What’s the most important metric that provides real insight into the success of your mobile application? Mobile app engagement and mobile app retention. This shows how valuable your app is in the eyes of the user. This also enables you to gauge what’s working and what isn’t so that you can make necessary improvements to engage your customers and increase retention. The main goal for any marketer is to inspire as many downloaders as possible to keep them coming back for more, hence the value of retention and subsequent revenue opportunities.
Leanplum, a mobile marketing software company, found that most apps lose a majority of their users after being opened for the first time. By day one apps only have a 21% retention rate, and by day 10 this number drops to 7.5% and remains steady through the first month. By day 90 the number further declines to 1.89%. According to reports, a mobile app may lose almost 80% of its daily active users (DAU) within the first three days after installation. And, if you do not take appropriate action on falling DAU, the stats get even more depressing. Hence, high impact app retention strategies are high on the list of priorities for mobile marketers.
Measure your mobile app engagement with these metrics:
Which app categories have the most retention?
Starbucks is pushing the envelope when it comes to app retention. It’s new payment system through the app has proved to be a huge success with fast adoption and usage of the mobile app. The two pivotal elements that led to the rapid growth and customer adoption success of the Starbucks mobile app and payment system are its linkage with the lucrative rewards system that offered immediate stars for each purchase and the fact that Starbucks also used digital channels for effective data mining and to learn more about its target customers.
Increasing engagement and retention result in active and loyal users. The following mobile app user retention strategies are helpful in reducing churn and improving ROI:
Your mobile app users are often your most profitable customers and user retention through well thought out strategies is one of the most effective ways to influence your company’s growth and revenue.
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