How to Launch an Effective User Retention Strategy
This document provides guidance on launching an effective user retention strategy for mobile apps. It discusses trends showing declining retention rates and increasing user acquisition costs. It then offers recommendations in several areas: understand your users and where they drop off; leverage personalized marketing programs like push notifications and emails; target users dynamically at different stages; implement deep links; choose an app retargeting provider; optimize and improve over time; and test native ads. The key takeaways emphasize starting testing to get stakeholder buy-in, using data to identify improvements and successes, enhancing the user experience through messaging, persisting with technical challenges, and constantly refining through testing.
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How to Launch an Effective User Retention Strategy
- 1. Pan Katsukis CEO & Founder Jennifer Nguyen Mobile Media Manager EA’s Approach How to Launch an Effective User Retention Strategy
- 2. Source: Fiksu Index for March 2016 $0.50 $0.00 Dec 2014 Jan 2015 Feb 2015 Mar 2015 Apr 2015 May 2015 Jun 2015 Jul 2015 Aug 2015 Sep 2015 Oct 2015 Nov 2015 Dec 2015 $1.00 $1.50 $2.00 $2.50 $3.00 $3.50 $4.00 $4.50 Cost Per Loyal User Index iOS The App Landscape’s Changing “User acquisition hits all-time high” -VentureBeat
- 3. Global app retention rate decreased 5% in 2015. 27% of games are only played once. 58% of users churn within the first 30 days. If a user doesn’t return after 7 days, there is a 60% chance they never will.
- 4. Get analytics in place Understand user flow & behavior Look at where & why your users are dropping off Understand Your Users
- 6. The Challenge: Setting Up Tech Infrastructure
- 7. Bad Example Good Example New User After 1 hour We miss you! New User Didn’t complete tutorial Tips to complete the tutorial Segment & Target Users Dynamically +115%performance uplift (with dynamic audience segmentation) 84%of Remerge customers run a dynamic setup
- 8. Implement Deep Links +130%performance uplift 82%of Remerge customers run with deep links Get the new weapons! THE EMPIRE New weapons are available! Another App Your App Deep link sends user to most relevant part of the app
- 10. Match Expectations: Is it Doable in Gaming?
- 12. New Users Users at Risk of Churning Loyal Users RetargetUsersat EveryStageofthe ConversionFunnel
- 13. Launch NativeAdsfor anEasyWin +60%performance uplift compared to regular ads 9%of Remerge impressions are native ads Native Ad PLAY NOW! The Empire THE EMPIRE App logo & title Engaging image Relevant call to action Description of app or offer
- 14. Start testing to get buy-in from stakeholders Leverage actionable data (identify areas of improvement & successes to replicate) Enhance your users’ experience through messaging When it comes to tech, keep persisting (big wins = additional resources) Constantly test, refine & reiterate Key Takeaways for an Effective User Retention Strategy
- 15. Want to hear more? Get in touch with us at advertisers@remerge.io