Fix Your Customer Engagement & Stop Losing Users
Customer engagement is the unsung hero of marketing. All too often, marketers focus on the beginning of the funnel (how do we acquire new users?) and the end of the funnel (how do we monetize our users?), while neglecting the middle.
Engagement is the bridge between acquisition and monetization. Without it, your hard-earned users won’t have any reason to stick around — and they certainly won’t want to spend money. This is especially true for mobile apps, where 79 percent of users drop out after the first day.
In other words, implementing customer engagement best practices will help you find app success — making it easier to retain and monetize your audience. To help, we put together a few tips. Follow them to ensure you’re maximizing your customer engagement every step of the way.
Increase Customer Engagement With Push Notifications, Emails & More
Face it — no matter how engaging and valuable your app might be, it won’t capture every user’s heart right off the bat. There will always be some people who take an initial interest in your app, but end up forgetting about it as the days go by.
Mobile messaging is among the most effective tools for increasing customer engagement. Messaging comes in many shapes and sizes, but the most straightforward implementation is to use mobile messages as a reminder. Did a user tap around your app but neglect to register an account? Did they start shopping but forget to check out? A quick push notification or email can remind them about your app and bring them back.
Of course, messaging is a nuanced subject and there are many ways to run multi-channel messaging campaigns. It’s not just about reaching users who’ve forgotten about your app — you could also offer special discounts to loyal shoppers, or promote new items in a game to build excitement.
One way or another, the best way to keep users engaged is to start a conversation with them. If people are aware of your app’s existence — and the latest and greatest that you have to offer — it’s more likely that they’ll remain active and interested.
Optimize Your In-App Experience to Stop Losing Users
Messaging campaigns are the glue that hold your app marketing together, but this doesn’t happen in a vacuum. If users don’t genuinely enjoy your app, then reminders and promotions are not going to bring them back. Sometimes, the app experience in itself is the elephant in the room.
Luckily for us, the app experience is not just the domain of programmers and designers. Marketers can play a big role in the process too — provided that you’re using the right tools.
For example, the app developers and designers could create two different versions of the user registration screen. Then, they could create a variable to toggle this screen on or off, and expose it within the Leanplum dashboard. From here, the marketing team can take over and enable the new screen for select users. You can even run an A/B test to determine whether the new registration screen is impacting the number of users who sign up.
So to put that in a real-world example, say players are getting stuck on a level in a mobile game and abandoning the app. You could create a separate app experience for those users, where the level is a little easier, and encourage them to keep playing.
App teams can tie variables to any in-app elements, be it a visual change or a completely new feature. A/B testing and iteration is the most reliable way to improve your app content — and better content means more engaged users.
Find (& Fix) Points of Friction
Marketers regularly talk about friction in critical user flows, like the checkout flow. However, every user flow in your app is important for one reason or another (if it wasn’t important, it wouldn’t be there). If there’s friction in your app, you shouldn’t be surprised if customers gradually become less engaged.
By “friction,” I’m referring to anything that makes the app experience less enjoyable. It could be a registration screen that asks for too much info, or a menu that requires too many taps to reach an important screen… it could even just be a technical bug. Whatever the case may be, it’s recommended to identify and fix friction points before you start losing users.
The best way to spot points of friction is with comprehensive mobile analytics. To start, you would define events for every relevant experience in your app. Don’t stop at the obvious milestones like registering an account or placing an order; create events for everything in between. You want to know when users have viewed certain screens in your app, or when they’ve reached a given level in a game.
From here, your analytics platform will automatically reveal which metrics are lagging behind — and with mobile A/B testing, you can iterate upon your app and lift those metrics.
Friction essentially means that customers are disengaged with your app. A frictionless experience means happy users, and happy users will remain engaged in the long run.
Keeping Customers Engaged From A to Z
Customer engagement is an essential part of the mobile user lifecycle, and it would be a mistake to ignore it. Engaging your users means making the most of your acquisition dollars — and it means driving more people to the point of purchase.
Leanplum is a mobile engagement platform that helps forward-looking brands like Grab, Tinder, and Tesco meet the real-time needs of their customers. Schedule your personalized demo here.