Extending the retention period in a mobile application is an action aimed at bringing users back to the application. In practice, this usually means having to focus your actions on the long-term consequences. One-time ad campaigns can lead to a short-term increase in app traffic, but they do not create a stable loyal customer base. This is why it pays to develop a product and present it to the market in a way that not only attracts customer interest, but also supports it. The mechanisms described below constitute a complementary whole that helps develop it.
1. Special promotions for users
Stocks are one way to increase retention. For example, promotions with a limited time to buy or a limited number of goods.
This can also be communicated via push notifications, which allow users to react quickly to this, gaining an advantage over desktop users using the online store site.
Highlighted offers can also be built on the basis of an analysis of the behavior of previous users: if we know which products our customer has viewed, we can offer them at a better price. In addition, an additional incentive for using the mobile application is to limit the distribution of some offers to the mobile channel.
The promotion can be complemented by cross- selling (for example, “Buy two products from this category and get the third for free”) and thus increase the purchase volume.
2. Intelligent push notifications
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It should be remembered that applications are more focused on building long-term relationships with regular users. Therefore, the work on saving and how to increase it should start at the stage of application development. If paid promotion in practice turns out to be the only source of retention in practice, it is definitely worth looking for the reasons for the low return rates in the application itself and making appropriate changes.