What is App Engagement and How to measure it?
What is app engagement
App engagement refers to the level of user interaction and interest in a mobile application. It measures how frequently users use the app, how long they spend on it, and how many in-app actions they take. App engagement is a critical metric for businesses as it helps them understand user behavior and improve their app's user experience. By tracking app engagement, businesses can identify areas for improvement and take steps to boost user engagement and drive app success.
What is a good app engagement
As a general internet standard, an engagement rate between 1% and 5% is considered to be good enough app engagement.
Why is app engagement important
App engagement is important since it has a direct impact on the success of mobile applications. An app’s popularity, usage frequency, and revenue are determined by the user interest and eventually the user engagement in the app. High app engagement happens when users find an app engaging and beneficial, users have a higher tendency and motivation to keep on coming back to the app, and recommend the app to others. On the contrary, low app engagement means users find no value in the app itself, which may lead to fewer visits to the app, decreased number of downloads, negative reviews on app stores, and hence; poor revenue. In light of all these, keeping track of and investing in the improvement of app engagement is of vital importance for any app business to enable enhanced user experiences, drive user satisfaction and eventually foster app growth and success.
How to measure app engagement
It is essential for businesses to measure app engagement in order to understand how their users interact with their mobile applications. Measuring app engagement helps mobile app businesses to determine the room for improvement, offer more enhanced user experiences and eventually generate greater revenue.
Here you can find ways to measure app engagement:
- User Analytics
- User Retention
- App Store Reviews
- In-App Surveys
- A/B Testing
- Heat Maps
Businesses may use user analytics tools like Google Analytics, Mixpanel, Firebase and so in order to get extensive data on how their users behave within their app. Such tools provide information on the number of users, their demographics, time spent in the app, frequency of visit, frequency of use, in-app activities and actions and much more.
One of the most important metrics for measuring app engagement is user retention. By definition, user retention is calculated as the percentage of users who come back to the app within a particular time period. User retention can be measured through using tools such as Google Analytics and Firebase through which businesses can check the number of users who come back to the app during determined time periods like 7 days, 14 days or 30 days.
App Store Reviews
App store reviews are a great source of user feedback. They offer in-depth insight with regard to user satisfaction, frustrations, and complaints. Businesses should monitor app store reviews in order to determine the issues with app experience that may have an impact on user engagement and take necessary actions to solve them.
In-app surveys are used for collecting user feedback effectively. There are tools such as SurveyMonkey or Typeform to develop such surveys and get user feedback in areas like app usability, new feature adoption, overall user satisfaction, and so on.
Businesses may benefit also from Storyly’s interactive stickers to create quick surveys. With response rates higher than 50%, interactive Stories provide to be a great way of collecting user feedback to enhance user engagement.
With Storyly's interactive stickers, businesses can create simple, multiple-choice questions users can answer with a single tap. Using these questions can provide valuable insights into user preferences, opinions, and behaviors regarding specific topics or areas of interest.
An advantage of using interactive Stories for surveys is that they tend to have higher response rates than traditional surveys. The reason for this is probably because the questions are presented visually appealingly, and the content is already engaging users.
Storyly's interactive stickers enable businesses to gather feedback quickly and easily, and use that information to improve their products, services, and overall user experience. In turn, this leads to greater user engagement, loyalty, and satisfaction, which can lead to business growth.
A/B Testing is done via comparing different versions of an app with each other to see which one yields better results. Tools like Google Optimize, Adobe Target, and Firebase can be used to test alternative versions of an app and check the metrics of user engagement to decide which version is performing better.
Heat Maps are defined as graphical visualization of user behavior within an app. Businesses can benefit from heatmaps to generate insights on how their users interact with the app, which features or the app is most adopted and popular, and where they seem to be losing their users.
These methods for measuring app engagement can provide businesses with in-depth insights on how their users interact with their mobile applications. By using this information, businesses can design better user experiences which would in return drive user satisfaction, user loyalty and eventually generate in more revenue.
By using these methods to measure app engagement, businesses can gain a deeper understanding of how users interact with their mobile applications. This information can help businesses create better user experiences, increase user satisfaction, and ultimately drive more revenue.
App engagement metrics
App engagement metrics are the various measures used to assess user engagement with a mobile application. These metrics provide insights into user behavior, app performance, and overall app success. Understanding these metrics is essential for businesses that rely on mobile apps to drive revenue, build brand loyalty, and provide a seamless customer experience.
Here are the most common app engagement metrics that businesses should track:
- User Retention
- Time Spent in the App
- In-App Actions
- Click-Through Rates (CTR)
- Number of Active Users
- App Opens per User
- Session Interval
- Churn Rate
- App Store Ratings
- Screen Flow
Factors That Affect App Engagement
- User experience and design
- Relevance and usefulness of the app
- Frequency of updates and improvements
- Availability of customer support
- Integration with social media and other platforms
Strategies to improve App Engagement
Below there are some of the most effective app user engagement tips to implement to improve your app engagement drastically.
1. Flawless User Experience
One effective way to increase mobile app engagement is by providing a flawless user experience for your users. But what makes a mobile app design flawless?
While every UX designer has their views and best practices when designing mobile application interfaces, it always helps make your designs work for new users of your application.
This is where the knowledge of mental models comes into play. Mental models are important in user engagement UX design because they serve as a guide to help you build an app that meets your user’s expectations.
Instead of new users going through a learning curve just to get familiar with your app interface, you can make your app intuitive to them.
2. Simple Onboarding
Onboarding is simply the process of helping new users of your mobile application understand its interface and features. So, you need to remove any awkward uncertainties that come with trying out your app for the first time.
A simple onboarding experience aims to simplify how your product will help your users achieve their goals.
So how do you engage users with onboarding? A simple app onboarding process combines education, inspiration, actionable and timely insights. In other words, it helps to prove to new users that your product is the solution to whatever problem that motivated them to install your app in the first place.
Another way to improve your in-app engagement is by gamifying your app. Gamification is a fascinating concept used in mobile app development involving game design elements in non-gaming apps.
Howgamification increases user engagement is simple: the same way a mobile game builds curiosity, cultivates competition, and improves user engagement. Gamifying your mobile app introduces innovative ways to improve your overall app user engagement. Accordingly, developers can introduce levels, in-app currencies, badges and stickers, points, challenges, and other forms of incentives to increase user engagement and retention.
4. Smart Personalization
The tech world is advancing, and smart personalization is fundamental to any app engagement marketing strategy.
Providing a personalized experience for your users is now a possibility, thanks to advances in artificial intelligence (AI). Relevant data about your users is now made readily available. Taking full advantage of this information will help increase your app engagement.
Your app will attempt to understand and meet your customers’ intent when they’re researching or asking questions about your brand or products. This algorithm automatically understands your user’s individual preferences and serves up the most relevant information.
5. In-App Marketing
What is in-app marketing? In-app marketing is a very effective strategy that developers and brands use to engage, upsell and introduce existing users of their apps to new products and services.
This strategy allows you to take advantage of your already existing user base. You develop a marketing campaign and deploy it within your mobile application to be displayed to your customers while they’re actively using your app.
Developers and business owners can use in-app marketing to use real-time and personalized messages to help engage their customers.
6. Efficient User Segmentation
Segmentation in mobile app marketing simply refers to the crucial process of dividing your user base into specific groups based on their shared characteristics. Like every other business, segmentation of your app users allows you to target your in-app marketing campaigns. Eventually, it increases your chances of being more profitable and successful in the long run.
Instead of pushing irrelevant app notifications or emails to your users, you can significantly increase your mobile app engagement by utilizing more efficient user segmentation.
7. Two-Way Communication
Two-way communication is an interesting user engagement feature in which communication is negotiated. It’s a very effective form of interactive mobile marketing where both sender and receiver (you and your users) listen to each other and are willing to make changes to keep both parties happy and living in harmony.
This form of interactive mobile marketing increases engagement in mobile apps and helps to build trust.
8. Loyalty Programs
Loyalty programs are another great way to encourage people to use your app for a longer time. These incentive programs aim to increase app engagement and user retention.
When people are rewarded for being loyal to your brand for a certain period, it encourages new users who are new to your app to stick around longer and be more active users.
Improve App Engagement with Storyly
Consider integrating Storyly if you are looking for a unique way to engage your app users. With Storyly, you can create and stream high-quality, engaging App Stories that help you connect with users.
Storyly’s full-screen, interactive App Stories will allow you to speak to users more directly, foster participation, and eventually improve the user experience. You may add customizable CTA buttons, interactive stickers, or product tags to skyrocket user engagement and drive conversion. Using App Stories, you may display your products and services, build the hype around them with product tags and swipe-ups, and make shopping a special occasion for your users.
Another great advantage of using Storyly Stories is being able to provide personalized experiences to app users. Personalized Stories are an excellent way to make users feel special and reward their engagement with your brand. For instance, if you have a shopping app, you may display personalized offers to users on Stories. You can wish your users “happy birthday”, celebrate their anniversaries and offer them personalized promo codes for your products. This way, you can reinforce brand loyalty, cultivate stronger relationships and keep your users engaged on the app.
App Engagement Examples By Top Engaging Mobile Apps
Over the years, we’ve seen successful brands utilize some app engagement best practices to increase the way people interact with their apps. Below are some of the most popular examples of top mobile apps that you can learn from.
1. “Only You” Campaign by Spotify
The Spotify “Only You” Campaign is an ingenious marketing strategy that takes full advantage of the smart personalization mobile app engagement strategy mentioned earlier.
The “Only You” global campaign provides users with a complete in-app experience that allows you to create personalized playlists in fun and engaging ways. This allows users to share their stats with the in-app experience.Find out more about the “Only You” Campaign by Spotify.
2. Live Shopping Events by NTWRK
In some places around the world, live stream shopping is already a growing business trend, but after the COVID restrictions, the trend is becoming increasingly popular in the United States.
Launched in 2018, NTWRK is a live shopping platform that focuses specifically on curated product drops. These products are so unique and can’t be found anywhere else.
NTWRK has taken full advantage of this trend by introducing live shopping events. In this way, it provides a platform for brands and influencers to pitch their products to users so that they can engage directly and instantly click through to make a purchase.
3. The Nike Run Club App by Nike
Nike Run Club is a special application by a popular footwear company, Nike. To provide a better way to engage their customers, the app provides runners with a personalized experience to help them run better and track their running goals.
So how does the Nike Run Club App drive user retention to become the number one running app in the world? This is because Nike has been able to gamify the app’s user experience in several remarkable ways.
Users can unlock challenging milestones, benefit from a reward system, and compete on leaderboards. This helps to increase user engagement and retention.
Through smart personalization features, Nike collects valuable data about their users’ chosen sports, preferred styles, and activity levels. They then create a personalized experience that effectively keeps app users on the app 3 times longer.Find out more about the Nike Run Club App.
Being one of the most popular dating apps in the world today, Tinder has evolved over the years to provide one of the most exciting user engagement experiences in the mobile app industry by combining the best of first impressions, gamification, and flattery.
With simple swiping gestures, a personalized match suggestion system tailored to their users’ taste, and a way to connect to popular social networking sites, Tinder is making it 100 times easier for people to find and build genuine relationships.