All app creators, especially initially, aim to acquire new app users. They must produce a quality product and let potential clients see its value and potential. Focusing on retention is crucial after gaining users and collecting a loyal base.
So, it’s all about ensuring your current users continue using your product instead of dropping it or shifting to your competitors. But how do you prevent those uninstalls and motivate users to stay?
In most cases, it’s all about focusing on your current clients, improving their journey, following the newest trends, and reacting to user behavior. This article discusses a few strategies for user retention and comments on a few pitfalls that app creators might wish to avoid.
What is app user retention, and why is it important?
In simple terms, app user retention means clients continue using your app for some time. Thus, it determines how many people uninstall your app and how frequently they use it or make purchases. You can count the retention rate over specific intervals (usually one day, a week, or a month). If we were to count the rate for one day, it would work as follows:
- The 0 day represents the day users install the app. So, let’s say that 2,000 people installed your app on this day.
- On day 1 (the next day), 600 people returned to the app.
- Then, you divide 600 by 2,000 and multiply the result by 100.
- The result is your retention rate, which is 30%. The higher the percentage, the better the retention rate.
Retention is essential because people continue using your application, making purchases, and letting you earn money with your app.
How to improve app user retention rate
Here are some ways to encourage your clients to continue using your application.
- User onboarding
Most uninstalls or drop-offs happen during the first days of app installation. It might relate to different reasons, but two main problems persist:
- If your app has a steeper learning curve, users may need help using it.
- Users don’t see the value your app brings.
Thus, provide your users with enough information or interactive elements that help them get started. The user onboarding integrated into the app assists people in achieving their goals faster and seeing its immediate value. Users quickly drop the tool if something needs clarification and look for more beginner-friendly alternatives.
Furthermore, onboarding always continues. Users should have enough information about your app's functionality whenever it is updated or adds new features.
- UX improvements
People are visual, and they do care about the overall look of their apps. Yet, keeping things simple and easy to navigate is a priority. Thus, testing user journeys and how easily they can find needed features is crucial. It’s best to research how new people will use your app. For that, you can recruit people to do test runs of your applications and share their insights into things that could be improved.
- Not overwhelming clients with ads
Ads are standard on many applications, and users have grown accustomed to them. Yet, many apps opt for a less interruptive experience. For instance, the timing of ads is vital in ensuring that ads won’t disrupt the experience.
Another aspect is their frequency: users don’t want to sit through another promotion after clicking each button. Furthermore, showing users relevant and valuable ads can make the time spent viewing them more worthwhile (and result in a conversion). Adjusting these habits can significantly boost users' experience.
Furthermore, since ads are disruptive, app creators can opt for other app monetization strategies. Many preserve user journeys while allowing app creators to pursue their financial goals. Subscriptions are likely one of the most common strategies, but you can also consider data monetization or even more unique tactics. For example, developers can monetize their apps by offering users rewards or exclusive access in exchange for unused internet bandwidth.
- Reacting to user feedback
Sometimes, getting user feedback can be difficult, especially on things that nudge them toward the uninstall button. Thus, when users share their thoughts and concerns, it’s an excellent starting point for planning updates and new features. You can also tempt users to provide their opinions by setting rewards for participating in surveys or questionnaires. Your customer support channels should also quickly respond to user questions, as delayed responses don’t leave a positive impression on your brand.
Conclusion
Retaining users is challenging; many might leave you without a specific reason. The best option for any app developer is to have the best foundation, preventing users from finding your app lacking or too complex.
