Retention isn’t just an app goal, it’s a business goal. Brands today are realizing the increasing importance not of acquiring new customers but of continuing to build relationships with current customers. Both are important, of course, but historically the concentration on the latter has been lesser.
When we look at apps, specifically, retention is a problem - 58% of app users churn in the first 30 days after they download your app, on average. And, over the first three months, 75% of app users will churn.
Focusing on retention means creating loyalty amongst customers because you are always looking to make their experience with your organization better. After all, it costs more to acquire a new user than it does to keep an existing one. More importantly, loyal customers are great brand advocates for your app, helping you to always improve the experience and influencing others to use your app.
The reality though is that preventing churn is a big challenge for marketers today. It can be difficult to uncover the right data indicating churn risk, and so retention numbers dwindle. But in using an app analytics and marketing tool that equips your for every stage of the lifecycle, finding this information is easy - and running the right corresponding campaigns a simple next step. To improve user retention, you’ll need to:
- Know what behaviors are tied to conversion so you can unlock mobile ROI and proactively encourage those actions to users who haven’t completed them yet
- Uncover which of users are high-risk - and why - and use this data to prevent churn by improving the product or re-engaging them with the right push, in-app and email messaging
- Discover app experience roadblocks leading to churn and optimize the product to remove churn-related roadblocks
- Create remarketing and email campaigns to reach customers across different channels and bring them back into the app
- Complete the loyalty loop by asking your most loyal users to tell their friends, rate your app in the App Store and provide feedback on what features they’d like to see next