Retention is one of the main indicators of the effectiveness of a digital product. You can invest in development, launch advertising, get a thousand installs, and lose 80% of users in the first week because the user didn’t see a reason to return.

Why users don’t return

Most mobile applications face the fact that after the initial launch, the user simply forgets about them or deletes the app. The reason is usually simple: the app doesn’t give a reason for a repeat visit.

For example, a person ordered food through a delivery app, was satisfied, left a good impression. A week passes, and the app remains silent: no reminders or personal recommendations. As a result, the user forgets about it.

If no reason is provided for the user to come back, you lose not just a random visitor, but a potential loyal customer.

Repeat scenarios: why they are needed for business

The first visit is costly: you spend money on advertising and promotion to make the user aware of the app. A returning user is more profitable:

• Signs up for a subscription or makes repeat purchases.
• With each visit, the probability of conversion increases.
• Becomes loyal and more willing to use additional services.

For example, a fitness app. It reminds about workouts, shows progress, recommends new exercises. As a result, a habit forms: the user trains regularly, prolongs the subscription, and gradually tries additional programs and features.

Without structured return scenarios, even a positive first visit means nothing for the business. A user who visits once and leaves does not bring value over the long term. Therefore, it is crucial to think through how the user will come back, not just how to attract them.

4 scenarios that help retain attention

Repeat visit scenarios are built around clear reasons to come back. They shouldn’t be intrusive but must clearly show that new value has appeared in the app.

Main types of scenarios:

1. Content-based reasons

Fresh articles, useful collections, educational materials, or new releases. For example, a streaming service regularly updates the catalog, and the user logs in to check new movies.

2. Functional reasons

A scenario based on tasks that are convenient to perform regularly: tracking expenses, monitoring activity, counting calories, or checking progress. For example, a financial app shows how much money the user has saved last month.

3. Service-based reasons

Notifications about order status, reminders about important dates, or new offers. For example, an online store reminds that a favorite item is back in stock, or a booking service notifies about upcoming trips.

4. Personal involvement

Bonuses, activity points, levels, and cashback motivate users to return more often. For example, a banking app awards cashback for purchases and regularly reminds to check the balance and view personalized offers. This forms a habit of opening the app to see how many bonuses have accumulated and how to spend them.

Mechanics to give users a reason to return

To make users keep coming back, it’s not enough just to send notifications or periodically update content. Clear, simple mechanics that deliver personal value at every visit are needed.

Here are some practical approaches that help maintain attention:

1. Personalized push notifications

It is important to send not just reminders but messages that clearly show benefits. For example, “The product you wanted is now cheaper” instead of just “Our sale continues.” The user receives a specific reason to return.

2. Personalized content on the main screen

The user should immediately see that the app takes into account their interests and past actions. Streaming services, for instance, show collections based on what the user has already watched.

3. Engagement chains

If the user starts an action but doesn’t finish it, the app reminds them of the unfinished task. For example, “You added an item to your cart but didn’t complete the purchase,” or “One step left to complete registration.” This naturally pulls the user back.

4. Progress indicators and personal achievements

Regularly showing users their successes and achievements is a simple way to motivate them for new visits. For example, “You saved 10,000 rubles this month,” “Walked 20 kilometers in a week,” or “Read 5 articles — read one more to earn a bonus.”

5. Small actions with quick results

The easier and faster the user sees the result of their action, the higher the chance of repeated visits. For example, after leaving a review, the user immediately receives a small bonus. This reinforces a positive experience and forms the habit of returning more often.

Mechanics to encourage users to return

To keep users engaged, it’s not enough to just send standard notifications or periodically update content. Simple, understandable mechanics that provide personal value at each visit are necessary.

Here are some practical approaches that help maintain interest:

1. Personal push notifications

It’s important to send not just reminders, but messages that show the benefit. For example, “The item you wanted is now cheaper,” rather than just “Our sale is ongoing.” The user gets a clear reason to come back.

2. Personalized content on the main screen

The user should immediately see that the app considers their interests and past actions. Streaming services, for instance, show collections based on what the user has already watched.

3. Engagement chains

If the user started an action but didn’t finish, the app should remind them of the unfinished task. For example, “You added a product to the cart but didn’t complete the purchase,” or “One step left to finish registration.” This naturally brings the user back.

4. Progress indicators and personal achievements

Regularly show users their progress and achievements — a simple way to motivate periodic visits. For instance, “You saved 10,000 rubles in a month,” “Walked 20 kilometers,” or “Read 5 articles — read another to earn a bonus.”

5. Small actions with quick feedback

The simpler and faster a user sees the result of their action, the more likely they are to return. For example, a user leaves a review and immediately receives a small bonus. This creates a positive experience and habit.

These mechanics work best when integrated into the interaction scenarios of the app

Effective engagement mechanisms aren’t standalone — they need to be embedded naturally into the user journey. For example, the Duolingo app expertly knows how to bring users back. Its green owl regularly reminds about training sessions, sometimes quite persistently, but effectively. The user returns not because of the notifications alone but because they want to maintain their progress. This is the main goal — turn the product into a part of the everyday routine.

Conclusion

For an app to generate leads, sales, or engagement, it must actively involve users in a repeat scenario. Without this, the product quickly becomes forgotten, and you end up spending again on user acquisition.

The DigiNeat team helps you not just launch a mobile app but also think through user behavior from the first screen to regular returns. We advise on suitable mechanics for your scenario and how to embed them into the product for ongoing growth.