How To Increase Mobile App Engagement
Downloading a mobile app is like adding a tool to your tool chugalug. Once apps are downloaded, they can exist easily accessed whenever you need them. Notwithstanding, just because the app is available, doesn't mean the app volition be used.
"Getting a new user to download the app isn't the end line—it'south the starting line." While downloading the app is apparently a required initial step, app appointment is what determines your app'due south success with users.
With ever-increasing app choices, (184 billion past 2024, to be exact) it's vital to empathise ways to improve app engagement and stickiness to avoid getting your app replaced on abode screens.
Here are v of the best ways to proceed users consistently engaged with your app.
The Steps for Better App Engagement
1. Reduce Friction in App Onboarding
Let's first from the beginning. When developing your app, consider the user's unabridged feel. What's the first thing they'll need to practice when they open up the app? Most likely, create an account. If there is a complicated onboarding process for users, there's a higher chance they'll abandon your app without a single use, diminishing app appointment.
Smashing Mag uses OKCupid as an example. When trying to login to their app, the author, Suzanne Scacca, was unable to use the "log in with Facebook" characteristic after multiple attempts (14 clicks).
Source: Smashing Mag.
Retention is the path to increased app appointment. Getting users to download the app without optimizing the account creation experience cuts that retention brusk about immediately. Brands should strive to retain users versus aiming to constantly get new ones. Simplifying onboarding is the first stride in client retention, but ensuring your app is useful to the user volition increment retention too.
2. Increase App Utility
Once the friction has been removed from the onboarding process, another ingredient for improving app engagement is simplifying the user'southward life. Going back to the tool belt illustration, if at that place's a tool that'due south not helping to solve a problem or provide the user value, they're going to remove information technology from their tool belt so information technology doesn't weigh them downwards.
In an interview with Forbes regarding app use during the pandemic, AJ Wang, Head of Acquisitions and Functioning Marketing for GCash, a fintech app, said marketers need to become "lifestyle enablers."
An app should improve the customer's life in some manner. Whether information technology's a stress-relieving game or making depositing checks a breeze, for consistent app engagement there needs to be a utility aspect to the app.
3. Optimize Push Notifications
Now that the user was able to easily sign up and your app is helping simplify their life, how do y'all continue to appoint with the user to remind them of your app's benefits? Enter: push notifications. Personalized push notifications with the correct messaging at the correct fourth dimension tin improve app date. In fact, push notifications have a click-through rate 7x that of email.
If your app is a tool for the user, push notifications should remind the user that they have that tool when they need it. 1 mode to practise this is by sending button notifications based on a user's location.
Geo-targeting push notifications to ameliorate app engagement
Square sends push notifications with local recommendations based on the user's location. Source: Taplytics
With geo-targeting, the user gets a personalized experience and is more than likely to appoint with the app if the message is helpful to them at that moment.
As helpful as the notifications may be, the user experience, once customers are taken to your app, needs to exist consistent to retain and engage users.
iv. Create a Consistent In-App Experience
The user is logged in, finds your app useful and gets personalized push notifications. As the user navigates your app, however, it's important to create a consistent feel within the app itself.
A consistent in-app experience ways that as a customer uses your app, they shouldn't exist confused by the user interface and app functionality. In fact, every bit function of the onboarding experience, many apps include a quick training on how to use the app, to ameliorate the customer's experience and increase app appointment.
UsabilityGeek highlights the importance of mental models when thinking well-nigh an app'south user interface. They noted, "Developing an understanding of a user's mental model, that is, what a user will demand to utilise during sure situations, be information technology mobile or desktop, will ensure a positive user experience through consistency."
In-app consistency is an integral part of the customer experience. But, when a customer leaves your app, how practise y'all guide them back? Consistency should be applied to the entire client journey, for a seamless experience.
5. Develop a Seamless Cross-Channel Experience
Once the in-app feel is consistent, brands need to look at their client feel as a whole, including their app. In Liftoff's 2022 Mobile Report, Skye Featherstone, Product Marketing Manager at Snapchat, said, "Apps are the connective fiber of your business, providing seamless, personalized experiences across both physical and digital contexts."
Because apps have the ability to bridge the physical and the digital, like in our geo-targeting example, the experience for users needs to be seamless and undoubtedly on-brand.
Let'south say your client is in your mobile app but later clicks a link to your mobile site. If the mobile site and mobile app look different, just from a basic branding perspective, information technology may create defoliation for the user. You lot want the user to develop a familiarity with your brand and, through doing that, you'll likely increase app date in addition to date on other channels.
Target demonstrates consistent branding and information across mobile app (one), mobile site (2) and desktop (3). Source: Target.
Another example of a seamless experience could be if a user is shopping on your desktop site and abandons their cart. Y'all could transport the customer a push notification with messaging about the products in their cart or products related to what's in their cart. Then, when clicked, the notification could take them to their cart in your mobile app, which has the items they added via the desktop.
Edifice a seamless experience for the client volition ultimately amend app engagement because the app is a piece of the puzzle. The user can bounciness back-and-forth betwixt the concrete locations, desktop and your app and feel as though it's one singular, personalized experience.
Improve Engagement by Improving the Client Experience
The key to improving app date is understanding the customer experience, both within your app and as a whole. From first download to becoming regularly used, the focus for your app needs to be on what the customer is experiencing and what value they tin get from your app at each moment in the client journey.
At the end of the day, we've all used an app. Even though we're marketers, we're people too, and so think near your experience with your favorite apps and put yourself in the customers' shoes. What makes yous go back time and once again to your favorite apps?
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Source: https://www.ama.org/2021/06/09/5-ways-to-improve-mobile-app-engagement/
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