Date post: | 06-Aug-2015 |
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Technology |
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How to Instantly Increase User Engagement and Retention in Your App With Messaging Functionality
Puneet Yamparala, App Entrepreneurs Association
Puneet Yamparala, App Entrepreneurs Association
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Puneet Yamparala, App Entrepreneurs Association
Are you an app developer who is struggling with low user engagement and retention?
Puneet Yamparala, App Entrepreneurs Association
If you answered yes, (BTW if you answered NO, then you are lying) then this post is for you. In this post we share a
very easy and quick way to increase your user engagement and retention.
Puneet Yamparala, App Entrepreneurs Association
Why is User Engagement and Retention So Important?
Puneet Yamparala, App Entrepreneurs Association
Based on your app monetization model, user engagement and retention can mean either success or failure for your
app business.
Puneet Yamparala, App Entrepreneurs Association
If you get a million downloads, but users just use the app for 1 minute and then leave the app then all your efforts
for getting downloads are basically wasted.
Puneet Yamparala, App Entrepreneurs Association
Especially if you use ads or in-app purchases to monetize your app, then engagement and retention are the most
important metrics to manage.
Puneet Yamparala, App Entrepreneurs Association
Also if you are doing paid marketing campaigns then it is even more important that you retain the users you spent
money to acquire.
Puneet Yamparala, App Entrepreneurs Association
What is the point of all the app marketing if you can’t keep the users who downloaded the app.
Puneet Yamparala, App Entrepreneurs Association
Why is Improving User Engagement and Retention So Difficult?
Puneet Yamparala, App Entrepreneurs Association
Most people think that by building a good product the engagement and retention metrics will automatically
improve.
Puneet Yamparala, App Entrepreneurs Association
This is true to some extent but is not 100% accurate. Even well built apps struggle with user churn (opposite of
retention).
Puneet Yamparala, App Entrepreneurs Association
The reason for this is that improving user engagement and retention is more of an art than a science.
Puneet Yamparala, App Entrepreneurs Association
You need to come up with different creative solutions to try out and there is no way to guarantee which solution
will really work out.
Puneet Yamparala, App Entrepreneurs Association
Based on this background, I think it is important to understand why incorporating messaging can be valuable
for your app.
Puneet Yamparala, App Entrepreneurs Association
As you will see when you read below, messaging has really helped some apps get extraordinary results.
Puneet Yamparala, App Entrepreneurs Association
Also the number of moving parts when you incorporate messaging are very few so the chances of you not seeing
results are fewer.
Puneet Yamparala, App Entrepreneurs Association
Today we want to share some tips on incorporating messaging in your apps to improve user engagement and
retention for your app.
Puneet Yamparala, App Entrepreneurs Association
These tips are shared by Steve Chung, CEO of Frankly, whose company creates an easy to use SDK to
incorporate messaging and chat functionality in your app.
Puneet Yamparala, App Entrepreneurs Association
Trends in Messaging
Puneet Yamparala, App Entrepreneurs Association
Puneet: A lot of top experts have called Messaging a top trend to watch out for in 2015. Can you tell us what your
thoughts are on this?
Puneet Yamparala, App Entrepreneurs Association
Steve: In just a few short years, we have seen the emergence of more than a handful of 10+ billion dollar
pure-play messaging companies—an unprecedented growth for any industry.
Puneet Yamparala, App Entrepreneurs Association
Even Facebook CEO Mark Zuckerberg recently said, “We believe that messaging is one of the few things that people actually do more than social networking.”
Puneet Yamparala, App Entrepreneurs Association
Messaging can be the #1 way people around the world—and brands—communicate and connect in 2015, and we
are incredibly excited to be at the forefront of that revolution.
Puneet Yamparala, App Entrepreneurs Association
How Messaging Helps App Entrepreneurs
Puneet Yamparala, App Entrepreneurs Association
Puneet: How does this trend impact the regular app entrepreneurs? Should everybody start building
messaging apps?
Puneet Yamparala, App Entrepreneurs Association
Or is there a better way to take advantage of this trend?Steve: We believe messaging can improve engagement,
community, and usage on almost any app— …
Puneet Yamparala, App Entrepreneurs Association
… more so than almost any other tool available to app entrepreneurs. We also know that building a messaging
platform is extremely difficult and time-consuming.
Puneet Yamparala, App Entrepreneurs Association
We are experts in this field and have built a successful consumer chat app as a proofpoint. Instead of taking time, energy, and resources to build their own chat …
Puneet Yamparala, App Entrepreneurs Association
… technology from scratch, app entrepreneurs can take advantage of pre-packaged technology to get started right away and get messaging functionality into their
apps.
Puneet Yamparala, App Entrepreneurs Association
App Success Stories – Incorporating Messaging for Quick Wins
Puneet Yamparala, App Entrepreneurs Association
Puneet: I know that you guys actually provide one such option to integrate messaging in apps. We will get to that
in a bit.
Puneet Yamparala, App Entrepreneurs Association
Can you tell us about a few under-the-radar success stories of apps or app entrepreneurs who were able to improve their metrics by incorporating chat into their
apps?
Puneet Yamparala, App Entrepreneurs Association
Steve: We have had the privilege of working with incredible companies in a variety of verticals. Victoria’s
Secret launched a chat feature inside their PINK Nation App …
Puneet Yamparala, App Entrepreneurs Association
… Mid-November to drive dialogue and community around the holiday season, to great success. Working
with Frankly, iHeartRadio and 102.7 KIIS FM …
Puneet Yamparala, App Entrepreneurs Association
… coordinated chats with top social media stars that exploded to as many as 60,000 messages in 15 minutes.
American Eagle placed chat in their app …
Puneet Yamparala, App Entrepreneurs Association
…to communicate directly with users about product feedback, and their conversion rates increased
significantly.
Puneet Yamparala, App Entrepreneurs Association
These are just a few of the various examples of innovative brands and app developers that are leveraging chat to
bolster their core business metrics.
Puneet Yamparala, App Entrepreneurs Association
Is Messaging Right for All Kinds of Apps?
Puneet Yamparala, App Entrepreneurs Association
Puneet: Does including messaging functionality into the app make sense for all apps or do you think there are
certain types of apps which benefit the most.
Puneet Yamparala, App Entrepreneurs Association
Steve: Digital marketing needs to be an integral part of any marketing or advertising strategy in 2015. We think
that any app or company that has users …
Puneet Yamparala, App Entrepreneurs Association
… who love their brand or experience can benefit from a messaging feature built into the app. Messaging builds
community, allows for ease of communication, and improves retention and engagement.
Puneet Yamparala, App Entrepreneurs Association
Getting Started with Messaging
Puneet Yamparala, App Entrepreneurs Association
Puneet: If an app entrepreneur with an existing app wanted to incorporate messaging into his app, what is the
easiest way to do that?
Puneet Yamparala, App Entrepreneurs Association
Steve: We are making the power of mobile messaging accessible to all brands and app developers. Anyone is
welcome to visit our website, …
Puneet Yamparala, App Entrepreneurs Association
… http://Franklyinc.com, to learn more about our SDK and apply to be a beta partner.
Puneet: Can you tell us a bit about Frankly’s Chat SDK and how it helps app developers?
Puneet Yamparala, App Entrepreneurs Association
Steve: Frankly’s Chat SDK builds chat directly into a developer’s app. This gives them a way to directly engage with fans and lets the app’s users geek out in group chats.
Puneet Yamparala, App Entrepreneurs Association
Sticky features make the app a fun habit and allow the developer to reward and inspire their fanbase.
Puneet Yamparala, App Entrepreneurs Association
Puneet: If our readers wanted to work with your SDK, can you provide any special discounts or assistance to help
them get started?
Puneet Yamparala, App Entrepreneurs Association
Steve: We are currently in closed beta, but are very interested in talking with new potential partners.
Puneet Yamparala, App Entrepreneurs Association
Email us at [email protected], mention you read about us in this article, and let’s get the conversation
started!
Puneet Yamparala, App Entrepreneurs Association
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