Downloads, unfortunately, do not always mean success. The most important thing is what happens after the installation. And the following happens: after downloading, in 19% of cases, the application is launched only once. What is needed to increase the retention, said Tom Farrell, marketing director of Swrve.
Tom Farrell1. Adjust
At the moment when the user launches the application for the first time, two questions always arise in front of him:
- Why am I using this app?
- How can I use it?
The problem is that users often cannot answer either the first or the second question. Therefore, your task is to make sure that when you open the application, they are instantly removed, otherwise there is a risk that the user will get confused and close the product forever.
By the way, after answering these questions, it is necessary to keep in mind that the user can always ask: “what else can I do here”. Be prepared for this.
2. Encourage early buying When a user downloads and launches your application, he gives you a chance.
Consider it as your chance to increase revenue. And one of the ways to increase it is to offer to make a purchase inside the application at an early stage.
Having made a purchase once, the user is more likely to return to your project again. Plus, it will be psychologically easier for him to make the next IAP.
3. Organize targeted campaignsThe more you learn about an individual user, the better you adapt the application to them, which means the more valuable your product is for the end user.
And the key factor in adaptation and return is not marketing (with its alerts, the presence of messages inside the application, and so on), but the understanding of users.
To do this, you need to be able to receive data on the types of users and their behavior at the time of the event from each significant event that you conduct in the project. This will allow you to build dynamic segmentation rules, which, in turn, will allow you to conduct targeted campaigns with maximum efficiency.
Without this data, you will not be able, roughly speaking, to translate installations into long-term users.
Perceiving the user as an individual, it is possible to treat him individually, including sending alerts that will take into account his age, gender, language, time zone, and so on.
4. Social sharingAnd, of course, do not underestimate the effectiveness of networks.
Encourage users to fumble achievements, collide their achievements (in games) with each other. This can lead to a deeper level of engagement.
But, most importantly, do not forget about A/B testing of this functionality.
Source: http://swrve.com