What happens after the big launch? You chose the best mobile apps development company in Kenya and they did their part. The launch is a huge success and you have a significant number of users that download your app. Many appreneurs get it right up to this point.
A study by Statista between 2012 and 2018 revealed that 38% of app users visit an app at least 11 times or more after downloading the app. About 40% of the app downloads you get after a launch is likely to become active users. Since the study involved popular apps, it is likely that the respectively developers applied some retention strategies.
Before we can recommend any retention strategies, understand that phone users will only keep an app if it solves a problem. The user will visit the app several times if it delivers the expected value. Do not oversell your app because the impact will hit after the launch. Give users the right information about the features of the app. Redesign it if you must but avoid giving promises that the app will not deliver.
A good reputation is important from the start if you want to remain relevant in this field. If the app is successful, you will develop more apps and users need to know that you or your business delivers great value. If you are sure the app meets the users’ expectations, the following strategies will boost the user retention rate:
1. Define the best retention rate for the app
You can only measure the effectiveness of your retention strategy if you define user retention correctly for your app. The definition varies from one app to another. For instance, some apps require users to access just once or twice in a week. It is unlikely that users will use an app to make payments every day. Hence, any user that transacts with the app once in a week is part of the retained users.
For a social app, daily engagement is important when measuring user retention. You want users to log in or stay logged in, share photos and videos, chat, and meet new friends. Determine the kind of behavior that shows that a user is retained for your app. You can then estimate the percentage of retained users after a launch or marketing campaign.
2. Observe your users’ habits
Having defined the metrics for user retention for your app, observe how users behave after downloading the app. For instance, how often do users open the app? What features do they visit or use? How long do they take on your app? If users rarely open some features or take the action you need, you need to redesign your marketing strategies.
You need to prompt users to take certain actions and reward them for the same. For business app, you can introduce discounts for in-app purchases and notify all users after rolling out the discounts. Notifications of new updates may prompt users to revisit the app. Use a persuasive language to announce such updates.
3. Give a seamless experience
One of the reasons why you need to be careful when choosing a mobile apps development company in Kenya is the user experience. If the developer gets it wrong, it will be almost impossible to keep the target users engaged. You understand all the features of the app clearly but the users do not have that knowledge.
Users should start learning how to use the app right from the installation stage. The app should prompt their next action and give a seamless experience. The prompts should lead them to explore all the features of the app and highlight the problems that the app can solve.
If your retention rate is low, it may be time to test the user experience on your app. Constant updates are necessary to keep improving the user experience. Keep testing the app even if the number of downloads is high to ensure that users are satisfied. Always notify users of new updates and the benefits of the updates.
4. Be creative with notifications
Notifications can be either useful or disruptive depending on the strategy used. Some users will delete an app if notifications are annoying or irrelevant. The best strategy is to test the best pattern with current users. For instance, you can send notifications thrice in a week and measure the response. You will then retain the number or reduce depending on the reaction.
The content or purpose for sending notifications matters. Always ask, is this notification necessary? The right notifications should trigger a positive action in users. For instance, for a social app, a notification of a new update from a friend may prompt users to log into the app and check the app. Ensure that the update is worth their time and effort.
5. Ask for feedback
Avoid making assumptions of why users do not open your app or delete it after days after installing it. Keep your users engaged as soon as they install and start using the app. Ask users about their experience with the app. Expect and accept both positive and negative feedback. The users are likely to be brutally honest about the shortcomings of your app.
Collecting feedback is not enough. You need to act on the feedback as long as it is true and important to users. Could you be ignoring important tips from your previous users? Be willing to include or excludes some features that matter to users even if they do not necessarily seem important to you. Do not be obsessed with your original idea to the extent that you ignore or disregard useful feedback from users.
The next big step after coming up with a new app idea is to choose the right mobile apps development company in Kenya. With the right developers on board, you are assured of a functional app that will interest users. Do not be impressed by the number of downloads after the launch. Be prepared for some users to uninstall your app even if your idea is unique. Focus on delivering value to users, keeping them engaged, and acting on their feedback.