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App Engagement and Early Retention Strategy

Anand Jain, Co-Founder, Clevertap
Friday, October 7, 2016
Anand Jain, Co-Founder, Clevertap
Headquartered in Mumbai, the entity integrates app analytics and mobile engagement and proffers unlimited messaging to its users in all pricing tiers.

The mobile world is loaded with apps of all kinds. App stores are packed with all kind of apps and the users have multiple choices when downloading an app for a specific purpose. In this endless world of mobile apps, even if you are an appreneur, developer, publisher or marketer, with a promising product on hand, you must prepare for the engagement and retention battle ahead.

You might want to feel a tad bit relaxed, now that your app has made it through the first phase of launch and has started to fetch fair number of downloads, but not yet. This is the time for you to buckle up because your work has actually just begun. A large part of your job now is to motivate downloaders to use it regularly. Retaining users can prove to be an effective monetization strategy. A location based app with relevant information about deals and product reviews is now inevitable for most businesses. As a general trend branded apps are mostly favorable and well accepted by users who prefer purchasing through their smart devices. Your job is to ensure that first timers do not forget about your app and regularly return to it.

Experts have established the fact that retention is an essential yardstick to measure the success or failure of any app. Analytic tools such as cohorts, funnels and segments allow you to track user actions at different levels within the app, it will allow you to see the number of downloads, uninstalls, active and dormant and returning users. Such insights will enable you to refine your app and its marketing strategy maximizing engagement and conversions.

A user undergoes through several mobile moments in a product lifecycle before conversion, for instance wanting a product, searching for the product, exploring available options, shortlisting the desired product, buying it, repurchase/review/recommend.

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