How to reduce APP user churn rate?

No matter in which era, APP user retention is always a topic that everyone thinks and talks about. For product APP operations, retaining users is the most important task and evaluation indicator. The higher the APP user retention rate, the longer the users use the APP, which can bring greater cash flow and value to the product.

There is always a reason for the emergence of every APP! For APP operators, APP is like their own child and needs to be cultivated slowly! And if we can conduct a detailed analysis of APP user retention, it can help us better understand the user's behavior in the product, which is of great value to product optimization and measuring user quality. However, many companies have not developed specific plans to activate silent users and recall lost users. Some companies try to replace lost users by acquiring new users, while others spend a lot of time analyzing the problem and trying every possible way to reduce the loss of APP users.

The road to APP operation is long and arduous!

I have little experience, so the following are some of my more practical methods for reducing the loss of APP users. I hope it will be helpful to everyone! (If you have other practical retention methods for APP operation, you can also leave a message to share with everyone)

The first impression an APP gives is very important. From the product perspective, first of all, your APP brand image must be good, and you must build a good brand, maintain the brand image, and increase brand awareness. Why would others use your APP? In addition to promotion, it is nothing more than through recommendations from friends and high evaluations in the application market. The latter two are because the APP has a high degree of recognition, so it is very important to lay a good brand foundation!

On this basis, guiding new APP users is also very important, especially for shopping, games, financial management and other APPs, which are relatively cumbersome to use, so it is necessary to guide users and help them use your APP well, so we must do a good job of APP guidance. In addition, it is also necessary to optimize the performance of the product to avoid problems such as APP crashes, memory occupation, slow operation, poor interactive performance, and slow content updates. And when updating the product, pay attention to the gradual process, communicate more with the APP operator, and make good plans and strategies.

From an operational perspective, the first thing to do is to continue to carry out some operational promotion activities based on the advantages and functions of the APP itself, so as to stimulate users' desire to shop. Secondly, it is necessary to reasonably push messages and use the sign-in function to increase user stickiness. Finally, it is recommended that APP customer service should respond promptly and help solve users’ problems and feedback, so as to continuously optimize and upgrade the APP.

In fact, user churn is a long-term and continuous behavior, but as an APP operator, it is definitely not an easy task to effectively improve user retention in the long term. In addition to what is mentioned above, the most important thing is to understand your users so that you can "prescribe the right medicine" to give them what they are interested in and want, so that APP users will retain for a long time.

Starting from the APP itself, it is necessary to upgrade and update the APP functions and optimize the performance of the product. After all, the nature of the product is largely related to user retention. If your product is like shit, it doesn’t matter how good your operation is! As the performance of many brands of mobile phones continues to improve, your APP still needs to improve performance optimization to avoid problems such as APP crashes, memory usage, and slow operation. Because today's users can be said to be very willful, and there is serious homogeneity in the market, the substitutability of APP is very high.

For example, the functions of Chuangshi Internet's local comprehensive life service APP are very powerful. It can hit the pain points of users, solve the pain points and needs of users, and make operators play a role of icing on the cake when operating APP! Therefore, in order to improve the retention of APP users, it is necessary to make the product well and make users comfortable!

Do a good job in APP user activation and cultivating user stickiness. Event operation is one of the most effective ways to activate users.

For e-commerce apps, they can use festivals to hold promotional activities, give out coupons, give away gifts when the purchase reaches a certain amount, and offer instant discounts for new customers; financial management apps can use activities to encourage users to bind their cards and invest; and education apps can invite influencers to give online lectures and hold offline salon activities, etc. In fact, the user scenarios of apps in different industries are different.

In addition, you can also use APP user operation scenarios to operate activities. According to the business scenarios required by your own APP, when the user completes registration, payment, sharing, etc., the H5 page lottery activity can be triggered. You can also trigger and push activities based on the basic attributes and tags of APP users, so as to operate activities that are tailored to each individual. To promote user activities, we must trigger activities for different users in a targeted manner, push them accurately, and avoid user loss!

Message push is actually a double-edged sword, so we should make reasonable use of good news push.

After all, pushing messages too frequently will cause user loss, but pushing messages reasonably and timely can help awaken APP users. To achieve accurate message push, you need to understand your users, manage user tags, and push different content to users with different tags to improve user experience.

The check-in function of the APP can improve user stickiness.

Signing in to earn points, continuous sign-in, and point accumulation are actually similar to the triggering of activities based on user operation scenarios mentioned in point 4, all of which are aimed at increasing daily user activity and user stickiness. The sign-in function is very helpful in improving the stickiness of APP users. Daily sign-in of users can effectively increase user activity and improve retention rate. When the user signs in, the APP will trigger a lottery to reward the user. Of course, when a user suddenly stops signing in, the system can push a reminder to the user to sign in quickly.

For example, classic cases: signing in on Baidu Zhidao to gain experience, signing in on JD.com to gain JD beans, and signing in on Taobao to gain gold coins.

Understand users, provide good user services, communicate with users regularly, and pay attention to user feedback. A big reason why users are inactive and leaving is the product. Then APP operators should pay more attention to the problems users encounter in operation and the opinions raised by users. When problems arise in user operations, APP operators can promptly provide feedback to users and solve the problems. When users make suggestions for the product, you should express your gratitude and submit them to the product manager and technicians for evaluation, upgrade and optimization!

In addition, we must pay attention to user complaints. After all, the product problems exposed by user complaints are just the tip of the iceberg. According to the survey, 96% of users will not say anything even if they are dissatisfied with the product, and 91% of them will leave permanently without saying a word, and only 4% of users will express dissatisfaction or opinions about your product! This shows that we must take APP users' complaints and complaints seriously and give feedback in a timely manner. Users whose complaints are fed back and resolved are very likely to become loyal users of the APP. These loyal users can spread our products or services well, thus forming a good reputation.

If you want your APP to survive longer, it is very important to do a good job in user operations, improve the APP user retention rate and extend the user life cycle. Nowadays, the competition among APPs is becoming more and more fierce. It is difficult to operate an APP well. The only way to make users like your APP is to think about how to reduce the loss of APP users during the operation, and constantly observe, understand, and serve users well, so as to make users like your APP!

Source: Jianshu