New Applications are launching practically every day; some see the hype while some disappear. This pop and fizzle is due to the reason that most app publishers forget to include user engagement within the app development process. For ongoing usage and purchase it’s important that the app engage with the user, add value and become a part of their lives.
Your app will result in bad reviews and lost growth opportunities if engagement is an afterthought or simply forgotten which further result in bad press and angry users who eventually uninstall the app.
Pitfalls of Forgetting Engagement:
Mobile App Development process is both about developing the code and how the users will interact with your app. Forgetting user engagement leads to failure, resulting in:
– Lots of downloads but less usage- According to a survey more than 30% Smartphone users access apps per month and this data is increasing rapidly. But if app is not keyed into engagement, it will not be used.
– Poor push messaging opt-in rates- It’s good to request permission for push notifications only after user understand what you have to offer. Asking this information before will tend to lose the user. It’s a good practice to ask for permission that is relevant to the user’s action.
– No transactions after seven days of install: Seven days is considered as an average time between download and first purchase. It’s a good opportunity after download to encourage mobile engagement by using push notifications, emails and in-app messages to maximize user engagement and boost first time purchases.
– Customers choose mobile website instead of your app- If your app users prefer to choose mobile version of your website instead of app, means that you failed to achieve uniformity between mobile web and native app experience. These flaws will greatly reduce overall app engagement.
What to do if you forgot user engagement?
Don’t worry if you forgot user engagement, it’s never too late. You can always create engagement plan after the app has gone live. Start with basics and create few goals that can generate revenue.
Few example goals for retail mobile app:
The infographic given below will give you some example goals for retail mobile apps.
– 30% user visits results in 5–10 viewed items
– 60% active users share an item on social media
– 50% app users receive promotional emails
– 50% active users place an item in shopping cart
– 10% users complete a purchase
It’s always good to create automation to meet above goals. Optimal results can be achieved by simply testing and tweaking the marketing content. If your app is in design phase, integrate this approach in development stage.
Steps to be taken to make pre or post app development work
– Break down the business critical paths of your app
– Key to success is converting guest users to known users
– Fetch data from guest users like time zone, etc.
– Encourage push notifications
– Creation of user account using social networks
– Reward premium users with the goal of increasing rate of engagement
Above processes should be applied before launch of your app, else you need to spend more money trying to catch up with engagement. Technology helps us to connect and communicate and mobile is the only medium that has power to distance geographies, generations and socio-economic boundaries. Well planned app engagement will create an experience that generates loyal and repeat customers.
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