The mobile industry is growing and mobile apps are what dominate this industry. Businesses of all kinds are starting to realize the benefits of developing a mobile app for their business. According to a recent survey, approximately half of the small businesses are likely to adopt a mobile app by 2018. But, one can’t influence mobile users by simply developing a mobile app. It takes more than that.
Most users only use 5 to 10 apps every week. And when it comes to new downloads only 3.4% Android apps and 3.1% of iOS apps had active users after 30 days. So, what can a business do to prompt their users to download their apps and also continue using the app after initial installation? Businesses have to develop a standard app that is valuable, interesting, even compelling so that users view it as an essential part of their daily routine.
Mobile app engagement and Mobile app retention are two subjective metrics that should be focused on because high engagement and retention is what responsible for the success of an app. Moreover, engagement refers to how active users are on the app whereas retention focuses on the percentage of app users who return to the app.
These two metrics collectively determines an app’s hold on people – how engaged and loyal users are for a specific app. To make an app effective, it is necessary to keep the users engaged and ensure repeat usage. And for this, a development strategy is required which would connect the app functionality and experience with people’s intent and mobile behavior.
Look at it this way, if edition one of your mobile app was just a facade to impress, then the following editions would be an extensive system of engagement. The goal of your app should be to help people in their immediate moments of need.
In those moments, users expect the brands to attend to their needs with real-time pertinence. Google stated, “micro-moments are the new battleground for brands”. The word “micro-moments” was brought in to confer about how to reach customers on their phone. Check out the below three essential strategies.
You have to predict the micro-moments for customers in your business and then commit to being present to help when those moments occur.
You have to be applicable to customers’ needs in the moment and connect people to the answers they are looking for.
They are referred as micro-moments for a reason. Mobile users want to learn and buy promptly. You have to make your mobile experience fast and seamless.
Mobile app engagement begins with these micro-moments and, perhaps, being “Effective” is the most important one in this case. You have to be useful and meet users’ requirements in important moments. This means connecting users to what they are searching for in real time and providing relevant information when they require it. As Google stated, “With mobile, we are able to add a deep understanding of context to customer’s basic intent”. And that context provides critical understanding into customer behaviour.
However, what would happen when you are not effective? Without effectiveness, customers will not only switch to other app, but they actually might not ever come back. Only about 9% of customers will stay on a mobile app if it fails to meet their needs. According a survey, 67% of online customers agree that the quality, timing, and applicability of a business’s message influence their viewpoint of a brand. But how does this translate to your app communication. An effective strategy that is both useful and engaging with your app is via push notifications:
The frequency rate of push notifications depends on how you perceive your audience and their expectations. The best way to figure out about your users is to employ a “preference centre” within the app which would let the user choose the subject matter they want the push notifications for and when. This way your users would be responsive to your notification message and you would get the desired engagement in return.
Along with the frequency rate of the notifications you send out, also consider the time of the day. It is important to send out notifications when your users are active on their phones. Calculate the ideal send times by practicing A/B testing. After you establish the time span your users are using the app, and then divide the audience depending on their attributes to boost response rates.
Push notifications tend to annoy users when they are more recurrent, thus to counteract, your message content has to be helpful, trendy and clear. In view of the push notifications having design constraints and following a standardized text format, to encourage user engagement you have to use words accordingly.
On determining these ideal mobile moments to send notifications to customers, your app will excel at being valuable. By getting proficient at the craft of push notifications, your application will increase the mobile engagement extensively irrespective of your application type.