With an average of 10,000 new apps launched in the app store every day, it is no doubt hard to catch your users’ consistent attention. There is always a temptation for them to abandon your app or divert their attention to another app. The Engage stage of the lifecycle aims to optimize the app experience to meet user expectations and to reach users at the right time, with the right message, through the right channel. In this stage, every interaction drives value for each and every user.
With valuable experiences as the goal, engagement isn’t facilitated by looking at static data or by concentrating too specifically on one metric. It’s only actively improved when you’re looking at both behavioral data (what are they doing in your app?) and profile attributes (who are they?) now, tomorrow, and over time to fully understand each user. Your understanding of your users grows as you learn more and more about them from every interaction.
Campaigns to engage app users won’t work without a deep understanding of who they are, what they want from their app experience, and how they interact with your brand. In the Engage cycle, you want to:
- Analyze real-time data on session length and usage, time in app, screen flows, funnels, and other key analytics
- Use this insight to reduce drop-offs, boost conversion, and create flexible target audiences
- Reach users at the right time with personalized push and in-app messaging based on segments as small as one but never as big as your whole audience (in other words, no mass-blast campaigns and more personalized touchpoints)
- A/B test what works and what doesn't to drive further mobile engagement
- Nurture your users with cross-channel reminders such as remarketing and email marketing campaigns
- Build your understanding of the user, test new content based on the growing knowledge, learn from the results and iterate based on that knowledge
- Measure the impact of each and every interaction on engagement over time to ensure your efforts are paying off and not having an unintended, adverse effect