The main purpose of an app developer after he uploads an app on the market is to acquire as many users as possible and, in the same time to keep engaged his active users. As easy as it may sound, this is an entire process of struggles and tests, especially with the overcrowded app stores. Today, we will talk about the uninstall rate or how to increase user retention and to reduce churn rate. According to Localytics, the churn rate is 80% after 3 month from the installation moment, which is a serious problem. If we look to the following chart we realize that we need to find solutions to reverse the proportions.
What Are The Main Reasons For Uninstalling?
Although each app is different from the others there are some common motives that lead to an increased uninstall rate.
Annoying Notifications
Push notifications is one of the best methods to send important information for your users with the condition they opt – in to receive your messages. But if they enabled this service, it doesn’t mean that you can attack them with all kinds of silly announcements during the entire day (and night!). To fix that you need to follow users’ behavior and to figure out what is the proper time of day you should send them messages and make sure you send them only useful content. For users outside your country, don’t forget to translate the notifications and to check their time zone.
Image Source: https://embedsocial.com/marketing-apps/discounts-mobile-app/
Invasion Of Privacy
Privacy is a problem for many users. They don’t want to share too much personal data and they must control the amount of information processed by your app. To be sure they don’t feel suspicious about their data, you need to offer them as many options as possible when they need to sign in for your app. They should be able to connect using their email or their social media accounts. If it is not necessary to ask them to login then skip this part and think about offering them some clues about the advantages of using your app before you ask them to sign in.
Image Source: http://www.creditcards.com/credit-card-news/mobile-app-privacy-security-issues-1276.php
Bad UX/ UI
User interface is like a business card for your app. Since first impression always counts you need to invest as much as you can in creating the most impressive layouts and widgets. Another factor that contributes to user’s reaction is the UX. To manage this properly, you need to create an intuitive onboarding flow and to allow users to complete their tasks in an instinctual manner.
Image Source: UX Archive
How To Reduce Your App Uninstall Rate?
The general solution is to enforce the connection between app owner and user. But let’s detail this idea to understand better the plan you need to adopt in order to get closer to your users.
Remain Close To Your Customers
After you load your app on the market it is crucial to increase the bond with your users. Try to gather as much information as possible about them and discover their personal characteristics, like their preferences and behavior. In the same time, be careful with ratings and reviews, because a bad review will influence other users and it will create a chain reaction of bad opinions. If this happens, then answer fast and fix the issue. If they notice that you are there to support them and to improve your app then they will redirect their options back to your app.
Personalize Your Strategy
You need to understand that users are not stats, they are people and people choose mobile apps over mobile browser for its personalization effect. Make sure that is your main approach if you want to reach your users in the best possible way and to show them the true value of your app. There are so many solutions which can help you to create the feeling that you know each and every user with his character and needs. Every message you send should reflect user’s interests related to your app.
Update Your App Regularly
After you understand the main issues related to your app and with all the features that are presented every day, you need to keep up and to update it frequently. Keep in mind, though, too often updates will have the opposite effect. Try to maintain a balance between solving issues and implementing new ideas.
Image Source: http://blog.perfectomobile.com/mobile-application-testing/continuous-quality-and-mobile-app-updates-critical-not-easy/
Build Community
Building a community is a necessity that many app owners ignore. This should be done while you are developing your app. It helps you to know your users and, in the same time you can offer them insights about your app. There are so many social platforms that can help you connecting with people interested in your activity that can spread the word about your app. You can check an entire article on How To Build A Community Around Your App on AppSamurai.
In – App Activities
Another handy solution to communicate with your users is to implement this option inside your app. If you create a chat section for the most popular activity you will engage your users more and you increase retention in a pleasant way. Another aspect of connecting with users through your app is to offer your support for any problem they encounter related to your app. It is better to offer them a place to complain about their difficulties related to your app, preventing them to close your app and deleting it. In the same time you discover their issues and you have the chance to solve them before they can give you a bad review.
Image Source: http://blog.perfectomobile.com/mobile-application-testing/continuous-quality-and-mobile-app-updates-critical-not-easy/
Build Community
Building a community is a necessity that many app owners ignore. This should be done while you are developing your app. It helps you to know your users and, in the same time you can offer them insights about your app. There are so many social platforms that can help you connecting with people interested in your activity that can spread the word about your app. You can check an entire article on How To Build A Community Around Your App on AppSamurai.
In – App Activities
Another handy solution to communicate with your users is to implement this option inside your app. If you create a chat section for the most popular activity you will engage your users more and you increase retention in a pleasant way. Another aspect of connecting with users through your app is to offer your support for any problem they encounter related to your app. It is better to offer them a place to complain about their difficulties related to your app, preventing them to close your app and deleting it. In the same time you discover their issues and you have the chance to solve them before they can give you a bad review.
http://www.gamasutra.com/blogs/WilliamGrosso/20160314/268036/Dynamic_Pricing_Strategies_Do_You_Want_More_Revenue_or_More_Engagement.php
Monitor And Optimize Everything
To be able to accomplish all the required tasks we listed above it is essential to keep track of everything. Keep your eyes on all the data you receive from users and try to understand their behavior. This way you will be able to discover the reasons why some users delete your app and the exact moment that cause this event. After that you can improve your app according to those results.
Final Thoughts
With the huge number of apps available on markets, we need to establish some good practices which, along with acquiring new users, they will engage users with high lifetime value. After we fix the most common mistakes, like annoying notifications, invasion of privacy and bad UX/ UI there are several strategies waiting to be adopted for reducing the chances for your app to be uninstalled. From bonding with users through communities and in – app activities to improving the app according users’ needs, everything counts for a great overall experience while they are using your app. All these will reduce the churn rate and they will increase the retention rate.
