Bringing Back Your Lapsed Users with a Robust Re-engagement Strategy

Bringing Back Your Lapsed Users with a Robust Re-engagement Strategy

On this planet of mobile apps, re-engagement is the act of “awakening” a person who’s beforehand proven an curiosity within the product(s) you’ve created. By creating net, social media, and in-app commercials that focus on lapsed customers (i.e. customers who downloaded your app up to now, however have since uninstalled it), or dormant customers (customers that also has the app put in however are usually not partaking with it) you’ll be able to faucet right into a low-hanging fruit development avenue.


Table of Content

Hold studying to be taught why app person re-engagement is necessary, how one can re-engage dormant customers, and how one can correctly optimize your app retailer pages for re-engagement functions.

Why is App Consumer Re-Engagement Necessary?

Research show that 25% of customers by no means open the brand new apps they obtain. An extra 20% of customers solely use new apps as soon as earlier than abandoning them for various options.

Take into consideration all of the work that goes into buying new customers — market analysis, app retailer web page optimization, advert creation, metrics evaluation, and many others. Now understand that solely 55% of customers who really obtain your app will use it multiple time.

The above statistics present us that whereas buying new app customers is critical, the method of doing so is usually time-consuming and costly.

Fortuitously, there’s one other technique to increase development on your app: re-engagement campaigns.

Through the use of information analytics and BI instruments to maintain observe of installs, uninstalls, and re-downloads, app builders are in a position to acquire a deeper understanding of the worth every person represents to their enterprise.

They’ll then allocate a portion of their firm’s advert {dollars} on advertisements that focus on earlier customers, which is able to seemingly lead to greater conversion metrics. It’s because customers who’ve engaged along with your app up to now have a familiarity and belief with it that makes them extra prone to obtain your resolution a second time if you happen to do it proper

Simply keep in mind, whereas re-engagement campaigns could be extremely efficient when applied correctly, they must be part of a wider cell advertising and marketing technique.

In different phrases, don’t put all your eggs within the re-engagement basket! It’s necessary to draw new customers as effectively. Essentially the most profitable app builders know the significance of correctly splitting their advertising and marketing spend between new person and re-engagement campaigns.

Easy methods to Re-Interact App Customers

Step one towards re-engaging app customers is to be taught why they’ve develop into disengaged. Normally, customers uninstall apps as a result of they don’t perceive the product’s worth. This may be brought on by a wide range of various things:

  • Exaggerated advert descriptions
  • Advanced performance
  • A complicated interface
  • A scarcity of updates
  • Poor onboarding processes
  • A scarcity of belief
  • An excessive amount of in-app promoting
  • Too many push notifications

When you’ve pinpointed the explanation(s) on your app’s person churn (which may solely be performed by together with analytics and monitoring in your app improvement), in addition to researching the reason for churn (many occasions your app’s overview part will embrace plenty of insights on this) you’ll be able to try to re-engage customers and drive extra gross sales by implementing the next re-engagement methods:

Replace Your App Icon

One of many best methods to re-engage dormant customers that also have the app put in is to replace your app icon. Our information reveals that, usually, greater ranges of engagement are reached after an app’s icon is up to date and customers get interested by what modified inside the app. This is smart. A brand new icon will catch the eyes of customers and sign to them that one thing is totally different, which, in flip, will drive them to re-explore your app.

Clearly, you’ll be able to’t change your icon too drastically because it has necessary model implications. However you’ll be able to barely regulate it from time to time to re-engage your customers.

For instance, you may faucet right into a seasonal occasion to make your app icon seem extra festive. Some corporations have performed this by including a Santa hat to their icons at Christmas time, a pumpkin at Halloween, fireworks over the fourth of July, and many others.

App Icon do’s and don’ts plus six steps to testing

Put money into LiveOps

LiveOps refers to energetic operations on a stay app. In the event you often add new content material and options to your resolution, ranges, and character talents to your sport, or in-app provides and promotions, you’re actively conveying to customers that there’s at all times new content material within the app for them to discover.

Take a fast have a look at the apps on the high of Apple App and Google Play shops and also you’ll discover that the majority of them are up to date frequently. This isn’t coincidence. Ceaselessly up to date apps are higher obtained by customers and infrequently generate extra income than apps which might be by no means labored on and improved.

With regard to re-engagement, LiveOps is useful as a result of it permits builders so as to add new capabilities to their apps that dormant customers will need to discover.

Ship Strategic Push Notifications

Push notifications are a worthwhile technique as a result of they assist you to attain your customers outdoors of your app — which is ideal when making an attempt to re-engage dormant customers.

Engagement charges will range relying in your business, although 40% engagement from a well-targeted and well timed push notification isn’t remarkable. Contemplating most e mail campaigns (talked about in better element under) solely produce 15%-20% engagement, push notifications could be extremely helpful to app builders.

As soon as a person acts on push notification and opens an app, deep linking (additionally talked about later on this article) can be utilized to direct customers to particular pages and/or in-app experiences.

Create Personalised Emails

E mail advertising and marketing is one other nice technique to market your app to dormant customers and entice them to re-engage. The truth is, the typical ROI of e mail, throughout all industries, is 4,200%.

However merely sending your customers a random message received’t do the trick. You must be strategic, ship your emails at related occasions, and personalize your communications if you happen to hope to get anyplace close to the excessive ROI talked about above.

Your customers obtain A LOT of emails day by day. The everyday workplace employee, for instance, is shipped 121 messages each day. To succeed with this re-engagement technique, it’s a must to stand out from the ocean of different emails in your customers’ inboxes.

That’s why sending a sequence of emails moderately than only one message is suggested. It gives you extra probabilities to seize person consideration and reel them again in.

Use Deep Linking

Deep hyperlinks enable app builders to ship customers to particular places inside their apps. If the person in query doesn’t have already got the app downloaded to their machine, the deep hyperlink will cause them to the Apple App or Google Play Retailer.

Utilizing deep hyperlinks is an effective way to re-engage dormant customers as a result of you’ll be able to higher management the expertise they’ve as soon as they open your resolution.

For instance, you may ship customers to a sure in-app expertise or to a particular web page the place they will discover a brand new characteristic you’ve simply added. Since you’re giving your viewers one thing particular to do, they’re extra prone to have interaction along with your app as soon as inside it.

Simply keep in mind to completely check your deep hyperlinks to make sure they work accurately. Each Android and iOS units have technical specs that have to be met to ensure that your deep hyperlinks to perform within the methods you propose them to.

Reconnect on Social Media

Most individuals have between 60 and 90 apps on their telephones, making it straightforward for yours to get misplaced within the shuffle. With this in thoughts, typically one of the simplest ways to spark re-engagement is to easily remind your customers that your app exists by way of social media networks.

Be sure to have a robust presence on widespread platforms like Fb, Instagram, and Twitter and put up to every one constantly. By creating partaking social content material, you’ll be capable to keep high of thoughts along with your customers and re-engage them a lot simpler once you launch new options and/or capabilities.

Optimize Your App Retailer Product Web page For Lapsed Customers

The above re-engagement methods will allow you to reel lapsed customers again into your app’s world. However do you know that you may additionally optimize your app retailer product web page to lapsed dormant customers and get them enthusiastic about your app once more?

The very first thing you should understand about ASO when it comes to re-engagement is your app retailer web page will look totally different within the Apple App and Google Play Shops for customers that beforehand had your app put in. Which means that you should optimize every retailer’s product web page individually.

Second, you should craft app retailer web page messaging that entices lapsed customers to re-engage with out discouraging new customers to put in your app for the very first time.

And third, you should check your app retailer pages to make sure they’re efficient for each re-engagement and new set up functions. For this, we advocate testing platform, an answer that enables app builders to simply A/B check app retailer pages.

Right here’s the way it helped Pearl’s Peril supercharge its re-engagement efforts: Pearl’s Peril is a well-liked cell sport created by Wooga. Since its inception six years in the past, hundreds of thousands of customers have been transported again into the roaring Twenties to hunt journey, clear up mysteries, play hidden object scene video games, and journey the world over as Pearl Wallace.

However like some other app, Pearl’s Peril loses customers. In an effort to re-engage them, the staff at Wooga labored to raised showcase new app options to lapsed customers. We completed the duty by specializing in the “A Nearer Look” video and “What’s New” part within the Apple App Retailer.

“A Nearer Look” movies seem in a different way to new and lapsed customers. Each lapsed person that rediscovers an app within the Apple App Retailer will mechanically see the “A Nearer Look” video. New customers, nonetheless, will solely see the video in the event that they determine to discover the app web page — one thing solely 10-23% of app retailer customers do.

This implies that you may particularly craft your “A Nearer Look” video with re-engagement in thoughts. In any case, not many new customers will ever see it. Wooga has been in a position to make use of this technique to nice impact in its re-engagement campaigns and obtain a 7% improve in lapsed person app retailer conversion charges.

The “What’s New” can also be useful for re-engagement functions as it would assist you to clearly state the brand new options, characters, ranges, and many others. which have not too long ago been added to your app or sport. Wooga additionally used this part to advertise its new “Iris Eyes” taking part in mode to lapsed customers.

When crafting your individual UA campaigns, at all times keep in mind that the app retailer expertise for brand new and lapsed customers shall be totally different. Use this to your benefit and craft messaging that appeals to every. For lapsed customers, particularly, concentrate on new options and/or capabilities that make your app higher utilizing the “A Nearer Look” video and “What’s New” part.