Harnessing Mobile Application Growth with iOS 14.5: User Retention Strategies
Since its announcement at WWDC 2020, the mobile world has been eagerly awaiting Apple to finally make the transition from iOS advertisers from IDFA to its App Tracking Transparency (ATT) framework. Last week, following its Spring Forward event, Apple finally ripped off the bandage and began to fully apply ATT on April 26, 2021.
We have spoken with many of our clients about how they are dealing with the impacts of losing IDFA for campaign attribution and the new ATT framework. Most of our customers expect their campaigns to be less effective as ad networks follow Apple’s new guidelines and implement SKAdNetwork. In the meantime, our clients have mentioned a few different strategies that they will use to ensure that their revenue doesn’t falter over the next few months, including putting more emphasis on creative optimization and doubling retention.
By prioritizing user retention, mobile app companies can aim to reduce churn and lower customer acquisition costs. At Sensor Tower, we define retention rate as the percentage of users who are still using an app at a particular time interval after its initial installation. Most of our customers measure loyalty criteria on Day 1, 7, and 30. In general, the longer a user is retained, the more likely they are to generate revenue for an app.
Here are four quick tips on how to increase your mobile app retention rates:
1. Create a pleasant onboarding experience
There is nothing worse than signing in to an app for the first time and being bombarded with an unprecedented signup and onboarding process. Even some step by step gameplay tutorials can go too far with too many steps before the user gets to the actual gameplay. Users downloaded your app for a reason and it is imperative that you show them the value as quickly as possible. Make the onboarding experience seamless by reducing the number of steps it takes for users to create an account or register. Login SDKs, such as Apple, Facebook, or Google, are a great way to make it easy for users to sign up for your app and make sure you collect the information you need.
2. Leverage push notifications to shape the customer journey
Push notifications are a great way to communicate with your users outside of your app and provide them with relevant and useful information. They’re also an effective way to increase your app’s retention rate. If a user opts for push notifications from your app, you can use those messages to help shape the customer journey with personalized information that improves app abandon rates. Push notifications can also re-engage users who may have abandoned your funnel. Keep in mind: when using push notifications, personalization is key. Dynamic push notifications that include a user’s name for additional personalization are particularly effective in bringing users back to your app.
3. Use in-app messages to encourage continued engagement
In-app messaging is one of the most powerful tools in the arsenal of mobile app marketers and can be used for a variety of tasks including user onboarding, information about new features and offers. specials and promotions. A great way to increase attention through this method is to celebrate a user’s activities with personalized messages. When a user reaches a particular milestone with your app, use an in-app message to offer a reward that encourages continued engagement.
4. Demonstrate the long-term benefits in your App Store listing
When a user downloads your app, they are often motivated to fix an immediate problem or issue. Whether they want to learn a new language, try a new game, or invest in cryptocurrency, your app serves a clear purpose. If a user opens your app for the first time and realizes that it doesn’t really meet their needs, you risk unsubscribing immediately. In fact, according to Localytics, 25% of users abandon an app after just one use. Not only is your app description a critical part of your App Store Optimization (ASO) strategy, it should also demonstrate the long-term benefits of using your app. If your app listing closely matches the value that users actually receive from your app, you are less likely to generate users quickly.
As the industry adjusts to this new reality of a post-IDFA world, doubling user retention is one of the most valuable ways for mobile apps to ensure sustained revenue growth. Stay tuned for more tips on how to navigate application growth after IDFA.
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