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Increase app engagement with these 12 strategies
English

On This Page
 * Introduction
 * Why is increasing app engagement important?
 * 12 app engagement strategies for modern brands
 * Boost app engagement with Sendbird



NEW SURVEY

HOW CONSUMERS PREFER TO COMMUNICATE WITH BUSINESSES

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On This Page





INCREASE APP ENGAGEMENT WITH THESE 12 STRATEGIES

Jun 1, 2023
Isabelle Hahn
On This Page
 * Introduction
 * Why is increasing app engagement important?
 * 12 app engagement strategies for modern brands
 * Boost app engagement with Sendbird



NEW SURVEY

HOW CONSUMERS PREFER TO COMMUNICATE WITH BUSINESSES

Download report
On This Page





NEW SURVEY

HOW CONSUMERS PREFER TO COMMUNICATE WITH BUSINESSES

Download report

There are over 3.5 million Android apps in the Google Play Store, almost 2.2
million iOS apps in the Apple App Store, and around 480,000 apps in the Amazon
Appstore. And the average 30-day retention rate for each of those apps is 5.7%.

That’s a 94.3% churn rate.

It is challenging to stand out from your competition and drive app downloads.
But user acquisition is just the beginning. How do you turn a first-time user
into a raving fan?

An effective app marketing strategy involves user retention – the key to getting
stellar reviews, growing your user base, and generating revenue from in-app
purchases, e-commerce, or subscriptions. Let’s look at how to create and
implement a mobile app engagement strategy to keep engaged users coming back to
your brand and grow customer lifetime value.


WHY IS INCREASING APP ENGAGEMENT IMPORTANT?

App engagement refers to any interaction between a user and a mobile app.
Typically, the more time users spend in your app, the more content they consume,
and the more screens they interact with, the more engaged they are.

Engaged mobile app users tend to spend more time and money on your products and
services. You can generate more data and gain user feedback from them to inform
product development and mobile marketing strategy that delivers a converting
personalized experience via different touchpoints.

For example, engaged customers in the retail banking industry generate 37% more
annual revenue than those who don’t actively engage with their banks. Meanwhile,
brands that perform well in customer engagement are 2.2X more likely to
experience an increase in market share.

User engagement can take many shapes and forms—such as completing an onboarding
tutorial, making an in-app purchase, or simply exploring an app’s content. You
can use app engagement metrics like the total number of users, daily active
users (DAU) to monthly active users (MAU) ratio, user session length and the
length of session intervals, conversion rates, and the frequency of opening your
app to measure its stickiness.


ELEVATE IN-APP ENGAGEMENT EBOOK

Read here



12 APP ENGAGEMENT STRATEGIES FOR MODERN BRANDS

Keeping users engaged is no easy task. New competitors enter the market every
day while user expectations are fast-evolving. Additionally, it would be best if
you stayed current with the latest technologies and regularly update your user
interface (UI) to deliver a modern app experience.

Here are the latest app engagement strategies for creating a sticky user
experience:


1. DESIGN AN EFFICIENT APP ONBOARDING FLOW

If new users can’t figure out how to use your app to achieve their goals, they
won’t return. Design an intuitive onboarding process to deliver a positive first
impression while lowering users’ barriers to interacting with your app and
benefiting from its features.

Simplify the user onboarding experience by reducing the steps to create an
account, gradually introducing various features within the context of the user
flow, and teaching through action to help users learn the primary gestures for
interacting with the app.


2. USE PUSH NOTIFICATIONS STRATEGICALLY

Push notifications allow you to provide helpful information, share updates, and
stay top of mind even when users don’t have your app opened. Personalized push
notifications can help lower the abandonment rate from 25% to 19%.

Besides sharing updates and new content, you can also use push notifications to
deliver a personalized experience, such as promoting deals on products that
customers recently looked at, offering discounts on users’ birthdays,
re-engaging inactive users, or driving traffic to a nearby store.


3. ENCOURAGE USERS TO TRY YOUR FEATURES

Users may not have the chance to explore all of your app’s functionalities
immediately. Highlighting some of them in your app store description, the
welcome screens, and the onboarding sequence can help you entice users to stay
on and try out key features.

Use in-app messaging to provide bite-size, contextual tips to guide users
through the various functions, encourage them to take specific actions, or check
out features they haven’t used before without crowding the UI with instructional
text.


4. SEND PERSONALIZED IN-APP MESSAGES

In-app messages and marketing campaigns personalized for individual users based
on the profile or behavioral data see an app retention rate of 61% to 74% within
28 days compared with the 49% user retention rate achieved by generic messaging.

Personalized in-app messages help you engage with users when they interact with
your app’s content and features, allowing you to deliver relevant and timely
experiences (e.g., product recommendations) to increase retention and
conversions.


5. GAMIFY THE APP EXPERIENCE

You can increase app users’ engagement by letting them compete against
themselves, their connections, and other app users. App gamification helps users
stay consistent with exercising, saving money, interactive learning, etc. When
they achieve results with your app, they’re more likely to come back and tell
others about it.

Create an appealing scoreboard with graphs and charts to help users visualize
their progress, highlight recent achievements, and encourage them to explore the
app’s features. When the user has completed a challenge or achieved an
objective, encourage them to share the accomplishment with their social network.


6. BUILD RELATIONSHIPS WITH TWO-WAY COMMUNICATION

In-app messaging allows you to provide real-time assistance when and where
customers need it to troubleshoot issues, answer questions, address concerns,
and complete transactions. The timely interactions can minimize frustrating
experiences that may prevent users from returning to your app.

You can also reach out proactively through in-app chat to build relationships
through one-on-one conversations, point users to relevant features or content,
and gather feedback to inform new feature development.


7. USE EMAILS AND SOCIAL MEDIA TO DRIVE ENGAGEMENT

Email and social media retargeting are effective channels for engaging with
users outside your app. For instance, you can send a series of onboarding emails
to encourage them to try your most popular features and stay top of mind by
engaging them on their social media feed.

Use data analytics to identify users most likely to churn and send targeted
content and offers to re-engage with them. You can also use emails to highlight
specific features based on profile information or user behaviors.

Include a call-to-action (CTA) in your emails and use deep linking to direct
users to the most relevant section of the app (instead of the home screen) to
remove as much friction along the user journey as possible.


8. ADD A SOCIAL COMPONENT

Social interactions with other users are essential for keeping users engaged
with an app. An in-app community can help you increase user retention by 2.7x.
No wonder social+ is gaining massive momentum through social+ gaming, finance,
payment, and more.

Create a section in your app where users can have intimate conversations with
their friends or interact with the larger community. Include chat, voice, and
video functions to enrich the experience and implement content moderation
capabilities to create a safe space while delivering an on-brand experience.


9. DEPLOY AN OMNICHANNEL MARKETING EXPERIENCE

Omnichannel marketing is about delivering a consistent customer
experience across all channels and customer touchpoints. The goal is to build
complete user engagement by providing support, products, and services through
websites, mobile apps, SMS, social media, email, live chat, and physical
locations like kiosks and stores.

Consistency and timeliness across channels are key to building trust. All
channels must collaborate seamlessly to deliver a consistent brand voice and
personalized support. To achieve this, you must understand your customers'
journey and identify their preferred channels at each stage.

Set KPIs to measure user engagement both within a channel and across channels.
Ensure your team knows the KPIs and allocates resources accordingly based on
which channels are most effective in reaching your target audience.


10. FOCUS ON YOUR VALUE PROP FROM THE BEGINNING

You only get one chance to make a first impression.

Your value proposition is the first thing users will see when they encounter
your brand. Grabbing their attention is vital by showing them how your app will
help them solve a problem, save time, or improve their lives.

Your mobile engagement strategy starts with your value proposition. Make your
value prop clear and straightforward, and ensure your installation and
onboarding experience reinforces the message at every journey step.

Offer tangible value by meeting your customers’ greatest needs with the right
solution. For example, KAVECON, one of Korea’s most popular (and
fastest-growing) streaming platforms, needed a way to engage with their
customers and enable them to engage with each other during virtual concerts.
They partnered with Sendbird to provide seamless real-time interactions that
delighted their users and supported their rapid business growth. 


11. FIGURE OUT YOUR RETENTION PLAN BEFORE YOU HAVE CUSTOMERS TO RETAIN

You’d never launch a business without a plan. App engagement is no different.
Without a plan, you’ll never know how to increase users in your app. Determine
how to attract, convert, engage, and retain customers well before you start and
build a product engagement strategy.

An excellent place to start is figuring out your customer personas and mapping
out user journeys. The user journeys will help you identify the right marketing
channels, customer touchpoints, and potential obstacles. You can use this
information to design and refine your marketing and engagement tactics to
maximize long-term customer retention.


12. ASK FOR FEEDBACK

One of the best ways to increase app engagement (and re-engagement) is to ask
customers what they like and dislike about your app and what improvements or bug
fixes they want to see. One great way to gather feedback is to invest in
building a socially engaged community where users can interact with you and each
other.

You can also gather feedback by incorporating surveys into your customer support
process to measure customer satisfaction. In-app messaging and chat are also
good channels for users to ask questions or raise concerns.

Gathering feedback is half the battle. It’s also essential to act on the
feedback you receive by replying to users, regularly updating your app with new
features or bug fixes, and playing a proactive role in social communities.


HOW DOES YOUR MOBILE ENGAGEMENT SCORE STACK UP?

Get your score



APP ENGAGEMENT: IT’S ALL ABOUT THE USER

Market conditions change by the minute, and your app engagement strategies must
adapt to the latest consumer expectations by putting your customers front and
center.

Asking for user feedback and analyzing behavioral data and KPIs can give you
timely insights to guide app development, optimize the app experience, deliver
relevant content, and create meaningful interactions.

Adding a social layer has proven to be a winning strategy for many apps because
the community component offers a sustainable way to retain users and increase
engagement. Native, in-app chat and messaging functions with an intuitive UI and
a community component are among the most effective and scalable tactics to drive
engagement.

With Sendbird, you can add a chat and community component to your app through
our robust integration, so you don’t have to reinvent the wheel. Sign up for our
free trial and see how we can help you to increase app user engagement.

TAKE CUSTOMER RELATIONSHIPS TO THE NEXT LEVEL.

Download eBook


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