Even before having a cup of coffee or tea, most smartphone users have already opened a mobile app. They may use an app to find their way to the mall, checking the day’s weather, turn off their alarm, or log their breakfast into a calorie tracker.
Mobile apps have become an integral part of making decisions, especially considering the time users spend browsing products (about 30 hours every month, according to Nielsen research). By marketing your mobile app, you can build closer relationships with clients and power up other marketing communication channels, such as promo events, special offers, and coupons. Remember that users open about 90% of all the push notifications brands send. Mobile websites help because users can open the same content on their desktop computers or mobile devices using Facebook, Twitter, and other mobile apps. This ensures that your message is universally flexible.
Even if you have broken the ice and finally got your mobile app approved by the App Store, your first thousand downloads are just the beginning. The competition in the world of mobile apps is crazy – just think about the number of apps you open daily. I bet just a few of them have won your heart, and the rest remain there just because you have no time to delete them.
What your app users actually want is the inspiration to open your branded app every day, regardless of whether this is the first, second or twenty-third time they’ve used it. Retaining your customers via mobile is your way finally to monetize a loyal audience and to foster a long-term relationship with your brand. Finding out what actually pushes your customers to use your app will quite often show you the ineffective elements or chapters, and allow you to add more value to the really efficient ones. So how do you measure this thing – mobile app retention?