When developing a mobile app nothing is more important than your users. As app developers you may have created a fantastic looking product, but without simple thought and consideration yours could be one of the many that fails when it comes to mobile customer engagement, and sustain meaningful traffic. Fortunately, there are ways of combating mobile churn.
The average app retainment rate after 3 months from download is only 25%
The term ‘mobile churn’ relates to the percentage of subscribers that cease to use your mobile app. Although mobile churn is common, recent statistics have shown that the average app retainment rate after 3 months from download is only 25%, meaning that 75% of users have decided to leave, that’s a lot of traffic!
Although mobile users will have to naturally sacrifice apps to make way for others, there are specific reasons why this may be occurring. These however can be prevented before, during and after your app’s development Here are the two most effective ways to combat mobile churn.
A mobile app today is considered as a fully viable business, and as for any business we expect a degree of customer service/gratitude for our loyalty to the brand. Mobile users have high expectations for this, and by not providing it you’ll be jeopardising your relationship with your users. Here’s what you can do:
Get feedback – 55 of consumers said they are not likely to continue being a customer of a company that ignores their feedback. Providing an in-app feedback feature will not only let you actively gauge how your users feel about your app, but it will also act as a platform where your users can voice their concerns should they have any.
Announce new features and improvements – Your app users won’t be aware of the developments/updates that you’re planning or have released unless you notify them of these. Let them know what has changed and how it will affect them, either in-app or via email.
Guide them – Apps are a great way of directing users to exactly where they want to be, and ultimately where you want them to be too. Through a feature called onboarding you’ll be able to tell them how to use the app as soon as they launch it, and also direct them to areas that they haven’t visited to date.
With only 15% of customers saying that they would give a brand a second chance after a poor app experience, this is something that app brands can’t afford to happen. Bad experiences whilst in-app can vary from transactional failures, network errors, crashes and prolonged waiting times.
You have to also consider that a lot of of your app downloads will come via referrals from your users, so any bad experiences will almost certainly effect your download statistics and new business. Did you know that 92% of people trust referrals from people that they know?
Regularly check for crashes – By undergoing frequent checks and tests for crashes in your app you’ll in theory be getting there before your users do. This will then allow you to approach your app development agency to make the necessary changes straight away.
Prioritise the worst crashes that are in the worst places – Crashes in certain areas of your app are worst than others such as during the log in process or when a transaction is due to be taking place. Ensure that you list out where your crashes are occurring and then prioritise the ones that will most likely frustrate your users the most.
Address your load times – Industry research has shown that app load times should be less than 2 seconds. Go through your app and see whether this is being achieved and if not, approach your developer to address the issue.
When it comes to engaging and retaining your app users, addressing both your infrastructure and engagement levels are two of the most key factors. This said however there are other ways in which you can increase your efforts, including adding personalization and developing your external marketing campaigns. Want to know more about these? Get in touch with us to discuss your plans.