siliconindia | | April 20178ARE YOU ENGAGING RIGHT?If getting an app installed on a user's device is a chal-lenge, the biggest and worst challenge is retention. As per industry reports, 70 - 80 percent of users un-install in less than 60 days. The users might quote reasons that might be anything from lack of storage, not relevant or interesting, to keeping apps that are used regu-larly and keeping the phone clean, etc., One superficial gyan we get from experts to reduce the uninstall rate is to "Make only what people want". Did people really ever want all the top Apps listed in the Goo-gle Playstore? It is not that except top 500 apps, rest of the apps do not have good value proposition.Is there a secret sauce to maintain high App retention rate? Regular updates with new features? Fixing all bugs? Great UX? Phenomenal UI? Today, these are no more se-crets but obvious Sauces. Engagement and Feedback Loop is the answer. And when it comes to engagement, Push No-tifications tops the list of various methods to engage and helps increase the Active Users. Active Users can be measured daily, weekly or month-ly. Tracking DAU, WAU or MAU is as per the App's Value Proposition. DAU and WAU is more relevant for communication apps, social media apps, games apps, music apps, etc., MAU is mostly for business apps and utility apps.Push Notifications has it all to keep the active users metric balanced. But it is also easy to annoy users with push Notifications. This is quoted as one of the leading reasons for higher uninstall rate. Hence, it is important to craft a good strategy for Push Notifications to keep its magic intact!The interaction with the user during the 1st week after app installation immensely increases the retention rate. If the user's session time and session intervals are lower than expected in the 1st few days after App install, it is time to initiate communication on email or In-App messages. But when there is no session initiated, time to panic! Push Notifications is the best to bring the users back to the App. IN MY OPINIONTop 4 points to remember while strategizing the Push Notifications plan1. Value: The value of the Notification for the user.What value does the notification "We've been missing you" deliver for a user who hasn't opened the app for couple of days or weeks. A notification with a redemption coupon or relevant to the last action the user did on App will be efficient to make the user open the App. Value can be provided only when we know the type of users. Basic segments of the users are New Users, Interested Users, Paying Users, Dormant Users. Deliver value in the mes-sages relevant to stage of the user segment Active Users & Uninstall Rate are critical metrics for Apps. Push Notifications are one of the important approach to manage these KPIs right & tight.By Krithika Prasad, Senior Product Manager, OnMobile Krithika Prasad
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