How can operations improve APP retention rate? ?

With the rapid development of mobile Internet , people's demand for products has gradually changed from full functionality, stability and security to requirements for beauty, convenience and comfort.

On the mobile side, whether an app can grow steadily in size and reach a certain DAU (Daily Active User) requires more than extremely powerful or unique functions; it also requires a good user experience , and interactive design is the experience.

All content in the APP should be simple and clear, that is, it should be designed in accordance with "minimalism". Usability is one of the main components of an app’s success. The fewer steps a user has to take to achieve their goal, the better the experience will be, the more users will love the app, and the retention rate will naturally be high. In the APP design, everything from text, layout to pictures and content is impeccable, but the hidden functional design such as page interaction, form details, login interface, etc. cannot be ignored.

◆ A good registration page design allows users to easily and simply use it

When developing an application, our goal is to make the user experience as comfortable as possible. The first step in designing an APP is the registration and login page. The commonly used registration and login mechanism is generally: "Enter mobile phone number → user waits to receive SMS verification code → view the verification code and write it down → enter the verification code on the registration page"; or use email and password registration method, but there are many applications on the phone, and the password setting mechanism is different. Users also find it cumbersome to remember different accounts and passwords. Therefore, the mainstream APPs on the market now use email account verification less and less.

The complicated registration and login process builds a high wall between users and product experience, which will also lead to the loss of more and more potential users. According to the "Mobile Application Performance Black Hole Report", connection timeout is the top ten APP performance black holes. As the first step for users to register and log in, if the connection exceeds 5 seconds, 27% of users will choose to leave. According to testing, the process from the user applying for a verification code to receiving the verification code and filling it out generally takes more than 5 seconds, which means that 27% of users will abandon an APP because of the cumbersome verification steps.

Moreover, this SMS verification method is also very unsafe to a certain extent. Every year, there are endless news reports of account funds being stolen and mobile phones being bombarded with SMS messages due to verification code interception. Both user experience and security factors are driving the urgent need for identity authentication technology to be upgraded.

◆ High experience, low risk, registration/login threshold is greatly reduced

The SMS verification code login method is increasingly unable to meet people's needs, so a more advanced and humane verification method has emerged, which no longer requires a verification code and can also verify the user's identity:

Now some content reading apps will add a "third-party login" option after the mobile phone registration method, and users can log in using QQ, WeChat or Weibo accounts. When the APP and PC have the same product, they will also use account password or QR code to log in. This step can simplify the user's usage steps.

A small number of APPs have begun to use a one-click login method using the local phone number, allowing users to avoid entering verification codes, avoiding problems such as SMS verification code delays, interception, and leakage, making it faster and safer.

From the order of layout of the registration page, we can see that the first one is usually registered by mobile phone number, and the third-party and account password login methods are ranked at the back and weakened as much as possible. That is because for B-side enterprises, logging in with the local number is undoubtedly the best choice. If the mobile phone number is used as the account, then all numbers are potential users of the application, and better sticky interaction can be obtained. For example, in a live broadcast APP , when a user is interested in an interesting live broadcast , he will receive a text message notification on his device, and push notifications will be sent to the user to achieve the purpose of promoting activation.

Judging from the user's behavioral habits and experience requirements, the future development direction of the APP registration/login interface may be to reduce the presence of verification codes, allowing users to gradually bid farewell to verification codes and log in securely with one click. The common web version of the application where we scan the code to log in is developed based on this principle. Of course, this is just a verification method upgrade for PC products.

While optimizing the user experience, various verification methods should also retain corporate users and enhance account security to provide a certain level of protection. For a seemingly simple registration and login page design, we must also make it quick, easy and user-friendly, handle every little detail well, consider the user's comfort a little more, improve their favorability, and we will get closer and closer to the users.

The author of this article @ APP干货铺is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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