Ensuring the success and growth of your mobile app can be a very burdensome task, especially if you don’t know where to start. App engagement marketing is a quintessential tool in your journey towards app marketing success.
App engagement allows for very efficient mobile marketing, thus allowing you to increase user engagement, which will then increase your revenue.
What is app engagement :
App engagement plays a key role in the success of an app. It can be summarised as the interaction between mobile app users and the mobile app. This interaction can be measured through engagement metrics called KPIs (short for Key Performance Indicators), such as number of active users, time spent in the app, frequency of use, most used tabs, features, options, most watched content and or purchased items within the app’s interface, etc…
Consequently, the collection and analysis of such key indicators will allow for a clearer picture encompassing which features and content the user favours the most. This can prove to be a vital element when thinking of which aspects of the app can be enhanced, which to delete and which to add.
Why is it important ?
App engagement is directly linked to the overall profitability of your company and indicates how your mobile marketing strategy corresponds to the interests of users. Committed mobile app users are more likely to buy, become loyal customers and recommend your product or service to future prospects. Your users’ satisfaction depends on an efficient, accessible interface that provides them with the best possible experience.
Therefore, app engagement can be considered as a cornerstone to app developers, for it allows for acquisition and retention of a loyal customers base, that is capable of stimulating your app’s growth and transforming your digital project into a revenue generating machine.
This tool can also come in handy for mobile app advertising, as data driven decisions can boost the number of advertisement clicks, furthermore increasing your income.
What are the app engagement metrics ?
These metrics allow for an accurate and meticulous measuring of user engagement. Their nature depends on the type of businesses. When it comes to mobile app marketing, such metrics mainly consist of Key Performance Indicators, such as app session length, app usage, usage frequency, as well as various user-specific metrics, such as their location (country, state or city), on which time of the day the app was used, etc..
How to increase App engagement ?
Increasing app engagement depends on the analysis of the data collected through measuring app engagement. There are different ways that can be implemented to expand your app engagement, among these you can use : Vertical visual content, vertical images and reducing the loading time of your app (A slow or unresponsive app can make for a frustrating user experience, leading them to stop using your app).
Vertical visual content implies the use of carousels, menus with small visual footprint such as hamburger menus. Nowadays, you can find various examples of these practices on UX designers’ portfolios. While vertical images allow for a smoother, much more simplified user experience, consequently leading to a longer app usage.