Engaging and Keeping Your Most Valuable Mobile Customers

Posted by David Sheihan Hunter Lindez

Retention 

According to WhaTech, some 80-90% of apps downloaded from app stores are only opened once before being uninstalled. This has been the norm for years. That’s quite the endorsement for a proper preload with the business requirement that the user cannot remove the app. Facebook has found only about 6% of apps it works with are still being used 30 days post install. KISSmetrics found that it can be up to 7x more expensive to acquire a new user than retain a current user. Acquisition campaigns are structured with retention in mind. This requires a keen understanding of the lifetime value (LTV) of one’s customer segments.

Who are your avid consumers? Which customers consistently purchases your higher tier content? Who consistently subscribes to your services?  You can use Synaptik to segment these buckets.  Over the course of the next three years, programatic will likely become the only way to engage them. Firms like Element Wave focus on user engagement and retention via real time, precision targeting at key moments during games or app navigation. They utilize native messaging and well timed push messages to drive users back to the app with incentives and contextual information such as how many persons in a geo-fenced region are placing a bet or attempting to bid on an item. Whether it's gaming or non-gaming apps on Android or iOS, the latest study by Localytics shows Facebook is still the most valuable platform for targeting.

“Retention has transcended to becoming a highly objective metric to measure how users find your product or service,” says WhaTech. “Market research suggests that even a 5 percent increase in customer retention can lead to increasing profits by 25 percent to 125 percent.”

Customer Acquisition Cost

How much is your firm spending on acquisition costs for mobile ad campaigns?  You need to look at cost per install and cost per registration as well as what your conversion rate is to get a customer to go from installing your app to registering to be a user. There’s a big drop off point here in mobileUX, which is why single sign on is huge. As a mobile product manager, I found that best way to convert installs to purchases was to deliver the experience of the application as a deferred sign-on without requiring initial registration.  I often find myself deleting apps if the path to use is too cumbersome and requires too many fields to be filled out.

Obviously, the total cost per acquisition is a key figure, but we just want to make sure it’s less than the life time value of that acquisition.  You decide what your margin needs to be.  What’s your model look like for 2017? Let us know if we can be of assistance with the development of your mobile app or website. Do you need some help in getting your app to market or finding a way to get it preloaded onto the newest mobile handsets and tablets? Reach out. True Interaction has a team of mobile experts. At True Interaction, we stay ahead of the curve and help you do the same. 

Topics: Insider, business ecosphere, mobile apps, Retention, User Engagement, Conversion, programmatic, LTV

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