Any company with a mobile app wants to be "sticky," but it's not easy - or, at least, that's what you're told. Yes, the number is often discouraging. The case study shows that about 79 percent of users abandon a product after one day, and by three months, the number can drop to about 98 percent. It's not surprising that most talked about topics in mobile application development are a retention strategy. Usually, a low retention rate indicates a problem, but the problem is not what you think.
We will tell you a secret. Low maintenance isn't wholly an advertising issue; Poor degree of consistency is a crucial arranging issue. Incalculable articles are posting plenty of promoting procedures to improve portable application maintenance, and keeping in mind that every one of these techniques is beneficial if you develop a maintenance system at the center of your application, the item is inherently sticky. Thus, if you need to discharge a strangely sticky mobile app, this is what you'll do.
Mobile app retention is proactive, not reactive:
We cannot emphasize the importance of a robust strategy for mobile app development, and retention is no exception. Mobile application retention requires a deep understanding of the product's users.
Newness is an essential component of mobile app retention:
The average mobile user will see their phone 47 or more times a day, and most people will check their phone instantly upon waking up. Why? What is a novelty bias in the anterior cortex of the human brain? In other words, our mind creates a mandatory dopamine response loop for every new thing we focus on. Newness is an essential component of mobile app retention.
The social media app is a true testament to this psychology. It can also be argued that Tictoc's explosive success (800 million installs and 500 million active users globally in just one year) is directly related to innovation bias. Whenever we open one of these apps, we are exposed to something new i.e., new content, new people, new conversations, and a revised continuously reward system of likes and shares.
Updates vs. Newness:
Maintenance is important for mobile application retention, but there is an essential distinction between product updates and newness concept. The project is not finished after launching the mobile app. You'll still have to release updates, fix bugs, and improve functionality by adding new features. In other words, an app should consider as a living being that needs constant attention to grow, and this process certainly eliminates the newness factor, but newness in nature is more organic. The innovation concept with novelty needs to bake up with the design and functionality of mobile applications. Newness is not a feature. Instead, it is a disposition that is independently reinforced by strategies to maintain the stickiness of the app.
Push notifications don’t guarantee mobile app retention:
When we talk about push notifications, this is where mobile application retention becomes difficult. Push notifications are indeed an invaluable marketing strategy for driving engagement and retention, but many companies are guilty of misusing the notification layer. Consequently, there are significant consequences for abusing user attention. People know mobile products increase productivity, and that is the reason why the push notification plan should only be meaningful and profitable for the user. Then, align with the idea that an app gives and serves a purpose in the user's life - don't use push notifications to communication for the features or content, which is new.
Final Thoughts:
Mobile apps dominating the industry were not built overnight. Excellent mobile app retention begins with a mobile product plan that includes psychological reasons that users pick up their phones in the first place. Taking advantage of the concept of novelty bias, companies can intelligently plan solutions to meet user needs as they become clear, maintain long-term retention, and maintain competitive leadership.
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