Anyone in the world of app development and marketing knows user retention can be a struggle. This often isn’t a result of an inherent flaw in a product, but rather customer expectations or lack of attention.
The uninstall numbers are actually pretty incredible. On average, apps lose almost 80 percent of daily active users after just three days. This grows to an alarming 95 percent after 90 days. This shows why it’s not good enough to measure success based on installs alone. Here are a few methods for preventing app uninstallation.
Market to the Right People
One way to lower the number of times your app gets uninstalled is to initially market to a stronger user pool. For most apps, it doesn’t make sense to market to a general audience. And even massive apps like Instagram and Spotify want to attract new users through niche marketing techniques. You should take the time to develop marketing campaigns that accurately reflect your app while appealing to specific user niches. This will attract higher quality users as opposed to aiming for quantity. People within these niches will also be more likely to engage with your targeted ads.
Improve User Interface
The user interface and user experience of your app can play a huge role in its uninstall rate. Few people want to interact with an app that doesn’t work well or isn’t visually stimulating. At some point in the past, this might have been acceptable. However, the majority of successful apps today incorporate optimized design and functionality elements. This is simply something that users now expect from their mobile experience. People will just uninstall your app and use another if you can’t cut it on the UI and UX fronts.
Retarget Users
Retargeting users is another way to lower your app uninstall rates. Retargeting entails advertising to people who have already installed your app but need a reminder to re-engage. Since these people have already shown an interest in it, they will be more likely to return than a random mobile user will be to try your app for the first time. This makes retargeting an effective marketing strategy.
In the app world, it’s essential to stay top of mind, even with consumers who have already installed your app. After all, they may have deleted it or forgotten about it since. Dynamic product retargeting is a new form of retargeting that’s especially effective for driving conversions. This strategy shows mobile users personalized ads featuring specific products depending on where they left off in the sales funnel. So, mobile users end up seeing the very products they previously browsed or left in their shopping cart. This strategy is particularly useful in e-commerce and travel app categories.
Fix Bugs Quickly
Do you know that feeling of frustration when you want something to work so badly, but it just won’t? Imagine how your app’s users feel when they can’t use it because of a major bug. They will quickly lose interest in your product and uninstall if you can’t troubleshoot the issue quickly. People barely have the patience to wait for a fully functional app. You can’t expect them to engage with yours if it experiences downtime or glitches.
Identify Uninstall Points
It’s extremely important that you keep an eye on places people stall out while using your app. This might be the sign-up process. It might be during checkout. Or, it could be something completely different. Whatever it is, you need to take note of those specific problem areas. It’s possible that something about those steps is influencing people to uninstall your app. Tweaking certain elements to improve user-friendliness can make these uninstall points a non-factor. This will immediately lower your uninstall rates.
It’s tough to keep people engaged with your app when they have so much choice. Case in point: There are projected to be about five million apps in the App Store by 2020. Consider these tips in order to keep people from uninstalling yours.
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