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Does your app have a high uninstall rate? Are lots of people downloading your app, but very few are using and keeping it? If the answers to these questions are in affirmative, then don’t worry you’re not alone: more than 75% of users never return to the app the day after its initial install. Which means the best time to win over your new app user is the moment they download your app. With that in mind here are three things you can do at the time of your app installs to prevent users from dumping your app:
1. Encourage new app users to create an account
The moment people install your app is the right time to nudge them to sign up. Why? The average attention span of humans is getting shorter. And the most magical moments happen as soon as the user downloads your app. The key to success is to touch base with them at this very moment and ask them to create an account.
Once the users sign in your app, you can collect more data about them, and then use this data to send them highly targeted push notifications. Sending targeted push messages leads to more engaged users. But, only asking users to create an account is not the best approach; you’ll only be able to get a better response if you give them a reason to do so.
For example, Urban Outfitters is asking users for data in exchange for an exclusive discount. Everyone loves getting a good deal, and your users too won’t mind sharing their data to access the offer.
2. Collect data with a purpose
When a user signs up on your app, ideally, you should start collecting data from that moment onwards. The idea is to use this customer data to deliver value to your users and improve your app conversions in the process. But, when collecting data always remember that it should be done sparingly.
Sign up on mobile is not much different from an email sign up. Too many form fields decrease the chances that users will complete the sign-up process.
Instead of collecting every piece of information about your customer, try to collect few most important details.
In the example below, other than collecting personal data, UO is also encouraging users to sign-up for its email list. The sign up for email form is not pre-ticked which is a nice touch; it increases the chances that only people who’re interested in receiving emails will tick it. It’s important to win their trust first to build a long-term relationship, and this shows you value their permission.
If you want to collect more data without annoying your users, be creative like Urban Outfitters.
3. Engage users early
The key to retaining your app users is to engage them early.
Andrewchen reported: Users try out a lot of apps but decide which ones they want to ‘stop using’ within the first 3-7 days. For ‘decent’ apps, the majority of users retained for 7 days stick around much longer. The key to success is to get the users hooked during that critical first 3-7 day period. Given below are push notifications I received from various brands within the first 7 day period.
By sending push notifications, you can increase the chances of them opening your app. But, push notifications only works if you’re personalizing them right, so personalize based on location, behavior, preferences, and device.
Now the question is how to engage your new app users early? If you’re looking for answers: Here’s an excellent primer on How to Engage Your New App Users In 3 Easy Steps.
With more apps than ever in the app store, app marketers are finding new ways to increase their app downloads, but when it comes to retention, they still need to find innovative ways to turn potential customers into returning customers. At the end of the day, the number of app downloads isn’t all that matters, ultimately, that traffic is not going to serve any purpose if you are not able to retain them. You need to set the foundation of your relationship by doing all these three things right from the start; though they may seem pretty small at first, once you start doing them, you would be surprised at how big an impact these things can have on your app retention.