There has been a recent uptick in users downloading applications only to remove the same app shortly thereafter. Whether it’s because of negative reviews in stores, or dissatisfied customers are ditching apps that don’t meet expectations, retention is a challenge for app developers. A new infographic from mobile marketing technology startup Appboy provides tips for retaining, engaging, and converting app users.
The average cost per app install is a reasonable amount on both Android and iOS, coming in at $2.22 and $1.46, respectively. However, turnover is still high, with 70 percent of users ditching apps just one day after install. The cost associated with acquiring active, engaged and loyal users can be as high as 25 times the cost of simply acquiring new users, according to the infographic.
There are five methods to increase overall retention and engagement:
- Use push notifications during onboarding. Next-day retention increases 50 percent when campaigns use this technique, and two-month retention increases by 71 percent.
- Use multiple channels. When notifications reach users wherever they are, next-day retention increases by 80 percent and two-month retention goes up 131 percent.
- Send messages at the right time. As with almost everything in social media and the app space, timing is everything if you want to increase engagement.
- Be visual. A well-executed visual campaign can increase response rates for calls to action by 57 percent. Visual elements can also add a lot of depth to a campaign.
- Personalization counts. If a marketing message doesn’t connect with a user, they are as likely to react negatively as they are to react positively. However, with the right message, conversion can increase by up to 200 percent.
View the infographic below.
Image courtesy of Shutterstock.