In my last month’s LinkedIn post USER RETENTION- A Checklist to ensure Consistent Growth, I had tried to highlight strategies and check list items, for ensuring consistent growth in new App User Sign Ups, and continued usage by existing users. In continuation of the same overall business scenario, this post will deal with the next main consideration for any App owner: What makes users delete an app, and how to prevent the same, from happening to my app.
Many studies conducted to understand rate and reasons for users deleting an app, have reached similar conclusions: More than 80% of all installed apps are used once and eventually deleted from devices. This number is only going to increase, given the rise in number of new apps being made available every day. Considering this unprecedented competition, and the limited user attention availability, it becomes important for any app owner, to think and act pro-actively in this regard.
Below Points can serve as a preliminary guide, to ensure that user is engaged for a substantial time period, to actually explore the entire app and it’s features.
- CLEAR VALUE PROPOSITION:
Discovery in the app store is the first step here. Ensure that the app is using accurate and appropriate keywords, to ensure discovery by relevant users . Once discovered, clarity in the value proposition message is what convinces users to first install an app. A clear and complete description of the app’s problem solving capability will ensure longer existence on a user device.
- MINIMUM INFORMATION SUBMITTED UPFRONT:
Asking for too much information upfront before having communicated value, can be detrimental to an app’s engagement with the user. Simplest possible registration/sign up, with option for social media account linking is a primary factor in creating the all important First impression on a user. If an app requires substantial user info, the Owner/developer needs to ensure that it is asked for in a phased manner, and user can get to the Core app modules with minimum efforts.
- GRATIFYING USER EXPERIENCE:
User experience is not just about the Look & feel of the app, but more importantly it is about the Ease of use, and extent of gratification. What/How much can be done and how quickly, is a deciding factor in whether users keep an app or delete it. A relevant user experience takes into consideration many factors like target user profile, complexity of problem to be solved, level of optimum automation, etc.
- RELEVANT AND SUBSTANTIAL CONTENT:
This is relevant mostly in case of an E-commerce/aggregation marketplace apps(like Amazon, Alibaba) and social networking/Community based apps. When the content is mostly user generated, it is important that the app has enough actual content on display, for users to be able to trust the experience.Finding no content or not enough can quickly disengage the user. It is advisable in such cases, to launch in a controlled environment and within a closed user group, where you have initial control over the different user segments interacting with the system simultaneously. Product listings, user ratings, comments, news feed and user submissions, generate basic confidence in the value proposition, thereby increasing user engagement over time.
- IN APP PURCHASE STRATEGY:
Pricing is an art as well as the science of human psychology. While Competition does play a role in deciding the prices, it is also very important to ensure that the User can see enough value upfront, before being expected to choose a paid experience. Extensive Beta users testing and changing pricing strategy based on the feedback, should be part of the launch strategy.
- RELEVANT AND ENGAGING NOTIFICATIONS:
I would like to confess here , IRRELEVANT AND UNNECESSARY notifications/alerts are the main reason whenever I Personally decide to delete any app from any of my devices. In this age of advanced analytics and business intelligence, it is inexcusable to receive irrelevant information during a day. Make sure to have a planned strategy for sending out notifications,and it is based on concrete evidence of relevance. The accuracy and relevance of each received update from an app, inspire the user to go back and explore one more time. This in turn adds to the user’s previous experience and trust in the app.
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