Johanna previously owned all Branch content including whitepapers, blog posts, and social media, and coordinated North America webinars. She also moonlighted in the product marketing realm, having owned the product update email, written product blog posts, and helped out with landing pages.
February 11th, 2020
You can have a highly effective app install campaign that brings you new users and increases installs, but that doesn’t mean you should stop there. 71% of app users churn in the first 90 days after downloading an app, so the pressure is on you to give users a reason to stay. To help you minimize churn, we’ve compiled some tips to retain and engage users after install.
Make login and account creation as simple as possible by reducing the number of steps a user has to take to create an account or get started.
Highlight and explain key features to users when they sign up, especially if your app is complex. Walk users through a guide with visuals that explains how to use in-app functions, but don’t throw too much information at once. Introduce only the most important features at the start, then once the user moves on to different functions of the app, walk them through those additional features.
Also, ensure users know the value of your product during onboarding. Include your value proposition during sign up so the user is reminded why they installed the app and the benefit it brings to them.
Make sure you promptly reply to customer reviews on the app store. Assure users that your team is working on bugs and empathize with their frustration. And make your response is personal — address customers by their names, and directly reference the issues they mention. Response to customer complaints shows you care and gives users a reason to keep using your app rather than uninstall. But don’t stop there! You should also respond to satisfied customers to thank them for their business.
Ask for feedback as well. As customers use your app, ask them to leave a rating or review on the app store. You could include banners or interstitials that pop up during app use that prompt users to give feedback, just make sure they pop up during appropriate times and not while a user is completing a task. For more about how to encourage users to leave reviews and improve your app ratings, read our blog post.
Referral programs are a great way to motivate users to keep using your app. In fact, Branch data shows that 30-40% of referring user traffic is sent to a previously downloaded app, making referrals a key re-engagement channel in addition to a growth channel. To incentivize users to share your app or links to in-app content, you can offer a referral reward, such as a discount or credit. Make sure you leverage deep links in your referral program so that the user is brought seamlessly from the referral source to your app. Even better: using Branch, your referrals will be accurately attributed so you can identify top referrers by installs, clicks, and opens — giving you a full picture of your referral program’s performance.
Make it easy for users who already have your app to navigate back to it. A way to do this is to make your mobile website a source to encourage users to go back to the app with Branch’s Journeys. Journeys allow you to deliver fully customized smart banners that are personalized to a user’s unique experience. For example: you can display a minimalist banner or a full-page interstitial on your mobile site to users who already have your app installed to offer a seamless pathway to that same content within the app.
Another platform from which you can offer users a smooth transition into your app is email. 70% of emails are opened on mobile devices, which means your email campaigns need to be mobile-friendly — but this also means email is a great channel for app engagement. With Branch’s Universal Email solution, you can take users from email promos directly to the correct in-app content. The result: improved user experience, more app usage, and more conversions. In addition, Universal Email provides you with email-to-app data, which allows you to compare all of your email campaigns across devices and platforms.
If you’re creating engagement and retention campaigns without testing and measuring, you’re doing it wrong. Testing is essential for you to figure out what works to keep users engaged. Although you can test many different variables, test them one at a time so you know what actually improved performance. Example: don’t test a different banner color and a different CTA text at the same time, test them separately.
How to A/B Test:
Some features you should test to measure the effectiveness of your user engagement and retention strategy:
It’s critical to keep users engaged so they don’t churn after install. To learn how Branch can help you re-engage users and measure engagement campaigns against all your marketing activities, contact our sales team.