You likely have a loyalty program running to keep these super users engaged, but how do you retain them? Better yet, how do you get more users to love your app the way your loyal users do? These number one fans deserve just as much attention as they give your app. It might be hard to believe one percent of app users are responsible for 80 percent of the spend, but there’s no denying it. B(l)oom! You’ve converted 20 percent more users by simply letting them know about an app event that would have otherwise gone unnoticed. You develop an integrated engagement campaign that reminds users when flowers are on sale. You get a stroke of pure genius to optimize the messaging strategy with time-based reminders. Your boss wants to boost daily retention. Let’s imagine you’re the marketing manager for the world’s most exciting dating app. Sending gentle reminders about the events in your app helps users see the value of your communications, and engages them in the moment. Your users want to be informed of exciting moments, and it is up to you to alert them of these topical times. Trigger in-app messages or push notifications informing them of the times events are taking place. Notify them that an event is coming or is currently happening to make your messaging a valuable communication tool to the users. Would you host a party, forget to send the invites, and then expect hundreds of thousands of people to show? No, so let’s not assume that users will come to your app without notice either. On average, only 15 percent of monthly active users visit an app daily, and all your app events could be overlooked if users are not notified. You can also use these moments to deliver special rewards to improve the likelihood that they’ll become loyal lovers of your app. It’s the thought that counts, but let users know you care by setting up in-app messages that validate app engagement when they’ve accomplished something great. If you take the opportunity to make each one of those moments special, you’ll see the ROI in the form of extended session length, improved retention, and spikes in conversions. These milestone achievements come in many forms and are specific to your app - reaching level 28 for games completing half of a dating profile, or booking the first flight in a travel app.
Tip: ‘Just because’ messages may be sweet, but highlighting specific achievements will motivate users to accomplish even more in the app.Īll while a user is in your app, they’re achieving significant milestones. Increasing enjoyment and delighting users deepen the relationship with users and will go farther than you imagined. If you catch a user in the moment and celebrate their achievements with in-app recognition, they’ll spend 10 percent more time in your app. Your app is just too good for people to realize without your help. Two out of every three users will have less than a few sessions in an app. Make Users Feel Special for Every Achievementīrace yourself for this one. Get specific and acknowledge their unique achievements, make loyal users feel like VIPs, and let them know you miss them without being creepy. Get them even more excited about the experience you’re creating by speaking directly to them with highly relevant messages. Simply put, it’s time to delight users with personalized messages. No need to lose sleep trying to answer the questions above.
If you missed part 1 of the mobile app use cases, here’s a quick six-minute read on Mastering the First-Time User Experience.
This is part two of our four-part Critical Use Cases blog series on improving the mobile user lifecycle, through improved strategies for onboarding, engagement, and conversions.