Simply put — mobile app engagement is providing your users with a reason to keep coming back to your mobile app or open your mobile app and perform the desired action. You must create an engagement strategy that boasts high-quality communication.
As well as this, you must use the data, analytics, and insights from your users to help you to learn which part of your app engagement strategy is working the best.
App engagement is all about putting the user needs first. There’s no quick fix. It involves defining your essential app KPIs. Then creating an app communication strategy that is relevant to your mobile audience.
What are the most common metrics and KPIs?
Active Users
This is a crucial metric for app developers, and it’s kind of the going currency in the world of apps. This metric will help you to understand how useful and important your app is by identifying how many users come back to your app.
This can be done on a daily basis or on a monthly basis. Both are, but daily active users is a sign of a genuinely engaging app.
Retention Rate
This metric tells you, as an app developer, what percentage of customers are coming back to your app. On the flip side, you’ll be able to see how many users you are letting go of.
The periods that you are comparing will be dependant on the insights that you want. Should you compare MAUs to last month’s active users, or should you compare it to the previous year?
With retention rate calculations, it’s essential to look at the metric you are measuring. For some apps, it will make more sense to measure logins rather than only app usage.
Session Length
This metric is the amount of time that a user spends in your app each time they open it. This is an excellent indicator of app engagement as time spends in each app is one of the key ways to tell how useful your app is to a user.
Depending on your app, it might make sense to focus on this metric rather than DAUs.
Push Notifications
Push notifications are one of the most effective ways to engage your app users. But, if misused, they are one of the quickest methods to app deletion. The truth is that many mobile apps seeking to engage their users fall into the second category.
So how often should you send push notifications to your users?
With push notifications, it’s about providing the most value to your app audience. If your mobile users are getting value from your app, then they are going to be more engaged.
That sounds obvious, yet so many app engagement strategies fail to consider it. There are so many push notification services that claim that quantity is key to boosting engagement. But, this will very quickly have a negative effect if you don’t consider personalization and relevancy in your push notification strategy.
It’s also vital to understand push notification statistics when trying to engage your audience.
So, let’s look at how you can engage your mobile app users by building a push notification strategy.
Think about your App Experience
A note on personalization — ultimately, your app engagement metrics will improve if you place personalization at the heart of your app engagement strategy.
This means that you need to think of the user at every point in the user journey. If you want to take your app engagement to new heights, then you’ll have to personalize the user experience, clearly define your app’s KPIs and learn how your users want to engage with your app.
But that’s only the first part. How do you keep learning what your app users are engaging with and what elements of your strategy in performing best? Well, that leads me nicely onto…
Regularly upgrade the UI
Once you start seeing your mobile app as a living thing that, like all living things, needs care and attention to grow and evolve, you’ll start addressing the UI more.
In other words, you’ll regularly update it.
When you upgrade the UI, do it based on the needs of your users. What are their needs? To find out, do what we suggested above — gather feedback.
The more upgrades you carry out, the smoother and easier your app will be to use — and the more your engagement and retention will increase.
However, it is normal to have minor bugs upon launch. But if your app lags, crashes, or has slow load times — these factors are all unacceptable to users and your retention rate and other metrics will suffer.
Let’s Conclude
Think about which app engagement metric is most important to you. Clearly define which aspects of your app engage your users. Place the user first. Think about providing value to your users rather than communicating with them for the sake of it. Use highly personalized notification to engage your users in the best in-app micro-moment. Re-engagement can be the most effective way to improve your app revenue or bottom line. Take a data-centric approach to engagement. Always be ready to hypothesize and learn from your engagement data.
Follow these rules and you’ll be well on your way to creating a mobile app engagement and retention strategy that works for your app.
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