental steps to app retention

The bottom line is that you should present your users with something of value before they exit the app so you can leave a lasting positive impression. CleverTap’s guide suggests that retaining app users is almost the same as dating and getting engaged.

1First, you need to make a great first impression by having your app stand out from the competition — and from your own website. Two-thirds of users believe they can accomplish the same thing on a mobile website as the app. So disabuse them of that notion. Make sure you differentiate and offer value-adds and features they can find only on your app.

2Nurture the relationship with your user and keep up regular communication. You can do this with personalized push notifications and relevant offers delivered at just the right time. This is where usage data and customization come into play. If you notice that a user hasn’t used your app in a while, it could be time to send a friendly push notification to help nudge your user back onto your app. This is also the time to give financial incentives or special offers. Valuable, time-sensitive incentives coupled with a clear call to action is a great formula to draw a lukewarm user back in to see all of the great features on your app.

3Finally, you need to get them to say “Yes!” to your product or service. Given that so many millions of people are migrating to mobile for both business and personal use, a sticky app offers the best way to build a loyal following and provide an easy way for users to connect with your brand or organization.

Key side benefit: Retained and engaged users can also give you more usage data and direct feedback so you can learn how you can not only improve your app, but also your organization as a whole.

Top takeaways from the infographic

Mobile app retention stats

• 90% of daily active users don’t return to an app with a month after installing it.
• 23% of mobile apps are used only once.
• The typical smartphone user engages with only 9 apps per day.

Key tips for attracting loyal users

• Get users acquainted with your UI and get them to the “wow” moment early.
• Offer a value proposition that separates the app experience from your website.
• Present the user with something of value before they exit the app

Incentivize return users

• Basic personalization has been proven to boost engagement by almost 10%.
• Provide a financial incentive or special offer with a clear call to action.
• Give the user a timeframe in which to take action.
• Out of sight, out of mind. Send reminders by communicating with users outside the app.
• However, don’t overwhelm the user with too many messages too soon.
• Make memories. Know which actions the users have performed, where they dropped off and where users are in the funnel to re-engage them.

Keep them engaged

• The probability of converting an existing customer is 60%-70% greater than converting someone off the street.
• A 5% increase in app retention can result in a 25% to 95% increase in profits.

Copy or share CleverTap’s infographic above to see how you can incorporate these tips into your own mobile marketing strategy. You’ll also want to check out their 16 Must-Know App Retention Stats.