APP promotion: Serious user loss? You stepped on these pitfalls!

The fundamental solution is to analyze the reasons for APP user loss and then solve them in a targeted manner. The most intuitive data manifestation of product user loss is the decline in user retention, and improving user retention is a difficult problem that every operator needs to overcome. If users keep leaving, the product will be difficult to maintain. Qingguajun has sorted out several reasons for user loss from both inside and outside the APP for your reference.

1. Failure to plan for launch

When a new product is launched, the first step is often to acquire seed users. When successful products are first launched, they usually prioritize acquiring seed users rather than launching them into the market on a large scale. If you get enough seed users, the APP will develop very quickly and the subsequent operations will be easier.

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Don’t be afraid of bugs after the APP is launched, but you must ensure that the main process of the APP can run smoothly. Through the continuous accumulation of seed users, major bugs are improved and functions are enriched. If an APP has too many bugs at the beginning and users are unable to fully experience it before it is pushed to the market, it is easy for users to resist and leave. For a product, the activity of seed users can best reflect the quality of the product, and active feedback and interaction from seed users are crucial to product development.

2. Poor user experience

User experience is the lifeblood of an app. Throughout the product life cycle, most of the time and energy of product and operations are spent on figuring out and developing a better user experience. Zhang Xiaolong said, "Simple and natural". When everyone can use it, the natural experience that does not require users to think is a good experience. Users always like clear, simple, natural and easy-to-use designs and products.

① First experience: A survey report by data analysis company Preact shows that poor first experience is the main reason for user loss, accounting for 22.9% of the total, followed by poor product performance and poor communication. If you want to understand the reasons behind the poor first experience, you may consider the following three aspects:

a. Is the onboarding process designed to be easy to understand?

b. Does the landing page design allow users to quickly find and complete the tasks they want to complete?

c. If you want to log in/register as a member, is the process simple and convenient?

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Please remember that as first-time users of the product, initial users are not very familiar with and have a low degree of favorability towards the product. Developers do not need to design too many complex functions. First, they should give users the impression that the product is simple, easy to use and effective, and then continuously optimize each link based on user feedback, which can effectively reduce this type of loss.

② Product function: We mentioned earlier that after the APP is launched, it needs seed users to provide valuable suggestions for the APP and lay a foundation for rapid updates and iterations in the future. However, if the APP has been online for a long time but has a single function and a poor experience, how can it retain users?

③ Interactive interface: Users can accept UI design without requiring it to be cool and creative. Careful research will reveal that first-class UI design interfaces are usually simple and easy to understand. Personalization does not mean non-mainstream.

④ Technical level: relatively intuitive, mainly focusing on two problems: downtime and slow access speed.

3. Not paying attention to user operations

User incentive mechanism is a common means of user operation. It refers to the product and operational means taken throughout the entire life cycle of a product, including the introduction period, growth period, maturity period and decline period, in order to improve user stickiness, loyalty and brand awareness.

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Internet users have never been loyal. If you fail to create freshness in terms of functions, content, user strategies, etc., they will get bored sooner or later. Therefore, the Internet not only requires product gameplay, but also requires many operating mechanisms to serve users.

4. Frequent PUSH causes user harassment

Think back, which apps have notifications turned off on your phone? Push itself is intended to better serve users, but if it is not planned properly, the push content will be frequent and random, which can easily cause user disgust and lead to user loss.

1. Application market environment

Nowadays, with the continuous advancement of technology, the threshold for APP development is getting lower and lower, the application market is highly saturated, and APP product functions are seriously homogenized. Of course, this may also be a problem for decision makers. Before developing an APP, many people just follow the trend without doing a good job of positioning the APP and are unable to provide users with anything valuable.

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The content or functions of the APP should be able to solve the user's pain points, which are the problems that users encounter in life. If the real products or services that an APP can provide to users exceed their psychological expectations and can actually solve their pain points, the retention rate of this product will not be too low. The functions of the APP are as simple and extreme as possible: simple, with fool-proof operation; extreme, with its own unique features.

2. Lack of data analysis

In the Internet industry, we often mention data-driven, which is a problem faced by product, operation, and data departments through mutual collaboration and support. The main goal is to attract new users, promote activation, and improve retention. Whether it is the functional iteration of the product or the promotion evaluation of operational activities, data indicators are needed to measure. Commonly used APP analysis indicators mainly include five aspects: user scale, engagement, channels, functions, and user attributes. The main reasons for the serious loss of APP users are: the product itself + objective market conditions + activity intensity. If these points are done well, user retention will usually not be low.

Without data analysis, it is difficult to realize the real reasons for user loss and it is difficult to truly understand user needs. Use the mobile statistical analysis tools on the market to analyze APP indicators and the main reasons for user churn, and then optimize the product in a targeted manner.

3. Conclusion

There are thousands of reasons for churn, and they vary from product to product. It is easier and less costly to regain old users who are familiar with a product than to regain new users who are completely unfamiliar with the product. Therefore, instead of blindly expanding new users, it is more cost-effective to look back at old users who have left, explore the reasons for their loss, and then recall them in a targeted manner.

Author: Xiaojun

Source: Enjoy aso