What to do if you encounter user loss during APP operation

No matter how great a product is, there will be problems with user churn, but don’t be complacent.

This encounter was not romantic at all. It was a bit thrilling, a bit frightening, and a bit overwhelming. But this encounter is still an opportunity. Through it, we can discover product problems and find out the reasons why users suddenly leave you. It can even give APP operators a chance to understand users, improve products, and improve themselves.

User churn is a normal phenomenon. We need to be relaxed. Even the best products will have user churn. But we should not be complacent. We should despise the enemy strategically and take the enemy seriously tactically. At the tactical level, we should analyze the causes through data, find the problems and solve them. There are generally two types of user churn:

1. Factors related to possible user churn

User churn is not something to be afraid of, just analyze it calmly. Why do users churn? It is normal for a small number of users to churn, but what do these churned users have in common? Where do they come from? Are there a large number of heavy users included in the "small amount"? For example, some users will be lost during the login and registration process because it is too troublesome with email verification and SMS verification. Then we know that users are afraid of trouble, so why don’t we make the login and registration process simpler? Let’s look at the possible reasons for general user churn.

2. Find the reasons for user churn

In most cases, we don’t know the real reason for user churn. Can we just guess? We are not God, and guesses are often far from reality. For most products, operations must find out the real reason for user loss. What methods would you use to find the reason? For example, I often use ASO tools to check users' comments under the APP. Let me say one more thing: don't guess, you must execute.

Example: A friend of mine whose core business is the recycling of used mobile phones. His company has an APP for second-hand mobile phone valuation. I asked him why he didn’t spend some money to set up an ASO department to increase the number of users of the APP. Then he replied that our APP users will only use it once, because after users have evaluated the value of their second-hand mobile phones using the APP, they will choose to uninstall it, so there is no need to spend that money to set up this department specifically, and it is enough to lay out channels in various offline mobile phone stores.

From this we can see that this guy knows his product very well and also knows his users very well. Therefore, the loss of users of time-sensitive products is inevitable and you have to accept it whether you like it or not. What's more, the loss of such users generally goes to downstream channels, that is, platforms for recycling second-hand mobile phones. This friend’s core business is the recycling of second-hand mobile phones. From this point of view, users are lost in the APP, but eventually return to its core business platform. Therefore, when we are looking for the reasons for user churn, we can also look for answers in downstream channels.

3. Accept user loss and continue to meet the needs of existing users

What is the core value of a product? Mr. Xing Dongjin, CEO of Cicada Master , said that the core value of a product is based on the core value of meeting user needs. Some operators tremble with fear when they see users leaving, and they keep thinking about how to win back the lost users and what methods they should think of to make these users come back. But it has cooled down the current users. Have we ever thought that the lost users are not the target users, but the lost users simply do not like your product?

After we conducted a wave of questionnaire surveys and understood the general reasons for user loss, we rushed to change the product. We would make changes based on the opinions of the lost users. But what if we offended the existing users? Therefore, when we find the reasons for user loss and make product changes, we must pay special attention to the opinions of retained users. After all, the existing retained users are our Baoding’s wealth. We must not lose the watermelon while failing to pick up the sesame seeds.

A final word: It is not terrible to encounter occasional user loss. What is terrible is that the "occasional" becomes the "norm" and users continue to leave. This is the unbearable burden we have in APP operations. Let’s wipe away the sighs shattered on the floor, regain the persistence hidden in our bones, and face it all with strength.

Mobile application product promotion service: APP promotion service Qinggua Media information flow

The author of this article @Cicada Master Wang Xuehua was compiled and published by (APP Top Promotion). Please indicate the author information and source when reprinting!