App promotion: reasons for user loss and solutions!

The so-called user retention rate refers to the proportion of new users (users who use the product for the first time) within a period of time who continue to use the product within a certain period of time. In the promotion and operation of APP products, ASO optimization can bring more or even super-ideal new users. Only when there are more new users can we talk about user retention rate on this basis. In today’s article, I will briefly analyze the reasons and solutions for the low APP user retention rate.

How to calculate user retention rate?

Calculated by daily retention rate: that is, after the user is added on the first day, the user's activity on the Nth day after that is calculated by dividing the number of active users on the Nth day by the number of new users on the first day to get the retention rate of new users on the Nth day after that.

For example:

If a product has 500 new users on May 1st,

Next-day retention: On the second day, May 2, 300 of the 500 people were active, so the next-day retention rate is: 300/500=60%

2-day retention: On the 3rd day, May 3, 240 of the 500 new users were active. The new retention rate on the third day is: 240/500=48%

And so on until the 30th day.

30-day retention: On the 31st day, May 31st, 20 of the 500 new users were active on the same app, so the 30th-day retention rate is 20/500 = 4%

Arranged into a table as shown below:

Through the above analysis, we can see that, just like human memory, the user retention rate will also show a decreasing trend as time goes by.

What are the factors that affect PP user churn?

Below, the editor briefly analyzes the reasons for the loss of APP user retention rate through a mind-guided map:

1. As the threshold for APP development becomes lower and lower, and the saturation of the APP market continues to increase, the homogeneity of APP products is very serious. At this time, decision makers need to position their APP products before development.

2. As for the product itself, whether the product is perfect enough when it is first launched, whether the user experience is smooth, whether the product experience (functions, UI, etc.) meets user satisfaction, etc., are all important factors that affect the user loss of an APP product.

3. The so-called user service, to put it bluntly, is actually a kind of in-application operation. That is to say, based on the actual situation of the APP product, give users some incentive mechanisms. Only when your product is valuable to users will they continue to use it. How to promote app

4. Too many pushes and no reasonable message push. If the content is not thoughtful, it will cause users to be disgusted and uninstall directly.

5. Other aspects include slow updates of APP content, such as information APPs, poor content quality, and the emergence of competitors, which will lead to the loss of users of your APP products.

What are the key factors for improving PP user retention?

1. From the product level, first of all, your brand image must be good. On this basis, we should do a good job in guiding new APP users and optimize product performance to avoid problems such as APP crashes, memory occupation, and slow operation. In addition, when updating products, it is important to pay attention to the gradual process, communicate more with operations, and make good plans and strategies.

2. From the operational perspective, first of all, we need to carry out some activities based on the advantages and functions of the product itself to stimulate user desire; secondly, as mentioned by the editor above, we need to do a good job of PUSH push and use the sign-in function to increase user stickiness; finally, it is recommended to have good customer service who can respond in a timely manner, help solve user problems and feedback, and continuously optimize the APP product through these.

User churn is a long-term and continuous behavior. It is not an easy task for operations and promotion personnel to effectively improve user retention in the long term. In addition to the content mentioned above, the most important thing is to understand your users, and then "prescribe the right medicine" to give them what they are interested in and want, so that users will retain for a long time.

Source: Zes (zesmob.com)