So, you want to retain your users successfully in the long-term.
Most app developers aim to have an engaged user base who find their app valuable and return to it on a regular basis. Blindly optimizing engagement metrics for their own sake isn’t consistent with reaching long-term business goals, and the goals of people using your product. Trying to successfully retain existing users over trying to acquire new ones makes monetary sense, as poor retention leads to higher acquisition costs.
There are different steps to optimize and improve your app’s engagement. Here are some of the most important ones:
- Get your Data
How do you measure the efficiency of your app based on what your users want to achieve with it? The language-learning app ABA English believes data can only tell you where the problem is but not what is about. That’s why they decided to identify and leverage qualitative data coming directly from people using their app. This led them to add an additional step in their onboarding process and subsequently achieve 2x increase in user activations.
How? During the onboarding ABA users were asked to select their language level before starting with the content. ABA’s quantitative data showed no major drops at this stage.
However, customers interviews showed that users didn’t know how to really assess their language knowledge. This led to churn later in the funnel and low engagement if the wrong level was picked. ABA then took the potentially counterintuitive decision to make their onboarding longer and by including the additional level test their users activations doubled up!
Communicate with your users and start where they start
By watching replays, tracking a leakage map, and identifying that their paywall was often interruptive to the learning experience, language-learning app Busuu realized that they had a problem with their first-time user experience.
Their hypothesis was that there was a lack of consistency starting with the Google Play Store assets. By focusing too narrowly on granular changes to copy and styling with metrics that were detached from their outcomes further down the funnel, the value proposition was hard to understand and so they had to fix it.
Here’s an example! One of the core goals of the shopping list app Bring! is to help users stay organized. So how did they go about this?
- They created a session model.
- This learns the typical behavior of their users.
- Then, if the session model detects an anomaly (e.g. someone didn’t fill out their shopping list at a predicted time), a personalized push reminds the user “here are some ideas for your shopping list”.
- Don’t forget about the basics
Ultimately, people using your product do not care about engagement statistics, but about what value your app brings to their lives.
At the 2018 Playtime event, communication app Truecaller explained how they achieved an impressive 30% increase in DAU/MAU thanks to a mix of new features launches like messaging, notifications, and improved launch speed.
While doing so they also learnt a few important lessons:
- Don’t forget about key Android Vitals stats when adding new features, for example crash rate and wake locks could bring more uninstalls and lower ratings.
- Think carefully about how you’re educating your users about new features via notifications as people don’t want to feel overwhelmed by them.
We hope this info will help you to improve and iptimize your app’s engagement!