Thinking about successful companies like Facebook, Google or Instagram, one thing comes up as an underlying factor for all of them and that is – sustainable growth. We are long past the point where download numbers acts as the main success metric. We now know that the majority of mobile users end up deleting the app after the first 72 hours, so retaining as many as possible becomes essential.
Tech giants and investors are realizing that if your app has a ‘user leak’ somewhere, throwing money into ads, manipulating push notifications and incentivizing new downloads doesn’t do the trick. The solution then comes in the form of retention software solutions. Opportunities to surprise, delight and retain your customers as well as create unique experiences for them are increasing due to the level of detailed data available out there. Product iteration (“updatability”), incentivizing users, mobile personalization of apps and new developments in push notification all make for amazing retention capabilities.
With such a vibrant field, we decided to do some digging to find the best retention software available out there. Here is our honest take on the pros and cons of the top 5 retention software available to you today. Note, the list is not written in a particular order.
We also wrote up an in-depth full post on the comparison between ad networks. This will help provide all the details needed for choosing the right Ad Network for your mobile app. Check out the article or download the full comparison spreadsheet below for free.
We start our list off with Apsalar that recently merged with Singular to bring us a pretty robust marketing analytics platform. The platform offers a lifecycle management solution for both marketers and mobile app developers. The main focus of the platform is to get the right users for you, to analyze them, offer great analytics and give advice on how to target your users with various campaigns. Similar to Google Analytics, but yet different since Apsalar focused on mobile from the start. It can offer actionable analytics, which will help you keep an eye on your revenue, user engagement as well as retention. Here are some pros and cons of the platform
|Segment comparison (user segmentation as well)||No custom dashboard|
|Engagement analysis||No messaging service|
|Can acquire users for you|
|Analytics across multiple apps|
|Free tool that allows specific user targeting|
Mobile engagement company founded back in 2009 in the US. Combining app push messages, proximity targeting and analytics, the company has focused on vertical growth and industries such as media and entertainment, retail, sports, travel and hospitality. They cover companies such as ABS news, Adidas and Virgin Galactic to name a few. The company pushes over 10 billion messages a month to over 2 billion active app installs.
|Real time retention package|
Some would call it a comprehensive mobile marketing platform, which in a sense it is. The dashboard is offered with numerous iterations to suit anyone’s taste. Funnels, cohort analysis, vanity, retention, monetization, all of these tools can be located on the main dashboard which allows for quick access and adjustments. Besides push notifications, the bread and butter of the company is app analytics, A/B testing as well as in app campaigns. It managed to secure business from the likes of Electronic Arts, Sony and Warner Bros. Here are some pros and cons of this platform.
|Segmentation capabilities which allow push message personalization||Pricing not published publicly on the site|
|Analytic tools for A/B testing||Web interface is a bit clunky|
This platform has a very unique approach to marketing. In essence it’s a visual in-app analytics platform. What does this mean? By stimulating you with various visuals (and numerous colors), the platform helps you measure, understand and improve the user’s experience. With “classic” analytics you also get an additional bonus of getting access to information on users’ behavior. They provide you with real user sessions so that you can understand what happens and when (example: why users don’t finish their registration form). Heatmaps are very intuitively designed and can help you tons in figuring out where your users focus. User interaction will lead to events creation which, in turn, you can use to create conversion funnels in the platform itself. Some pros and cons:
|Free Trial||Customizability finite|
|Playback recordings of user sessions|
A very good mobile analytics and marketing platform that covers Android, iPhone, iPad, HTML5, Windows apps and Blackberry. Like Appsee, Localytics also offers the ability to monitor user behavior on mobile and web devices, but in real time. The company was founded in 2009 and now supports over 37 000 apps, their grit has lead them to land business with Skype, HBO, eBay, Microsoft and other big names. The whole idea of the platform is to take action based on insights that you get from watching users interact with apps in real time, they tied in a marketing add-on that will let you target users for specific actions. Here are our pros and cons for Localytics:
|Real time engagement tracking||A bit tricky to integrate|
|User insights – trend tracking in retention||No external API|
|Personalized messages, ads and campaigns||No change graph for funnels|
|Great support||Data not delivered in real time|
|Sending in app messages and push notifications|
We just couldn’t resist to add Countly to our list, it is not one of the leading analytics tools however it has a unique position, great UI and an intuitive design. It is dear to us since it is an open source mobile analytics application, which offers data in real time, with an easy to use dashboard and all info you need at a glance. It lacks some segmentation options that the leaders in the field have, but if you’re looking for a free and helpful solution, we would recommend this cool platform.
Though your favorite platform may not be on the list, we tried to focus on elements that will make your life easier when utilizing the platform such as user-friendly interface, customization ability, multiple OS, user retention capabilities, or push notification functionality. We hope that this list helps you find your favorite mobile retention software solution.