User re-engagement strategies are strategies involving re-engaging users with an installed application. Many methods are used for this, but collectively they are based on demonstrating that your app is worth coming back to.
In order to be able to take action to prevent app abandonment, it's worthwhile to first find out where the user abandonment is coming from, and reduce any shortcomings. A User Experience Audit can be useful for this, as it can pinpoint where the biggest areas for improvement lie. We can also ask our users directly - encouraging them to leave ratings and reviews in the store, which we can address - although it's best to do so when we are already relatively confident in the app - a drastic increase in negative reviews can significantly affect the installation rate from the page in the store.
How to encourage users to use the app?
Push notifications are the most popular method for re-engaging mobile app users. They can be different in nature - mentioning an important change in the app, such as a new feature or performance improvement, they can provide an overview of the most important content in the app, or inform you of news on a topic you are interested in.
Users, with the vastness of apps on the market, may find it difficult to use your product regularly. In addition to push messages at regular intervals that go top-down on your initiative, it's a good idea to give customizable reminders, from something as obvious as an upcoming task deadline or motivating notifications to inspiring reminders of constantly available content. Whatever useful day-to-day content the app offers, let's help users remember it without having to set reminders outside of it.
Lowering the bar needed to enter for users who shy away from paid functionality is also a useful strategy. Reducing the price with a favorable discount, combined with a limited offer counter can overcome the initial hesitation of the audience, and allow them to test the paid part of the application - and it is possible that after such a trial period the application will become important enough to continue paying the full rate.
And don't forget about gamification - dressing up the app's functionality with some kind of story or teasing out our avatar's experience can significantly affect engagement. Informing users how long they have been using the app every day also makes them reluctant to interrupt their current record. Badges for using some functionality for a certain number of days, on the other hand, can keep the audience's attention even in the face of an otherwise ordinary app keeping an eye on a monotonous activity.
In addition to this, the whole thing can also be reinforced with thoughtful remarketing campaigns of the mobile app, which will activate already acquired people for further use, but requires in the case of Google to meet the criterion of the number of installations - a solution rather for the moment when the mobile app has gained sufficient scale.
However, the required number of installations does not apply when you are acquiring new users, from whom you already expect a specific action, such as registration, after installation from the campaign. This is an excellent way to build an audience base that you have the opportunity to further work on internally, for example, through tailored mailings to the email address indicated in the registration. By the way, email communication is also a great way to let a person who hasn't used the app for a while know about a special offer or new content, at a convenient time.
As specialists in the field of mobile app marketing, we can not only directly handle online campaigns to promote your app to both new and returning users, but also identify other areas that can significantly determine the success of a mobile app.
Apply to us and we will tailor a marketing strategy to the nature of your mobile app, analyze how industry competitors are doing it, and suggest what form of re-engagement would be most appropriate for you.