Case Study: A Specific App Retention Improvement Analysis Plan

This article mainly uses a case analysis to demonstrate a specific retention improvement analysis plan for an App.

App retention data performance:

Traffic promotion started on March 15th. So far, there are over 5,000 new users in the United States, with over 100 new users added naturally. The natural retention rate on the next day is about 35%-40%; 15% on three days; 10% on seven days; and 5% on the 15th. DAU14000+, stable monetization income, average $500+.

SN13 Remaining Image Source: Self-drawn

Comparative retention trend chart Source: Growing

analyze:

(1) Retention drops sharply on the second day. The key point is to improve the retention on the next day and focus on the retention of new users.

The method used: pop-up windows and scenario-based prompts, but the effect is not good.

(2) The retention rate is still decreasing slightly during the selection period (three days). Possible reasons are:

• New users are not target users (the issue of target users will not be considered for the time being);
• The path to experience the core functions is too complicated and the learning cost is too high (simple experience);
• No core functionality is provided;
• The product UI is not good enough.

The concept of retention:

• Retained users: New users who continue to use the product after a period of time are considered retained users, and the proportion of these users to new users is the retention rate .
• Number of launches: Opening the app is considered a launch, and completely exiting the app or entering the app after running it in the background for more than 30 seconds is considered a new launch.

A complete boot from the Android platform includes 3 situations:

1. From launching the app to closing it;
2. From the time the app is launched to the time the app is withdrawn to the background, and the time it runs in the background exceeds 30 seconds;
3. After launching the app, the device screen goes black for more than 30 seconds.

In other words, the user must launch the app on the second day to be considered retained on the next day.

Attempted solutions:

1. Improve the experience of entering the application for the first time

1. Remove interstitial ads that have a greater impact on organic users, view changes in organic retention, and view the impact of ads on organic users

Differentiate between Organic and Non-Organic users, remove interstitial ads for Organic users, and check whether the next-day retention rate of Organic users improves. Online retention is 10-20 percentage points higher than offline retention.

Note: The difference between online users and offline users is that no out-of-app ads pop up, interstitials are removed, native content is retained, and retention and monetization are checked.

2. Optimize the startup page, use animation, and reduce the startup page waiting time

Suggestion: The boot page basically exists, the elements are relatively unified ( native ads and privacy agreements are added to the logo, title , and prompts). The animation effect is single, and only one application, Power security, has a startup page animation effect. The startup time is short, basically staying between 3-6 seconds to quickly enter the application.

1. When the APP is started, there will be a short period of initialization process. The initialization process time is used to load content and reduce user waiting time.
2. The loading time should not be too long, try to be within 4s.
3. Add text such as "good morning Continue to protect your phone", "we are try our best to help the phone" and similar texts to convey positive emotions to users.
4. Add transition animation effects to promote the brand .

3. Reduce and optimize homepage functions and remove unnecessary functions

The information is too redundant, causing visual confusion. The operation of the three main function buttons is retained, and the others are in card format. According to the user's operation path, the functions with the greatest operation experience are selected and placed on the homepage, and other functions are weakened. On the home page, click one button to speed up, deep clean, and check for viruses.

4. Wake up and recall silent users

Silent users are users who only launch the app on the day of installation and the next day and never launch it again. More than 65% of the users in the app are silent users. (View the silence rate of users in different channels by channel . Currently only Google Play is available)

(1) Add personalized pop-up window

The pop-up window only appears on the second day of installation, and each pop-up window appears once. Reduce disruption to users. The pop-up window uses Snackbar to pop up as a reminder or message feedback prompt, and disappears automatically after 10 seconds.

• Usage scenario: After the user downloads an app, caches files, and takes a lot of photos, the photo space is insufficient. Before the user takes a photo or unlocks the phone, you prompt the user to clean up the junk to free up more space with the prompt "Memory is 90% occupied, clean up excess junk and store more photos."
• Pop-up window time: According to Umeng data statistics, the peak usage time is 9-10 am and 21-22 pm, which are the pop-up window times.

(2) Pop-up window for other functions

Guiding users to use private photos and secure browsers can greatly improve user retention .

For example: "If you are worried about him/her peeking at your chat history or your parents peeking at your photo gallery, lock the social apps immediately" and "If your friends accidentally see your embarrassing search history, don't worry, solosecurity will help you clean up your browsing and search history."

(3) When users download the APP and activate the app, a pop-up window appears

After the user downloads the app, the app is automatically activated, and the user enters the app to display and perform security scans - that is, the app will be activated every time the user downloads it, which improves retention.

6. ASO Optimization

The conversion rate of sn05 is relatively good, with 47% of users visiting the details and installing the software. Optimize logos, LP materials, copywriting, and titles for those with poor in-store conversion effects.

Aso optimization problems and countermeasures

2. Optimization function

Conclusion of iResearch iClick Community Online User Survey

1. Users’ demands for space cleaning > system optimization > software management, etc. Space cleaning and system optimization are the most commonly used functions for cleaning/optimization App users. Strengthening the main functions is the key. Improve core functions and core experience. For example: deep cleaning of garbage cleaning, clearing out extra cache garbage and reducing power consumption.
2. Display specific memory values ​​and the amount of junk memory within the app, monitor WIFI and battery level in real time, and display the data of each result within the app or in the notification bar. Use eye-catching copy and dynamic effects to encourage users to click.
3. The charging lock screen has been redesigned, and you can slide the charging lock screen to enter the app.

3. User Reviews

The following are some negative reviews of security products listed on appappine to understand user needs and suggestions.

1. I don't understand if this app is cleaned or not, when you press the consent to clear the clipboard you take care of it all, everything is in place and nothing is cleared, so until you are sure it does clean the phone and speeds up work. Generally speaking, the app interface is simple and convenient, and the ads are not highly intrusive. The cleanup progress and result feedback were not clearly communicated.
2. Way too many ads.. takes me so long to open my phone——There are too many ads, which leads to slow loading times.
3. I'm relieved if I install it somewhere, I'm worried about an unknown warning popping up! Just... a little nervous. Unfortunately, notifications are sent over and over again like LINE messages - too many push notifications, interrupting the user
4. Every time there is optimization and garbage, there is a battery scan - every time the user scans, there is garbage and areas to be optimized.
5. Antivirus is so-so - download if happy with one major feature.
6. When searching on Google, we record all browser history in private browsing, so please fix this - there is a problem with private searching.
7. After cleaning, your antivirus won't be able to find malicious applications! ——The function is useless.
8. Honestly, it didn't work for me, my phone thought it had a virus but the guy couldn't find it - functionally useless.
9. Frequent forced shutdowns - high system crash rate.
10. Do not agree to access IP address and Mac address - privacy and security issues.
11. It’s a terrible thing for the media. At any time, even when the phone is offline, video ads will automatically pop up with sound, and I have been searching for months to find out where this malicious code is coming from. I was surprised when I realized the app was a vaccine app. Ads that accidentally make sound even when set to vibrate mode. Whatever you think, isn't this a little special? Many users remain unaware because they are not exposed. When I removed it, nothing drastic changed, but we do business with common sense and ethics. ——Interstitial ads play automatically with sound.
12. I can't suddenly lock my fingerprint, what are the contribution rights? Incompatible with the model? ——Not understanding the internal functions.
13. Used app lock to block messages, calls, WhatsApp and Facebook, now removed app lock and won't let me enter any of those apps and tells me the process has stopped and now I can't use my phone to make calls and send messages. Please resolve this issue.
14. applock not working properly after update - there is a problem with the functionality.
15. Very good app, it was great 3 years ago but not now! PUBS PUBS PUBS!!! More alive than that! Lose 1 or 2 seconds of advertising on unlocked systems, if the cache is written when sending a message, it will not go through the ads that appear above the keyboard, but forced to play ads! Because of him I strongly think to change the security app... It's really a shame - too many ads and disturbing to the user.
16. It won’t protect your device as it promises daily cleaning but self-installed viruses and apps will always continue to produce crashes and slowness – high system crash rates.
17. 17. High power consumption - the application size is too large, optimization is recommended.
18. This app ignores my Google Play settings, My settings do not allow auto-updates, I like to review and apply updates myself, this app chooses to download and auto-update everything, which is not worth it. I have the flexibility of Android, if I want an app or phone to control everything then I'll buy an iPhone, uninstall - auto-update.
19. The message can't be set to off, at first I liked it more, now I can't disable the Device Administrator mode every time I press the "Settings stop" message, I can't uninstall the app from my phone so I don't recommend it if you want to install, good luck moving forward.
20. Too many functions, cumbersome. Instead, it slows down the phone and takes up memory. You won’t feel it on a new phone, but I suggest you don’t install it on a phone that has been used for a long time, as it will make your phone become stagnant. ——The application size is too large, optimization is recommended.

User comments (positive):

1. Very good app, but sadly there is no fingerprint to unlock the app. But other than that, I like the idea of ​​safe browsing - fingerprint unlocking on demand, safe retention of interest.
2. Very useful for people suffering from privacy attacks - useful functions.
3. I love you more than ever! Cheetah, you are the best! Like I said before...sometimes I have to delete you because I just take too many pictures and I have to delete you to get more space even if it's not you using it. picture! I have too many. However, I really need to keep my phone safe when I'm back on wireless, and you'll always be there to alert me if something isn't quite right/safe. ——Security.

Summarize:

User evaluation summary Chart: self-drawn

4. Product version iteration records in the App store

5. Other optimization points

1. When users click to scan immediately for the first time, the benefit can increase the click-through rate of one-click scanning and increase revenue. The disadvantage is that it reduces users’ favorability towards the app and prevents them from forming an awareness of the app.
2. The return rate of incomplete scans is high. If retention is not considered and monetization is pursued, an interstitial screen will pop up when the scan is returned, and then the unscanned result page will be displayed, which poses certain risks. If a threat is found, click Continue Scan and a native ad will be placed below. The native ad can be continuously updated. (Can be used as a package for those who want to realize cash)
3. The clickable area for home page scanning is enlarged.
4. Use text to describe that the memory used is XX, the total memory is XX, and after cleaning it up, the page color changes, giving users a clear and definite process and goal.
5. The style of the advertisement can be adjusted. The following are the function recommendations and banenr that do not affect the experience too much. The native advertisement will appear 8 seconds after clicking the homepage, and the advertisement is not very abrupt.

Customized native advertising modes, including native information flow ads , native application walls , native interstitial ads , native open screen ads , etc. The above native ads can reduce users’ disgust and rejection, promote the enhancement of brand value, and the ads are highly interactive and effective, achieving efficient exposure and conversion.

The above is a summary of some ideas for improving product retention.