App retention is like dating, so don’t end up a one-night-stand

In today’s mobile-first environment, every company seems to have a mobile app and everyone a genius mobile app idea. This is why it is not surprising that the app store is cluttered with underperforming applications by the millions. What might come as a surprise, however, is that even the top mobile applications can still struggle with app retention. The average application sees 90 percent of users gone after the first month.

What can be done to boost app retention rates? The team at CleverTap took a novel approach to compare app retention to dating and getting engaged. Courting customers and wooing welcome back messages can be an effective strategy for building customer loyalty. The first date, or first impression when considering a product, is perhaps the most important thing to get right. First impressions matter a great deal when considering human psychology.

First impressions are important, but building trust with users (and significant others) is more important for a lasting relationship. If you want to build a strong relationship to keep your users coming back, learn more about how to increase mobile app retention rates below.

Infographic: How app retention is like dating and getting engaged

How app retention is like dating and getting engaged

With the retention rates for apps as small as the online dater’s attention span, your push notifications need to impress well after the honeymoon period ends.

Mobile app retention statistics

  • 90% of daily active users are gone within 30 days of installation
  • 23% of mobile apps are used only once
  • Average smartphone users engage with only 9 apps per day

A relationship built on app loyalty

First impression:
Get users acquainted with your UI and get them to the “wow” moment early so they fall in love with your core features.

Stand out:
66% of users feel they can accomplish the same goal on a mobile website instead of the app. Offer a value proposition that separates the app experience from the website.

Offer to pay:
Present the user with something of value before they exit the app, leaving a lasting impression.

Timing and frequency:
Don’t overwhelm the user with too many messages too soon.

Basic personalization has been proven to boost engagement by almost 10%.

Incentivizing action:
Maintain app retention by offering a financial or informational incentive with a clear call-to-action.

Give the user a timeframe in which to take action.

Use push notifications:
Out of sight, out of mind. App retention drops with you forgo communicating with users outside the app.

Inform, not overwhelm:
In-app messages, emails, and SMS all have their time and place. Don’t overwhelm users through every channel.

Make memories:
Know what actions the users have performed, where they dropped off, and where users are in the funnel to re-engage them.

Get engaged

They said yes:
The probability of converting an existing customer is 60-70%.

A 5% increase in app retention can result in a 25% to 95% increase in profits.