Growth & Retention for Mobile Apps
Push Notifications
The most powerful engagement tool on mobile — and the most abused. Permission rates vary: 60–70% for utility apps, 40–50% for content apps, under 30% for marketing-heavy apps.
Best practices:
- Request permission in context (“Get notified when your order ships”), not at launch.
- Segment by user behaviour — don’t send the same blast to everyone.
- Support notification categories for user preference control.
- Measure not just delivery but tap-through and downstream action.
Deep Linking
Deep links take users directly to specific content within your app. Universal links (iOS) and App Links (Android) are the modern approach — they don’t trigger a confirmation dialog.
Use deep links in:
- Push notifications
- Email campaigns
- SMS referrals
- QR codes
- Cross-app navigation
Referral Programmes
Referral works well on mobile because the share sheet is built in. Reduce friction:
- Provide a shareable link that deep links to the app store.
- Reward both referrer and referee.
- Track referral conversions with unique codes or fingerprinting.
App Clips & Instant Apps
App Clips (iOS) and Instant Apps (Android) let users experience a piece of your app without installing it. Use them for:
- Point-of-sale payments
- Rental check-in / check-out
- Event ticketing
- Food ordering
Re-engagement Campaigns
Users who churn can be won back. Strategies ranked by effectiveness:
- Personalised push with a specific value prop (“Your cart items are back in stock”)
- Email with deep link to a personalised offer
- SMS (high-risk — use only with opt-in)
- App store search ads targeting lapsed users