If you have your own mobile application, you probably know that the most difficult thing is not to develop a new product and bring it to market, but to attract the attention of the target audience. Perhaps there is an even more difficult task – to keep users’ interest at a high level. We share important tips on how to attract, and most importantly, keep the audience’s attention.
How to improve the experience with the mobile app
Determine the level of engagement
The starting point for calculating the engagement rate is the number of users per day. However, there are cases when it is impractical to do this. For example, if you have an application for purchasing products, it is logical that even the most active users will not use it on a daily basis. It makes sense to adapt to the situation and start counting indicators not for a day, but for a week or even a month. This will give you more accurate data on audience engagement in the app’s life.
To calculate the indicator of engagement or, as it is also called in expert circles, sticky factor, the following formulas are used:
Weekly: DAU / WAU * 100%.
Per month: DAU / MAU * 100%.
DAU is daily active users, WAU is weekly, MAU is monthly. So, if your application is launched every day, then the engagement rate will be 100%. The ideal indicator, alas, is difficult to achieve, and therefore 20% is optimal, for games – a little higher, up to 30%.
If the calculation turned out to be less than 5%, you should think about changing your marketing strategy. Alternatively, you can place ads on different platforms where your target audience is concentrated, develop a PUSH notification function for target customers, and improve the functionality.
Create a similarity chart
Affinity Mapping is a method of organizing data, when large amounts of information are divided into logical groups, which allows you to find relationships between concepts and predict product trends.
The affinity diagram is one of a group of effective business tools used for planning and managing projects. It is actively used to sort out ideas that emerge from team brainstorming. In addition, this method greatly simplifies the sorting of data obtained in the course of field research. These include a survey, interview, observation, experiment, usability testing, conducted in conditions that are natural for the respondents.
For example, during a pandemic, a study may show that for several years, consumers will avoid visiting crowded places, choosing mobile technologies to interact with the outside world. This should motivate you to improve the user experience, for example, by adding new features to the app, such as a chatbot, messaging, and personalized ads and recommendations.
Study the target audience “from” and “to”
Target audience is people for whom your product or service is of particular interest. To promote an app, you need to know everything about those for whom it is intended. You will need the following customer data:
- geographic: country, region, locality;
- demographic: age, gender;
- social: education, profession, income level, marital status, having children;
- psychological: interests, hobbies, personal preferences;
- behavioral: problems, fears, doubts and expectations associated with the product and the company, ways of buying;
- consumption model: innovator, conservative;
- Influencers: Sources trusted by the client.
It must be remembered that the audience consists of different groups, and each of them has its own characteristics. Your task is to “work together” with the main audience and “adapt” to the secondary. The main group consists of consumers who make a purchase decision, the secondary group consists of those who do not initiate a purchase. The latter, although a lower priority, should not be discounted if you want to increase brand awareness.
To study the target audience, you can conduct a unique analysis on your own using various services, or find ready-made studies in open sources. So, to analyze the interests, behavior and activity of the audience in social networks, you will need parsers like TargetHunter and Cerebro Target; to analyze site visitors, you cannot do without Google Analytics and Yandex.Metrica services.
To search for relevant and reliable data, you can use such sources as websites of companies engaged in consulting and research (All-Russian Center for the Study of Public Opinion, Public Opinion Foundation, Levada Center, Trendwatching, TNS), online libraries (CyberLeninka, eLibrary), services for familiarizing with popular search queries (Wordstat, Google Trends), resources with professional content (SlideShare), etc.
The key to success is consistency, because all these methods only work if you use them regularly. Engagement should be calculated for each week (month), and based on the results obtained, arrange brainstorming sessions to build an effective strategy. And the importance of studying target audience is difficult to overestimate – customer data should be analyzed constantly, especially if you often change strategic goals or introduce new products to the market.