In the heart of any app-focused endeavor lies the ultimate goal: app engagement. App-focused companies build their businesses around this goal and distribute the responsibility over several departments, including CRM, Marketing, and Product. To better understand app engagement, here’s a breakdown of how it’s defined, measured, and on what principles it depends.
What is mobile app engagement?
App engagement is the ways in which users interact with an app. It is not a state but a process of creating and nurturing valuable relationships with app users. Increasing engagement is one of the main goals of an app, as it is the main driver of customer loyalty and growing user LTV.
How is app engagement measured?
Each app has its own unique KPIs, but some indicators are critical to most:
What are the fundamentals of mobile app engagement?
The basis of continuous and successful user engagement is a useful, productive, and stable service and product. As simple as that sound, making sure an app meets all of these standards is an incredibly challenging and ongoing task. Iterating and optimizing user experiences is complicated, both from a technical and a product perspective.
The second pillar on which mobile app engagement depends is quality communication. As users have dozens of app installed, so there exists an intense competition for their attention. Most users are bombarded with many engagement attempts every day in the form of emails, push notifications, SMS, and in-app messages. Contextual, relevant messages that benefit users by offering relevant services at the right time can drive quality app engagement from mobile users and dramatically improve an app’s KPIs.