Surely you have come across the concept of user retention in a mobile app and that it is a crucial indicator, but do you know more precisely what it means? Retention is the return of a user to the app at least once within a selected period of time - it is most often measured on the basis of four time intervals, which last respectively: 1 day, 7 days, 30 days and 90 days.
If the app has unique characteristics and the user is more likely to use it less frequently than every 90 days (the longest time interval), e.g. a flight booking app, then of course this should be taken into account (in this case, measuring user retention will be more difficult precisely because of this long interval). Determining the ideal time interval for your app to determine retention can be difficult, so we offer you our specialized support. We'll detail how to measure retention and wrangle the best value for it.
Statistics on retention vary, and at first glance do not seem optimistic; according to AppsFlyer, 1-day retention - that is, the number of users who open the app the next day after downloading it - is 26.1%. After 7 days it's 10.3%, and after 30 it's only 4.5%.
The retention rate only relates to app openings over a certain period of time, this is one indicator - it's also worth considering others - such as the number of update downloads, the number of uninstalls, sessions, time spent in the app, etc. Here, too, we are able to provide you with comprehensive support, with each measurement, and with each optimization.
The number of downloads of the application is important, but what is even more important is what happens after installation, during its use. This really determines the quality and usability of the application.
A large outflow of users in the first days after installation can be caused by poor technical quality, a large number of bugs and long loading times of the application. It is worth spending more time on testing before releasing our product to users.
An equally important issue affecting low user retention can be an application interface that is too complex. Too many options can overwhelm the user and, as a result, they will stop using the app. Also unfavorable is the number of push notifications sent too often - here the most important thing is sensitivity, too many will cause uninstallation, and with too few there is a chance that the user will forget about us. Similar is the case with sending requests for reviews in the app store. Moderation is important, finding the golden mean so that a request for a review does not turn into the lowest rating and uninstallation. Thanks to our experience with a number of apps offering a wide variety of functionalities - we will direct you to this "golden mean" both with push notifications and with sending an app rating request. Together, we'll do it right.
LTV - (Life Time Value) indicator necessary for measuring customer value
LTV, in other words, is the average revenue gradually generated in an app or mobile game from one user.
By measuring LTV we can see what kind of revenue we have from our app and whether the cost of acquiring a user at least pays us back. However, in order to calculate LTV, we need to know the value of many indicators, such as: user activity time (lifetime); ARPU; retention; the number of paying users; ARPPU (average revenue per paying user). Only by raising these individual indicators are we able to raise the LTV target. Complicated? Maybe, but that's why we offer you our comprehensive assistance.
When implementing a new mobile application, it's worth relying on the help of professionals. Contact App&More and we'll be happy to direct you to the most important issues that seem trivial, but maybe you wouldn't have come across them on your own. We'll save you from making mistakes that could bury your app before the number of installations exceeds 1,000. Beginnings are difficult, yet crucial. That’s why it’s good to have support!