5 things that can increase retention in mobile applications
Mobile applications come in two business models. The first relies on the sale of applications, and the actual holding is only a minor concern as they can handle downloads. The second model depends on user participation and the application is free, and is based on user retention to boost ad sales or income.
According to Google Analytics Flurry, which oversees more details 20,000 applications for iPhone and Android and more than 2 billion user sessions each month, the retention of users across all applications fall an average of 85 percent in the first month. This means that 85 of every 100 people who download an application has been removed from your phone within the first 30 days. After six months, retention of only 5 percent.
For applications that rely on user participation and continuous use over time, these numbers are troubling. However, there are many solutions that can increase retention and make successful applications in time.
We took a quick look at the software development and marketing teams here at Amadeus Consulting, and reach the top 5 things that affect the retention of mobile applications.
- Usability
- Updates
- Marketing and Acquisitions
- Design
- Integration
Usability
So you have a great idea, and created an application, but has a low retention rate for real. What happens? Well, the most likely problem is your ease of use. If users can not find how to use it up and running in 10 seconds or less, is erased and, potentially, find the application of a competitor that it is easier to use, even if it does not provide the same depth of services.
Some of the things that affect usability include a registration requirement or long, difficult or unusual controls, a very clumsy interface or slow synchronization time between the application and servers. In order to increase the value of their implementation, you need to optimize the user experience.
For example, say you're a local pizzeria and have an application that is designed to increase pizza sales by allowing users to place orders through the application. For you to succeed, its application needs to order pizzas so simple a process as possible. The evaluation of a good user interface design is hard to describe with words, but basically the user should not have to think about how to use the application, and should be intuitive as few steps as possible.
An extension of this idea is to create a positive user experience. Some applications are intended to provide some functionality, but require a long setup process, or have a clunky interface, or are not intuitive, or have any number other usability problems. Good development requires more than a codification. It requires an understanding of how people will use the application, and a process development focused on the end user.
Great interface design is a skill very valuable and can do everything or nothing an application to the eyes of its users. Even if you has an excellent program of the house to support the design of the user interface, may be worth your time to look at how to get help with the interface.
Updates
The problem with software is that it changes so often. Your application can function perfectly well today, but tomorrow Apple will provide an update of the iPhone operating system and application errors suddenly. Can the developer to anticipate changes and provide an update your application to avoid downtime?
Developers need to provide troubleshooting and "IT" service to the application once it develops. If you hire a third party to develop your application, you should at least expect a warranty period, but also carefully consider Extended service option and updates, usually at additional cost. In most cases, you or your programmer will be able to anticipate future changes or issues and provide an update to its limited application downtime.
In addition, some operating systems are used in different phones. What will happen to its implementation over the coming months if Apple launches a new version of iPhone, Android OS or if you quit on a different model? You need to provide compatibility updates constantly, otherwise people will drop their application in large groups.
Moreover, frequent content updates are an excellent way to keep people engaged. If people know that an update is coming soon, or that you provide content with frequent application payment, then it is more likely to download and keep it. Updates are also a good way to remind users that their application is still there, and remind them to use.
These recommendations are all things to consider when developing mobile applications for our customers. Are best way to keep users interested in its implementation; let us help in the process.
Marketing
There are two sides to retention: That part of usability, which covers most of what we talked about so far, and the acquisition side, which means that people are downloading the application initially.
Acquisition includes more than just a measure of the number of downloads, but also describes how well people are able to find the application, and how likely they are to download. Just remember, in the Apple App store, more than 180,000 applications. You need make yours stand out.
How does that happen? First, you must ensure that it complies with the optimization-based search engine (SEO) the requirements, which includes making sure it is properly labeled and classified during the shipping process. You do not want your new banking application to finish in section of games, because people who wanted a banking application never find it. The description and information should be specific and accurate with the right keywords, but also inviting. Photos almost always helps, especially if you have a great user interface, but also making sure that everything else is correct.
Secondly, you need to market your application. It is necessary to tell people about it, and provide some incentive to download. If you are building an application current business, then you can piggy back on some of their other marketing efforts, to include its application as well. In addition, there are many websites that specialize in the review and implementation of skill and can work with these sites to provide a bit more visibility to your application.
On the other hand, a word about the classification: while it may be tempting to fill your own rankings, it is extremely dangerous and has become more than a few applications banned from the store, and it is quite easy for users to spot. Instead of filling your own rankings, use your time to build comments legitimate user to be very transparent and provide frequent updates and quality feedback to users. There are thousands of startups new application, and if you are planning on being in business application (applications or offering) for a while, then you definitely want to brand themselves as trusted.
I know that many third-party developers, including Amadeus Consulting, SEO and marketing to provide specialized applications, which are definitely worth looking into. Already Whether you do this, or if you hire someone else to help you do that, marketing will give your application an extra "push" needed for a successful launch, and will give impetus to succeed in the future.
In Conclusion
Creating an application is not a pass / fail process. Like almost everything else, quality matters. For comparison, is like creating a personal Facebook account, but never access the system, accepting friends, or respond to friendly consultation. Are you on Facebook? Yes, technically. But not doing anything for you, and may even be hurting because they seem to ignore all those who would be interested. development of the application works the same way: with a bad implementation is much worse than no implementation at all.
What does this mean you need to understand that the creation of an application is an investment and commitment. Also means that if you are looking to get into the business applications can be much better off investing in an experienced third party developer can guide you through and manage the process with you until you are ready to take over.
Stay tuned for our second part of this post, where we will discuss design and integration best practices for mobile application development and retention.
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