App retention: How to keep your user

Attracting quality-lacking traffic for the app’s page is something that always makes us raise a red flag. This not only affects the rate of conversion but also has a direct impact on user retention.

In many of our discussions and internal debates here on RankMyApp, as well as in the events that we support, like Mobile Marketing Brasil, we first thought:

“What actually makes a person interested in an app?”.

With time, this question changed to:

“How to keep that interest as time goes by?”.

The app market is overcrowded. Nowadays, we basically find apps for everything: entertainment, food delivery, taxi services, translation, communication, games, music, news… and so on.

But how many of these can actually conquer a spot in the memory of a smartphone for an indefinite period of time?

Some numbers that can be helpful during this brainstorm:

49% of app users in the United States use 6 to 10 apps per week;

Source: Research Now

30% of the US users have 1 to 10 apps installed and 32% have 11 to 20 apps.

Source: Pew Research Center

US users use an average of nine applications per day and approximately 30 per month;

Source: TechCrunch

The churn rate of one app increases from 64% in the first month to 80% in the third month.

Source: Localytics Survey

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Numbers are great to show reality. Moving on with our brainstorm, we’ll add some food for thought:

What is the point of investing all your efforts and investments to attract users just to lose them in the end?

Isn’t it more profitable for a company to work on user retention than to focus only on amassing new ones?

And, after all, how can companies successfully retain customers?

There are a lot of questions. But we will help you with the answers. To understand the general context, first, we need to think about the reason WHY a person uninstalls an app.

 

App retention: Why do you lose users?

 

Because you don’t invest in organic traffic

 

A Techcrunch research shows that many times an app doesn’t last 24 hours on a smartphone. Among Android users, 29.1% uninstall it after just one day. The number increases when we talk about iOS users: 25.5%.

 

After 30 days, only 3.2% of iOS users and 3.3% of Android ones still use the app.

Fine. You already perceived that people download the app, try it for a bit and end up uninstalling it. And this tends to increase, since the iOS 11 has a function that automatically deletes apps which are not used for a given period of time.

Now, let’s shed light on another stat: In a 30-day period, the continued use of apps found after an organic search was 156% greater among users who reached it through a targeted search.

In other words, not investing in the acquisition of organic and quality traffic is the first huge mistake.

 

Why can’t the app surpass the expectations?

 

Every professional who works with mobile marketing for apps needs to constantly prove the product’s value and usefulness.

The chances of users keeping a high level of constant usage will increase if the application meets their expectations, in terms of functionality and user experience (UX).

We share with you the experience of RankMyApp in mobile marketing. One of the most common mistakes that lead to uninstalling an app is the lack of functions or features displayed on the app store page. Another is to have a rather weak UX. Or, sometimes, not even having one.

 

You have requested a payment or sensitive data at the wrong time  

 

Payments or information (one of today’s major currencies) are delicate points. So think strategically about how to ask your users to give something for your application.

Cash values are a two-edged sword. Be careful when the moment to charge comes. But be available to provide offerings, prizes, and gifts. This is one of the best engagement and re-engagement strategies for apps.

According to a Google research, 30% would download an app again to obtain a discount on an account. Specific actions have high chances of getting a high user engagement. 

 

 

In what way is ASO linked to app retention?

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App Store Optimization (ASO) is a process outlined to attract organic users to your app’s page.

Often, this is the most qualified user for your product. After all, this is someone who actively and willingly reached your app. And, because of that, this is kind of user who is most likely to stay with you in the long run.

So here’s our advice: devote your attention to this user. And allocate some of your budgeting to attract them.

Even if your company has a high budget to invest in user acquisition, ASO will always be a great option because it has an excellent ROI.

 

In what way is RankMyApp linked to ASO?

 

We can help you achieve the goals for your product. RankMyApp is a hallmark in App Store Optimization (ASO).

Our tool helps you get more visibility and more organic downloads in apps stores in a fast, simple and smart way.

Our team is comprised of professionals who are dedicated solely to the study of this specific sort of app marketing.

Our algorithm finds the best keywords and we think about the most appropriate strategies to improve your ranking, increase visibility and downloads.

In other words, RankMyApp tracks and helps you to growth in all these areas!
What do you think about adding more marketing intelligence to your app? Get a customized analysis of your app right now and prompt your organic traffic!

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