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Remember the last time you had checked in to dine at your neighbourhood restaurant? Perhaps, at one point of time you used to be a regular at this place but now, you are bored with the same cuisine and so you stopped going there. It’s the same story in the mobile app business. People usually download an app, use it quite frequently for a few days and then gradually, things come down to zero visits to a massive number of uninstalls.  As an app maker, you keep wondering about what’s going wrong even though you’re selling good products and regularly monitoring any technical glitches or other forms of inadequacies. The answer lurks around a simple idea of ‘declining user engagement’

Today, it is easier to get a user to download an app. The difficult part comes in when you have to retain those users by making sure that they don’t lose interest in your app. But how does one manage this in a world where user preferences and interests change overnight?

Here are some tested strategies that have proven to be very effective in enhancing user engagement:

  1. Get to know your audience: Before you even begin looking for ideas, this is the first issue you need to address. As a matter of fact, learning about your target audience decides the entire landscape of plans and future activities. The idea is to study your potential users in such a way that you can almost predict their ‘likes’ and ‘dislikes’. This can be done with a thorough market research of their past behaviour that includes – what kind of apps do they use regularly, what kind of products do they usually buy, how much time do they spend on their mobile phones, what kind of products come within their budget, etc. Using these market insights and tuning your app to match the taste of the users, will help you create a wonderful personalised experience for them. Now every time they login to your app, they get to see the exact kind of products, articles, pictures or offers they’re looking for. This is undoubtedly the basic way to enhance user engagement in your app.
  2.  Highlight the benefit for the user: In this era of mobile commerce, we are dealing with smart users who won’t waste a minute of their time in an app that has no value to offer. ‘What’s in it for me?’ is the first question a user asks after downloading an app. That’s the reason why it is extremely important to highlight the real-time benefits to a user if he or she chooses to use your app. Drawing attention to some essential points like – functionality or purpose of the app, ways in which the app can help improve the life of a user, availability of curated products and offers, etc can have a huge impact on pushing up the level of user engagement.
  3. Offer incentives to your devoted users – It pays to keep your users happy! Although the popularity of attractive coupons, offers or discounts is nothing unheard of, it is important to use them in the right places. A simple tactic to drive up your user engagement is to direct some rewards to the most regular users of your app. Surprise them with an unexpected ‘gift card’ or a ‘discount coupon’ to communicate the message that your value their support. This simple practice will not only add to your brand’s goodwill but will also build a bond of trust with your consumers. Establishing trust and brand loyalty will always have a significant impact on user engagement.
  4. Reach out to the inactive users: The moment you notice that some of your users have not been using your app, it’s time to act fast and catch their attention. You can start off by using external contact channels like emails and push notifications to share an update about the new features in your app. A great way to reconnect with them is by using attractive content in form of blogs, videos or even offers, for that matter! Say, Bookmyshow wants to reach out to their inactive users who are big fans of Sherlock Holmes. Now, they can send out push notifications to these users about the release of the latest Sherlock Holmes movie to catch their attention.

Another successful method to bring back your inactive users is by using retargeting ads through which these users are divided into segments and diversified offers are floated for them on a retargeting platform. While segmenting these users, it is important to note their past in-app activities and then design offers for each individual segment of users. Later, you can share the device IDs of these users with the retargeting platform which can buy advertisements for you accordingly. For example, Amazon wants to bring back their inactive users by using retargeting ads and they happen to learn that there is a particular segment of users who prefer to buy only Apple ipods. Now, Amazon can create specific offers for this group of users through a retargeting platform

Re-targeting Ads are known to be more successful than push notifications in reactivating inactive users.

5.Nothing beats interaction: Finally, one of the most effective strategies of all time is to keep ‘interaction’ as a top priority. Maintaining a monotonous tone of content and activities in your app will drive away your users in no time. You should try to build up a conversational flow for your app through a discussion board, an interactive chat forum or appealing videos to encourage greater participation from your users. At the end of the day, we have to remember that the users are real people who respond better to an active voice instead of a typical sales pitch message. An app focused on interaction will not only boost the user engagement but it will help to curate the app feed in the most optimal way.

———————————————————————————————————————————————————————Are you looking for mobile marketing solutions ?

Connect with the relevant audience & optimise your business prospects. Drop me a line at neelanjana@affle.com to explore strategic marketing solutions for your brand using Affle’s MAAS platform.

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