{"id":8755,"date":"2017-07-13T12:04:00","date_gmt":"2017-07-13T12:04:00","guid":{"rendered":"https:\/\/tenjin.com\/?p=8755"},"modified":"2026-04-14T08:12:12","modified_gmt":"2026-04-14T08:12:12","slug":"how-non-gaming-apps-are-improving-retention","status":"publish","type":"post","link":"https:\/\/tenjin.com\/pt\/blog\/how-non-gaming-apps-are-improving-retention\/","title":{"rendered":"Como as aplica\u00e7\u00f5es que n\u00e3o s\u00e3o de jogo est\u00e3o a melhorar a reten\u00e7\u00e3o"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Para os programadores de aplica\u00e7\u00f5es m\u00f3veis, a reten\u00e7\u00e3o \u00e9 um desafio. Em m\u00e9dia, apenas&nbsp;<a href=\"https:\/\/www.appcues.com\/blog\/app-retention-is-hard-heres-how-to-improve-it\">7,51 TP6T de utilizadores m\u00f3veis permanecem ativos<\/a>&nbsp;30 dias ap\u00f3s o download de uma aplica\u00e7\u00e3o. E embora os criadores de jogos para dispositivos m\u00f3veis tenham dedicado in\u00fameras horas a tentar desvendar o segredo da reten\u00e7\u00e3o, h\u00e1 muitas li\u00e7\u00f5es que podem aprender observando os seus pares de outros setores.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A seguir, analisamos quatro formas como as aplica\u00e7\u00f5es n\u00e3o relacionadas com jogos est\u00e3o a utilizar estrat\u00e9gias inovadoras para aumentar a reten\u00e7\u00e3o de utilizadores e fazer com que estes permane\u00e7am na plataforma por mais tempo.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Utilizar notifica\u00e7\u00f5es relevantes \u2014 e n\u00e3o apenas notifica\u00e7\u00f5es push<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Quando os utilizadores ativam as notifica\u00e7\u00f5es do Duolingo, uma aplica\u00e7\u00e3o de aprendizagem de l\u00ednguas, est\u00e3o a inscrever-se para receber mais do que mensagens gen\u00e9ricas do tipo \u201cQueremos que voltes!\u201d \u2014 o que dificilmente funcionaria, tendo em conta que o&nbsp;<a href=\"https:\/\/www.sitepoint.com\/6-tips-creating-language-learning-app\/\">elevadas taxas de rotatividade<\/a>&nbsp;de aulas de l\u00ednguas. As notifica\u00e7\u00f5es do Duolingo contribuem para aumentar as taxas de reten\u00e7\u00e3o atrav\u00e9s de&nbsp;<a href=\"https:\/\/www.verywell.com\/what-is-a-schedule-of-reinforcement-2794864\">esquemas de refor\u00e7o<\/a>, que variam entre intervalos vari\u00e1veis e fixos.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As notifica\u00e7\u00f5es push s\u00e3o utilizadas com mais frequ\u00eancia para refor\u00e7os com intervalos vari\u00e1veis, com incentivos para que o utilizador volte a participar em atividades como conversar com uma personagem. Por outro lado, o Duolingo recorre ao e-mail para enviar um lembrete di\u00e1rio, 24 horas ap\u00f3s a \u00faltima li\u00e7\u00e3o, para o alertar. Este calend\u00e1rio aproveita a psicologia de&nbsp;<a href=\"https:\/\/www.verywell.com\/differences-between-extrinsic-and-intrinsic-motivation-2795384\">motiva\u00e7\u00e3o intr\u00ednseca<\/a>&nbsp;\u2014 uma sensa\u00e7\u00e3o de progresso e realiza\u00e7\u00e3o \u2014 e a cria\u00e7\u00e3o de h\u00e1bitos para que os utilizadores continuem a utilizar a aplica\u00e7\u00e3o.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">O poder das notifica\u00e7\u00f5es push \u00e9 conhecido h\u00e1 muito tempo, aumentando as taxas de reten\u00e7\u00e3o em&nbsp;<a href=\"https:\/\/www.appcues.com\/blog\/app-retention-is-hard-heres-how-to-improve-it\">at\u00e9 20%<\/a>. Mas, como toda a gente recorre a algum tipo de press\u00e3o b\u00e1sica, vale a pena pensar para al\u00e9m das estrat\u00e9gias mais b\u00e1sicas.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Conquiste novos utilizadores com um processo de integra\u00e7\u00e3o intuitivo<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">O Tile, um dispositivo Bluetooth que ajuda a encontrar objetos perdidos, aumentou as taxas de ativa\u00e7\u00e3o da aplica\u00e7\u00e3o&nbsp;<a href=\"https:\/\/www.ramotion.com\/onboarding-a-la-carte\/?utm_campaign=What-are-the-best-examples-of-poor-Apple-user-interface-design&amp;utm_medium=special&amp;utm_source=quora\">de 29% para mais de 60%<\/a>&nbsp;simplificando a interface e adicionando um v\u00eddeo tutorial simples. Entretanto, a aplica\u00e7\u00e3o de v\u00eddeos musicais Vevo constatou que a maioria dos utilizadores saltava o tutorial e decidiu elimin\u00e1-lo por completo,&nbsp;<a href=\"https:\/\/apptimize.com\/blog\/2015\/10\/vevos-app-defies-user-onboarding-best-practices-heres-why\/\">aumentar os in\u00edcios de sess\u00e3o em 10%<\/a>&nbsp;e mantendo o mesmo n\u00famero de utilizadores mesmo ap\u00f3s o 7.\u00ba dia.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A integra\u00e7\u00e3o inicial \u00e9 fundamental, porque as aplica\u00e7\u00f5es t\u00eam, muitas vezes, apenas uma oportunidade para causar boa impress\u00e3o: mais de&nbsp;<a href=\"https:\/\/www.appboy.com\/blog\/app-customer-retention-spring-2016-report\/\">75% dos utilizadores n\u00e3o voltam<\/a>&nbsp;ap\u00f3s o primeiro dia de utiliza\u00e7\u00e3o de uma aplica\u00e7\u00e3o. E porque&nbsp;<a href=\"https:\/\/www.smashingmagazine.com\/2016\/06\/complete-roadmap-building-delightful-onboarding-experience-mobile-app-users\/\">94%: as primeiras impress\u00f5es dependem do design<\/a>, os programadores devem certificar-se de que a primeira experi\u00eancia do utilizador com a aplica\u00e7\u00e3o seja fluida e intuitiva.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Criar gatilhos para eventos importantes na aplica\u00e7\u00e3o<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A Wish \u00e9 uma aplica\u00e7\u00e3o de com\u00e9rcio a retalho que superou o Facebook, o Instagram e at\u00e9 mesmo a Amazon durante a \u00e9poca festiva. Mais importante ainda, 85% da sua base de utilizadores \u00e9 constitu\u00edda por clientes fi\u00e9is. A aplica\u00e7\u00e3o, avaliada em $3 mil milh\u00f5es, atribui o seu sucesso a&nbsp;<a href=\"https:\/\/www.recode.net\/2015\/12\/28\/11621724\/meet-wish-the-3-billion-app-that-could-be-the-next-walmart\">seguir as indica\u00e7\u00f5es<\/a>&nbsp;com base na atividade dos utilizadores na aplica\u00e7\u00e3o: remarketing nas redes sociais, mostrando aos utilizadores produtos que viram mas n\u00e3o compraram, oferecendo descontos se a compra for conclu\u00edda no prazo de uma hora ou um dia ap\u00f3s o abandono do carrinho.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Os criadores de jogos para dispositivos m\u00f3veis t\u00eam um&nbsp;<a href=\"https:\/\/blog.tenjin.io\/beyond-the-install-8-in-app-events-for-measuring-performance\/?__hstc=105908124.1a56e3730f6f13e43c32fb5b1a8ca535.1695012124209.1695095732931.1695118029670.8&amp;__hssc=105908124.53.1695118029670&amp;__hsfp=2360007836\">longa lista<\/a>&nbsp;de eventos no aplicativo a monitorizar, mas, felizmente para os programadores de aplica\u00e7\u00f5es que n\u00e3o s\u00e3o de jogos, os eventos no aplicativo tendem a ser menos numerosos, o que facilita a sua monitoriza\u00e7\u00e3o atrav\u00e9s de plataformas como a da Tenjin&nbsp;<a href=\"https:\/\/blog.tenjin.io\/explore-user-behavior-with-tenjins-custom-events-dashboard\/?__hstc=105908124.1a56e3730f6f13e43c32fb5b1a8ca535.1695012124209.1695095732931.1695118029670.8&amp;__hssc=105908124.53.1695118029670&amp;__hsfp=2360007836\">Painel de eventos personalizados<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Impressione com um servi\u00e7o de apoio ao cliente na aplica\u00e7\u00e3o extremamente r\u00e1pido<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Utilizadores&nbsp;<a href=\"https:\/\/www.shopify.com\/enterprise\/94678726-the-need-for-speed-why-customer-service-needs-to-be-faster-than-ever\">esperem respostas r\u00e1pidas<\/a>&nbsp;do servi\u00e7o de apoio ao cliente, em parte devido \u00e0s dezenas de canais convenientes atrav\u00e9s dos quais as marcas podem chegar aos clientes. E n\u00e3o h\u00e1 canal mais r\u00e1pido para dispositivos m\u00f3veis do que o apoio dentro da pr\u00f3pria aplica\u00e7\u00e3o, como descobriu a Dineout, uma aplica\u00e7\u00e3o de reservas de restaurantes que reduziu os tempos de resposta de 30 minutos para 2,5 minutos ap\u00f3s integrar o apoio na pr\u00f3pria aplica\u00e7\u00e3o. Os clientes apreciaram a possibilidade de expressarem facilmente as suas necessidades, o que aumentou a satisfa\u00e7\u00e3o do cliente em 40%.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">O servi\u00e7o nativo tamb\u00e9m aumenta as hip\u00f3teses de o utilizador continuar a interagir com a aplica\u00e7\u00e3o ap\u00f3s ter conversado com o apoio ao cliente. As aplica\u00e7\u00f5es que permitem uma comunica\u00e7\u00e3o r\u00e1pida entre a marca e o utilizador s\u00e3o generosamente recompensadas: mais de&nbsp;<a href=\"https:\/\/blog.helpshift.com\/the-9-keys-to-taming-promiscuous-app-users-and-increasing-user-retention\/\">70% de utilizadores voltam<\/a>&nbsp;para as empresas, se as suas reclama\u00e7\u00f5es forem tratadas rapidamente.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Qualquer estrat\u00e9gia de otimiza\u00e7\u00e3o requer um certo grau de testes A\/B para encontrar a solu\u00e7\u00e3o ideal para cada aplica\u00e7\u00e3o. Os programadores podem facilmente acompanhar e monitorizar a atividade dos utilizadores e as taxas de reten\u00e7\u00e3o atrav\u00e9s do painel de controlo da Tenjin.&nbsp;<a href=\"mailto:info@tenjin.io\">Contate-nos<\/a>&nbsp;para quest\u00f5es relacionadas com a configura\u00e7\u00e3o do seu pr\u00f3prio painel personalizado.<\/p>","protected":false},"excerpt":{"rendered":"<p>For mobile app developers, retention is hard. An average of just&nbsp;7.5% of mobile users stay active&nbsp;30 days after downloading an app. And while mobile game developers have spent countless hours trying to crack the retention code, there are plenty of lessons they can learn by looking at their non-gaming peers. Below, we examine four ways&#8230;<\/p>","protected":false},"author":7,"featured_media":8757,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5,8],"tags":[],"class_list":["post-8755","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-best-practices","category-mobile-marketing-trends"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Non-Gaming App Retention | Tenjin<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/tenjin.com\/pt\/blog\/how-non-gaming-apps-are-improving-retention\/\" \/>\n<meta property=\"og:locale\" content=\"pt_PT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Non-Gaming App Retention | Tenjin\" \/>\n<meta property=\"og:description\" content=\"For mobile app developers, retention is hard. An average of just&nbsp;7.5% of mobile users stay active&nbsp;30 days after downloading an app. And while mobile game developers have spent countless hours trying to crack the retention code, there are plenty of lessons they can learn by looking at their non-gaming peers. Below, we examine four ways...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/tenjin.com\/pt\/blog\/how-non-gaming-apps-are-improving-retention\/\" \/>\n<meta property=\"og:site_name\" content=\"Tenjin\" \/>\n<meta property=\"article:published_time\" content=\"2017-07-13T12:04:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-04-14T08:12:12+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/tenjin.com\/wp-content\/uploads\/2017\/07\/How-Non-Gaming-Apps-Are-Improving-Retention-1.jpeg\" \/>\n\t<meta property=\"og:image:width\" content=\"1000\" \/>\n\t<meta property=\"og:image:height\" content=\"667\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Sunny Cha\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@TenjinMMP\" \/>\n<meta name=\"twitter:site\" content=\"@TenjinMMP\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Sunny Cha\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tempo estimado de leitura\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/tenjin.com\\\/blog\\\/how-non-gaming-apps-are-improving-retention\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/tenjin.com\\\/blog\\\/how-non-gaming-apps-are-improving-retention\\\/\"},\"author\":{\"name\":\"Sunny Cha\",\"@id\":\"https:\\\/\\\/tenjin.com\\\/#\\\/schema\\\/person\\\/f5e66ef1e16354fac8102e0aa356bc52\"},\"headline\":\"How Non-Gaming Apps Are Improving Retention\",\"datePublished\":\"2017-07-13T12:04:00+00:00\",\"dateModified\":\"2026-04-14T08:12:12+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/tenjin.com\\\/blog\\\/how-non-gaming-apps-are-improving-retention\\\/\"},\"wordCount\":672,\"publisher\":{\"@id\":\"https:\\\/\\\/tenjin.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/tenjin.com\\\/blog\\\/how-non-gaming-apps-are-improving-retention\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/tenjin.com\\\/wp-content\\\/uploads\\\/2017\\\/07\\\/How-Non-Gaming-Apps-Are-Improving-Retention-1.jpeg\",\"articleSection\":[\"Best practices\",\"Mobile Marketing Trends\"],\"inLanguage\":\"pt-PT\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/tenjin.com\\\/blog\\\/how-non-gaming-apps-are-improving-retention\\\/\",\"url\":\"https:\\\/\\\/tenjin.com\\\/blog\\\/how-non-gaming-apps-are-improving-retention\\\/\",\"name\":\"Non-Gaming App Retention | Tenjin\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/tenjin.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/tenjin.com\\\/blog\\\/how-non-gaming-apps-are-improving-retention\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/tenjin.com\\\/blog\\\/how-non-gaming-apps-are-improving-retention\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/tenjin.com\\\/wp-content\\\/uploads\\\/2017\\\/07\\\/How-Non-Gaming-Apps-Are-Improving-Retention-1.jpeg\",\"datePublished\":\"2017-07-13T12:04:00+00:00\",\"dateModified\":\"2026-04-14T08:12:12+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/tenjin.com\\\/blog\\\/how-non-gaming-apps-are-improving-retention\\\/#breadcrumb\"},\"inLanguage\":\"pt-PT\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/tenjin.com\\\/blog\\\/how-non-gaming-apps-are-improving-retention\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"pt-PT\",\"@id\":\"https:\\\/\\\/tenjin.com\\\/blog\\\/how-non-gaming-apps-are-improving-retention\\\/#primaryimage\",\"url\":\"https:\\\/\\\/tenjin.com\\\/wp-content\\\/uploads\\\/2017\\\/07\\\/How-Non-Gaming-Apps-Are-Improving-Retention-1.jpeg\",\"contentUrl\":\"https:\\\/\\\/tenjin.com\\\/wp-content\\\/uploads\\\/2017\\\/07\\\/How-Non-Gaming-Apps-Are-Improving-Retention-1.jpeg\",\"width\":1000,\"height\":667,\"caption\":\"The model stands against the wall and keeps the phone, I connected.\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/tenjin.com\\\/blog\\\/how-non-gaming-apps-are-improving-retention\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/tenjin.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"How Non-Gaming Apps Are Improving Retention\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/tenjin.com\\\/#website\",\"url\":\"https:\\\/\\\/tenjin.com\\\/\",\"name\":\"Tenjin\",\"description\":\"Growth Made Simple\",\"publisher\":{\"@id\":\"https:\\\/\\\/tenjin.com\\\/#organization\"},\"alternateName\":\"Tenjin - 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An average of just&nbsp;7.5% of mobile users stay active&nbsp;30 days after downloading an app. And while mobile game developers have spent countless hours trying to crack the retention code, there are plenty of lessons they can learn by looking at their non-gaming peers. 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