What is Mobile App Engagement
Mobile engagement is the term that implies sustained interaction of the users with the mobile application over a long period of time. When users interact with a mobile app for the first time, they look for an easier and more convenient solution to their problem than other apps. For instance, a cab booking app that shows you the exact location of the approaching cab will be able to engage the users better. Likewise, there can be different factors that contribute to a better user experience and eventually better user engagement. Mobile app engagement, hence, is the relation that the app is able to forge with the users. If the app is good, the relationship will last and if app disappoints, the user might never return to the app.
The burgeoning number of mobile apps has also brought its own share of confusion with it. The users are now bombarded with a slew of apps that they have to choose from. Among these apps, there are only a few that are able to cast an impression on the mind of the users and engage them for a long period. There are many factors that augment user engagement and keep the interest of the users intact.
How important is mobile app engagement
As already discussed, mobile app engagement is instrumental to the success of the app. A mobile app earns revenue when its user base expands and the users are loyal to the app. Although the means of revenue generation is different for different apps, the number of users and their loyalty is a common factor. Whether the app is an m-commerce one or a content based one, unless it attracts the users towards itself and keeps them glued to it, it cannot taste the ultimate success. Even for the ads to get published on the app, it should fulfill the certain criteria. We have seen many apps slipping into oblivion soon after their release. Being unable to engage their users properly has been the most consistent reason.
How to maintain app engagement
App engagement is not a feature that can be coded into the app using an API. It is something that needs to be built right from the onset. While the app is being conceptualized, app engagement must be the part of brainstorming. The answer to the question is quite simple, but hard to achieve. Observing the apps that epitomize user engagement, it can be deduced that these apps are always working towards making things easier and more personalized for the users.
Here are some of the tips to help maintain app engagement
Create apps with layered user experience
Apps that compel the users to open them again are the ones that are able to engage the users. Such apps must have an appealing yet simplistic design and most importantly very skillfully designed layered user experience. It is better to expose the most primary functionalities at first and make the users aware of other features on a regular basis. Such a UX keeps the curiosity factor alive and the users are glued to the mobile apps and not abandon them after a few encounters. However, such a user experience must be designed carefully without hampering the actual purpose of the app.
Use push notifications
Push notification is the most useful tool for the developers and UX designers to take the app engagement to newer heights. The offers, milestones, coupon codes, app functionalities, reminders, and much more can be conveyed to the users in the most discreet yet noticeable manner. If the users are not aware of some features and not using them, push notifications can be used to remind the users of them. A user may have unused coupons or codes in his account that he must be reminded of before they expire. Each of these usages of push notification will lead to an increased sale. Check the recent study from Kahuna on how push notifications helps to increase app engagement
Users might get bored of the similar app UI that has not been changed for ages. Furthermore, other rival apps might have introduced new revolutionary features and your app is lagging behind. Such issues can hamper the app engagement and hence, must be addressed. Rolling out regular but not frequent updates ensures that the users are presented with new features and revamped UI that mitigates the chances of users abandoning the app. Regular updates also keep the app more relevant and high on the search ranks.
Reach users through ads
Advertisements can prove to be very useful in arousing the interest of users in the app and enhance the app engagement. Ad campaigns are not only useful in app engagement but also in user acquisition. The ads on different media remind the users of the app and its brand value. In order to reach out to the prospective customers, it is important that you explore different ad models like CPI which are tailor-made for app promotion. Social media can also be a great way to remind your users of the app and introduce new features, offers, and other information.
Use Google App indexing or Bing massive indexing
New features introduced in Google and Bing search engines are the App indexing and massive indexing respectively. When the users search for services or products, links to the apps offering them are also included in the result. When users click on those links, they are taken directly to the section of the app offering the particular service or products. This technology is called deep linking and is widely used by the apps to boost their engagement.