We all know that there are more apps available today than ever before.
As of July 2015, there were 1.6 million apps in the Google Play store and 1.5 million in the Apple Store.
With the great number of apps available, it can be a challenge to gain users’ affection from the first interaction and keep them interested.
Whether or not you believe in love at first sight, your app users likely behave as if they do. And you are not alone even the top apps lose 80 percent of their users because those users do not immediately fall in love with the apps during the first interaction.
Statistics show us that most of your revenue will come from your loyal users. Add that to the fact that that second-time users are more likely to become loyal (and evangelizing) users, and it is clear that investing a significant amount of time, energy and resources in user retention is a key aspect of success for apps.
You must pay close attention to the important users who come back to your app a second time, so you can take your relationship with them to the next level.
Related Article: On the Go: Mobile Apps to Help Run Your Business From Anywhere
A Second Chance
The second visit from app users is like a second date with someone you really hit it off with. It is another opportunity to win them over. Already intrigued to learn more, users are primed to be exposed to more features in your app. But be careful not to overdo it. Phased onboarding is the way to go.
Introduce your users to features they hadn’t noticed on the first interaction, but do it wisely. Relate the features to their past interaction to highlight things that are likely to interest them.
For example, let’s say you have an E-commerce app, and one of your visitors was recently interested in baby food. The next time the user comes back to your app, it would be a good idea to show relevant content related to babies, such as a banner or in-app message letting the user know that you have a data section on baby development in your app.
Be There or Be Square
Imagine setting a second date with your potential soul mate to meet for dinner at 8:00 p.m. You arrive at the restaurant and cannot find your date. How long do you wait? What do you do next? This is just like the user experience for an app user who received a push notification for a coupon (invite to the second date), clicked it (arrived at the restaurant), and landed on the app’s main page (can’t find the date).
When sending push notifications, use deep links to guide your users to exactly where you want them to be. For example, if they abandoned their cart, send them a push notification with a discount code and a deep link that takes them back to their cart, where you can show the code applied for them and they can easily complete the purchase.
Related Article: Mobile App Marketing: How Apps Contribute to the Consumer Journey
Let’s say that you did find your date at the said time and place…in (shockingly) the same exact outfit as the first date. What would you think? Avoid such thoughts about your app by updating your content regularly so that on their second visit, users do not see exactly what they saw the first time around.
Not only do news apps need to keep themselves fresh, every app can (and should) make small changes to keep people interested. Replacing a main image, adding a seasonal theme, or showing the current day’s currency exchange rates can contribute to the users’ experience and show them that your app is dynamic. This way, they will not get bored and they will be left with a feeling of a fresh, timely and interesting app.
Pay Attention to Body Language
App users typically will not be ready to reveal personal details about themselves on the second visit, but you can still learn a lot about them from their behavior. Track where they go in the app, what they click, what interests them, and what does not grab their attention.
If you think they are engaged enough to be willing to share some feedback, test a pop-up survey that asks them about their preferences. And respond to your users’ feedback, accordingly let them know that you are listening to them and care about them.
Related Article: Time to Tap? How to Know If Your Business Needs a Mobile App
Popping the Question
Experimenting is quintessential with your user engagement tactics. Test the messages you send, their timing and medium, and the offers you promote. When you are ready to take your relationship with your user to the next level, you will need to pop the question: ask for registration. Once registered, you will be able to offer more relevant content and offers, have more opportunities for communications, and more.
Be careful to pop the question at the right time: after they have seen your value and are interested. If you ask too soon, before they are ready, they may turn (and churn) away. But if you time it right, you will have a great (user) engagement.