APP operation: What factors lead to serious loss of APP users?

During the operation of a product, there is one most critical data indicator - user retention rate. Improving user retention is a problem that every product needs to overcome, whether it is the quality of attracting new users through channels or controlling the user activation in the later stage of the product. Operations personnel are required to conduct data analysis, understand users, and integrate their own APP business scenarios to implement operational plans to improve user retention! As for the factors that lead to serious loss of APP users, the editor has sorted out some key points to answer your questions.

Regarding the user retention rate of an APP, the editor would like to explain to you that the user retention rate refers to the proportion of new users of an APP within a period of time and those who are still using the APP within a certain period of time thereafter.

What factors lead to serious loss of APP users? The following are the factors that affect APP user loss:

1. With the rapid development of mobile Internet, APP has become an effective marketing tool. The threshold for APP development is getting lower and lower, and the market saturation is also constantly increasing. There are many homogeneous APPs. At this time, a decision maker needs to not blindly follow the trend before deciding to develop an APP, but must do a good job of positioning the APP and provide users with valuable things.

2. As for the product itself, if you want to launch a successful product, don’t rush into it. If your APP is not sufficiently improved in terms of user fluency and product experience (functional interface, UI, etc.) to meet user satisfaction, and it is still launched on the market despite various bugs, after users download your APP, the APP content updates slowly, and there are problems such as flash backs, freezes, crashes, black and white screens, network hijacking, and poor interactive performance, which will make users feel resistant! "Such a bad APP, what's the use, uninstall it", which will make your user loss even more serious. Of course, they won’t provide valuable feedback or suggestions for your product!

3. User service is actually a kind of in-application operation. That is to say, the APP should give users some incentive mechanisms based on actual conditions, so that your APP will be valuable to users and users will continue to use it. If your APP does not have a perfect user incentive mechanism and does not provide good user services, it will have a relatively large impact on the loss of APP users!

4. The APP user experience is poor. The APP functions, interface UI, etc. mentioned above will affect the retention of APP users. APP needs seed users after it goes online, because they can provide valuable suggestions for your APP and lay a good foundation for the update and iteration of APP. On the contrary, the APP has not been updated or iterated since its launch. How can it retain users? If you don’t put enough effort into making your own app, why should you let your crappy product take up the phone’s memory?

UI design of APP interface: Personalization does not mean non-mainstream. In fact, the UI that users accept does not require to be cool or creative. If you study it carefully, you will find that great UI designers always design interfaces that are simple and easy to understand!

5. Too many APP message push notifications, and failure to use them properly, which turns them into harassment of users, coupled with careless content, will cause users to dislike your APP and uninstall it directly. After all, message push is meant to better serve users, but today's APP operators do not make reasonable use of message push, and the content of the push is also very casual. Therefore, this is also one of the factors that cause APP user loss.

6. In this big data era, data speaks for itself. In this way, we can use big data analysis to find the cause of the problem and prescribe the right remedy. However, if the APP lacks data support and the data analysis is not in place, it will not be aware of the real reasons for user loss and will not understand what the real needs of users are, and will not be able to produce content that users need and like!

The above summarizes the factors that lead to serious loss of APP users. In fact, the user churn rate of APP is certainly affected by many factors, but we can provide strong data support for the subsequent development, optimization or marketing activities of the product through user behavior analysis, thereby reducing user churn rate and increasing operating income.

Source: Jianshu