Increase Mobile App Engagement with Push Notifications
The mobile App industry is indeed booming incredibly, and mobile applications are completely dominating this arena. Companies of any sizes are reaping the benefits of having a mobile app. According to recent data nearly half of small businesses are expected to adopt a mobile application in the years to come.
However, simply having an application is not enough to win over mobile users. Most people only use 6 to 10 applications all week.When it comes to latest downloads only 3.3% of Android applications & 3.2% of iOS applications still have active users after 30 days.
So, how do you get people to download your application and even more importantly keep using it after initial installation?
You should focus on these two metrics mobile application engagement & mobile application retention. While both are subjective metrics high engagement and retention make for a successful application. More specifically, engagement refers to how active users are on the application (E.g. how many user sessions per month). Retention, on the other hand focuses on the percentage of application users return to the application (E.g. how many users return within three months of the first session).
These two metrics combined determine applications “stickiness” make an application sticky, it needs to keep users engaged and ensure repeat usage. To do so requires development strategies that connect application functionality and experience with people’s intent and mobile behavior. Forbes states that “creating and delivering best mobile experiences will be the beating heart of your customer engagement paining for the next 10 years.”
Think of it this way, if version one of your mobile application was just a good looking exterior, the following versions will be an in depth system of engagement. The goal of your application is to help people take action in their immediate moments of need.
Increasing mobile application engagement begins with these micro-moments and, arguably, the most important one in this case is be useful. You need to be useful and meet users needs in critical moments. That means connecting people to what there looking for in real time and giving relevant information when they need it. As Google says, “With mobile we’re able to add a rich understanding of context to consumers’ underlying intent. That context provides critical insights into consumer behavior & therefore strong clues for how you can be most relevant and useful for people in their moments of need.”
But what happens if you are not useful? Without utility consumers will not only move on they actually might not ever come back. Only 9% of users will stay on a mobile site or application if it doesn’t satisfy their needs (for example, to find information or navigate quickly).
So if quality, timing and relevance of a organisations message are important, how does this translate to your application communication?
An effective strategy to be useful, as well as engaging, with your application is through push notifications:
- Frequency: To send or not to send? A great way to find out more about your users is by implementing a “preference center” within your app, allowing users to select the subject matter they want to get push notifications about and when..
- Content: The smartphone is a personal marketing medium, and your app users are expecting tailored and important messages to come their way. Language that conveys urgency (i.e. time-sensitive deals) and relevancy (i.e. sending it to the relevant segment) will drive users back to your application. Push notifications have the potential of annoying recipients, so to counter this, your content needs to be honest, helpful, funny, memorable, clear, empathetic and trendy.
- Timing: Consider not only the frequency of your push notifications, but also the time of day. It is important to send out messages when your users are active and already on their phones. For example, lunch time & early evening are common times people are on their phones. Once you have discovered when the most users are in front of your application, segment the audience based on their attributes to improve response rates. Brands using segmentation have response rates 4-7 times higher.
- Deep Linking: Deep linking guides your audience to exactly where you want them to go within your app. It gives the user with a more seamless experience while reducing barriers to completing a desired action. For example if you send a push notification about pre-sale tickets to a concert you can deep link to a purchase page in your application. The key here is to figure out the path you want your app users to take, and then help to send them in the right direction.
By identifying these ideal mobile moments to send messages to customers, your application will excel at being useful.