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sifatahmed
11 de jan. de 2022
In Discussões Gerais
In romantic comedies, the male protagonist often makes an attempt to win back the heart of his lady with an over-the-top gesture that is sure to capture her attention and love. When it comes to mobile businesses attempting to win back the hearts of customers who no longer use their app, a similar gesture must be made — albeit less romantic. On average, a mobile app will lose 77% of its daily active users (DAU) within the first 3 days after installation. That number continues to increase over time: up to 90% within the first month and over 95% after three months. what is a win-back strategy definition? What is a Win-Back Strategy? A win-back strategy is exactly what it sounds like — a calculated marketing plan to get those DAUs who dropped off back on your app, retain them as active users, and help keep your churn rate low. Churn rate, the percentage of users who stop using an app during a given period, is detrimental to the success of your platform. In order to have a successful app, the number of new users must be higher than the number of users who leave. Not only does churn stifle the growth of your app, but it’s expensive as well. daily active Colombia Phone Numbers List users compared to the amount of users and churn rate statistic for customer win back strategizing You can think of churn as a leaking bucket: The water is coming out of the bucket faster than you can fill it back up, and the cost of refilling that bucket can be high. While it can be difficult to develop the right win-back strategy for your particular audience, it’s worth the effort. Acquiring a new customer can be up to 25x more expensive than retaining an existing customer, meaning re-engaging a dormant user can help improve your bottom line.1 It’s still important to put effort into acquiring new users or customers for growth, but it’s equally important to continue adding value to the customers already in your database. Win-back campaigns and strategies are an effective way of reinvigorating your dormant users, helping improve your customer lifetime value. 4 Customer Win-Back Strategies Once you’re able to identify the reason(s) why a customer has stopped using your app or service, you can begin to map out a strategic plan for wooing them back. Executing the proper strategy may not only recapture the attention of your inactive user, but could be the reason they re-engage. These four win-back ideas are proven tactics that can help bring your disengaged customers back on board. ways to win back lost users and customers 01. RFM Analysis RFM (recency, frequency, monetary) analysis is a marketing model that highlights segments of customer behavior based on their history with your product. These metrics can help you decide which win-back strategies to implement by looking at who your best customers are and which ones contribute to your churn rate. This analysis helps marketers answer questions like: Who are your best and most active users (i.e. your power users)? Who has the potential to become a more valuable customer? Which of your customers are most likely to respond to your win-back tactics? Once these questions are answered, the RFM analysis can help determine which at-risk customers might need to be targeted in a win-back campaign. RFM is also helpful for marketers to gain visibility into who their brand loyalists and champions are, who can be targeted in other campaigns like reward programs and promotions. 02. Make a Generous Offer If you have customers that are either dormant or disengaged within the app itself, two strong options for reaching them are push notifications and email. Tailoring messages specifically to a particular segment with a special offer is a great way to remind them that you’re still there. It’s simple for app developers to personalize push notifications with customer information such as location, or based on their previous transactions. Consumers are more likely to make a purchase if they feel they’re getting a unique or special discount, especially if that offer is only good for a certain number of days. Clearly communicate in your push notification or email how long the offer stands. 03. Request Feedback and Take Action Customer feedback is important for any company or organization to continue growing and improving. When developing an app, every feature and element will be discussed practically thousands of times by internal teams. Receiving customer feedback can offer new insights about the overall user experience with your product and what can be done to improve it. In-app surveys see an average 13% response rate, which makes them a great tool to capture real-time feedback from active users. Once you’ve gathered information, it’s important to show users that their feedback is valuable. If you choose to implement any suggested changes, let your users know that you’re listening.
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