Since its announcement throughout WWDC 2020, the cellular world has been ready with baited breath for Apple to lastly transition iOS advertisers from IDFA to its App Monitoring Transparency (ATT) framework. Final week, within the wake of its Spring Ahead occasion, Apple lastly ripped the band-aid off and started absolutely implementing ATT on April 26, 2021.
We’ve spoken to lots of our prospects about how they’re coping with the impacts of dropping IDFA for marketing campaign attribution and the brand new ATT framework. Most of our prospects count on their campaigns to be much less environment friendly as advert networks meet up with Apple’s new pointers and implement SKAdNetwork. Within the meantime, our prospects have talked about just a few totally different methods they’ll be utilizing to make sure their income doesn’t falter in the course of the subsequent a number of months, together with an elevated concentrate on inventive optimization and doubling-down on retention.
By prioritizing person retention, cellular app firms can goal to scale back churn and decrease buyer acquisition prices. At Sensor Tower, we outline retention charge as the share of customers nonetheless utilizing an app at a specific time interval after it’s initially put in. Most of our prospects measure retention benchmarks at Day 1, Day 7, and Day 30. Normally, the longer a person is retained, the extra seemingly they’re to generate income for an app.
Listed here are 4 fast recommendations on how one can increase retention charges on your cellular app:
1. Create a Pleasant Onboarding Expertise
There’s nothing worse than logging into an app for the primary time and being bombarded with a novel-length sign-up and onboarding course of. Even some step-by-step recreation tutorials can go overboard with too many steps earlier than the person reaches precise gameplay. Customers downloaded your app for a purpose, and it’s crucial that you just present them worth as rapidly as attainable. Make the onboarding expertise seamless by decreasing the variety of steps vital for customers to create an account or join. Login SDKs, similar to Apple, Fb, or Google, are an effective way to permit customers to simply join your app and make sure you gather the data you want.
2. Leverage Push Notifications to Form the Buyer Journey
Push notifications are a superb technique to talk along with your customers outdoors of your app and supply them with related and helpful data. They’re additionally an efficient technique to enhance your app’s retention charge. If a person opts in to push notifications out of your app, you should use these messages to assist form the shopper journey with customized data that improves app abandonment charges. Push notifications also can re-engage customers who could have dropped out of your conversion funnel. Take into account: When utilizing push notifications, personalization is vital. Dynamic push notifications that embody a person’s identify for added personalization are notably efficient in bringing customers again to your app.
3. Make the most of In-App Messages to Encourage Continued Engagement
In-app messages are one of the crucial highly effective instruments in a cellular app marketer’s arsenal, and can be utilized for a wide range of duties—together with person onboarding, new characteristic data, and particular affords and promotions. One nice technique to enhance consideration via this technique is by celebrating a person’s actions with customized messages. As a person reaches a specific milestone along with your app, use an in-app message to ship a reward that encourages continued engagement.
4. Exhibit Lengthy-Time period Advantages in Your App Retailer Itemizing
When a person downloads your app, they’re steadily motivated to resolve a right away ache level or wrestle. Whether or not they wish to study a brand new language, check out a brand new recreation, or put money into cryptocurrency, your app meets a transparent goal. If a person opens your app for the primary time and realizes that it doesn’t truly meet their wants, you danger instant churn. In truth, in keeping with Localytics, 25 percent of users abandon an app after just one use. Not solely is your app’s description a necessary piece of your App Retailer Optimization (ASO) technique, but it surely ought to show the long-term advantages of utilizing your app. In case your app itemizing aligns intently with the worth customers are literally receiving out of your app, you’re much less more likely to rapidly churn customers.
Because the trade adjusts to this new actuality of a post-IDFA world, doubling down on person retention is without doubt one of the most useful methods cellular apps can guarantee sustained income progress. Keep tuned for extra recommendations on how you can navigate app progress post-IDFA.
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