App Retention Strategies for 2020

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11

Evgeny Kruglov (Co-Founder at AppFollow - ASO tool) and Mike Barclay (Director - EU at MoEngage - CRM tool) discuss the reasons why users do not return to your app.

Source:
App Retention Strategies for 2020
(no direct link to watch/listen)
(direct link to watch/listen)
Type:
Webinar
Publication date:
January 29, 2020
Added to the Vault on:
March 15, 2020
These insights were shared through the free Growth Gems newsletter.
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💎 #
1

In addition to the overall avg. rating, also look at the avg. rating per country (especially for iOS): opportunities for improvement in countries with lowest ratings.

04:50
💎 #
2

Really pay attention to the reviews rating: the ratings of people that have left a review.

05:30
💎 #
3

The featured reviews rating are the most important ones because these are the ones users look at when they visit the App Store.

08:00
💎 #
4

Up to 25% of users are willing to change their ratings/reviews, and on the Play Store developers see +0.7 stars on average.

10:08
💎 #
5

When handling reviews, focus first on replying to featured reviews.

13:50
💎 #
6

A small increase in customer loyalty (e.g. 5%) can generate lifetime profits between 25% to 95% per customer.

27:04
💎 #
7

Create an in-app message with video on onboarding in order to recap why the app/service is worth it (Fintech example)

31:21
💎 #
8

Find the threshold to active user (“retention point”), which might differ per platform/device (especially valuable if you segment to do this for users with the highest lifetime value).

33:35
💎 #
9

Set up campaigns with surveys and questionnaires and make it easy (e.g. smiley faces)

38:54
💎 #
10

For low ratings, don’t ask directly to change rating:
1. Reply
2. Wait for update
3. If they didn't change the rating, ask them kindly (no incentive)

49:00
💎 #
11

Set up campaigns with surveys and questionnaires and make it easy (e.g. smiley faces)

50:40
The "gems" from this resource are only available to premium members.
  • Unlock access to gems from over 130 mobile growth resources
  • Define your preferred categories and receive new relevant gems directly in your inbox
  • Discuss key insights (and any other mobile growth topic) in the members-only community.
Upgrade Your Plan
💎 #
1

In addition to the overall avg. rating, also look at the avg. rating per country (especially for iOS): opportunities for improvement in countries with lowest ratings.

04:50
💎 #
2

Really pay attention to the reviews rating: the ratings of people that have left a review.

05:30
💎 #
3

The featured reviews rating are the most important ones because these are the ones users look at when they visit the App Store.

08:00
💎 #
4

Up to 25% of users are willing to change their ratings/reviews, and on the Play Store developers see +0.7 stars on average.

10:08
💎 #
5

When handling reviews, focus first on replying to featured reviews.

13:50
💎 #
6

A small increase in customer loyalty (e.g. 5%) can generate lifetime profits between 25% to 95% per customer.

27:04
💎 #
7

Create an in-app message with video on onboarding in order to recap why the app/service is worth it (Fintech example)

31:21
💎 #
8

Find the threshold to active user (“retention point”), which might differ per platform/device (especially valuable if you segment to do this for users with the highest lifetime value).

33:35
💎 #
9

Set up campaigns with surveys and questionnaires and make it easy (e.g. smiley faces)

38:54
💎 #
10

For low ratings, don’t ask directly to change rating:
1. Reply
2. Wait for update
3. If they didn't change the rating, ask them kindly (no incentive)

49:00
💎 #
11

Set up campaigns with surveys and questionnaires and make it easy (e.g. smiley faces)

50:40
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💎 #
1

In addition to the overall avg. rating, also look at the avg. rating per country (especially for iOS): opportunities for improvement in countries with lowest ratings.

04:50
💎 #
2

Really pay attention to the reviews rating: the ratings of people that have left a review.

05:30
💎 #
3

The featured reviews rating are the most important ones because these are the ones users look at when they visit the App Store.

08:00
💎 #
4

Up to 25% of users are willing to change their ratings/reviews, and on the Play Store developers see +0.7 stars on average.

10:08
💎 #
5

When handling reviews, focus first on replying to featured reviews.

13:50
💎 #
6

A small increase in customer loyalty (e.g. 5%) can generate lifetime profits between 25% to 95% per customer.

27:04
💎 #
7

Create an in-app message with video on onboarding in order to recap why the app/service is worth it (Fintech example)

31:21
💎 #
8

Find the threshold to active user (“retention point”), which might differ per platform/device (especially valuable if you segment to do this for users with the highest lifetime value).

33:35
💎 #
9

Set up campaigns with surveys and questionnaires and make it easy (e.g. smiley faces)

38:54
💎 #
10

For low ratings, don’t ask directly to change rating:
1. Reply
2. Wait for update
3. If they didn't change the rating, ask them kindly (no incentive)

49:00
💎 #
11

Set up campaigns with surveys and questionnaires and make it easy (e.g. smiley faces)

50:40
The access to discussions on each resource is only available to premium members.

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Upgrade to premium to:
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  • Define your preferred categories and receive new relevant gems directly in your inbox
  • Discuss key insights (and any other mobile growth topic) in the members-only community.
Upgrade Your Plan
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Become a member to:
  • Unlock access to gems from over 130 mobile growth resources
  • Define your preferred categories and receive new relevant gems directly in your inbox
  • Discuss key insights (and any other mobile growth topic) in the members-only community.
Request Access

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Pay attention to ratings

Average rating

[💎@04:50] Often forgotten: in addition to the overall avg. rating, also look at the avg. rating per country (especially for iOS): opportunities for improvement in countries with lowest ratings.


Reviews rating: avg. rating by review [💎@05:30]

Taking out the ratings that have no review gives a more precise view.

You also need to look at the trend by watching the daily/weekly ratings to understand how users feel now.


Featured reviews rating [💎@08:00]

These are the ones people see when they visit your store listing. They are the ones that influence your CR the most.


Improve/optimize with review analysis and customer support

Talk/respond to all the customers posting reviews.

[💎@10:08] Up to 25% of users are willing to change their ratings/reviews, and on the Play Store developers see +0.7 stars on average.

Use sentiment breakdown, dive into specific topics to understand what users like/don’t like.

  1. Focus first on replying to featured reviews [💎@13:50]
  2. Then negative reviews: the users talking the most and leaving the longest ones are the 2-stars reviews.
  3. Also pay attention to:
  • Long reviews (even if good): you should capitalize on that to get an even more loyal user
  • Updated reviews: especially when some users update several times (show them you care)

AppFollow can help ;)


Retention Strategies

[💎@27:04] A small increase in customer loyalty (e.g. 5%) can generate lifetime profits between 25% to 95% per customer.

Find out why they uninstall your app

  • Poor engagement - giving them the wrong impression/experience (impact mostly on D1-D3)
  • Agressive on-boarding experience - asking for too much information upfront
  • Poor In-app experience
  • Insufficient core capabilities

Plug the leaks

  • On-boarding & in-app experience examples of improvement:
  • [💎@31:21] Fintech: having an in-app message with video on onboarding to recap why the app/service is worth it (Check out some of their case studies here (streaming one might be Viu)
  • Video streaming with freemium: leveraging web browsing behavior and first shows watched to recommend relevant shows before asking for payment details
  • Tokopedia (Indonesia’s Amazon): map out user journey to increase engagement and reduce retention
  • [💎@33:35] They figured out that if users do 3 transactions they will keep using them. Find threshold to active user (“retention point”), which might differ per platform/device (especially valuable if you segment to do this for users with the highest lifetime value).
  • Examples of retention points for popular apps:
  • Slack: 2000 messages sent in a team
  • Netflix: Season 2- Episode 2-3-4
  • Etc.
  • Set up campaigns with surveys and questionnaires and make it easy (e.g. smiley faces) [💎@38:54]

Build an engagement strategy

Based around your app to push users towards retention point.

Check out their App Retention Strategies Checklist.


Do’s and Don’ts

Onboarding: apps need to explain why they ask for something (push, photos, location, etc.) and remind of added value of the app. Ask at the appropriate time. Can have a big impact on D1 retention.


Q & A

Replying to long reviews with a lot of things mentioned:

  • Google Play: limited to 300 char so address main point and invite to follow up on helpdesk support (tool, email) as it will give more flexibility (and you can probably get them to give you a better review then)
  • App Store: much higher limit so try to address everything but can still invite to contact support


[💎@49:00] For low ratings, don’t ask directly to change rating:

  1. Reply
  2. Wait for update
  3. If they didn’t change the rating, ask them kindly (do not incentivize as it is forbidden)

Never argue!

[💎@50:40] Finding the right balance of notifications: somewhere between 3-5 in the first 3-4 days. Need to collect data to make it relevant enough.



The notes from this resource are only available to premium members.
↘ At this point, you know what to do ↙
Upgrade Your Plan

Pay attention to ratings

Average rating

[💎@04:50] Often forgotten: in addition to the overall avg. rating, also look at the avg. rating per country (especially for iOS): opportunities for improvement in countries with lowest ratings.


Reviews rating: avg. rating by review [💎@05:30]

Taking out the ratings that have no review gives a more precise view.

You also need to look at the trend by watching the daily/weekly ratings to understand how users feel now.


Featured reviews rating [💎@08:00]

These are the ones people see when they visit your store listing. They are the ones that influence your CR the most.


Improve/optimize with review analysis and customer support

Talk/respond to all the customers posting reviews.

[💎@10:08] Up to 25% of users are willing to change their ratings/reviews, and on the Play Store developers see +0.7 stars on average.

Use sentiment breakdown, dive into specific topics to understand what users like/don’t like.

  1. Focus first on replying to featured reviews [💎@13:50]
  2. Then negative reviews: the users talking the most and leaving the longest ones are the 2-stars reviews.
  3. Also pay attention to:
  • Long reviews (even if good): you should capitalize on that to get an even more loyal user
  • Updated reviews: especially when some users update several times (show them you care)

AppFollow can help ;)


Retention Strategies

[💎@27:04] A small increase in customer loyalty (e.g. 5%) can generate lifetime profits between 25% to 95% per customer.

Find out why they uninstall your app

  • Poor engagement - giving them the wrong impression/experience (impact mostly on D1-D3)
  • Agressive on-boarding experience - asking for too much information upfront
  • Poor In-app experience
  • Insufficient core capabilities

Plug the leaks

  • On-boarding & in-app experience examples of improvement:
  • [💎@31:21] Fintech: having an in-app message with video on onboarding to recap why the app/service is worth it (Check out some of their case studies here (streaming one might be Viu)
  • Video streaming with freemium: leveraging web browsing behavior and first shows watched to recommend relevant shows before asking for payment details
  • Tokopedia (Indonesia’s Amazon): map out user journey to increase engagement and reduce retention
  • [💎@33:35] They figured out that if users do 3 transactions they will keep using them. Find threshold to active user (“retention point”), which might differ per platform/device (especially valuable if you segment to do this for users with the highest lifetime value).
  • Examples of retention points for popular apps:
  • Slack: 2000 messages sent in a team
  • Netflix: Season 2- Episode 2-3-4
  • Etc.
  • Set up campaigns with surveys and questionnaires and make it easy (e.g. smiley faces) [💎@38:54]

Build an engagement strategy

Based around your app to push users towards retention point.

Check out their App Retention Strategies Checklist.


Do’s and Don’ts

Onboarding: apps need to explain why they ask for something (push, photos, location, etc.) and remind of added value of the app. Ask at the appropriate time. Can have a big impact on D1 retention.


Q & A

Replying to long reviews with a lot of things mentioned:

  • Google Play: limited to 300 char so address main point and invite to follow up on helpdesk support (tool, email) as it will give more flexibility (and you can probably get them to give you a better review then)
  • App Store: much higher limit so try to address everything but can still invite to contact support


[💎@49:00] For low ratings, don’t ask directly to change rating:

  1. Reply
  2. Wait for update
  3. If they didn’t change the rating, ask them kindly (do not incentivize as it is forbidden)

Never argue!

[💎@50:40] Finding the right balance of notifications: somewhere between 3-5 in the first 3-4 days. Need to collect data to make it relevant enough.



The notes from this resource are only available to premium members.

The detailed notes taken for a resource are an easy way to see the gems in context to get a better understanding. They also include any relevant visuals from the source.
↘ At this point, you know what to do ↙
Request Access

Pay attention to ratings

Average rating

[💎@04:50] Often forgotten: in addition to the overall avg. rating, also look at the avg. rating per country (especially for iOS): opportunities for improvement in countries with lowest ratings.


Reviews rating: avg. rating by review [💎@05:30]

Taking out the ratings that have no review gives a more precise view.

You also need to look at the trend by watching the daily/weekly ratings to understand how users feel now.


Featured reviews rating [💎@08:00]

These are the ones people see when they visit your store listing. They are the ones that influence your CR the most.


Improve/optimize with review analysis and customer support

Talk/respond to all the customers posting reviews.

[💎@10:08] Up to 25% of users are willing to change their ratings/reviews, and on the Play Store developers see +0.7 stars on average.

Use sentiment breakdown, dive into specific topics to understand what users like/don’t like.

  1. Focus first on replying to featured reviews [💎@13:50]
  2. Then negative reviews: the users talking the most and leaving the longest ones are the 2-stars reviews.
  3. Also pay attention to:
  • Long reviews (even if good): you should capitalize on that to get an even more loyal user
  • Updated reviews: especially when some users update several times (show them you care)

AppFollow can help ;)


Retention Strategies

[💎@27:04] A small increase in customer loyalty (e.g. 5%) can generate lifetime profits between 25% to 95% per customer.

Find out why they uninstall your app

  • Poor engagement - giving them the wrong impression/experience (impact mostly on D1-D3)
  • Agressive on-boarding experience - asking for too much information upfront
  • Poor In-app experience
  • Insufficient core capabilities

Plug the leaks

  • On-boarding & in-app experience examples of improvement:
  • [💎@31:21] Fintech: having an in-app message with video on onboarding to recap why the app/service is worth it (Check out some of their case studies here (streaming one might be Viu)
  • Video streaming with freemium: leveraging web browsing behavior and first shows watched to recommend relevant shows before asking for payment details
  • Tokopedia (Indonesia’s Amazon): map out user journey to increase engagement and reduce retention
  • [💎@33:35] They figured out that if users do 3 transactions they will keep using them. Find threshold to active user (“retention point”), which might differ per platform/device (especially valuable if you segment to do this for users with the highest lifetime value).
  • Examples of retention points for popular apps:
  • Slack: 2000 messages sent in a team
  • Netflix: Season 2- Episode 2-3-4
  • Etc.
  • Set up campaigns with surveys and questionnaires and make it easy (e.g. smiley faces) [💎@38:54]

Build an engagement strategy

Based around your app to push users towards retention point.

Check out their App Retention Strategies Checklist.


Do’s and Don’ts

Onboarding: apps need to explain why they ask for something (push, photos, location, etc.) and remind of added value of the app. Ask at the appropriate time. Can have a big impact on D1 retention.


Q & A

Replying to long reviews with a lot of things mentioned:

  • Google Play: limited to 300 char so address main point and invite to follow up on helpdesk support (tool, email) as it will give more flexibility (and you can probably get them to give you a better review then)
  • App Store: much higher limit so try to address everything but can still invite to contact support


[💎@49:00] For low ratings, don’t ask directly to change rating:

  1. Reply
  2. Wait for update
  3. If they didn’t change the rating, ask them kindly (do not incentivize as it is forbidden)

Never argue!

[💎@50:40] Finding the right balance of notifications: somewhere between 3-5 in the first 3-4 days. Need to collect data to make it relevant enough.