A Report Card, and Continuing to Improve
Sometimes to move forward it is important to take a moment to reflect on where we have been and the trends we have been following. One of the biggest Key Performance Indicators that I keep pointing to is user engagement. When I refer to user engagement, I am talking about how much time and how active the people who have downloaded your app are with it. The stronger the engagement is, the stronger your marketing messages and relationship with your users become.
There are a few key components to driving a high level of user engagement:
- Content -- I have said before that "Content is King", and you've listened. The stats I will show below will demonstrate how well you did in 2015, and our goal with you is to continue that huge growth we have experienced with your apps. That said, a consistent level of attention to the content of your app, content that will give your users reasons to be paying close attention often, is the most important thing you can do
- Communication -- Push notifications are an absolute must. We have found that our apps with the highest level of user engagement are also the ones that are sending on average at least 4-6 push notifications per month.
- Growth -- Continuing to grow your user base is a never ending task. Resting at a certain number of downloads is a huge mistake. It should be a goal of yours to see a consistent level of growth in your download number, and continuing to keep that top of mind for your staff when communicating with your clients, keeping your download collateral visible online and in social media, and promoting the app at least once a month in some format are all keys to growth.
Here is a year over year engagement comparison for apps in general:
This report is based on apps in general around the world. It details a comparison between 2014 and 2015 for user engagement. Notice that the number of times the app was launched increased in 2015 over 2014, but also that the average amount of time spent in the app increased from 5.7 minutes to 6.02 minutes. This is telling us that, in general, people are using and engaged with apps much more now than they have been previously.
So, I wanted to see how you are all doing with your apps by comparison to apps in general worldwide. We made a big push in 2015 to work with you to raise the level of engagement, and while I am sorry to say in 2014 we were behind general app averages for engagement, I am thrilled to say we SMASHED these general numbers in 2015.
Here is our year over year engagement comparison with 2014 shown above 2015:
So, while apps in general in 2014 were seeing an average session time of 5.7 minutes and were ahead of us, YOUR hard work and dedication to growing your apps in 2015 paid huge dividends and we are over 67% ahead of apps in general in engagement for 2015 with a 10 minutes and 20 seconds average session versus 6.02 minutes for apps as a whole. NICE WORK!!!
So, what do I want you all to take from this? We operate here from a level of positive dissatisfaction, meaning we can be happy about this current success, but never content with where we are currently at, always wanting to improve. My challenge to you for the balance of 2016 is to continue the phenomenal growth. Increase your engagement because the efforts you made last year are showing benefits. It is time to ride that wave.
How do you do it??? See the points above: Content, Communication, and Growth. AND, continue to lean on us even more. We are thrilled with these numbers and want to do all we can to continue to help you. If you haven't lately, REACH OUT TO US NOW, to help you with a strategy and action plan for this year, and let's get to work.
My office direct, 858.437.9262 or firstname.lastname@example.org