Find out how to build mobile apps that stick in this informative new whitepaper featuring mobile development & designer tips.

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HOW TO BUILD
MOBILE APPS
THAT STICK!

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And while user retention and engagement is up vs last year,
there is always room for improvement. The most critical tool
to improving the amount of time, frequency and overall user
experience is to create useful, engaging content for the app user.
As a mobile app marketer, think about the value proposition(s)
your app provides, and create content that offers value around
why a user engages with your app.
In this piece we provide recommendations and best
practices on how to improve your apps’ engagement and
retention.
HOW TO BUILD MOBILE APPS
THAT STICK!
LAST YEAR, ANDROID
AND IPHONE USERS
SPENT
65% MORE
TIME
USING APPS EACH
MONTH THAN THEY DID
THE YEAR BEFORE.
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PICK THE RIGHT
METRICS
In the past, mobile marketing was heavily focused on the number of app downloads, as it was believed to be an accurate
measurement of user engagement. We now know that this metric is not the most useful estimation of what is working
with an app, as it is not a good indicator of an app’s stickiness. A study by Localytics showed that in Q1 of 2015 app
stickiness, which they define as an average of an app’s engagement and
retention, improved by 26% over the previous quarter. While
this translates to 1/3 of users visiting an app 10
or more times a month, only 17% of users
engaged with the app three months later.
This gap indicates there is definite room
for improvement for engagement within the
users lifecycle. We need to look at more
relevant data points that provide insights in to
the users complete lifetime value, and what
action can be taken to improve.

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UNDERSTAND
USER SEGMENTS
Not all users are the same. They all have unique profiles, and in order for
marketers to best target them at scale, they need to be divided into different
segments. These segments can be defined as cohort and there are many
ways that these segments can be created. One can look at app versions,
referral sources, in-app activities, country of origin, etc. Generally, the more
specific the cohort is, the more closely the marketer will be able to target
their specific needs and interests with custom messages and campaigns.
Questions a marketer should be interested in learning to
hone the right message can include:
( .What features are
segments engaging
with now and would
like to engage with in
the future?
What is
the likelihood that
this cohort will refer
the app to
a friend?
What activity is most
likely to trigger their
first purchase,
and successive
purchases?

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CREATE CONTEXTUALLY
RELEVANT MESSAGES
After constructing your user types in to cohorts, the next step is to define
when to serve campaigns. This is done by determining the relevancy of a
campaign and if it actually adds value to the context of their experience.
The level of targeting can range from simple to sophisticated, and by
characteristics such as a user’s behavior, occupation, income, day and time
of week, and product/service type, etc. As a result of these personalized
messages, apps are then optimized to fit the ever-changing user profiles, in
real-time. Marketers can also target by season, time of day, day of the week,
around events, by consumer behavior, income level, occupation, product
or service type, and many other variables. Doing so can make a significant
difference in the performance of a marketing campaign.

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OPTIMIZE THE USER
EXPERIENCE
As you are crafting your cohorts and personalized messages, it is important to create content that is easily consumable
and engaging on mobile. Utilize short content bites that include links to longer product descriptions, and incorporate deep
links. Deep links are links that take the user directly to the product or relevant page that they are looking for, therefore
minimizing the number of clicks and thereby increasing conversion. Also remember that mobile users consume on-the-go,
so to make sure your content is consumed in case a user drops off of the app due to short attention spans or distractions
add a ‘Remind Me Later’ button that triggers an email sent to the user within 24 hours.
In terms of design, use responsive design
techniques with large call-to-action buttons,
images and fonts, and include Facebook and
Twitter login/register buttons where possible.
A/B test your messages and test for design,
layout and copy options to determine which
sets are most engaging to your user cohorts.
Measuring the users experience using heat maps
and how and where they are interacting with
the app is an additional technique in creating
successful engagement in-app.

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IN APP MESSAGING
There are many ways to integrate in-app messaging that will enhance the stickiness of your app. Two companies have
implemented in-app messaging features that are highly effective in keeping users in the app. eBay created a feature that
notifies its users when auctions are coming to an end, which is highly useful and focused heavily on conversion. Airbnb
integrated mobile notifications and added SMS text messaging where hosts are notified about updates from guests and
can communicate via email with them directly within the app. Adding these in-app messaging features, when they improve
conversion rates and the user’s experience, are key.
PUSH NOTIFICATIONS
Push notifications are another excellent way to reach your
users who may not have been active in the app for a period
of time. While push messaging is most often used for re-
engagement campaigns, it can also be a good driver to promote
items to purchase or to receive points. Create a push messaging
strategy that is purposeful and aligned with the value propositions
of your app. For example, a surfing company would send
notifications with updates on weather conditions. Or a fashion
app could send updates on when retail items are back in stock.

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EMAIL MARKETING
TECHNIQUES
There are effective email marketing techniques that the mobile marketer
can use in conjunction and in support of their existing mobile marketing
activities.
Send an email to your existing subscribers base and ask them to sign up
to receive text messages. The email should include a call to action, plus a
potential incentive such as receiving 15% off one’s next purchase upon text
message signup. Clearly explain the benefits they will receive in subscribing
to text message, and the frequency you expect to send the texts.
Develop an email that is sent to all subscribers, which guides them with a
link to download the app. Use this email to discuss the benefits of allowing
push notifications and how you plan to send them, in advance of them
choosing their pushing notification settings upon app download.
Download The App Email
Text-Message Opt-In

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PROMOTIONS & INCENTIVES
The use of promotions & incentives can be highly effective, particularly on mobile. Useful promotions include running offers
that are specific only to mobile, which will entice users to continue to use the mobile app more frequently. Gamification
within promotions also drives engagement. Examples of this include receiving points for referring friends, or posting photos
of the user engaging with the brand.
MEASURE AND OPTIMIZE
As a final tip, continuous tracking, analyzing and optimizing your
campaigns is necessary to improve results. Measurements of success
include tracking each campaign within your unique cohorts, how the
cohorts are performing against each other, and the final monetization
impact each campaign has had. A/B testing the variables of the
campaign such as the individual offers, copy, imagery and timing are all
important.