Author: Fraser Macdonald

Best 10 ways to keep your customer on board and improve User Retention

Image of user retention

When we launch a new product, our first objective is to attract as many people as possible and lead them to use it. Acquiring users is a very difficult task, because there are many apps and games out there and our goal is to convince them to not only have a look, but download and use our app. We don’t want them to use it once or twice, though – we want them to use it forever or at least as long as possible.

Sometimes we do not spend time planning out strategies to keep our existing users happy because we are devoted to acquiring new ones. But it doesn’t work this way! What you have to do now is research and find out everything you can about your users’ actions once they have downloaded your product. This will give you some insights into how to improve and optimize your app or game.

Continue reading and you will find out the 10 best ways to strengthen your retention rates!

10 Ways to Increase User Retention on Mobile Apps

In this article, Cristina Stefanova from TheTool, a specialist ASO and Mobile App Marketing tool, will highlight the importance of taking care of our users in order to get them attached to your app or game and turn them into loyal users. Follow these tips to ensure an effective retention strategy!

1. Bringing the new users on board

Let’s start with the basics. You need to get a considerable volume of installs. To do that, you need two basic things. The first one is a product and an easy in-app experience and the second one is App Store Optimization (ASO).

On boarding example

You have to make sure that when the visitors get into your app they are provided with easy to follow instructions and seamless experiences. Present them with some new and awesome content from the very first action they take (signing in). Take a minimalist approach and think how to drive users into your app: don’t overwhelm them with the unnecessary information, don’t make them follow too many steps to sign in or don’t make them go through the confusing features or functionalities in their first session.

Remember that there are millions of apps in the stores and that you have to really delight users with something unique and useful!

2. Engage your users and study their behavior

Once they’ve got your app or game installed, it’s time to find out what are they using it for. Find out how they interact with your app: the 30 first days are crucial and most relevant here. Understand how your users behave – where are the tapping or swiping? Discover what are the screens that lead to a dropout and the actions they carry out when they are using your app.

This information is more than necessary. You need to find out what is improvable and the best way to do it is keeping track of in-app events!

3. Personalization

This is one of the factors that drives the most engagement. Who doesn’t like to be treated in a unique way? Nowadays, the majority of apps and games include pop-up personalized screens and match interactions to user preferences, location and in-app actions. So don’t fall out here and adapt your product to your user’s needs.

This also applies to push notifications, emails or messages – keep reading and you will find out!

4. Incentivization

Rewarding your users will boost the retention rate, too. Users love getting discounts or special offers, so why don’t you use them in your app? Inserting exclusive content, coupons or rewards in your app’s flow can be determining!

Example of Mobile App Incentive

This, of course, depends on your product – decide what to use to give incentives or how to offer them. If you have a game, you can provide users with some extra coins or weapons for the next level and if you have IAPs, you can just give them discounts. Free apps can also benefit from incentivization with special rewards.

Example of Mobile App rewards

5. Updates and changes

App iterations are a must in user retention strategies. Don’t take for granted that your product is perfect and fully functional – it can always be better! Include new features, personalized content, messages or whatever you can come up with frequently to keep users thinking about your app or game and coming back to it!

Read the feedback users are leaving and track their behavior to understand what changes to make in your product. These actions will lead you to retain your customers and increase the lifetime value!

6. Show the users how to make the most out of your app

The above step is useless if users don’t get to know about those new updates or don’t know how to use them. It is very important that you educate your users and showcase the value and benefits of your product. You can start teaching them from the onboarding and notify them every time something new comes up.

7. Embrace several messaging channels

If you are really looking to boost your retention, you have to use multiple messaging channels, such as push notifications, emails or in-app messages. But be careful, you have to find the perfect balance and not bother your users with the same message across all these channels. So take time and plan out your messaging strategy to attract them and not push them away!

8. A/B test your messages

This is a step that you have to continuously go through to spot your most successful message version (time, content, call-to-action message, visual content and anything you include in your messages). In that way, you will find out what type of message brings you the most engagement.

9. Lead the users to where they want to be

When you send messages that include a special offer/discount/level, make sure that you are using deep linking to lead your users exactly to the place in your app they want to be (and not at your app’s main screen). This would keep you from annoying your users and retaining them instead!

10. Message your users – don’t be scared and find the perfect timing!

As we mentioned above, there are millions of apps and games in the market and users tend to explore and look for new ones all the time. That’s why you’ve got to remind them about your product from time to time. How? Through messages and notifications.

Image Example of Personalised Push Notification

Push notifications have been proved to be the best messaging source in terms of retention and engagement rates. They can be used to remind users of your app or game and also help boost engagement rate, by giving users a reason to come back to your app once again.

In-app messages occur at specific times when users interact with your app. They act as special guides that are leading users to complete key actions of your user engagement plan.

Emails are used to remind users about your app or product from time to time and to show them that you have some new content or feature to consequently keep your app on the top of their minds!

Make sure you personalize your messages, for example, by including user’s name or tailoring them to user behavior and interests. Implement your messaging strategy correctly and find the perfect timing to reach out to your users.

To sum up: 10 Tactics to Drive User Retention

In this article, we gave you the 10 most powerful tips to keep your users engaged with your app and therefore, increase Lifetime Value (LTV). Remember that it is very important to start out by giving the users a very easy and practical onboarding experience that will attract them from the very first session. Personalize your content and communication to make your users feel special. Test different messages and features to find out what they like the most. Use different messaging channels to remind them of your app and reward them with special discounts or offers!

Perfection doesn’t exist, so keep on testing and improving the functionality and features of your app!

If you follow these tips you will be making sure that your user experience is following the right path. Get started!


Cristina Stefanova is a Social Media Manager and Content Marketing Specialist at TheTool. When she is not writing about App Marketing & Mobile Growth you can find her watching series, going for a run or shopping!

Best UK Augmented Reality Development Companies


It’s no secret that the UK has become a hotbed for mobile app development talent. From London, to Manchester, Dundee, Edinburgh and beyond, the UK boasts some of the best iOS and Android app development talent in the world.

Here at Kumulos, we’re obsessed with enabling mobile agencies to better manage the technical and commercial performance of their mobile app projects. Today we’re covering something slightly different and exploring the rapidly expanding and highly lucrative world of emerging technologies, specifically augmented reality (AR) and the agencies that are currently blazing an immersive trail across the UK.

What is Augmented Reality?

For the completely uninitiated, AR technology enables brands and agencies to develop applications that overlay digital information and 3D objects on top of the real world environment. In 2017, Apple released ARKit and Google followed suit quickly with the launch of ARCore. It’s now estimated that by the end of 2018, brands and developers will have access to over 1 billion existing Android and iOS devices via ARKit and ARCore. So if you’re a brand or business thinking about kick-starting a mobile AR initiative, there’s never been a better time to start. We’ve spent some time putting together a list of the best UK augmented reality development companies based on market positioning and track record.


Waracle is the UK’s leading digital products and Emerging Tech Company. From Mobile and Web apps to IoT, Voice to AR, Waracle breathes life into ideas and drives digital difference for some of the world’s boldest innovators. Waracle are agile evangelists with significant cross-industry expertise, from market disrupting Fintech to life-saving Digital Health, we know that each moment matters and deliver on every single bold claim. Going way beyond just concepts, Waracle innovates fast, solves complex problems, and cultivates success. We offer a wide range of working models to suit your specific needs. Onsite managed teams to spearhead projects and up-skill your workforce. User experts and technology natives to define the possible through Discovery. A world-class workforce willing to go the extra-mile to ensure your project’s success. Waracle actively work across a broad range of industries including: Financial Services, Digital Health, Energy, Oil and Gas, Transport and Logistics and Real Estate.

Follow Waracle on Twitter.

Engine Creative

Based in Northampton, Engine Creative are a leading UK digital creative agency that makes and develops AR experiences. They use their passion for emerging technology and 20 years of award-winning expertise to create marketing that entertains, informs, delights and inspires. Engine Creative are passionate about bringing brands to life online, on mobile devices and through augmented and virtual experiences. The company works in partnership with clients to help them creatively connect with their consumers on any size screen, in any location. By doing so, they are able to deliver unrivaled brand engagement for their clients. Engine Creative boast an impressive client list that includes companies such as Facebook, BBC, Tesco and Disney.

Follow EngineCreative on Twitter.


With offices in London and Istanbul, Magnetic-London is a team of friendly designers and clever tech geeks. The company works with clients to develop AR apps (they’re also a full-service agency with a broad focus across mobile, advertising and web) enabling them to conceive, design and build effective AR strategies and campaigns. Magnetic-London believes that the possibilities with AR are limitless and provide a range of services offering ‘print to AR’ solutions for brands and businesses. This enables their clients to develop AR campaigns around business cards and printed promotional material such as brochures and leaflets. Their clients include Metaform and JLL.

Follow Magnetic-London on Twitter.

Harmony Studios

Harmony Studios are specialists in world leading solutions for both Augmented Reality and Virtual Reality. The company has produced award winning AR and VR applications that are used for a variety of purposes including training, visualisation, research and experiential events. Harmony Studios designs and develops custom applications for global brands across a variety of industry verticals including retail, pharmaceutical, industrial, gaming, automotive, travel, aerospace and more. The company believes that applications and use cases for AR and VR are growing rapidly (alongside the list of industries learning to embrace the technology). From creative design and modelling through to technical development and delivery, all of the work developed by Harmony Studios is produced in-house by their UK Digital Realities studio team.

Their specialist approach has enabled the company to gain years of experience dealing specifically within AR and VR, meaning clients can rest assured knowing that they are collaborating with some of the most knowledgeable and creative minds in the industry.

Follow  Harmony Studios on Twitter.


Apache is an industry-leading VR/AR development studio, with offices currently in London and Hertfordshire. Apache was originally founded 26 years ago on two simple notions: any sufficiently advanced technology is indistinguishable from magic, and when you witness magic first-hand, you never forget it.

Apache creates highly immersive and dynamic AR and VR experiences, based on major motion picture and television IPs. The company has also developed a range of mobile AR apps for clients, as well as product visualisation & car configurators using a wide variety of AR focused SDK’s and toolkits.

Their direct clients include the major Hollywood studios, such as Disney, Warner Bros, Fox, Paramount etc., as well as large corporates such as Microsoft and AOL, but they remain a small and tightly focused company, who always take great pride in the work they produce.

Here’s an example of some of the work they did on the latest TMNT reboot:

Follow Apache on Twitter.


Based in London, INITION is a technology innovation agency. The company specialise in the design and development of immersive, installation-based experiences, enabling clients to bring great content to new technology platforms including virtual reality, augmented and mixed realities, innovative interaction devices, specialised display screens, holograms and haptics. Located beneath their Shoreditch office, INITION’S Demo Studio provides a glimpse into the future of emerging interactive technologies and a showcase of their work. INITION design and develop apps across a range of technology platforms including virtual reality, augmented and mixed realities, gestural interfaces, interactive installations, crowd games, haptics, robotics, web and iOT. Their clients include the likes of IBM, Vodafone and Adidas.

Follow Inition on Twitter.

Diverse Interactive

Based in Guildford, Diverse Interactive are dedicated to the evolution of digital interaction. The companies production studio works to combine cutting edge experiential technology with creative innovation and forward thinking. Diverse Interactive deliver bespoke digital applications and projects that rewrite what’s possible in terms of immersive user experiences. The company specialise in Augmented Reality (AR) development and Virtual Reality (VR) experience creation, 3D simulations and visualisations, mobile apps and high impact digital activations. They invite their prospective clients to explore their world of digital opportunity and experience the possibilities that exist with Diverse Interactive. The companies clients include Skoda, Ribena and Waitrose.

Follow Diverse Interactive on Twitter.

Indestry (INDE)

Indestry create products and experiences that inspire, entertain, inform and educate using Augmented Reality and Computer Vision. Formed originally in 2011, the company has developed location-based and mobile products and experiences in over 40 countries for the world’s leading entertainment and education brands. Companies and institutions such as National Geographic, The Smithsonian Institution, BBC, Universal, 20th Century Fox, WWF and numerous others have chosen INDE to reimagine how they speak to the world. The company believe that the “broadcast” of content to an audience is changing. Internet connectivity inside and outside the home (IoT), advances in consumer software and hardware availability, and the push toward interactive, three dimensional real-time communication and consumption have created opportunities both to disrupt existing markets but also create new segments within them. Augmented Reality and Computer Vision provides a unique opportunity to create a new generation of holographic digital learning and entertainment products that fundamentally change how society interacts with 3D content.

Follow Indestry (INDE) on Twitter.

Atticus Digital

Atticus Digital design, create, and develop bespoke AR applications to deliver to customers, clients, or staff. Using the latest SLAM (Simultaneous Localization and Mapping) technology, Atticus Digital can allow users to view 3D objects in real world spaces without markers. The company take a different view of the AR market, suggesting that Augmented Reality (AR) is an overlay of virtual content (images, videos, etc.) over the real world through the use of a smartphone or tablet. Traditionally, specific images or markers would trigger the virtual content but AR can also be triggered by GPS location. Markerless AR uses the very latest smartphone technology to accurately map rooms or other spaces and track 3D objects into that environment. Although still experimental, Apple’s ARKit and Google’s ARCore will be key to this rapidly expanding market.

Follow Atticus Digital on Twitter.

Best UK AR Development Companies

So there you have it. If you’re a brand, business or investor thinking about mobile AR and what it means for your business, we’ve crunched the key numbers to bring you the best augmented reality companies in the UK. If you’re new to the world of augmented reality, knowing where to start can be challenging. Did we miss your favorite company? Be sure to leave a comment below or reach out to us on social media.

There’s a ton of factors to consider when exploring how AR might impact your existing desktop or mobile software offering. Designing and developing AR apps requires a completely different approach to traditional 2D mobile app development. So if you;re considering engaging an agency for your AR project, it’s worth opting for a specialist company who possess a dedicated focus on AR and emerging technologies.

And – not to pat ourselves on the back here too much, but if you’re looking to develop an augmented reality project, we here at Kumulos are more than happy to help. We offer a full SDK for the Unity platform with a built in connection to our industry leading mBaaS backend, as well as comprehensive analytics. Why not start your free trial?  In the small off chance we can’t help you, we have a full list of developers and agencies located across the globe who can help your reality augmented to the next level!


Not only is Kumulos a multi-award-winning tool for push notifications and in-app messaging but the mobile marketing automation platform, gives you app analyticscrash reportingASO and more – all in one dashboard. Why not take a look at who uses Kumulos?

In fact, Kumulos is the first fully integrated mobile marketing automation platform to help you attract, engage, retain and monetize app users. We don’t care whether you’re building native apps on iOS and Android, or using your preferred hybrid platform, or a low-code / no-code platform, you can use Kumulos to help you deliver greater commercial success. We partner with a range of technology providers so you can have it your way.

Contact us for a demo, or take a free trial today.