Mobile app retention rates decrease by more than 75% within the first three months of downloading an app. By the one-year mark, only 4% of users still engage with an app they downloaded the year prior. Numbers like these highlight the importance of retention rates when dealing with mobile marketing.
Retention can be defined in different ways. Some companies choose to focus on simply getting users to revisit the app. Others look for engagement with specific features. How you decide to measure retention rates depends on your industry and the nature of the app. For example, an e-commerce app might emphasize user engagement more than a music-playing app. Either way, the goal is to get users to come back.
Mobile app retention is vital to the growth of a company. A high number of users is useless if they churn early on. Instead, a small number of users that repeatedly return to the app offers reliability and lead to stronger relationships between the business and the customers.
Ways You Can Increase Retention Rates
- Target your mobile audience. Casting a big net to catch a bunch of users will yield a very low percentage of returns to your app. Instead, focus on marketing your app to a segmented group of consumers who are more likely to engage with the app continually.
- Evidence has shown that push notifications can increase retention rates by at least 20%. Personalizing those push notifications to the individual user increases retention rates even further.
- Give special attention to users within their first month of downloading the app. By developing a consistent engagement early on, you create a habit in the user that they’re more likely to continue.
- Invest in beta testing your app to make sure you’ve developed a quality product. If the app isn’t user-friendly, all the marketing strategies in the world aren’t going to make it appealing to users.
User acquisition has consistently been the emphasis in mobile marketing, but the attention needs to be shifted to retention. Mobile app retention rates ensure consistent engagement with loyal customers, which means a longer lifespan for the app and the company.