Positioning and arousing sleeping users

Time:2020-9-19

Xiaoguang comments: many app users are “sleeping”. If you don’t wake them up, the app may face uninstallation. We should make full use of push to find a way to wake up the sleeping users. IOS
It is not so fast for users to unload applications. This window of opportunity is larger. When you think about it, twitter, LinkedIn, Facebook are really using it to the extreme.

Positioning and arousing sleeping users

A typical sleepy user definition is someone who hasn’t used your app for a while. The goal of apps is to encourage users to use them more frequently. For most apps, “a period of time” is relatively short: a few weeks or a month. The exact definition depends on your mobile operating indicators:

  • If you have a breaking news or community app, you will see the dau (daily active users). The indicator of users’ sleeping may be that they have not opened the app for a week or two.

  • If you have a retail or mall app that contains a lot of business relationships and some business logic, the indicator you need is more frequent usage, especially when evaluating customer activity based on Omni channel.

  • Game apps may use dau, Mau (monthly active users) indicators to judge, or other indicators such as purchase volume.

No matter what metric you use to measure “sleepy” users, “sleepy” users will cause your data to be unsightly, and they will usually uninstall applications. Moreover, reducing user offloading is not your only pain. Inactivity is more common than unloading, and is the same as unloading – no interaction, or no transaction.

Why are users not active

The accepted element of frequently used apps is that they make life easier for users. For example, WhatsApp, Gmail and waze provide clear benefits to users and are highly recommended in the app store for a long time. An app must have value, and your users must see that value. According to Google’s survey, the following three factors are the most important factors of commonly used apps:

  • Easy to use. A good user experience, clear guidelines, and easy to use all help users realize the value your app offers.

  • Beauty. Deep art direction is a core part of a good user experience and a core element of building credibility for your users.

  • Consistent cross device experience. Whether users visit your website, use your app, or receive your email, consistency is crucial in helping your users achieve their goals.

Of course, users may fall asleep for many reasons. If your app crashes frequently or is unreliable, users will stop using it. If your information users don’t need it, it will disturb users and may lead to uninstall. No app is perfect, but sleepy users find that your app’s deficiencies outweigh the benefits they can get. By reducing those deficiencies and using various methods to make the app more useful, users can avoid leaving the app.

Promotion strategy again

When you decide to comprehensively upgrade your app, use the data you already have. Use the data to see how long the user sleeps before uninstalling. For example, you may find that once users don’t view the app for 15 days, their probability of unloading the app increases significantly. In this case, the focus should be on keeping users away from the 15 day window. Special offers usually allow sleeping users to immediately get more benefits from your app. Experiment with attractive offers like:

  • You know, discounts or coupons that stimulate user interest. This is very effective for retail, travel and localized life apps. Use information you know users have been exposed to before, even their shopping cart, to lure them back to the app.

  • Special content. For sports app, can you provide a complete guide to do a perfect support, and only your app can provide these.

  • Inform his friends or family members to join. One of the reasons LinkedIn and Facebook have become so popular is for users to search for people they know and to attract users back by sending updates. Tell users how many of their friends have joined since he last left.

  • Product or function update notification. Let the sleeping user know what has been added since he last visited the app to make the app more useful to him.

Take advantage of all the message channels

Now that your users are no longer opening apps, it seems that the best way to do this is to send them messages via push. The push notification is displayed on their home screen, and users can enter the app with one click. In the notification, the user is directed to the specific app page where the message is displayed. Don’t worry, this is not a good time to guide users to the home page. You need to give users specific tasks to help them remember why they installed the app in the first place. Finally, confirm to use highly targeted messages. Because you already have sleeping users’ preferences data, it should be easier for them to attract them back than for them to install. For example, if they have a discarded cart, offer a discount on one of them. Or, if you know their address, send them a nearby offer.

You’ve won it once, now you just need to win again

Sleeping users download your app because they have seen the features of your app. You’ve done the toughest job (attracting installation). Now you have the opportunity to use the right strategy and technology to wake up these users. Based on the data you already have, focusing on demonstrating the app’s initial utility is the key to driving mobile marketing.