How to build a successful iOS app using overlooked features

Did you know that the average app loses a large portion of its users shortly after installation?

Up to 77 % of users leave within the first 3 days, 90 % stop using the app within 30 days, and over 95 % leave within 90 days. Understanding the reasons for this decline and the relevant statistics is key to developing effective retention strategies. ^{1 2}

We focus on three key factors in increasing retention:

• Activation - ensuring that users immediately understand the value of the app and start using it successfully.
• Engagement - keeping users active through regular interactions and added value.
• Reactivation - re-engaging inactive users and motivating them to return to the app.

The latest iOS updates bring capabilities that purposefully support all three key areas of user retention - from initial outreach to long-term retention and re-engaging those who have stopped using the app.

By leveraging these innovations, you can create an even more engaging and valuable experience for your users, giving you a competitive advantage and driving long-term engagement.

Activation 

App Clip: One-click path to the customer

App Clip makes it easy for users to understand the value of your app and seamlessly start using it. It's a lightweight version of the app that gives users instant access to select features without the need to install it.

App Clip ensures that your service is exactly where the customer needs it - at the right time and in the right place.

How does it work?

App Clip is triggered through simple, intuitive actions:

• Scanning a QR code, NFC tag or App Clip code on the spot.
• Siri recommendation based on current location.
• Clicking on a link in Maps or on your website.
• Sharing a link via Messages or other apps.

Example from practice

Imagine a situation where a customer walks past a cake shop, their device automatically displays a Siri recommendation to order a cake.

The customer clicks on the notification, the App Clip launches instantly, and he can order his favourite dessert within seconds without having to open or download the entire app.

Once the order is complete, App Clip suggests downloading the full app, which offers exclusive benefits - collecting loyalty points, access to special promotions or the ability to save favourite orders.

For you, this means being able to reach your customers at the right moment - whether they're near your business, looking for you on a map, or stumbling across your service online. App Clip makes it easy to get to your products or services without unnecessary obstacles.

💡 Why integrate App Clip?

1. Better visibility: be there for your customers at exactly the right moment.
2. Positive reviews and ratings:  Satisfied users with App Clip often leave better reviews and ratings for the entire app, increasing its reputation and appeal in the store.
3. Higher Conversions: Turn passersby into loyal customers.
4. Higher Retention: Users who try App Clip are more likely to become loyal users of the app, which improves conversion rates 
   and overall ASO (App Store Optimization) performance.

Engagement

Live Activities: Real-time quick overview

Live Activities allow you to keep up-to-date with what's happening on your home screen or directly on your device's lock screen. This approach not only enhances the user experience, but also delivers measurable results.

Apps using Live Activities saw a 23,7 % higher 30-day retention rate. Additionally, up to 62 % of users who have tried the feature rate their experience as "good" or "excellent", confirming the positive impact on overall user satisfaction.

With Live Activities, users can continuously monitor, for example:

• Order delivery status in real time.
• The progress of a sport event, including scores and statistics.
• Progress of a personal training or fitness activity.
• Time until the arrival of public transport, taxi service or delivery driver.

💡 Benefits of Live Activities

1. Instant access to important information: Constantly updated data right on the screen making it easy to access quickly without unnecessary steps.
2. Competitive advantage: Implementing this feature allows your app to stand out from the competition, giving you an innovative tool for your users.
3. Flexibility and customization: Live Activities are customizable to different types of information, allowing you to use them according to the needs of your business.
4. Availability on different devices: The feature is compatible with both mobile devices and smartwatches, further enhancing the user experience. 

Widgets: Key information always at your fingertips

Widgets are another ideal way to simplify access to your services. They allow you to display up-to-date information and offer key features right on your home or lock screen, without the need to open the app.

Widgets are customizable and available in different sizes through the widget gallery, depending on the amount of information you display. Users can set the content to be displayed, such as the weather forecast for a specific location or important data from a specific app.

Examples of widget usage:

• Quick access to favourite features - Widgets can provide direct access to favourite features, such as the ability to instantly communicate via chat, launch a music player, or other features of your app.
• Attendance system - A widget can display an employee's current arrival or departure time, leave balance, or pending attendance. This way, employees can easily check their hours and other important information right on the home screen.
• News and Interesting Facts - Widgets can automatically display the latest news, sports scores or interesting articles to keep users informed without having to open the app.

💡 Benefits of Widgets:

1. Constant access to information: Widgets are always present on the screen, unlike Live Activities which only appear during specific interactions.
2. Greater customizability: Widgets allow you to tailor content to the user's preferences.
3. Quick access to features: Widgets allow direct access to selected app features.
4. More information in one place: Widgets display a wider range of information at once, while Live Activities are limited to a specific activity.
5. Long-term view: Widgets are visible even after you lock your device, unlike Live Activities, which are temporary.

App Shortcuts: Quick access to app features

App Shortcuts allow your customers to instantly access key features or content of your app directly from the system, leading to more efficient task execution and increased user engagement.

This quick access is made possible through:

1. Siri or Spotlight,
2. App Shortcuts,
3. Action button on iPhone or Apple Watch, or even by pressing the Apple Pencil.

Benefits for users

The benefit of App Shortcuts is that they are available immediately after installing the app, with no further setup required. This means that users can immediately take advantage of important features of your app. Shortcuts are ideal for quickly performing common tasks that users use frequently.

For example, a journaling app can offer an App Shortcut to create a new entry that will be available before the user opens the app for the first time. This way, users can save time and start working with the app without any obstacles.

Use in practice

App Shortcuts are great for quick and common tasks that users perform frequently. For example, a phone app like FaceTime can offer an App Shortcut to make a quick call with recent contacts, or a home management app can combine two common actions, like turning off the lights and locking the door before bed, into one shortcut.

Flexibility and customisation

App Shortcuts allow you to customize actions based on user preferences. For example, a meditation app can offer an App Shortcut to trigger a specific type of meditation (e.g., "Morning Meditation" or "Sleep Meditation"), making it easy to access favorite features directly from the home screen.

App responses to App Shortcuts

When a user performs an action via an App Shortcut, your app can respond in a variety of ways, such as dialogs spoken by Siri or visuals like Snippets and Live Activities.

• Snippets are ideal for displaying static information or dialogue options, such as showing the weather at your current location or confirming an order.
• Live Activities are great for providing continuous access to information that changes over time, such as countdowns or timers.

Reactivation

Rich Push Notifications: Information that has style

Push notifications are one of the most effective ways to keep users active and keep them coming back to your app. While traditional notifications provide basic information, rich push notifications take this concept to a new level.

Rich push notifications deliver enriched content that can include images, videos, interactive buttons or other visuals that instantly grab users' attention.

These notifications not only allow you to effectively inform users and personalize messages according to specific user preferences, but also motivate them to take actions directly from the notification itself, greatly increasing the likelihood of interaction and conversion.

Examples of using rich push notifications:

• E-commerce: a store can send personalized offers with product images and a "Buy Now" button, making it easy to make a one-click purchase.
• Restaurants: Send daily specials with a photo of the food and the option to make an instant reservation or order.
• Travel: Airlines or carriers can send flight updates or changes to itineraries with maps or schedules.
• Fashion: Notification of new collections with a visual preview of products and quick access to purchase.

💡 Why are rich push notifications ideal for reactivation?

1. Retention Boost: Just one push notification sent to a new user within the first week of installation can increase retention by up to 71 % within two months.
2. Reactivate Inactive Users: Rich push notifications can increase open rates by up to 56 %, bringing back more users who have stopped using the app.
3. Targeted Campaigns = Higher Effectiveness- Segmented notifications targeted to the right audience achieve up to 39 % user retention rates, while non-personalized messages only achieve 21 %.
4. More visibility: Multimedia content will attract more attention than a standard text message, increasing the chances that a user will notice and respond to the notification.

Best practices for reactivation with push notifications

✅ Personalization is key - Users respond better to messages that are tailored to their behavior.

✅ Correct timing - Sending notifications when the user is most likely to be online increases their effectiveness.

✅ Targeted messages instead of spam - Too frequent notifications can cause users to turn them off - 46 % of users will turn them off if they receive 2-5 messages per week.

✅ Using the FOMO effect - Limited offers, time-sensitive discounts or exclusive promotions can motivate return visits.