Mobile App Engagement Strategies To Retain More Customers
All marketers know that customer retention is a highly effective way to grow your business and increase your profits. However, in today’s competitive landscape, marketers face many challenges to retain their customers, such as creating the right touchpoints, delivering the right offers, and leveraging strategic thinking and creative practice using various marketing techniques.
Here are key customer retention strategies to increase your sales, avoid churn, and increase revenue:
Set Your Customer Lifecycle Goals
A common belief about customer retention is that in order to deliver a customer experience built on loyalty, you need to know who you’re addressing and why. Your customers can come in all shapes and sizes. For this reason, segmentation is a requirement for an effective retention strategy.
Start by breaking down the key customer lifecycle levels: Signups only, new customer, active customer, and inactive customer. By examining these various segments, you can understand customer behavior, recover meaningful data, and communicate better by delivering the right message at the right time.
For example, the purchasing channel is very important for members only, while for new customers who have made their first purchase, you want to know how big their purchase is and whether the item sold was selected at a discount.
When communicating with an inactive customer, it is vital to know the old “quality” of the customer. Identifying the most relevant KPI for each group will help you achieve the conversion you are aiming for. It is much easier to achieve your goals when they are predefined.
Know Your Target Audience
Understanding your audience is the first step in any marketing strategy. It’s easier to set a channel and voice for your marketing messages when you have a clear picture of your target audience.
You should also work to examine the mobile habits of your target audience in detail. For example, how much of web usage happens on mobile? Do users feel comfortable completing a purchase on smartphones? Which communication channels do you get more feedback from? At what times does your audience visit your service?
The simplest way to answer these questions is to research big data reports on mobile usage. Collecting and analyzing data helps you grow your business and provide individualized and engaging customer experience on mobile services. You can understand what your customers really want and deliver the most relevant content and create individualized, engaging, and purposeful mobile experiences.
Use In-Apps and Push Notifications Wisely
A good push strategy takes into account the relevance of the app to you at the time, as well as data about who you are, where you are, and what you’re doing. Push notifications with a very specific reminder or encouragement ensure you get the best results. For this, you need to monitor in-app events, create segments and target accordingly. You can keep the segments as narrow or wide as you want so you can craft truly intelligent push notifications to re-engage with your users.
In-app messaging delivers messages to customers using the app in the app interface itself. These messages appear as pop-ups that can be placed at the top, middle, or bottom of the screen. In-app messages use a combination of images, text, and links. It’s similar to push notifications, but with more room for rich content and longer text. Top brands see them as an effective channel to reach customers with targeted CTAs, directing users to key areas of the app.
In-app messaging is often posted to drive a timed action. Messaging can also be linked to the user’s actions. An abandoned cart message campaign, a promotion on similar products while in the app store: These triggered responses can be very effective when delivered at the right time.
Re-Engage With Inactive Users
Mobile apps have become a widely used reliable way to deliver content and services. But in such a crowded market, how can a mobile app be made useful, relevant and valuable to keep users happy and to gain their loyalty?
Applications offer the opportunity to offer products and services tailored to the needs of users, and to build long-term and profitable relationships with customers by gaining their loyalty. It’s getting harder and harder for developers and brand marketers to encourage users to find and download apps, and keep them engaged once they’ve successfully passed this stage.
A large 25% of users do not return after opening an application. It is much more common for consumers to use their phones for important moments and for shorter periods of time than before. Therefore, their experience needs to be effective and satisfying.
