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Mapping App Engagement Along Your Customer’s Lifecycle (Infographic)

Thousands of mobile apps are added to the Play Store and App Store everyday – and both stores have millions of apps available.

Despite the overwhelming amount of apps available, the majority of smartphone users don’t download any apps each month. Think about it – when was the last time you downloaded an app? You’re in the majority if you can’t remember. Part of the reason is that it’s difficult to discover a new app if you’re not told about one.

Considering the limited space on the mobile phones, your major concern, as a mobile app company, would be to get more downloads and keep those users engaged. Having a sustainable personalized mobile app engagement is key. So, what does it take to create one?

If you know your mobile app’s users, you can help them navigate their way from brand discovery to brand loyalty. Map the audience persona for the users of your app, and draw your strategy for each step of their journey. Track the metrics at each step individually to draw the scope for realignment.

Here are the customer lifecycle steps you need to address:

  1. App Discovery – How does a prospect first hear about your app?
  2. App Download – What makes them download the app and keep it on their phone?
  3. Onboarding and exploration – What ticks them off to leave your app without even using it properly?
  4. Reuse and Purchase – Why are some users engaged with the app, while a different set just uninstalls it?
  5. Repurchase – What is that ultimate factor that drives repurchases and loyalty?

This infographic by TargetingMantra will challenge you to rethink why your app users, at each step, take the actions they choose to take. We have also included some suggestions for creating effective communication.



Appealing to your users is about reaching out to them just when they need it. Your app is on the path to success if you know which hours work best for each user, what offer drives them to engagement, what value users get out of your app, and what problem it solves for them.

With the unprecedented growth in mobile app usage and data use patterns, there is no better time for app developers. All the while, take customer feedback to know if you are communicating the right message. A comprehensive outreach strategy aligned along each stage of your customer’s lifecycle is your way to go.

About the Author: Saurabh is the Founder of TargetingMantra, a predictive personalization and marketing automation platform for eCommerce. An alumni of University of Illinois, he helped develop personalization systems at and its subsidiaries like IMDB, Lovefilm, Audible, Shopbop and Zappos. At TargetingMantra, he takes care of the Product and Technology. Connect with him on Twitter and LinkedIn.

  1. I actually use mapping software to physically map where all my clients are within the customer lifecycle. I’m an outside salesman and I use Badger Maps to map out all my accounts and then I sort/colorize them based on their sales cycle. I have friends who are even in outside sales just to visually see all their clients/customers.

  2. Many of the digital marketers I work with spend plenty of time (and budget) thinking about engagement outside of the app (acquisition ads, social media promotions, etc.). However, few have a solid in-app engagement strategy. Nurturing users that you get to download your app while they are in the app is crucial, and it’s getting overlooked time and time again.

    The reason is not from a lack of awareness, but a lack of control. Digital marketers do not have control to directly drive in-app campaigns – they are dependent on development teams. We are working to change that at Insert because we think decoupling in-app engagement from the app development lifecycle is crucial to obtaining more value from mobile investments.


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