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Apr 26 2021
As we all know, the mainstream app operating systems are Google's Android and Apple's iOS, whether it is Apple App Store, or Google Play App Store, they have more than 2 million apps, and each app is facing numerous competitors.
Nowadays, the app is facing so many competitors and the app does not deliver the features that can be provided in time after the promise, the app may not be used or will face the risk of being uninstalled.
To reduce the uninstall rate of users, improve the retention rate of their app, so that the user's continue to participate in the activities of their app, which is the only way for the app to profit, but in the face of the high uninstall rate, this will become very difficult.
So how to reduce the uninstallation rate of our app and increase the retention of users? Here are 10 suggestions to help you.
Compare the uninstallation rate of the app in the app store of different platforms, focus on the app store of the platform with higher uninstallation rate, judge the situation of the app store, and propose the areas that need improvement.
Summarize which platforms, media, ads, developers, countries/regions will bring loyal users and which will bring high uninstallation rate based on historical placement data, and adjust the budget accordingly. Also consider ROI (return on investment). Low quality installs may bring high uninstall rates but also lower prices, while higher uninstall rates will lower app rankings in the app store, so use reward installs wisely.
Although the uninstall rate of Android apps is much higher than iOS and Apple users can bring in higher revenue, it is still important to invest in Android apps because they are the Android users who are more likely to uninstall apps and you still have a great chance.
The best strategy to prevent uninstallation is to ensure continuous user engagement. Higher user engagement is driven by many factors, including the frequency and relevance of engagement, and fundamental to this strategy is the ability of the product/app itself to meet the needs of the user. But for operations staff, this means using all available channels (push, email, social, etc.) to drive consistent use of their app by users. Every channel matters: 86% of mobile devices have email turned on; a personalized push message can lead to double the retention rate and reduce the likelihood of uninstallation by 15%.
Understand usage and in-app progress (e.g. tutorial completion, registration, successful level 5, successful level 10, in-app purchases, etc. in games, categories, products, add to cart, purchases, etc. in e-commerce). It is important to know at which stage active users suddenly become inactive, so that you can stimulate users to continue using the application through promotions, discounts, etc.
In-app activity will help understand what each user is actually doing, add them to a specific category, and target relevant, personalized ads through email, push messages, and other channels based on user behavior. For example, instead of simply knowing what was added to the cart, you can understand which users added them to the cart after browsing sneakers that cost more than $100 based on relevant data.
If you want to get users back to using apps that they have stopped using and uninstalled, you need to offer value that is compelling enough. The best way to spark their interest and use is to offer discounts and exclusive content. According to a survey by Think With Google, 30% of users believe they would return to an app they had previously uninstalled or stopped using if they were offered discounts and coupons on their next purchase, and 26% believe exclusive content would drive them to do so.
Connecting to the mobile network and a secure app environment is a must if you want to optimize the user experience. Any malfunction or inconvenience in use risks losing users. For example, if a user clicks on a promotion in an email but opens the app store instead of the associated app, or if clicking on a promotional link opens the main screen of the app instead of the associated promotion page, neither will meet the user's expectations.
So, how can we avoid this situation? By querying conversion data you can know which page should be displayed when users open the app, and you can also customize deep links based on the information of all trackable links to optimize the user experience.
Some studies have shown that video ads are a way to acquire loyal users because they showcase much of the content offered within the app and help users better understand whether the app meets their needs. Without enough information, users will quickly uninstall an app after installing it and finding out that it is not the app they were expecting.
Discussions about the app on social networks and communities, ratings and reviews in the app store, etc. provide feedback, and the app features should be optimized and fixed based on relevant feedback or suggestions.
The most fundamental thing for an app to gain loyal users is to focus on the app itself. If the app is of good quality and can meet the needs of most people, it is not difficult to get more users. But in such a competitive app market, it is more difficult for developers to get new users than to keep existing ones, so it is important to reduce uninstallation rate and increase user engagement.
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