Do you know how many apps an average smartphone owner has with his phone? Well, it is on an average 41 installed apps that you find on any mobile device now. This alone proves the huge penetration of smartphone and apps in every sphere of life. While users are always engaged with their handheld device, a gamut of successful and leading apps grab most of their attention and time.
But what about the vast majority of apps that are never used, dumped or just forgotten? What happens to most apps in the post-download period? Let me tell you, besides ensuring a great onboarding experience you need to constantly evaluate and measure your actions to ensure optimum user engagement. Only through driving engagement you can push the ROI of an app upwards.
Let us introduce here few effective measures to increase ROI through driving user engagement in the post-download period.
1. User Analysis
Any credible drive for user engagement begins with knowing users at depth. User analysis unveils the demographic characters of users, their preferences, app areas they are spending the most time and the typical elements that are likely creating bounce rates etc.
According to Gartner, mobile application performance monitoring (APM) is a crucial element for your campaign in driving ROI. More you know, deeper you can arrive in user behavior and preferences, better you can drive engagement and convert business. Mobile app analytics tools collect device level data including the phone information, network conditions, data regarding the mobile app performance and usage, consumption of resources, gesture and touch inputs in performing various actions by the user and all other app interactions.
According to Gartner, in-app user behavioral analytics can make businesses better equipped with improved products and services. Let us introduce below some important mobile app metrics that can be a game changer for any app.
- Acquisition cost: It reflects the spending for the acquisition of a single user.
- Retention Rate: It shows the number of users returning to the app after downloading it.
- Average Session Length: It shows the average session time of a user while using the app.
- Lifetime Value (LTV): It portrays the revenue generated by a user through the entire course of his using the app.
- Screen Flow: It shows how the users are navigating through the app from one screen to another.
- Net Customers Influenced: It depicts the ratio of app users making purchases compared to the gross number of customers.
2. Deciding over the most effective KPIs for your app
As per your immediate or long term goal, varying from download numbers to user engagement to in-app purchase, the effective KPIs are decided upon. It depends on upon your strategic goal.
When your goal is number of installs, you can measure the following:
- Cost per install (CPI)
- User retention rate
- Lifetime value (LTV) of user
When the objective is user engagement, you can measure the following aspects:
- Number of app sessions
- User retention rate
- Daily active users (DAU)
- The number of users introduced by each active user
If your goal is to measure, evaluate and boost In-app purchases, you should keep track of the following aspects.:
- App revenue
- Average revenue generated per user
- Rate of business conversion
3. Ensuring retention by segmenting
With the above-mentioned analytics can you ensure giving them what they want? If not, rest of the noise will not help you in garnering ROI for your app. A user can only stick to your app when he is addressed properly. Users represent a variety of demographic categories, reasons for using an app, specific requirements, and frequency of use. So evaluating all of them with the identical parameters will fail to push engagement.
Segmenting the users at different user groups as per different parameters will allow knowing each user at depth and accordingly your in-app messaging can garner better results. While driving campaign segmenting your retargeting as per the user’s stage in the app lifecycle and purchase can be highly effective.
4. Incorporating changes in UX and UI with every OS upgrade
An app up to its launch can take too much energy and you may have given it good research input already. But irrespective of the quality of the app you always have scope for making it better. A vast majority of apps suffer from some natural constraints and limitations. Some of the commonest of these bottlenecks are in the UI.
Where do the pain points emerge? Analytics can help you getting insights concerning this.
- By using app analytics the areas of the screen flow where users get stuck can be identified.
- A survey can also reveal the elements that users are frustrated with while using the app.
- By comparing the lengths of user sessions after any changes and redesigns you can gain insights about the effects of the changes made.
5. Fine-tuning the app funnel
App funnels are the streamlined ways leading users to business conversion. Analytics of screen flow can reveal a lot of insights in this respect. From exit rates to flow between screens to the total number of visits to screens to the visitor interactions within the app, it reveals each and every relevant aspect to understand where in the app funnel users drop-off the flow.
- Optimize the process and reduce the time a user needs to complete an action.
- See if with fewer screens in completing certain steps you can improve user experience and consequently user engagement.
- Always remind dropped-off users about their incomplete actions behind.
6. Run targeted marketing only
While running campaigns such as in-app messaging, push notifications, etc. you need to ensure engagement from the users and you cannot ensure that without a highly targeted marketing. You need to know beforehand about the campaigns the target users will be most interested in and accordingly launch your campaign.
7. Encourage social sharing and offer freebies for referrals
There is nothing like word-of-mouth marketing and it goes ablaze in social media. Here too your engagement will pave the way for more interactions from users. Besides posting with relevant app related contents, try to be creative to boost enthusiasm. Push interactions through various rewards programs, custom offers, and reward coupons for the app users showing respect to their loyalty.
By Darshan Patel,
Darshan Patel is a lead SEO Analyst & Storyteller at Nimblechapps – The coolest android game development and website development company. He believes in using a variety of strategy to create business’s online presence that delight and deliver.