8/12/25
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10
min
Cognitive biases that influence mobile purchases
One of the biggest growth opportunities for any eCommerce app is not attracting new users, but reactivating those who have already been there. Studies by Bain & Company show that increasing retention by 5% can boost profits by between 25% and 95%. And in mobile apps, activating inactive users is even more profitable: customers who return to the app convert up to 2.3 times more than new users.
This article guides you through the most effective retention and activation strategies to re-engage dormant users and increase sales of your mobile app. In addition, we will analyze the real case of Atmosfera Sport, an online sports store that has managed to improve its activation thanks to a strategy based on data and segmentation.
Before applying tactics to reactivate inactive users in e-commerce apps, it is essential to understand why they leave:
76% of users uninstall or abandon an app if it does not provide value in the first few weeks (AppsFlyer). Therefore, recovering users requires working on both the experience and communication.
Not all inactive users are the same. One of the foundations of retention and activation is segmenting them to send the right message. The most commonly used categories are:
The more inactive a user is, the stronger the motivation to return must be.
Push notifications are the most effective channel for reactivation: according to Airship, targeted campaigns can increase activation by more than 300%.
Email remains a key pillar. Combine these elements:
For very inactive users, an exclusive incentive can make all the difference:
Well-designed incentives can reactivate between 18% and 32% of dormant users.
There's no point in reactivating users if the app still has friction. Check:
When a user returns after weeks or months, they may feel lost. Implement a reactivation onboarding process:
Microinteractions have a direct impact on retention: animations, visual feedback, and smooth navigation increase the likelihood that a user will interact again.
According to Nielsen Norman Group, apps with optimized microinteractions increase retention by 17%.
Atmosfera Sport, a well-known online sports store, applied retention and activation strategies to increase the activity of inactive users.
The success of Atmosfera Sport shows that reactivating users not only improves sales, but also the perceived value of the app.
The most effective techniques include personalized notifications, return incentives, segmented emails, and improvements to the in-app experience.
Generally between 30 and 60 days without activity. However, it depends on the type of product and frequency of purchase from the business.
Messages with personalization, social proof, urgency, and clear benefits tend to generate higher reactivation rates.
Enhancing the experience, sending relevant content, optimizing navigation, and creating valuable routines such as new collections, useful notifications, and dynamic promotions.
Return rate, reactivated user conversion, churn, push notification open rate, and recurrence after reactivation.
Recovering inactive users is one of the most profitable strategies for any eCommerce app. With the right approach to retention and activation, proven techniques, and continuous optimization, you can turn dormant users into active, repeat customers. Cases such as Atmosfera Sport show that activating inactive users in eCommerce apps is not only possible but also extremely profitable.
