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The process of marketing an app successfully is a chain reaction where retention is the main catalyst. The key to acquiring new users lies in keeping your existing ones content. Another word for that is customer satisfaction which leads to user retention. A solid, loyal existing user base ensures good ratings and reviews of your app. Incase you make money through in-app purchases, your monetisation is directly linked to your user retention and engagement.This makes your app stand out in a pile of more than 1,000,000 apps in the app store. The more visible your app is, the more downloads it will get. Thus, continues this cycle of retention, acquisition, retention.
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Apps for the long run
Improving the user retention of your app
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App development needs
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An android user has more than 1,286,660 apps to choose from
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User retention is the key
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“65% of a company’s business comes from existing customers, and it costs five times as much to attract a new customer than to keep an existing one satisfied.”
Source: Gartner
So retention is important, but how do you improve it?
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C-A-R-S model for user retention
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C A RS
Customize Analysis Reward Service
Customize
Create targeted, customized campaigns depending on what the user will be interested in
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Customize
Build Loyalty
• Keeping track of user behavior
• Done through various modes such as push notifications, in-app messaging and A/B testing.
These tools help with determining audience attributes and requirements.
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Analyze
Important to use analytics to continuously monitor your app performance and track crucial KPIs
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Analyze
Monitoring helps in identifying and solving real time issues such as which are different from testing conditions
Developer should identify leaks in the funnel and push immediate changes
Monitor the performance of your customization strategies as well
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Reward
Rewarding improves user retention and engagement, but satisfied users are more likely to recommend the app to their social circle.
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Reward
Customize the rewards based on the type of app and user base. Analytics is crucial to identify successful reward programs across different user segments
Frequently used methods –
• In-app notifications• Push notification • Mail• Social incentives
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Service
“Happy customers who get their issue resolved tell about 4 to 6 people about their experience.”
Source: White House Office of Consumer Affairs, Washington, DC
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Service
Listening to feedback and acting on mistakes is crucial towards building user loyalty
Tracking and resolving user complaints which include but are not restricted to social media and in-app feedback forms
Also collect feedback from users
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The magic formula
Remember:
App Success = Acquisition + Retention X Conversion
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