An android user has more than 1,286,660 apps to choose from
User retention is the key
“65% of a company’s business comes from existing customers, and it costs
five times as much to attract a new customer than to keep an existing one
So retention is important, but how do you improve it?
Create targeted, customized campaigns depending on what the user will
be interested in
• Keeping track of user behavior
• Done through various modes such as push notifications, in-app messaging and
These tools help with determining audience attributes and requirements.
Important to use analytics to continuously monitor your app performance
and track crucial KPIs
Monitoring helps in identifying and solving real time issues such as which are
different from testing conditions
Developer should identify leaks in the funnel and push immediate changes
Monitor the performance of your customization strategies as well
Rewarding improves user retention and engagement, but satisfied users
are more likely to recommend the app to their social circle.
Customize the rewards based on the type of app and user base. Analytics
is crucial to identify successful reward programs across different user
Frequently used methods –
• In-app notifications
• Push notification
• Social incentives
“Happy customers who get their issue resolved tell about 4 to 6 people about their
Source: White House Office of Consumer Affairs, Washington, DC
Listening to feedback and acting on mistakes is crucial towards building user loyalty
Tracking and resolving user complaints which include but are not restricted to social media and in-app
Also collect feedback from users
The magic formula
App Success = Acquisition +
Retention X Conversion
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