The app marketplace is crowded, with millions of options available across various app stores. Yet, despite the seemingly endless choices, most apps face a harsh reality: the average 30-day retention rate hovers around just 5.7%.
That means nearly 94% of users abandon apps within a month. While acquiring users is challenging, retaining them is even more critical—and significantly more rewarding.
Engagement is the key to making your app “sticky.” The more time users spend within your app, the more value they derive from it, creating a cycle of continued use and loyalty.
High engagement leads to better customer retention, higher lifetime value, and a more robust bottom line.
But how can you transform a casual user into an active, loyal fan? Below, Zudu has put together some proven strategies to boost app engagement and ensure users return for more.
App engagement refers to users’ interactions with your app, including how often they open it, the features they use, and how long they stay. Highly engaged users tend to spend money on in-app purchases, subscriptions, or other services. What’s more, they provide valuable feedback and behavioural data that can guide your app’s future development.
Metrics like daily active users (DAU), the DAU-to-monthly active user ratio, session length, and conversion rates can help you track engagement and understand how “sticky” your app is. However, achieving high engagement is about more than just tracking numbers—it’s about delivering real value through an exceptional user experience.
First impressions matter, especially when it comes to apps.
See also: User experience techniques to improve customer onboarding
If new users find your app difficult to navigate or fail to see its value quickly, they’re unlikely to return. A streamlined onboarding process helps users understand your app’s purpose and functionality while lowering barriers to entry. Simplify account creation by offering multiple sign-up options, such as social logins or email. Introduce features instead of overwhelming users with too much information at once. Interactive tutorials can teach the app’s primary gestures and navigation through action, making the experience intuitive and enjoyable.
Push notifications can be a double-edged sword. When used effectively, they help keep your app top of mind and nudge users to engage with new content or features.
However, poorly timed or irrelevant notifications can drive users away.
Tailor your notifications to the individual user by leveraging their behavioural data. For example, send reminders about items left in their cart, alert them to personalised discounts, or notify them about features they haven’t explored yet.
The key is to add value rather than becoming a source of annoyance.
See also: 5 tips for improving your iOS push notifications
Not every user will immediately explore your app’s features, especially if they’re hidden within menus or secondary screens.
By proactively highlighting these features during onboarding, in welcome messages, or through in-app tips, you can encourage users to discover your app’s full potential.
In-app messaging is a great way to provide contextual guidance. For example, a fitness app might suggest users track their first workout after they’ve set their fitness goals. Bite-sized tips delivered at the right moment can make learning seamless and enjoyable.
Personalisation has become a cornerstone of app engagement.
Apps that adapt to users’ preferences and behaviours create a sense of connection and relevance, making users more likely to return.
Using data analytics, tailor in-app messages, recommendations, and content to individual users. For example, suggest products they might like based on their browsing history or offer discounts for their upcoming birthday. Personalised interactions show that your app understands and values its users, creating a more engaging experience.
Gamification taps into users’ natural desire for achievement and competition, rewarding app interactions. By incorporating features like challenges, leaderboards, or progress tracking, you can motivate users to stay engaged.
See also: How to gamify your app to increase engagement
For instance, an educational app might award badges for completing lessons, while a fitness app could offer virtual trophies for reaching milestones. Visualising progress through graphs or charts can inspire users to continue their journey. When users feel accomplished, they’re more likely to share their success with others, further promoting your app.
Engagement isn’t just about what users do within your app. It’s also about how they feel supported. Providing real-time assistance through in-app messaging or live chat can resolve issues quickly and keep users happy. Proactive communication builds trust and loyalty by suggesting features or checking in after significant actions.
What’s more, two-way communication allows you to gather feedback. Listening to users’ concerns and suggestions helps improve your app and shows that you value their input.
Engagement doesn’t have to be limited to in-app interactions. Email and social media are powerful tools for re-engaging users and driving them back to your app.
For instance, onboarding emails can highlight popular features, while personalised email campaigns can target users who haven’t logged in for a while. Deep linking can take users directly to specific app sections, removing friction from the process. Social media can also keep your app in users’ minds through engaging posts, contests, or direct messages.
Social features add a sense of community to your app, encouraging users to engage with the app and other users. Social interactions create opportunities for deeper engagement, whether it’s a chat function, forums, or shared leaderboards.
See also: How to build a community-driven app
Consider enabling private chats for friends or creating spaces for users to interact with a larger community. A well-moderated and safe social environment can enhance the overall experience, making users feel more connected to your brand.
Your app’s value proposition should be clear when users encounter it. Whether it solves a problem, saves time, or provides entertainment, the core benefit must be front and centre.
Reinforce your value proposition throughout the user journey. For example, if your app promises to make budgeting easier, every interaction—from onboarding to daily use—should emphasise how it simplifies financial management. Consistently delivering on your promise builds trust and loyalty.
Retention doesn’t happen accidentally. It requires a well-thought-out strategy from the beginning. Before launching your app, map out the user journey and identify key touchpoints for engagement. Consider how different personas might interact with your app and what features or content would keep them coming back.
Having a clear retention plan ensures you can build features and campaigns that encourage long-term loyalty rather than scrambling to fix issues after users have already churned.
One of the most effective ways to improve app engagement is to listen to your users. Encourage feedback through surveys, in-app forms, or customer support interactions.
Ask users what they love about your app, what frustrates them, and what features they’d like to see added or improved.
See also: Analysing user feedback and behaviour to improve your app
However, collecting feedback is only half the battle. Acting on it is equally important. Regularly update your app to address user concerns, fix bugs, and introduce requested features. Transparent communication about how you’re implementing feedback builds trust and shows that you value your users’ input.
By focusing on delivering value, creating meaningful interactions, and continually improving the user experience, you can build an app that users love and return to time and again.
A sticky app doesn’t just attract users; it keeps them. Implementing these strategies can boost retention, drive revenue, and create a loyal user base that helps your app thrive in a crowded marketplace. Don’t hesitate to reach out to the team at Zudu if you have any questions.
