Congrats! You’ve got plenty of people downloading your app. But, are you paying attention to how people engage with your service? Converting new prospects to download your app is only part of the job. If you slack off and don’t keep track of how your users engage with you, you run the risk of losing them.
When a notification pops up on their screen, alerting them of their impending storage deficit, they’ll look at the apps they don’t use or need. They’ll uninstall your app, leaving you with a soaring churn rate. How do you make sure this doesn’t happen to you? How can you prevent a broken relationship between your app and your customers?
At CleverTap, we recently decided to conduct a survey of over 2,000 mobile app users. Our goal was to help solve issues relating to app retention strategies and engagement for our clients.
Using our newly-found knowledge from the survey, we’ve come up with a list of solutions and best practices fit for mobile app developers and marketers.
So, what factors push people to uninstall certain apps from their devices? Let’s take a look.
In the survey, we discovered three key reasons why people uninstall apps.
The top two reasons were exemplified earlier – 39.9% of people uninstall apps because they may no longer use the app, and 18.7% do so because of limited storage space on their phone.
Furthermore, the survey uncovered that 16.2% of people uninstall apps because of too much advertising. Interestingly, only 11% of users decide to remove an app because of technical issues or confusion.
So what can we do to counter this trend?
The key is simple – we need to focus on user app retention. When you concentrate on consistent user-engagement efforts, such as collecting regular feedback, you build long-term relationships with your users. You’re also able to deliver the best experience, because you understand what they like or don’t like about your app.
App Uninstall Rate Landscape
Once a user installs your app, it competes against the other apps installed on their phone. On average, users have around 40 apps installed on their device. Additionally, the average app consumes 206 MB of space.
Smartphone users need to be selective in how they manage their phone’s storage. That’s why you need to take vital measures to ensure your app isn’t the one people delete when that memory storage notification pops up on their screen.
Implement Feature Feedback
One way is to build on the features of your app that your users already enjoy. This is where it’s crucial to gather feedback and put your app through rigorous testing. Make sure there’s a way for your app users to fill out a feedback survey, so you have a good idea on what features are beloved. According to Neil Patel, asking for reviews within your app is the simplest way to gain feedback.
Testing is useful too because you can recognize what your users like in an app before it launches and goes live.
Now, here’s our advice:
Take your user feedback surveys seriously. Adjust your user engagement based on what you find in the in-app surveys and polls.
Don’t become overly aggressive with your consumer feedback system. For example, try not to inundate users with a barrage of requests for app reviews, surveys, or in-app messages. Since 28% of people reported uninstalling apps because of too many ads and notifications, don’t overwhelm your users.
Track Actionable Metrics
You can also use conversion rates to track the reactions your customers have, as well as use RFM analysis to determine the recency, frequency, and monetary value of your users. Do this for push notifications, in-app messages, and advertisements on your app. When you follow these systems, you develop a data-driven feedback system based in reality.
This, in turn, can salvage relationships with your current users before they click the “uninstall” button, and help your app retention rates.
At the same time, you shouldn’t be timid with your approach. You’ll gain quality user engagement evaluations if you set up your notifications strategically. This goes back to tracking your conversion rates and how people react to the notifications you send them.
Securing high app retention rates
To conclude, make it simple for your users to understand how to use your app. Remember that only 11% of users uninstall an app because of technical issues or confusion. And while it’s inevitable that most software deals with bugs or easy-fix technical problems, these shouldn’t become a top concern.
Firstly, when you focus on mobile app analytics and crash reports, you’ll interpret the root cause for these technical issues. Secondly, running lengthy beta tests before your app goes live is an outstanding way to counter these complications.
The two main reasons why people uninstall an app have nothing to do with its technical performance. They either may no longer use the app (39.9%) or have run out of storage (18.7%).
Regardless of the reason, when users decide to uninstall your app, that’s it. They’ve severed the customer relationship you had with them and your services. To keep this from being you, direct your efforts to user app retention. Come up with an effective system to reveal customer feedback. Then, use that data to deliver the best experience for your customers. You can salvage that relationship before it ends through embracing a more customer-centric, attentive approach.