If you’ve launched an app, you might be alarmed to see a significant drop in user retention shortly after installation. But here’s a reality check: losing a large percentage of mobile users is, unfortunately, quite normal in the app world. Let’s explore why this happens and what can be done about it.
The Reality of User Retention in Apps
Apps often experience what can be described as a “leaky bucket” syndrome. Here’s what typically happens:
- Initial Drop-off: Within the first three days, an average app can lose about 77% of its daily active users (DAUs). This statistic shows just how quickly new users decide whether an app is worth their time.
- Extended Loss: By the 30-day mark, this number can escalate to 90% of DAUs lost, and by 90 days, over 95%. This indicates that retaining users beyond the initial excitement phase is incredibly challenging.
Why Do Apps Lose Users So Quickly?
Several factors contribute to this steep decline:
App Onboarding and First Impressions
The first experience a user has with your app can make or break their decision to stay. If your app’s value isn’t immediately clear or if the onboarding process is too complex, users will bounce.
Relevance and Utility
Does your app solve a problem or entertain in a way that’s indispensable to the user? If not, there’s little reason for users to return.
Performance Issues
Bugs, crashes, or slow load times can frustrate users, leading them to uninstall or abandon the app.
Strategies to Improve User Retention
Here’s where app store optimization (ASO) and smart marketing come into play:
Optimizing for Discovery and Conversion
Using tools for app store keyword research can significantly improve visibility. However, optimization doesn’t stop at discovery:
- Engaging App Descriptions: A compelling, keyword-optimized description can increase conversions.
- Visuals and Videos: High-quality screenshots and preview videos can showcase your app’s best features, encouraging downloads.
Enhancing User Experience
Focus on:
- Seamless Onboarding: Guide users effectively without overwhelming them.
- Regular Updates: Keep the app fresh with new features or content, encouraging repeated use.
- Push Notifications: Use them wisely to re-engage users, but avoid spamming.
Leveraging Apple Search Ads Optimization
Running targeted ads can bring back users who might have forgotten about your app or introduce it to new potential users actively searching for related solutions.
The Role of ASO Traffic and Feedback
Understanding where your traffic comes from helps tailor your ASO strategy. Encouraging feedback through in-app prompts or after positive interactions can also guide improvements:
Feedback Loops
Users who feel heard are more likely to stick around. Implement easy ways for users to report issues or suggest features.
Conclusion: Is High User Loss Normal?
Yes, losing a vast majority of mobile users is indeed normal, but that doesn’t mean you should accept it as inevitable. By focusing on app store optimization tools free or paid, refining your app’s first-use experience, and continuously engaging with your user base, you can improve those daunting statistics. Remember, the goal isn’t just to get users to download your app but to make it a part of their daily digital life. Through strategic ASO, thoughtful design, and proactive user engagement, you can beat the average and keep more of your users around for the long haul.