Once you’ve built an app – the next step is to get people using it. Whether the app is B2B, B2C, Subscription-based or non-revenue generating, why spend all of the time and resources to get your app off the ground if you don’t also invest the time and resources to get people to start – and keep – using it?
Even if your app has a successful debut, meaning you have high download numbers, for most mobile apps there is a higher risk of abandonment immediately after download. In fact, nearly one in four mobile users use an app only once before abandoning it. These numbers make the case for boosting app retention and engagement from the very start. After all, impressive download numbers don’t mean much without active users.
Typically, app success is measured in engagement and retention as well as downloads. While these tools can be subjective, engagement is typically defined as how often your app is being used and what users do in the app. Retention is typically defined as keeping active users over a specific period of time. The timeframe for success depends on the industry and purpose of the app.
Analytics tools like Firebase, Adobe Analytics (formerly Omniture Sitecatalyst), or Mixpanel can help you measure retention and engagement. You should select the analytics tool and begin defining the metrics you will use to measure success as early in the development process as possible. At Atmosphere Apps, we define analytics as part of the design phase of our apps, long before the first line of code is even written.
1) Make it Easy to Get Started
One of the biggest contributing factors to app abandonment is a difficult onboarding process. Avoid too many questions, login screens, password requirements, etc. Of course, depending on the nature of the app some of this information may be necessary. If that’s the case, offer multiple registration options and seamless transition from desktop to mobile. If possible, delay the requirement to collect information until the user has formed a positive opinion of the app.
2) Deep Links
Once a user decides to download your app, they are traditionally sent to the app store for their device. However, deep linking gives you the ability to send users to a specific screen of your app. This can help boost engagement by taking users directly to a relevant page of the app based on where they originally clicked the link.
3) One Size Doesn’t Fit All
Personalization is an essential part of the mobile app experience. Each user expects to have a unique experience tailored to their needs and preferences. Allowing access to as much information as possible as well as allowing for customization and personalization will give users the personalized experience they’re expecting.
4) Update/Enhance Regularly
A fast way to get you app abandoned by users is to not update the app regularly. Operating systems and new devices are released regularly, and if your app isn’t configured to be compatible with these updates, your users will simply abandon the app and never look back. Also, as technology rapidly moves forward, your app is expected to keep up. Without regular enhancements, your mobile app could become a digital dinosaur in a short amount of time.
5) Listen to User Feedback and Reviews
Your best feedback is going to come in the form of reviews from users. While leaving reviews, some users reveal problem areas or suggestions for enhancement that can be used as valuable feedback for future updates and enhancements. Conversely, users can also give you a glimpse into their favorite features of the app – giving you insight into which features need to remain unchanged.
Choosing the right development partner for your app can help ensure that you have a team behind the build that will help launch and maintain your app for whatever the future holds. Our team at Atmosphere Apps is ready to answer any questions you might have.