It’s no secret that mobile app success is an essential part of your company’s digital marketing strategy. However, it’s just as important to engage with and retain users as it is to maintain a high download rate. After all, without active user engagement, your company can kiss its ROI goodbye. But how can you improve your company’s mobile app engagement and user retention? Here are a few tips you can use.
Know your audience
The overall app uninstall rate after 30 days is approximately 28%. That means, after 30 days, every three out of 10 new apps are uninstalled. If your app has a high download rate, but just as high an uninstall rate, there’s a high chance that your app isn’t well-designed for its intended audience.
For instance, according to a Pew Research study, about 12% of seniors use dating apps. Your targeted audience for a dating app may be younger users, but it’s important to make sure that all your users are able to use the app. If your app has small print that’s difficult to read or the screen is too cluttered with ads, chances are your app will be uninstalled within the next 30 days.
Make sure your app is secure and follows guidelines
Security breaches have become more common, especially during the COVID-19 pandemic with more people spending time online. It’s crucial not only to the success of your app but also to the success of your business that you’re able to maintain security protocols that ensure the protection of your users’ information.
About 40% of consumers say they would stop doing business with a company or brand if that business previously suffered a breach in security. What’s more, not only could security breaches keep users from trusting your company but they could also get your app removed from the App Store. Fortnite faced a ban from Google Play and Apple App stores because the game violated guidelines that are designed to keep the App Store safe.
Rely on reviews religiously
Online reviews for mobile apps are not only a great way to get more users to download your app but it’s also a great way to gauge how to improve your user experience. Take bad reviews to heart and be productive with them. What do your users say could be improved about your app? Where do features seem to be lagging? The faster you fix these issues, the more likely your users will keep the app downloaded on their phones.
Maintaining user engagement and retention with your mobile apps can be difficult. If it weren’t, every app would be successful and there wouldn’t be any competition. By following the tips above and actively integrating your audience’s critiques of your app into future strategies to improve, you can boost your mobile app engagement.
“Devin is a writer and an avid reader. When she isn’t lost in a book or writing, she’s busy in the kitchen trying to perfect her slow cooker recipes. You can find her poetry published in The Adirondack Review and Cartridge Lit.”