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 Tracking Transparency (ATT) framework. Last week, within the wake of its Spring Forward occasion, Apple lastly ripped the band-aid off and commenced totally implementing ATT on April 26, 2021.
We’ve spoken to a lot of our clients about how they’re coping with the impacts of shedding IDFA for marketing campaign attribution and the brand new ATT framework. Most of our clients count on their campaigns to be much less environment friendly as advert networks meet up with Apple’s new pointers and implement SKAdNetwork. In the meantime, our clients have talked about a number of completely different methods they’ll be utilizing to make sure their income doesn’t falter through 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 intention 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 selected time interval after it’s initially put in. Most of our clients measure retention benchmarks at Day 1, Day 7, and Day 30. In common, the longer a person is retained, the extra possible they’re to generate income for an app.
Here are 4 fast recommendations on how one can increase retention charges on your cellular app:
1. Create a Delightful Onboarding Experience
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. Users downloaded your app for a cause, and it’s crucial that you simply present them worth as shortly as potential. Make the onboarding expertise seamless by decreasing the variety of steps crucial for customers to create an account or join. Login SDKs, comparable to Apple, Facebook, or Google, are an effective way to permit customers to simply join your app and make sure you accumulate the knowledge you want.
2. Leverage Push Notifications to Shape the Customer Journey
Push notifications are a wonderful technique to talk along with your customers exterior of your app and supply them with related and helpful info. They’re additionally an efficient technique to improve your app’s retention charge. If a person opts in to push notifications out of your app, you should utilize these messages to assist form the shopper journey with personalised info that improves app abandonment charges. Push notifications can even re-engage customers who could have dropped out of your conversion funnel. Keep in thoughts: When utilizing push notifications, personalization is essential. Dynamic push notifications that embrace a person’s identify for added personalization are notably efficient in bringing customers again to your app.
3. Utilize In-App Messages to Encourage Continued Engagement
In-app messages are one of the 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 function info, and particular gives and promotions. One nice technique to improve consideration by means of this technique is by celebrating a person’s actions with personalised messages. As a person reaches a selected milestone along with your app, use an in-app message to ship a reward that encourages continued engagement.
4. Demonstrate Long-Term Benefits in Your App Store Listing
When a person downloads your app, they’re incessantly motivated to resolve an instantaneous ache level or battle. Whether they wish to be taught a brand new language, check out a brand new recreation, or spend money on cryptocurrency, your app meets a transparent goal. If a person opens your app for the primary time and realizes that it doesn’t really meet their wants, you threat quick churn. In truth, in accordance with Localytics, 25 p.c of customers abandon an app after only one use. Not solely is your app’s description an important piece of your App Store Optimization (ASO) technique, however it ought to show the long-term advantages of utilizing your app. If your app itemizing aligns carefully with the worth customers are literally receiving out of your app, you’re much less more likely to shortly churn customers.
As the business adjusts to this new actuality of a post-IDFA world, doubling down on person retention is without doubt one of the most beneficial methods cellular apps can guarantee sustained income progress. Stay tuned for extra recommendations on easy methods to navigate app progress post-IDFA.
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