While the app stores have been recently tuning their ranking algorithms to take into account not only the number of downloads, user engagement has become even more pivotal. What are the main user engagement mechanism to consider before proceeding to the app development process? Let’s have an insight!
Ways to increase app user engagement
Be it increasing engagement with an Android or iphone app, these strategies are likely to improve your chances to attract users with at least 10+ sessions per months (highly engaged users according to Localytics) and accordingly increase your product’s app store ratings. Clear onboarding Understandable and seamless onboarding experience allows for significant reduction of your product’s abandonment. The more difficult it is to start using your app, the higher chances that users postpone getting back to it. What can create obstacles?
Types of new user onboarding, focused on:
In-app messages
This is the type of messages that customers receive when using your mobile product. According to Localytics, in-app messages increase the number of app launches by 27% and boost engagement by 3 times. A must-have of each and every in-app message is its seamless integration. It should be felt as a natural part of an app and by no means like a part of marketing. This, by the way, doesn’t rule out one another. Best in-app messaging use cases:
Linkedin uses in-app messages to help users discover certain useful features. While implementation of in-app messaging might be quite challenging, it is the matter of addressing a professional software development company to insure it is correctly implemented for you to track it further on.
Push notifications
Push notifications have been proved to boost mobile app engagement by 88% and encourage 65% of users to return back within 30 days when being enabled. Moreover, 50% of users find them quite useful [2]. This creates an opportunity for app owners to show the real value of their products. When implementing push notifications, make sure to lean on three pillars: content, timing and frequency. When all three components are done right and not misused, push notifications drive latent users back to your product. If not, you can easily irritate and frustrate them. There is a fine line that cannot be crossed. For example, An mCommerce app Gilt offers transactional push notifications to inform users that items that they’ve liked or added to favorites are available or on sale.
Deep links
This tool has lately seen heavy use as means to increase engagement, drive downloads and conversions. Deep links allow for creating a seamless user experience, when linking to your mobile app from a responsive website, email, social media or SMS messages, for instance. It can be especially useful when inviting other users to an app or when in need to take someone to specific place in your mobile product. For example, Your app announces a giveaway. To receive it, a user just has to install your app or just click a button in case he has the app already installed. Instead of the layout with a gift that was promised, a user is sent to the homepage of the app. What he is supposed to do now? The user is frustrated. If the app had had deep linking, a page with detailed instructions would be opened ensuring the user’s benefit. Social Media Sharing It is no secret that US users are highly engaged with social media. With Facebook penetration amounting to 63%, Instagram – 27%, Twitter – 22% and Google Plus – 17%, letting your users share their experience inside your app will make your product go viral [3]! This tool can be used to encourage user sharing by giving them certain rewards for logging in to various social networks, for instance. For example, Nike+ Run Club app allows sharing personal achievements on social media platforms. Subway Surf app offers rewards (buying boosts, for instance) just for logging in to Facebook account. Pitfalls of forgetting about mobile engagement Before addressing an experienced vendor for mobile app development services and focusing on components of your future product, it’s essential not to forget about a thought-out user engagement strategy as its lack is likely to lead to:
While these strategies are likely to boost engagement, it is certainly important to stay focused on your users and their needs. This will be handy when choosing a method that works best for your target audience. Encourage your users to come back by making your tactics more personal and up-to-date!
[1]https://www.kahuna.com/blog/stop-spamming-your-users/
[2]http://info.localytics.com/blog/6-stats-that-prove-how-important-push-notifications-in-app-messaging-are-to-your-apps-success [3]http://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/ [4] http://www.mobilemarketer.com/ex/mobilemarketer/cms/news/research/11924.html
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