22 proven strategies to improve app engagement (2025)

With over 3.5 million Android apps on Google Play and 2.2 million iOS apps on the Apple App Store, the competition for downloads is fierce. 

Acquiring users is only the start, but keeping users engaged is the true challenge.

Ever wonder why some apps become a daily habit while others are forgotten after the first use? 

The average 30-day app retention rate is just 5.7%, meaning 94.3% of users stop engaging after the first month. 

The question is, how do you convert a one-time user into a loyal advocate for your app?

User engagement is at the heart of a successful app marketing strategy.

What is mobile app engagement?

Mobile app engagement includes all interactions the user has with your app. The more time users spend navigating content and exploring features, the more likely they will convert and spend money on your products or services. 

Engaged users also provide valuable feedback, helping refine your app and improve their overall experience. Highly engaging brands are 2.2 times more likely to increase their market share.

Engagement can be as simple as completing an app onboarding tutorial, making an in-app purchase, or browsing your app’s content. Here is the list of activities performed on mobile apps in 2023.

How do we measure app engagement?

Measuring app engagement requires tracking various metrics that provide insights into user behavior and app performance. Some of the most important metrics include:

• Retention rate: This measures the percentage of users who continue to use the app over a specific period. However, it’s important to note that daily retention rates across iOS and Android dropped by 12% in 2023, indicating the increasing challenge of retaining users.  
• User churn: The inverse of retention, churn rate, indicates the percentage of users who stop using the app.  
• Session length: This measures the average duration of a user’s interaction with the app in a single session. Average session lengths vary across app categories, with entertainment apps having the highest at seven minutes. This data can be used to benchmark performance and identify areas for improvement.  
• Daily/monthly active users (DAU/MAU): These metrics track the number of unique users interacting with the app daily or monthly. The percentage of daily active users from the total active user base also varies across categories, with news and magazine apps having the highest at 32%.  
• Stickiness: This metric calculates the ratio of DAU to MAU, indicating how often users return to the app.

Focusing on engagement will reduce churn and unlock long-term growth and profitability for your app. Let’s look at some strategies for doing it.

22 strategies to improve App engagement

1. Simplify onboarding

App onboarding is users’ initial experience when they start using an app. 

Simplifying this process means making it easy and quick for users to understand how the app works so they can start benefiting from it without confusion or frustration.

If you think of your app as an amusement park, a simplified onboarding would be like entering the amusement park. There would be clear signs indicating where each ride is and a friendly map at the entrance to help you find your way. 

Take, for example, Duolingo, a language-learning app with a streamlined app onboarding process. New users can start their first lesson immediately without creating an account upfront. 

This approach lets users immediately experience the app’s value, encouraging continued use. 

Key considerations for app onboarding include:  

• Keep it concise: Avoid lengthy tutorials or overwhelming users with too much information upfront. Focus on the core value proposition and key features.  
• Highlight benefits: Clearly communicate the app’s benefits and how it can solve user needs.  
• Make it interactive: Encourage users to interact with the app during onboarding through interactive tutorials, personalized questions, or goal-setting exercises.

2. Personalize user experiences

Personalizing user experiences is like tailoring the app’s content and features to match individual user preferences and behaviors, making it more relevant and engaging for each user.

A research indicates that 69% of the users actually appreciate if you personalize experiences for them, provided you only use data they provided.

Remember your neighborhood store where the seller knows your name and what you like. They show you items that suit your taste, making your shopping experience pleasant and efficient.

Spotify, the music streaming service, personalizes user experiences by analyzing listening habits. 

It creates custom playlists like “Discover Weekly,” offering songs that align with each user’s musical preferences, improving engagement and satisfaction.

3. Push notifications

Push notifications are messages sent directly to users’ mobile devices to inform them about updates, reminders, or promotions. 

Using them wisely means sending timely and relevant notifications to users, ensuring they add value rather than causing annoyance.

Customized push notifications can increase response rates by 400% compared to generic ones.

Consider push notifications like friendly nudges. A well-timed nudge can remind you of something important, but constant nudges become bothersome.

A fitness tracker app sends a push notification at 7 AM, reminding users of their scheduled morning workout. This helps users stay on track with their fitness goals. 

However, if the app sends multiple notifications throughout the day, users may find it intrusive and disable notifications or uninstall the app.

4. Implement gamification

Gamification involves adding game-like features to an app to make it more engaging and enjoyable. 

Gamification incorporates game-like elements into the app to make it more fun and engaging. This can include:  

Rewards and badges: Award users with points, badges, or virtual rewards for completing tasks or achieving milestones.  
Challenges and competitions: Encourage friendly competition among users through challenges, leaderboards, or contests.  
Progress tracking: Allow users to track their progress and achievements within the app.r leaderboards that motivate users to interact more with the app.

Think of it like turning a routine task into a fun challenge, where completing each step earns you a small prize, making the process more enjoyable. 

Habitica is a task management app that turns your to-do list into a role-playing game. 

In Habitica, users create avatars and earn experience points and rewards for completing tasks, making productivity feel like a game.

5. Fresh content & regular updates

Consistently adding new features, content, or improvements based on user feedback keeps the app engaging and relevant, showing users that it evolves to meet their needs.

It’s like a TV series that regularly releases new episodes, keeping viewers interested and returning for more.

Instagram has mastered this art. It maintains user interest and engagement while showing new content whenever you open it. It also frequently ships its apps with new features like Stories, Reels, shopping, and more.

6. Offer in-app support

In-app support provides users with real-time support and updates directly within the app, enhancing their experience by offering immediate assistance and keeping them informed.

It’s like having a customer service representative available while you shop, ready to help without leaving your side.

Over half of individuals (51%) prefer using chatbots over human agents for immediate assistance.

Airbnb integrates in-app support to facilitate direct communication between hosts and guests, allowing them to discuss details, ask questions, and resolve issues promptly within the app.

7. Utilize A/B testing

A/B testing involves creating two versions of an app element to see which performs better. This helps identify what resonates most with users and allows for data-driven optimizations. Tools like VWO Testing for mobile apps streamline this process.

Historically, A/B testing happened on the streets, where retailers used to try different combinations of clothes in showcases to see which ones were getting the most walk-ins.

Netflix app uses A/B testing to determine which thumbnails, trailers, and content recommendations are most effective in engaging viewers, optimizing the app’s UX based on data-driven insights.

8. Encourage user feedback

Actively seeking and implementing user feedback shows that their opinions matter, fostering community and loyalty as users feel heard and valued. Here are a few ways:

Feedback widgets: Integrate feedback widgets or buttons directly within the app, allowing users to easily share their thoughts, report bugs, or suggest improvements. These widgets can be placed strategically within the app, such as on help pages or after completing key actions.

In-app surveys: Trigger short and targeted surveys at specific points in the user journey to gather feedback on specific features or experiences. Keep surveys concise and focused to avoid disrupting the user experience.

Shake-to-send feedback: Implement a “shake-to-send” feature that allows users to provide feedback by simply shaking their device. This provides a quick and intuitive way for users to report issues or share suggestions.

AI feedback through chatbots: Utilize AI-powered chatbots to gather feedback through interactive conversations with users. Chatbots can provide a more engaging and personalized feedback experience.

Ratings and reviews: Encourage users to rate and review the app on app stores. Public ratings and reviews provide valuable insights and can influence other potential users.

WhatsApp regularly prompts you to rate your experience after each audio call you make. Such feedback improves the app’s features to align with user needs.

9. Implement mobile-exclusive loyalty programs

Loyalty programs reward users for continued engagement, encouraging regular use and fostering long-term relationships. 

These programs can include points systems, exclusive content, or special discounts.

It’s like a coffee shop offering a free drink after every ten purchases, motivating customers to return.

Starbucks’ mobile app features a rewards program. Users earn stars for each purchase, which can be redeemed for free items, encouraging repeat visits.

10. Add user communities & networking

Creating forums or groups where users can interact, share experiences, and help each other fosters a sense of belonging and enhances engagement.

 It’s like a club where members with shared interests connect and support one another.

Research suggests that building an in-app community can increase user retention by 2.7x.

Strava fosters engagement by building a strong in-app community for fitness enthusiasts. The app allows users to join clubs based on shared interests, such as running, cycling, or triathlons. 

These clubs enable users to share workout achievements, participate in challenges, and interact with like-minded individuals through comments and leaderboards. This sense of community and friendly competition motivates users to stay active while regularly engaging with the app.

11. Ensure fast load times

Optimizing an app’s performance to reduce load times is crucial, as slow apps can frustrate users and lead to abandonment. 

Efficient coding, asset optimization, and regular performance testing are essential to achieve this.

Facebook Lite is a streamlined version of the standard Facebook app, designed for Android users with older phones, limited data plans, or poor internet connections.

It uses less RAM, CPU power, and data, making it efficient for unstable or low-speed internet connectivity. Despite its lighter footprint, it retains most of the original app’s features, including browsing, liking, commenting, and adding friends.

12. Simplify navigation

Designing an intuitive interface enables users to locate desired features or information effortlessly, enhancing their overall experience. 

Clear menus, logical layouts, and consistent design elements contribute to this simplicity, reducing frustration and increasing user satisfaction.

Google Maps exemplifies simplified navigation by offering a clean interface with intuitive controls. Users can easily search for locations, view routes, and access various features without confusion, making the app user-friendly and efficient.

13. Provide offline access

Offline access allows users to interact with an app’s core features without an internet connection. 

This increases usability, especially for users in areas with poor connectivity or those wanting to save data. Offline functionality ensures that users stay engaged even when they’re not online by making the app accessible at any time.

Premium users of many streaming apps can download songs, videos, and podcasts for offline consumption, enhancing user satisfaction.

Google Maps allows users to download maps for offline use. Travelers can navigate routes, explore locations, and find directions without an active internet connection. This feature is especially useful in areas with poor connectivity, ensuring users can rely on the app anywhere. As a result, Google Maps remains indispensable for its users, increasing engagement and long-term loyalty.

14. Integrate social sharing

Social sharing enables users to share their experiences, achievements, or content from the app directly on social media platforms. Here are multiple benefits:

• Users sharing app content on their social media introduce the app to their friends and followers, expanding its reach
• Sharing milestones or achievements (like completing a fitness goal) gives users a sense of accomplishment
• Each shared post is a potential recommendation, leading to increased downloads and user activity

Pinterest integrates social sharing by allowing users to share their curated boards or individual pins directly to platforms like Facebook, WhatsApp, or email. Whether it’s a DIY project, a recipe, or a travel itinerary, users can showcase their creativity and interests to friends and followers. 

This gives users a sense of pride in sharing their discoveries and acts as an organic way to introduce others to the app, expanding Pinterest’s reach and keeping users engaged as they share and receive feedback on their ideas.

15. Use data analytics religiously

At its core, data analytics for a mobile app is about collecting, organizing, and analyzing user data to understand how they interact with the app.

Data refers to the raw information captured during user interactions with the app. This can include:

• User actions (e.g., taps, scrolls, purchases)
• Session details (e.g., duration, frequency)
• Demographics (e.g., age, location)
• Device specifics (e.g., OS, model)
• Behavior patterns (e.g., most-used features, drop-off points)

Analyzing data aims to derive insights that help improve the app’s performance, user experience, and business outcomes. It answers key questions like:

• What actions keep users coming back?
• Which features are underused or problematic?
• How do users convert through the sales funnel?
• Why do users churn? (Learn how to reduce churn using experience analytics)
• How do we tailor experiences based on user preferences?

16. Integrate augmented reality (AR) features

Incorporating AR elements can enhance user engagement by providing interactive and immersive experiences. 

This technology overlays digital information in the real world, offering users a unique way to interact with the app. It’s like adding a digital layer to your surroundings, bringing static content to life.

IKEA’s app allows users to place virtual furniture in their homes using AR, helping them visualize how products will look and fit in their space.

17. Implement voice command functionality

Voice command functionality allows users to interact with the app through spoken instructions, making navigation faster, hands-free, and more accessible.

Users can perform tasks faster, such as searching, setting reminders, or navigating content, without typing. This makes the app usable for people with disabilities or who prefer hands-free operation (e.g. while driving).

Users can engage with the app while performing other tasks, increasing the frequency and duration of use. It’s like having a personal assistant who instantly listens and responds to your requests.

Google Assistant allows users to interact with compatible apps through voice commands. For instance, users can say, “Book a cab to the airport with Uber,” and the assistant completes the task within the app. This feature improves convenience and integrates apps like Uber into users’ daily routines, driving engagement and loyalty.

18. Offer customizable app themes

Allowing users to personalize the app’s appearance by choosing from various themes or color schemes can enhance user satisfaction. Personalization creates a stronger emotional bond with the app, making users less likely to abandon it.

It’s like decorating your room to reflect your personal style, making the space more comfortable and uniquely yours.

Telegram allows users to customize their app experience with different themes, background colors, and chat bubble styles. Users can even create and share their themes with others. This feature enhances user satisfaction and fosters creativity and individuality, keeping users engaged and invested in the app.

19. Provide multi-language support

Offering the app in multiple languages makes it accessible to a broader audience and improves the user experience for non-native speakers.

Users are more likely to stay engaged with an app that speaks their language and caters to their needs.

Supporting multiple languages allows the app to tap into global markets, increasing its user base.

TikTok supports over 75 languages, allowing users worldwide to explore content and interact with the app in their native language. This localization extends beyond the interface to include regional trends, culturally relevant hashtags, and localized content recommendations. 

A commitment to multi-language support ensures that users feel at home regardless of their geographical location or language preference.

20. Introduce dynamic challenges

Dynamic challenges are time-sensitive, personalized activities or goals presented to users based on their recent behavior or app usage trends. These challenges are unique because they adapt to individual user progress, preferences, and seasonal trends, providing a fresh and engaging experience.

A fitness app might create a “7-day streak challenge” tailored to a user’s recent workout history.

A learning app could introduce a “30-minute quiz mastery” challenge based on the user’s last completed topics.

21. Implement in-app tutorials

In-app tutorials enhance app engagement by guiding users through its features and functionality, ensuring they quickly understand how to derive value from it. 

These tutorials reduce friction for first-time users, prevent confusion-related frustration, and help unlock the app’s full potential. 

Offering step-by-step instructions, interactive walkthroughs, or tooltips can make the learning curve seamless, boosting user confidence and satisfaction. 

This support encourages users to explore more of the app, leading to longer sessions, increased feature adoption, and a higher likelihood of retention as users feel empowered and comfortable navigating the app.

A great example is Canva, a graphic design app with interactive in-app tutorials to help users create professional designs. These tutorials guide users step-by-step through various tools, templates, and features, making it easy for beginners to get started. 

22. Monitor and adapt to trends

Monitoring and adapting an app to trends helps in mobile app engagement by keeping it relevant and appealing to its target audience. 

For example, integrating popular features like dark mode, AR elements, or social sharing capabilities can attract new users and re-engage existing ones. Staying on top of trends also allows developers to proactively address emerging user needs or capitalize on cultural moments, fostering a dynamic and innovative user experience. 

Snapchat stays relevant by consistently adapting to trends, such as introducing augmented reality (AR) lenses that align with seasonal events or viral internet moments. For instance, during major sporting events or holidays, Snapchat releases themed filters and AR experiences to engage users. 

Additionally, its Spotlight feature, inspired by the success of short-form video platforms, captures the trend of bite-sized, user-generated content.

Wrapping up

That’s a wrap on 22 strategies to improve your app engagement! We hope you’ve picked up techniques you can start using right away. Remember, there’s no one-size-fits-all solution—success comes from continuously testing and understanding user behavior. Want a smarter way to optimize your engagement metrics? VWO for mobile apps helps you do exactly that. Request a demo now!