App Retention Strategies for 2020 by Evgeny Kruglov & Mike Barclay
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You probably know that driving new users to install your app is not enough! You need to ensure they stay back and derive value from your app. As you begin 2020, we wanted to help you plug the critical leaks and grow your marketing LTV. Here's the presentation from a webcast with AppFollow, It discusses the reasons why users do not return to your app and how you can plug those leaks using a simple engagement strategy.
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App Retention Strategies for 2020 by Evgeny Kruglov & Mike Barclay
- 1. Ratings & Reviews: How to Gain and Retain Customers Evgeny Kruglov Co-founder AppFollow.io
- 2. About me • In mobile since 2003 - Accenture - Beeline (mobile telco) • Entrepreneur since 2008 - Media Express (mobile services) - MobiGear (mobile apps) • Co-founded AppFollow in 2015 - Sales & Customers Support - Fundraising
- 4. Ratings & Reviews Basics
- 5. Average rating & … influence on CR in install
- 6. ✭ ✭✭ ✭✭✭ ✭✭✭✭ ✭✭✭✭✭ 0 % 25 % 50 % 75 % 100 % Apptentive data Low rating «kills» conversions Fun fact
- 7. Ratings & Reviews vs. Average rating ? ?vs. Which rating matters most of all?
- 8. Featured game average rating — 4.5 Ratings & Reviews
- 9. US Game top charts average ratings (Google Play) AppFollow data Ratings & Reviews
- 12. Ratings & Reviews So, at least 4⭑
- 13. Ratings & Reviews So, at least 4⭑ 4.5⭑ — perfection
- 14. Average rating: Overall vs. Country Avg. rating is specific to each territory. You can reset it when you release a new version of your app. Users see a unified overall rating. Google switched a lifetime rating to a new rating system in August 2019. Ratings & Reviews
- 15. Ratings & Reviews vs. Average rating Reviews rating ?vs. Which rating matters most of all?
- 17. Average reviews and rating Ratings & Reviews
- 18. Daily reviews and rating Ratings & Reviews
- 19. Ratings & Reviews vs. Average rating Reviews rating Featured Reviews rating vs. Which rating matters most of all?
- 22. … & Featured reviews influence on CR in install Ratings & Reviews
- 25. User Acquisition & Retention = Customer Suport
- 26. Up to 25% of reviews are changed with rating Depends on you: for better or for worse Customer Support
- 27. Every day, developers respond to more than 100,000 reviews in the Play Console, and when they do, we’ve seen that users update their rating by +0.7 stars on average Google, May 2019 Customer Support
- 28. Reply to reviews to improve rating Game publishers reply from 2% to 30% of all the reviews. AppFollow data Customer Support
- 32. Google Play reviews > App Store reviews 11k 94k 8.5x 70k 316k 4.5x 0.5k 5k 10x 247k 317k 1.3x Customer Support
- 33. Reviews spike with each update Customer Support
- 34. Featured/Helpful reviews Ratings & Reviews
- 35. Those with 2 stars are the most disappointedCustomer Support Word count:
- 37. Rating gets worse, e.g. 4⭑ → 1⭑ Customer Support Updated reviews
- 38. Source: AppFollow Average rating changes with every developer’s reply Customer Support
- 39. If you reply quickly, users can change rating39 Reply time is another important metricCustomer Support
- 40. Customer support Focus • Featured reviews — everyone sees them • Negative reviews — improve your rating • Long or updated reviews — loyal players
- 41. Resume
- 42. 1. Ratings & Reviews are very important 2. They influence on CR + Retention and provide valuable feedback 3. Work at least with «crucial» reviews (featured, negative, long) 4. Your average rating should at least 4.0 (ideally — 4.5+) 5. If so, be rewarded — featuring & loyal players Resume Key points
- 43. Resume Tools to help you: 1. Default tools: App Store Connect & Google Play Console 2. Rating: App Annie, Appbot, Appfigures, AppFollow 3. Featured reviews: AppFollow 4. Semantic analysis: Appbot, AppFollow 5. Help-desk integrations: AppFollow
- 44. Resume Recommended to read: 1. How to get featuread? 2. How to improve average rating? 3. How quickly identify issues in your app? 4. How to increase users loyalty? 5. Why reply to reviews in App Store and Google Play? Resume
- 46. App Retention Strategies for 2020 WEBCAST
- 47. One-stop solution for engaging your customers throughout their lifecycle
- 48. Global Retention Rates Dropping retention rates over the last few years mean retention strategies are all the more important.
- 49. A slight increase in customer loyalty, even to the tune of 5%, can generate lifetime profits anywhere between 25% to 95% per customer. Source- HBSWK-The economics of e-loyalty
- 50. Retention Strategies: What You Need To Do In 2020 Find out why they uninstall Plug the leaks Build an engagement strategy
- 51. Find Out Why Users Uninstall Your App
- 53. Plug the Leaks
- 55. Successful User Retention Tokopedia, founded in 2009 is a unicorn company and is Indonesia's largest online marketplace with a user base of over 75 million active users. Before After
- 57. Platform-specific Optimisation ● Optimise for various platforms. ● Faster navigation to checkout.(Varies from device/OS) ● Open source software (Android) Vs unified OS (iOS) ● Experiment with different flows.
- 59. Mistakes Can Be Expensive
- 60. Push Notifications Fails Notification sent after the offer date Too many emojis Is this the best time for your users?
- 61. Find Your App’s Retention Point Cohort analysis helps break down user behaviour.
- 62. Retention Point For Popular Apps Season 2- Episode 2-3-4 User returns 1 day after sign up 2000 messages sent in a team 10 friends in 7 days
- 63. Send Surveys and Questionnaires
- 65. Engage To Succeed Track and measure Push users towards retention point Deliver what you promise Engage users Use all channels
- 66. Your Actionable App Retention Strategies Checklist