This document provides guidance on launching an effective user retention strategy for mobile apps. It discusses trends showing declining retention rates and increasing user acquisition costs. It then offers recommendations in several areas: understand your users and where they drop off; leverage personalized marketing programs like push notifications and emails; target users dynamically at different stages; implement deep links; choose an app retargeting provider; optimize and improve over time; and test native ads. The key takeaways emphasize starting testing to get stakeholder buy-in, using data to identify improvements and successes, enhancing the user experience through messaging, persisting with technical challenges, and constantly refining through testing.
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How to Launch an Effective User Retention Strategy
1. Pan Katsukis
CEO & Founder
Jennifer Nguyen
Mobile Media Manager
EA’s Approach
How to Launch an
Effective User
Retention Strategy
2. Source: Fiksu Index for March 2016
$0.50
$0.00
Dec
2014
Jan
2015
Feb
2015
Mar
2015
Apr
2015
May
2015
Jun
2015
Jul
2015
Aug
2015
Sep
2015
Oct
2015
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2015
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2015
$1.00
$1.50
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$4.50
Cost Per Loyal User Index
iOS
The App
Landscape’s
Changing
“User acquisition hits all-time high”
-VentureBeat
3. Global app retention rate decreased 5% in 2015.
27% of games are only played once.
58% of users churn within the first 30 days.
If a user doesn’t return after 7 days, there is a 60% chance
they never will.
7. Bad Example Good Example
New User
After 1 hour
We miss you!
New User
Didn’t complete tutorial
Tips to complete the tutorial
Segment &
Target Users
Dynamically
+115%performance uplift
(with dynamic audience
segmentation)
84%of Remerge customers
run a dynamic setup
8. Implement
Deep Links
+130%performance uplift
82%of Remerge customers
run with deep links
Get the new
weapons!
THE
EMPIRE
New weapons
are available!
Another App Your App
Deep link sends user to most relevant part of the app
14. Start testing to get buy-in from stakeholders
Leverage actionable data (identify areas of improvement &
successes to replicate)
Enhance your users’ experience through messaging
When it comes to tech, keep persisting (big wins =
additional resources)
Constantly test, refine & reiterate
Key Takeaways for an
Effective User
Retention Strategy
15. Want to hear more?
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