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Jun 2 2022
If you've laid a solid ASO foundation, your app gets consistent organic traffic in the app store, and users keep installing your app. The next question you need to consider is: How do you retain users? If users download your app and don't get a good user experience, they'll quickly uninstall your app.
So, for your revenue goals and retention rate, you need to engage with people who already have your app installed and provide them with an elevated and enjoyable experience. If you can use In-App Events properly, you'll generate incredible engagement - and often not fully used or properly utilized.
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From a technical point of view, there may be thousands of potential In-App Events. We will focus on the marketing perspective, so we can divide in-app events into the following two types:
Standard in-app events
Rich in-app events
Standard in-app events are more transactional in nature. For example, prompt users to register or pay. Rich in-app events include sharing or inviting other users to join the app.
Recently, In-App Events have also changed significantly. Since the 2021 Worldwide Developers Conference (WWDC21), Apple has incorporated In-App Events into its App Store experience, and Google has also implemented this. This has important implications for coverage, discoverability, and general ASO. Whether you want to attract new users, keep current users up to date, or reconnect with previous users.
So what are the best practices for utilizing in-app events to maximize app engagement? We've put together some valuable insights.
There is a huge difference between general interactions and personalized interactions. When we say personalization, we don't just mean adding "Hi+[first name]" to messages. There are a variety of ways to personalize the in-app experience. For example, by encouraging users to sign in 100 notifications in 3 days; or by the top 6% of all users; the odds are endless. Activities that are novel enough and closely related to the user are more likely to attract the user's attention.
An in-app event that is not working properly is enough to disappoint the user with your app, and uninstall your app, and may even leave a bad review for your app. For example, if you ask users for ratings immediately after your app keeps crashing, then obviously the likelihood of users leaving bad reviews is almost 100%.
On the other hand, having perfectly timed in-app events can bring a smile, add value, or ensure participation in the time gained before the user wants to abandon the app. For example, when the user has not logged into the game for a long time, the user is provided with a generous return package, including virtual currency, limited dress up, etc.
Especially when it comes to rich in-app events, the sky is the limit. For example, Apple talked about in-app events like game contests, movie premieres, and live streaming experiences. These can even be accessed through the App Store. They have some great tricks to create incredible in-app events. Google has also been expanding its options when it comes to in-app events, including through the Play Store.
Even in-app events require effective metadata optimization, such as event names, short descriptions, long descriptions, etc.
Typically, the experience of an app is one-way traffic. The app provides a platform that users explore. However, in-app events make it a two-way interaction. They allow the app to communicate with the user. Even with knowledge using tooltips, hotspots, and other types of annotations, users will be drawn into the app and actually experience the services you want to provide.
In contrast, ratings and reviews are also an important tool for communicating with users, and if you don't have enough confidence in your rated reviews, you can fully experience the rated reviews service that asoworld offers you.
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In-app events are an effective way to generate engagement even outside the app. For example, if someone doesn't log in to your app, a gentle reminder email may be able to seize the opportunity to get them back.
When discussing In-App Events, the first place people go is pushing notifications, and while it's true that this is an important part of in-app events, many people make the mistake of starting and ending with push notifications. While pushing notifications are very powerful, you can't use them too often or push too many services that aren't relevant to the user, who is most likely just uninstalling the app.
However, if your push notifications are timely, personalized, and just right, they can enhance engagement and even encourage people to share them on social media. This will attract more new users.
These proposals above are just a few ways you can leverage in-app events to drive app success, and by properly handling In-App Events, you can significantly increase engagement, increase retention, and get users to take critical actions. One of the best parts of in-app activities is that in most cases, they can be added and improved after the app is already live, which means the best time to improve the in-app activity experience is now.
If the organic installs of your app have grown steadily, then In-App Events are undoubtedly the best tool to help you increase user engagement. But before that you need to have a solid ASO foundation that grabs the attention of your users, increases downloads, and increases conversion rates.
Whether it's the metadata optimization of your app, including the optimization of title, description, screenshot, icon, etc., as well as high-quality rating and reviews, these can be experienced in ASOworld's ASO service. Don't hesitate to consult our ASO experts.
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